Earticle

The purpose of this study was to examine the relationships among physical environment, self-congruity, satisfaction, and loyalty in the coffeehouse setting. This study adopted second-order factor of physical environment, imploying trend(fashion), cleanliness, reliability, spatial, convenience, and appropriacy. The conceptual model in this study used responses from 338 college students who visited coffeehouse at least once in the past month. Multiple regression analysis was used to verify the proposed relationships by using SPSS 18.0. The results of data analysis indicated that trend(fashion), cleanliness, spatial, and convenience had a positive effect on self-congruity, which led to affect satisfaction. Also, satisfaction had a significant effect on loyalty. Theoretical and practical implications are provided for marketers and researchers in achieving competitive advantages that can be developed by understanding coffeehouse’s physical environment, and self-congruity.

This study aims to analyse the relationships between risk management techniques of chinese overseas tourist visiting Korea and performance. Data collection is performed by students of master's and doctor's course during two weeks through the questionnaire for chinese overseas tourist leaving for home. Six hypotheses are established in order to accomplish this study, and hypotheses are verified by using t-test, ANOVA and multiple regression analysis. In according to the results of this study, it is proved that performance of chinese overseas tourist risk management is higher for the aged than for young, for high-income earner than for low-income earner and for high- education person than for low-education person. Also, the result of multiple regression analysis, it is found that avoidance techniques and loss control techniques influence on the performance of chinese overseas tourist risk management with significantly positive(+) relationships respectively. This finding implies that avoidance techniques and loss control techniques among the risk management techniques should be used effectively to manage the chinese overseas tourist risk.

The goal of this study is to examine which language ability in English is required for tourism field and reflect the results on the curriculum of tourism major. This examination is focused on two-year college. To achieve the goal, there are three hypothesis and the results are as followed; first, English communication ability is required for job performance of tourism field. Second, major English used as a specific purpose such as flight service or hotel English is not necessary for carrying out the task. Third, English ability for getting a job is not in accordance with that for job performance. That is, TOEIC is necessary for getting a job but English communication ability should be equipped for job performance. In conclusion, it is suggested that major English be limitedly provided for the students by repeating essential knowledge of frequent expressions. Comprehensive English communication ability need to be developed systematically each semester. That is, English curriculum of tourism major should be focused on improving English communication ability.

This study aims to confirm the effect of participation and participation-satisfaction with village community business on the citizens' community-spirit and village-satisfaction by focusing on culture and sports event such as resident sports event, traditional market, seasonal village festival, regional specialty festival and other village festival. The results from empirical analysis using 1600 citizens living in capital area are as follows. First, participation in resident sports event, seasonal village festival, regional specialty festival and other village festival affects village-satisfaction by perfect mediation of community-spirit and participation in traditional market affects village-satisfaction by partial mediation of community-spirit. Second, participation-satisfaction with resident sports event, seasonal village festival and regional specialty festival affects village-satisfaction by perfect mediation of community-spirit and participation-satisfaction with traditional market and other village festival affects village-satisfaction by partial mediation of community-spirit. Third, the participation in traditional market and participation-satisfaction with other village festival are the most effective village's culture and sports events on village-satisfaction.

Competency is an emerging research subject in both industry and academia. This study examines core competencies required in the field of tourism and compares competency expectations between private and public sectors. The competency model adopted here is from the model previously developed at a university, comprising five categories with three items in each category. The data were collected from tourism practitioners and analyzed using AHP which revealed the relative importance of competencies. The difference of importance in core competencies between private and public sectors was tested through Spearman test. The result shows that collaboration and communication was the most important competency. The two groups of respondents perceived core competencies required for the tourism graduates differently: for instance, social service factor was ranked top in the private sector, whereas it was ranked last in the public sector. Implications of the findings and future research are discussed.

This study intended to investigate and reveal what influential relationship do the consumers who experience product and service of hotel directly and indirectly online have after their experience, and how product and service of hotel affect consumers’ behavior intention concretely and directly in the future. Total 200 sheets of samples collected targeting customers of super deluxe hotels and e-commerce users through smart phone and online were used for actual proof analysis, and this study looked into the influential relationship amongst variables through multiple regression analysis as reliability and validity of measuring variables were secured. As a result of study, variables have a significant influential relationship each other, which implies that deluxe hotels need to consider many things for interaction with customers in implementing e-commerce.

