2018, Vol.42, No.4

Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7

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

This study has implications for expanding the subject of festival research from local food to street food. Most of the food served at festivals is street food. Street food at festivals is perceived as unsanitary and inauthentic, and although this is seen as dissatisfactory, festival participants continue to eat street food because it is cheap and convenient. In order to enhance the competitiveness of festivals, rather than rejecting street food, we identified the selection attributes that festival participants consider important when choosing restaurants through social network analysis. The result of the analysis identified that, firstly, the festival needed street food. Approximately 30% of respondents answered “very necessary.” Second, we confirmed the main selection attributes of street food retailers. Participants in festivals considered “reasonably priced” and “taste and quantity of food” as important when choosing street food retailers. Third, it was confirmed that social network analysis is useful as a methodology in the study of selection attributes of street food retailers. The social network analysis analyzed the selection attributes in detail by analyzing the metrics. Fourth, there were differences in main selection attributes according to demographic characteristics. The main selection attributes of festival participants with their families were distinctly different. Fifth, there were differences in main selection attributes according to festival type. Local specialty festivals showed that sanitation was the main selection attribute.

This study aimed to analyze the influence relationship among brand value, loyalty, and customer satisfaction of dessert cafes and to verify the mediating effect of customer satisfaction in the relationship between brand value and loyalty. This study targeted eight dessert cafes located in Seoul, and after asking the persons concerned with the dessert cafes to check understanding, a survey with customers aged 20 or over was conducted over 11 days from April 10 to April 21, 2017. A total of 230 self-administered questionnaires were distributed, and 203 (88.3%) questionnaires were used for study analysis after the exclusion of 27 (11.7%) with incomplete and/or unreliable responses. Frequency analysis, reliability analysis, exploratory factor analysis, simple regression analysis, multiple regression analysis, mediator effect analysis, and Sobel test were done using the SPSS 18.0 analysis program. The study results revealed that brand value had a significant positive (+) relationship to loyalty and customer satisfaction. Also, customer satisfaction had a significant positive (+) relationship to loyalty, and customer satisfaction mediated the relationship between brand value and loyalty.

This study was conducted to investigate whether grit positively influences the negative effects of job insecurity on hotel employees' customer orientation. A total of 243 questionnaires were used for analysis, collected from 5- and 4-star hotel employees in Seoul. Multiple regression analysis was performed in three stages, with demographic variables that could affect job insecurity, grit, and customer orientation as control variables. The results of the analysis are as follows. First, job insecurity had a negative effect on customer orientation. Second, when considering job insecurity and grit at the same time, job insecurity did not have a significant effect on customer orientation, but grit had a positive effect. Third, grit played a moderating role in reducing the negative impact of job insecurity on customer orientation. Fourth, employees with a lot of work experience and employees who had joined the labor union had high job security and customer orientation. Fifth, grit was correlated only with employment type among demographic variables. In other words, the grit of non-regular workers was higher than that of full-time employees. Based on the contents of this study, academic implications and practical implications are suggested.