2018, Vol.42, No.6

Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7

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

The purpose of this study is to compare the estimated potential demand of pasture experience tourism between onsite interview and online survey modes. The potential demand was estimated using a logit model based on 1,280 questionnaires that were administered using onsite interview and online modes. The results show that experience fee, gender, age, monthly household income, survey mode, and experience of pasture tourism are important factors in potential demand of pasture experiences. The potential demand was estimated to be 22,469∼32,382 thousand people for an experience fee of 20,000 Korean Won, 12,733∼28,423 thousand people for 40,000 Won, 5,853∼23,559 thousand people for 60,000 Won, 2,373∼18,277 thousand people for 80,000 Won, and 908∼13,257 thousand people for 100,000 Won, respectively. The results also indicate that potential demand by online survey was 34.5% higher than onsite interview survey. Therefore, when using an online survey, it should be considered as a way to reduce hypothetical bias.

The purpose of this study is to investigate the relationship between participants’ selective attributes and satisfaction in an agricultural exhibition. In addition, this study also examined the moderating effects of perceived value between participants’ selective attributes and satisfaction. The results indicate that professionalism had a statistically positive impact on participants’ satisfaction. Participants’ perceived value moderated the relationship between independent variables (i.e., professionalism and ease of participation) and a dependent variable (i.e., participants’ satisfaction). Since only a few studies have been conducted regarding agricultural exhibitions, this study provides a bridge to a research gap in an academic area. The findings from this study provide meaningful implications to academics and industry professionals.

The purpose of this study is to find out if costumed interpreters can play a role as a communication medium to provide edutainment at heritage sites. Therefore, the effects of costumed interpreters as communication media on visitors’ experiences at heritage sites, satisfaction, and attitude change were investigated. The results of the analyses show that the costumed interpreters’ communication factor had a significant influence on the experience at the heritage sites, and it was effective in inducing visitor satisfaction and positive attitude. However, costumed interpreters at the site did not play an appropriate role as a medium in providing both entertainment and education values to visitors. Therefore, in order for the costumed interpreters to play the role as an edutainment communication medium at heritage sites, a training system is a prerequisite to their performances. This study is one of few empirical studies on costumed interpreters in the context of heritage tourism. It is meaningful that this study confirms the applicability of costumed interpreters as a new communication medium at heritage sites. Furthermore, it is expected to provide fundamental knowledge in the utilization of costumed interpreters in actual heritage sites.