This study examined the effects of island visitors’ motivation on post-trip attitude. Data were collected from 328 people at three island destinations in Incheon including Muuido, Deokjeokdo, Jangbongdo. The statistical analysis of the data was conducted using techniques of frequency analysis, factor analysis, reliability analysis, T-tset, ANOVA and regression analysis. Results of a factor analysis suggested 5 different factors of the tourism motivation(escape from daily life, novelty, recreational attribute, relationship, educational attribute). Results largely showed that the motivation of the island visitors tended to make a signifiant positive effect on the visitors' post-trip attitude(tourism satisfaction, revisit intention, recommendation intention). In addition, the demographic characteristics of island visitors showed a partial difference in the motivation and post-trip attitude. This study provides an insight into the relationships among tourist’s motives and post-trip attitude for future research.

As development of farming and fishing areas comprehensively deals with their environment and activities, considerable interdisciplinary expertism on farming and rural areas is needed. In farming and fishing fields which are poor in human resources, roles of regional development consultants who will lead regional development are very important. Korea Rural Community Corporation has managed a civil qualification system for development consultants for farming and fishing rural since 2010 along with educational programs to nurture specialists in development of farming and fishing villages. The development qualification system is to certify specialists in investigation for regional development, regional planning and consulting, promotion planning and consulting for farming and industrial business. To raise its status as an authorized system, job analysis as a special job should be made. This study aims to define the concept of a farming and fishing rural development consultant and identify their main duties and sub-duties using DACUM. The DACUM methodology is widely used in vocational education fields because curricula in vocational education don't adequately mirror the needs of the work fields. The job analysis of farming and fishing rural development consultant revealed 4 duties, 15 tasks.

The purpose of this study is to propose a developmental plan for‘Eunpyeong Nuri Festival’, one of the typical resident participation-type festivals in autonomous districts in Seoul, by analyzing the effect of residents’ local society attachment by local festival environmental clues on their local festival attitude and participation, especially aiming at. As for research methods, this study extracted variables by reviewing literature and previous studies, and through a survey, this study conducted random convenient sampling from Eunpyeong-gu residents participating in the 2014 Eunpyeong Nuri Festival. This study found out that residents’local society attachment by environment clues has significantly positive effect on their local festival attitude and participation, and proposed to establish a culture foundation for a constant development of this festival. As for the limitations of this study, the quantity of samples was rather little, and since there were more samples of participants than those of visitors in this study, further studies should take only visitors for samples, or carry out a research assignment to compare participants with visitors.

The purpose of this study is to examine customer’s value influences the hotel’s image and buying intention and also how this correlation is influenced when hotel suggest that coupons for facility, restaurants, sauna, rooms through the social commerce. This study also offered both theoretical and practical suggestion with strategic methods for forming a successful performance with the social commerce. To attain the goal, the researcher selected the customer from the Hotel(Lotte, Wakerhill, Lamada, Ambassador) and Social Commerce. The data was collected 280 respondents and finally 273 samples which have a sincerely answered were used for data analysis. For the study, frequency, factor analysis, and multiple regression were used. Results of data analysis showed that convenience, hedonic, information value factors of customer’s value have a positive and significant influence on hotel image and buying intention. On the other hand, economic value has a negative influence on hotel’s image. Accordingly, considering the implications derived from the results, the management shall use them in a way that they are beneficial in establishing the differentiated social market and management strategy in hotel industry.

This study aims to analyse the relationships between risk management techniques of chinese overseas tourist visiting Korea and performance. Data collection is performed by students of master's and doctor's course during two weeks through the questionnaire for chinese overseas tourist leaving for home. Six hypotheses are established in order to accomplish this study, and hypotheses are verified by using t-test, ANOVA and multiple regression analysis. In according to the results of this study, it is proved that performance of chinese overseas tourist risk management is higher for the aged than for young, for high-income earner than for low-income earner and for high- education person than for low-education person. Also, the result of multiple regression analysis, it is found that avoidance techniques and loss control techniques influence on the performance of chinese overseas tourist risk management with significantly positive(+) relationships respectively. This finding implies that avoidance techniques and loss control techniques among the risk management techniques should be used effectively to manage the chinese overseas tourist risk.

