2014, Vol.38, No.10

Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7

pISSN : 1226-0533 / eISSN : 2713-6388
https://journal.kci.go.kr/JTS

This study was designed to meet an emerging need for properly addressing issues concerning region based festival events in Korea and paving the way for more elaborate research on branded festivals. Basic data can help to achieve policy for creating distinct regional identities and images, as well as well-known festival brands. Also specific implications can be drawn for scholars and practitioners. The results showed that congruence between festival and destination brands, festival brands and self-images, and destination brands and self-images, had a significant influence respectively on the visitors-festival brands relationship, which in turn had a significant impact on festival brand loyalty. A Chi-squared test was conducted, using a new model with a given set of constraints and an established model, to compare the sizes of the factors having significant impacts on visitor–festival brands relationship. The results revealed that, of the three factors, congruence between festival and destination brands was the most influential, followed by congruence between festival brands and self-images and then that between destination brands and self-images.

This study explores the implication of campsite environmental development and management plan by analyzing the relation between physical, social, natural 'servicescape' and customer's perceived value, satisfaction, behaviour intention and the validity of the model that treat the physical, social, natural 'servicescape' as the individual constructs. Analysis confirms the current model has both convergent and discriminant validity. And convenience in the physical servicescape, staff in the social servicescape, fascination and compatibility in natural servicescape influence on customers' satisfaction and perceived values, strongly rather than other factors. Perceived values all have an effect on customers' satisfaction and behavioural intention. This study suggests that strategies to increase the attractiveness and the convenience of the physical environment, the staffing of social servicescape, increase the element of fascination and compatibility of the natural servicescape, are the main priority in developing and managing camping sites with competitiveness.

This research explores the effects of technical and individual characteristics on the perceived usefulness and ease of use as well as user satisfaction of social commerce in the purchasing food service. In order to perform this study, a research model including technical characteristics (information quality, system quality, service quality), individual characteristics (self-efficacy and involvement) is proposed. A total of 324 questionnaires were distributed from May 15th to June 30th, 2013, of which 302 questionnaires could be used. The results of this study are as follows: Firstly, information quality had a positive effect on perceived usefulness and ease of use. Secondly, system quality had a positive effect on perceived usefulness and ease of use. Thirdly, service quality had a positive effect on perceived ease of use, but had no effect on perceived usefulness. Fourthly, self-efficacy had a positive effect on perceived usefulness and ease of use. Fifthly, involvement had a positive effect on perceived usefulness but had no effect on perceived ease of use. Sixthly, ease of use had a positive effect on perceived usefulness. Finally, perceived ease of use had a positive effect on user satisfaction while perceived usefulness did not affect user satisfaction.