2017, Vol.41, No.3

Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7

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

This study identifies the subjectivity of Chinese Hanok visitors using Q methodology. It goes on to classify Chinese visitor motivation for Hanok, and examines characteristics of clusters classified by Q methodology. The results of the Q method reveal five clusters that were then classified. The first cluster is called ‘Experience-seekers to a Korean traditional house.’ The subjects of this cluster want to experience a Korean traditional house, learn about Korean culture, and place a high value on the attractions of Hanok. The second cluster is called ‘Socialization-seekers for experience in Hanok.’ These cluster subjects want to enhance their relation with family or relatives and have a strong intention to meet a wide variety of people. The third cluster is called ‘Experience-seekers through Hallyu media.’ These individuals visited Hanok out of curiosity and developed an attachment to Hanok after they watched Hanok as exposed on Hallyu media. The fourth cluster is called ‘Experience-seekers through SNS reviews.’ They are people who visited Hanok because of their high trust in information obtained from SNS and recommendations from others. Finally, the fifth cluster is called ‘Knowledge exploration-seekers of Hanok.’ These individuals are aware of Korea because of a visitation to Hanok and have a strong intention to increase their knowledge. These findings will contribute to developing a theoretical typology of Chinese Hanok visitors based on their subjectivity and using new methodology. The findings will also provide Hanok managers with a marketing strategy that utilizes market segmentation.

This study examined the relationships among uncertainty(adverse selection, moral hazard, description uncertainty, performance uncertainty), attitudes, social norms, personal norms and the purchase intentions of consumers. This was done to identify fundamental factors driving consumer purchase intention for fair trade coffee. It also investigated whether social norms have a positive impact on personal norms. Empirical investigation for this survey was conducted and data collected from 370 coffee consumers and was statistically analyzed via structural equation modeling(SEM). The results showed that uncertainty attitudes(adverse selection, moral hazard, performance uncertainty) toward fair trade coffee had negative effects, but description uncertainty had a positive effect on attitude. Furthermore, attitudes toward purchasing intention and social norms caused significantly positive effects on consumer purchase intention. On the contrary, personal norms did not produce a significant effect. Also, the impact of social norms on personal norms was positive and significant. Based on the results of this study, theoretical, academic, and useful practical implications were discussed.

The purpose of this study is to focus on agricultural tourism from the perspective of social exchange theory. Amongst the many stakeholders, residents are the group that is affected most directly and indirectly by tourism development. Therefore, understanding how their perceptions are construed is a crucial topic. Although interest in agritourism has increased, the scale of rural community has decreased gradually so research in this area is still lacking. The study data included a research population from a small-scale farming and fishing village located on Jeju Island. Using Spearman’s Rank Order correlation analysis, it is clear that benefits of tourism development have a positive relationship with tourism development. Economic and environmental impacts are significant, but not statistically significant to cause sociocultural impacts. The hypothesis that examining the cost of tourism development would be negatively related to tourism development was rejected. The third hypothesis that purports the positive relationship between community attachment and tourism development was statistically significant. Finally, the relationship between community attachment and the impact of tourism development showed a significantly positive effect and no significant negative impact.