The purpose of this study is to examine the relationships among perception of casino, job characteristics, gambling motivation and behavioral intention of casino dealers. To this end an onsite survey was conducted to natives of casino dealers who had participated casino games. The results of this study indicate that casino dealers with positive perception and job characteristics had an effect of intrinsic gambling motivation as excitement, learning and achievement. also both excitement, learning and achievement motivation had an effect on behavioral intention. Therefore the effect of casino dealer’s healthy gambling behavior is expected by increasing degree of ethical industry culture and strengthening evaluation and improvement of ethical management program and ethical education and training program, established industry system of casino industry, based on aggressive will and assist of manager.

In this study, the hotel industry is carrying out social responsibility activities that appear according to the relationship between brand image and purchase intent and the relationship, and brand image on purchase intention for the analysis of any impact of the corporate social responsibility activities in our country hotel and effective way for the company's ultimate goal for the maximum practical opportunity to raise profits to be used as the basic data is expected. This study was performed for 20~50 years old adults who lived in Seoul and who knew information on Hotel Corporate which accomplished activity of social responsibility and from March 1 to March 31, 2014, I research that Activity of social responsibility(CSR) affected image of brand and intention of purchase. To achieve the study objective, 298 valid questionnaires were statistically analyzed, using frequency analysis, reliability analysis, exploratory factor analysis, reliability analysis. The results show that First, hypothesis which means that activity of social responsibility affects image of brand positively was selected partially. Second, hypothesis which means that image of brand affects intention of purchase positively. Third, hypothesis which means that effect of activity of social responsibility affects intention of purchase positively was selected. A couple of marketing implications were suggested on the basis of the findings of this paper.

The service industry such as resorts which is highly depend on human resources, human service besides products is critical so the profits of the corporation can be decided by the communications between employees and customers. Therefore for the ultimate customer satisfaction, the role of employees is very important and we should not ignore the effort to meet their needs. Further in the future service companies, more practical and efficient human resource management is needed such as inner or outside environmental factors of service scape, job satisfaction and turnover intention. In this research, I will analyze empirically how service scape as physical environment for employee's side affects job satisfaction and turnover intention with employee's inner response cognitive and emotional response, and how it results on actual job satisfaction and turnover. Further, the ultimate objective is to show more efficient and effective human resource management methods. The result is as in the following. First the factor of service scape which affects emotional response is cooperation environment and esthetics. Second resort service scape doesn't give any meanings on cognitive response, so service scape affects emotion and recognition respectively differently. Third the inner both emotional and cognitive response of employees highly affects job satisfaction. Fourth higher job satisfaction gives lower influence on turnover intention so reduces turnover intention as a result.

The purpose of this study is to investigate the process of implementing community business policy in Gangwon Province which recently installs a social economy support center and activates the social economy and tourism industry, and to derive the challenges for activation of social economy and tourism industry in Gangwon Province through analysis on current situation of community business in tourism industry. In the main body, we analyzed the concept and scope of social economy, the system of promotion of tourism community business, current situation and cases of tourism community business in Gangwon Province. In the conclusion, we presented challenges for activation of tourism community business in Gangwon Province. Policies related to current community business include various limitations from aspects of awareness and participation of community residents, duplication in support policy of administration, needs of the intermediate support organizations and the weak power of the independent development. On the basis of current situation and cases of tourism community business and limitations of existing policies in Gangwon Province, we presented the challenges for activation of tourism community business in Gangwon Province as follows. First, it is required to introduce community based tourism community business. Second, it is necessary to modify laws and institutions and establish the support system. Third, it is required to establish and operate the intermediate support organizations. Fourth, it is necessary to enhance the management capacity and train experts.

The objective of this study is to examine the relationship between perceived risk and the airline selection attributes(selecting attributes of the airline). Some of previous researches claimed that consumer's perceived risk affects the selecting attributes (Song and Cho. 2012; Ryu and Ahn. 2006). On the contrary, others revealed that selecting attributes have an effect on the perceived risk. However, it is assumed that the customer choose the airlines considering both risk factors and selection attributes at the same time. Therefore, this study examined the interrelation between them. As a result, there are statistically significant correlation between functional risk, physical/psychological risk and cabin service, safety. The findings of this study imply that the airline company’s marketing strategy should focus on the safety and cabin service factors more.

