2015, Vol.39, No.4

Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7

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

The most important customer of oriental medical tourism is local senior citizens, However, this market has received little attention, whereas more emphasis has been given to international tourists. The purpose of this study is to investigate the relationships among senior citizens' preference to oriental medical service, their attitudes toward the service, and their satisfaction with them. The survey is conducted with senior citizens aged 60 and over who have experienced oriental medical services. The data is collected typical oriental medical tourism destinations such as Daegu, Yeungchun, and Gyeungju in Korea. The findings provide some implications for the further expansion of tourism sector into the oriental medical field and the development of oriental tourism products.

This study is aim to explore corporate’s CSV(creating shared value) strategy. Healing as trend and market opportunity and culture marketing as implementation tool are considered at concrete level. To verify structure CSV, the semantic network of healing, culture and marketing in newspaper text are analyzed using Netminer, the SNA software. Research findings suggest the CSV's orientation. First, Defining social and economic values in healing trend and business modeling are needed. Secondly, Integrating culture program with marketing mix are essential. Third, Corporate need to build HVC(hybrid value chain) with culture and art organization. Fourth, by deploying culture marketing, the culture and art audiences and BOP(bottom of pyramid) should be converted into customers. The significance and limitation of research are provided.

This study explored the dimensions of the physical environment of the luxury flight A380 and examined its influences on pleasure, arousal, and subsequently customer satisfaction and behavioral intentions by using the expanded Mehrabian-Russell model. Data were collected on the luxury flight A380 while in-flight. Exploratory factor analysis found six dimensions of the physical environment of A380: (1) ambience & cleanliness, (2) flight attendants, (3) entertainments & seating comfort, (4) design & signs, (5) layout, and (6) amenities. Results derived from a structural model verified that entertainments & seating comfort and layout positively induced both pleasure and arousal. Design & signs significantly produced favorable pleasure, and flight attendants significantly generated favorable arousal. In addition, both pleasure and arousal had significant effects on customer satisfaction. Finally, behavioral intentions were influenced by pleasure and customer satisfaction. The findings provide meaningful implications for both theoretical and practical aspects in the luxury flight perspective.