2017, Vol.41, No.6

Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7

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

To build relationships with others, people draw upon a range of communication methods, which vary constantly according to current trends. In recent times, social network services have been used as a primary means of communication to form relationships with others or to exchange information and knowledge. This has enabled users to actively choose and use diverse information, creating substantial social change and causing a variety of ripple effects. However, the use of social network services for festivals leaves much to be desired despite advancements in the new medium. This present study establishes the relationship between perceived technology acceptance factors when a social network service provides festival information and the subsequent acceptance intention. To achieve this objective, variables were theoretically considered, while the use of social network services as a new medium were analyzed based on the technology acceptance model suggested by Davis (1986).

This study suggests research themes concerning short-term mission trips(STM) within the tourism field. In spite of the rapid increase of STM travelers and their influence, STM has not been researched as part of the tourism field. STM can be defined as a type of religious tourism and this form of tourism is an integral part of the tourism field. Also, STM travelers have a strong desire to interact with local residents in order to achieve their purpose of evangelism. This means their relationship with local residents is critical. In addition, interaction between hosts and tourists has received considerable attention from tourism scholars. On the contrary, interactions between STMs and local residents have received little attention from tourism researchers. This study argues that STMs are valuable and warrant study within the tourism field and the study expanded the current knowledge base of STMs. From a practical perspective, it is hoped that a better understanding of mission trips will lead organizations to provide support and services for mission trips. This will involve managing relationships between travelers and locals.

The purpose of this study is to apply the nostalgia concept in order to estimate the willingness of visitors to pay (WTP) to preserve the Jiong mural art alley. In order to calculate visitors' WTP, the study employs the contingent valuation method (CVM) to elicit the economic value of the mural art alley. To reduce exaggeration bias when applying the CVM, this study reaffirmed the responses of visitors and employed a dichotomous choice for answers of only "yes" or "no". Results reveal that visitors who felt more of a sense of nostalgia demonstrate higher WTP for preservation. In addition, the Jidong mural art alley's economical value is estimated at 18,966won. Suggestions and implications are discussed based on the study results.