This study is to examine the mechanism in the comprehensive frame of theoretical basis how the silver customers with great purchasing power in the food service industry can use the food services continuously without leaving it. In this study, silver generation`s continuous intention to use food products has received great attention and antecedents of silver generations` continuous intention to use have focused two crucial factors: dediction-based mechanism and constraint-based mechanism. Although both dediction-based mechanism and constraint-based mechanism induced continuous intention to use food products, the mechanism of these two factors are severely different. Dediction-based mechanism represents that silver generations are pleased with consumption related fulfillment and therefore willing to use food products continuously, while constraint-based mechanism makes silvers to use food products continuously even though they do not want to use it. In other words, satisfaction and expectation confirmation represent dediction-based mechanism, while switching costs and alternative attactiveness represent constraint-based mechanism. Dediction-based mechanism and constraint-based mechanism have been identified in the food marketplace. However, there has not been and integrated framework to explain these two mechanisms in the food marketplace. In addition, it is not enough to simply explain silver generations` continuous to use with dediction-based mechanism and constraint-based mechanism.

To participate in the increasing environmental issue, the hotel industry makes an effort to develop and implement eco-friendly marketing strategies. This study aims to investigate the influence of hotel’s green marketing activities on customer satisfaction and revisit intention. Additionally, it try to verify whether the hotel classification moderates the effect of green marketing activities on customer satisfaction and intention to revisit the hotel. To achieve these purposes, the green marketing activities are divided into three components: energy saving, recycling and reusing, and eco-friendly program. The survey method was employed to collect data targeting to customers who visited luxury or middle class hotels within last 6 months. The finding demonstrates that energy saving and eco-friendly program impact customer satisfaction positively, while intention to revisit is significantly associated with energy saving and recycling and reusing hotel products programs. This study also reveals that customer satisfaction significantly relates with the intention to revisit the hotel. But, there is no evidence of moderating effect of hotel classification. It means green marketing activities should not be evaluated differently depending upon hotel classification by consumers. These results provides valuable implications for hotel managers to understand customers and develop more effective green marketing strategy.

This paper investigate the effect of mannerism from tourism experience on destination choice attributes. The survey results from 448 participants who have travelled in korea 6times per year and data were analyzed by SPSS 18.0. Results between tourism experience and mannerism are summarized as follows: First, self determination and social communication had a significant positive effect on Unconscious which is the one of mannerism sub-dimensions. Second, self advancement had a significant positive effect on stability which is the one of mannerism sub-dimensions. Third, self determination and self advancement had a significant positive effect on passivity which is the one of mannerism sub-dimensions. In terms of relationship between mannerism and destination choice attributes, Mannerism had impact on accessability, economics and convenience. However, it did not have impact on aesthetic, variety. Moreover, unconscious and passivity have influenced on accessability, economics ,and convenience. The implications of this study are presented that as distance, transportation, travel expenditure, other facilities are considered, mannerism has an effect on destination choice attributes but characteristics of destination and tourism attraction factor do not have an effect on destination choice attributes.

The study is to analyze the effects of the uniform of travel agency employee on organizational commitment. In order to achieve the purpose, 250 questionnaires were distributed to the employees who engage in travel agencies located in Seoul that wear the uniform to work, 204 valid samples were finally analyzed by Social Science Search Methodology of SPSS 21.0. As a result, first, aesthetic and symbolization as a factor of uniform influence positive effects on the image of the corporation. Also aesthetic and functionality influence a relatively positive effect on the uniform’s professional image fit. Second, the uniform’s corporation image fit, one of the factors of uniform image fit, is analyzed that it influences positive effects in a significance level on organizational commitment. Third, symbolization among the uniform components is the only factor that effects on organizational commitment. In result, the uniform system in travel agencies is appraised its contribute to inspire loyalty for employee partly as well as use to make expression of image. However, most of the people who approve wearing a uniform claim just the convenience making them do not need to care about their dressing, as a reason that is irrelevant to business activities. Therefore, usefulness of wearing a uniform should be reviewed carefully in travel industry. A direction for further research is also offered.

This study aims to verify how employees’ recognition about CSR by travel agents affects to organizational trust and organizational citizenship behavior. In order to verify the effects on hypothesis among these variables, trust analysis and factor analysis were performed respectively to verify reliability and validity. In order to verify the hypothesis of study, multiple regression analysis was also performed. According to the results of fa ctor analysis, CSR by travel agents has relationship with organizational trust and organ izational citizenship behavior. The implications of this study based on the results of em pirical analysis are as follows: Firstly, travel agents shall consider changing to positive recognition from partially negative one through education to and sharing with their em ployees about the CSR activities. Secondly, for CSR, it is absolutely necessary for the travel agents to make their employees proud of and confident to their companies by sho wing them the attitudes which are not too much profit-making activities.

The purpose of this study was examining structural relationships between leader’ personality and creativity of hotel front officer and job satisfactory. Based on literature review four sub-dimensions of leader’ personality were derived: Agreeableness, openness, extroversions, conscientiousness, emotional stability. The existing theoretical background proposes a mediating concept between leader’ personality of leader and hotel front officer`s job satisfactory. Based on the theoretical causal relationships between the constructs proposed, a conceptual model was proposed. The model was tested using the data collected from 283 hotel front employees. Data analysis indicates that three dimensions of leader’ personality(agreeableness, openness, extroversions) helps to enhance hotel front employee's creativity and his(or her) creativity leads to increase his(or her) job satisfactory. Based on data analysis, theoretical/managerial implications were discussed

The purpose of this study is empirically verified the influence of leadership of travel agent manager on personal initiative and organizational commitment, moderating of self-efficacy. The subjects of this study were selected travel agencies located in Seoul. The respondents were limited to the employees who have worked at their current travel agency. Regarding the questionnaire sheets for empirical research, resercher distributed a total of 200 sheets from July 14 to 28, 2014. The number of collected sheets was 198 in total, from which 3 ineffective sheets were excluded. Total 195 sheets were used for an empirical analysis with SPSS program version 18.0. The results are as follow. The results showed that transactional leadership and servant leadership had positive influence on personal initiative. Thus, it is found out that personal initiative was exerting a significant positive impact on the organizational commitment. There was no moderating effect of self-efficacy however, it is possible moderating effect of self-efficacy will be influenced an incremental impact such a leadership on personal initiative and organizational commitment.

The concept of psychological empowerment is becoming important in service area, especially food service industry. The purpose of this study identifies the effect of job esteem and customer orientation on hotel restaurant employees’ psychological empowerment. The survey administered 270 samples over 3 months through paper-pencil methods of data collection. Then we conducted the reliability and validity of these factors and confirmed the hypothesis with path analysis. The results of this study are as follows: First, hotel restaurant employee’s psychological empowerment has a significant positive effect on job esteem by significance, self-determination, impact. Second, psychological empowerment factors such as significance, competence, self-determination, impact have meaningful influences on customer orientation. Third, job esteem has a strong effect on employee’s customer orientation. Finally, psychological empowerment has a direct influence on customer orientation and through the mediation of job esteem has an indirect influence on customer orientation. Therefore, hotel restaurant is required to provide psychological empowerment for improving employees’ job esteem and customer orientation.

Recent trends show the emerging commercial areas in Seoul are ever more diversified and dynamic. Meanwhile, social network services(SNS) are playing an increasingly important role in building a reputation for commercial area as more people utilize it to make travel decisions. The goal of this study is to investigate the relationship between the information on SNS with commercial areas’ vitality. Using time-series data on the number of visitors to a commercial area and the number of tweets mentioning the area, this study develops VAR and VECM models. The analysis of the search results confirms a positive impact of exposure to information on SNS on a commercial area’s vitality. Due to the difficulty in obtaining data, this study bears limitations in making seasonal adjustments for time-series data and adopting appropriate exogenous variables. Suggestions for future research include attention to variables that reflect spatial characteristics.

This study tries to compare the value pursuit of trekkers based on the different tourist destinations between Jirisan dulragil and Haeparanggil. The purpose of this study is to identify the trekker's terminal value by using means-end chain theory and its laddering technic. Especially, this study attempted to compare between Jirisan dulralgil and Haeparanggil trekker's value and value chain. An interview method used for data collection included a hard laddering approach which is most common in means-end theory. A total of 212 trekkers were interviewed at Jirisan dulragil and Haeparanggil in October 2012 and April 2013, respectively. Results of this study showed that the terminal value for Jirisan trekkers was ‘enjoyment and fun' and Haeparanggil trekkers was 'enjoyment and fun', 'self-satisfaction'. The value chain for Jirisan trekkers was group trekking of 'family or colleagues(A)'-'improve relationship among them(C)'-'belongings(V)'. and Haeparanggil trekkers was 'family or colleagues(A)'-'improve relationship among them(C)'-'belongings(V)'. Through this results, two of the most important attributes are 'various trekking courses and family'. This means trekking activity by various courses leads to improve the tight relationship among families or parties while their long togetherness. This results will help researchers and management of tourist attractions to give plentiful insights in understanding who trekkers are and what they really pursuit through trekking travel.

The purpose of this study is to verify the effects of a hospitable public service advertisement’s emotion and emotional responses on the attitude toward the advertisement and behavioral intention and provide foundational data to promote hospitable public service advertisements effectively afterwards. According to the results of positive analysis, ‘value’, ‘necessity’, and ‘favorable impression’ among the feelings of a receiver toward a hospitable public service advertisement indicated positive effects on the attitude toward the advertisement and behavioral intention. A audience’s multi-dimensional emotional responses (positive empathy, sympathy, negative empathy) toward the hospitable public service advertisement hardly showed any effects on the attitude toward the advertisement. Among the audience’s multi-dimensional emotional responses toward the hospitable public service advertisement, ‘negative empathy’ indicated negative effects on behavioral intention whereas ‘positive sympathy’ exerted positive effects. This study has made a chance for discussion to apply the concepts of emotion and multi-dimensional emotional responses to the hospitable public service advertisement and measure the effects from the aspects of marketing for the first time. It is expected that positive research on multi-dimensional emotional responses will be conducted more actively afterwards so that it can contribute to the successful promotion of hospitable public service advertisement.

This study was conducted in order to examine the practical outcomes of mobile tourist information services promoted by the government and local self‐governing bodies. The Suwon‐Hwaseong App has been provided to the users since its development in December 2011, and this study attempted to survey how much it has been diffused. A total of 346 questionnaires were recovered and used in analysis, and the results and implications of this study are summarized as follows. First, with regard to the relationship between the features of mobile tourist information service and tourists’ experiential value, the aesthetics and stability of system were found to be in a significant influence relationship with experiential value, but the convenience and information usability of system were only partially in a significant influence relationship with experiential value. Second, the relationship between tourists’ experiential value and their intention to accept was significant. Third, it was confirmed that intention to accept, word‐of‐mouth diffusion, and use diffusion are all in influence relationship with one another. Finally, involvement has significant moderating effect on economic experience value and adoption intention. Based on the results, the theoretical and practical implications of this study are discussed.

라스베가스는 예전에는 미국의 경기 불황에 별로 큰 영향을 받지 않는것으로 알려 져 왔으나, 최근 2007-2008 불황은 아직까지도 부정적인 영향을 주고 있다는 것이 업 계의 의견이다. 따라서, 본 연구의 목적은 라스베가스 게이밍 볼륨에 영향을 미치는 선행 변수들을 고찰하는 것이다. 문헌 분석을 통하여, 일곱 가지 형태의 변수들이 (트 렌드, 계절성, 실업률, 소비자 물가 지수, 방문자수, 9/11, 주요 개발 프로젝트), 게이밍 볼륨에 영향을 준다는 가설이 제안되었으며, 개념들 간의 인과관계를 통해서 연구모 델을 도출시켰다. 총 179달 간의 (1997년 7월 - 2012년 5월) 데이터를 바탕으로 시계열 분석을 실시한 결과, 트렌드, 계절성, 실업률, 카지노 호텔 및 문화센터 개장이 라스베 가스 게이밍 볼륨에 유의적인 영향을 주었다는 것이 밝혀졌다. 데이터 분석 결과를 바탕으로, 이론적/실무적 시사점들이 본 논문의 후반에 논의되었다.