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The aims of this study was to examine the relationships amongst customer incivility, emotional dissonance, and counterproductive work behaviors (CWB). The concept of counterproductive work behaviors was reviewed in literature review, and then the research model was provided based on the review of past studies. In the main survey, validity and reliability were ensured, and 202 valid survey responses were used to test the hypothesized structural model. The results showed that although the hypothesized model was obtained with a good model fit, the relationship between ‘emotional dissonance’ and ‘coworker-CWB’ was found to be not significant. Also, others had significant relationships amongst constructs. Based on the study’ findings, theoretical implications and practical implications were discussed, and limitations of the study and further study directions were also suggested.

This study aimed to investigate the relationships among involvement, enjoyment, commitment, satisfaction, and visit intention from the reality program viewers. A survey was conducted to 400 participants who had watched a reality program, titled Samsi Sekki(Three meals a day). The results are as follows. First, involvement factors were investigated in two dimensions: cognitive involvement and social involvement. Two dimensions of involvement had significant impacts on enjoyment. Second, enjoyment had a positive influence on commitment. Third, enjoyment had a significant impact on satisfaction. Thus, enjoyment is an important factor in getting immersed and increasing satisfaction in the program. Lastly, satisfaction had a positive influence on visit intention. It means that the satisfaction gained from watching the reality program affects the intention of the visit. Reality program viewers can be considered as potential tourists that influence visit intention. This study is meaningful in that the two dimensions of involvement have been identified and the effects of involvement, enjoyment, commitment, satisfaction, and visit intention have been verified.

This study was to identify the working capital level and variables that may affect the hotel company's management performance and to present the decision-making direction necessary for managers. For this, 35 hotel companies were selected and analyzed the financial statements from 2011 to 2018. First, the management performance of hotel companies recorded a positive value on average, and the working capital level required to operate the company was measured as 18.08% of total assets. In other words, the overall condition is low, but operating conditions are good in that hotel companies operate mainly on fixed assets such as rooms. Second, the statistical analysis showed that management performance was significant at working capital, sales growth rate, debt ratio, company size, and atmospheric industry. However, the working capital level and sales growth rate were positively correlated, and negatively correlated with net working capital, debt ratio, and atmospheric industry. In other words, the higher the working capital, the current ratio, the better the management performance. Therefore, empirical analysis suggests that managers must manage the level of working capital required for corporate management, and that more liquid assets can improve corporate management performance. Therefore, managers of catering companies need to make decisions to manage and maintain working capital levels.

The purpose of this study is to identify the effect of interpersonal communication and empathy on service providing behavior and to identify the effect of emotional transmission and empathy consideration on interpersonal communication and service providing behavior. 300 questionnaires were distributed to five-star hotel employees in Seoul and Gyeonggi-do for 8 weeks from June 3 to July 26, 2019, and 287 copies were applied to the empirical analysis. The results of the analysis with SPSS 24.0 showed that first, the cooperative type and the trust type of interpersonal communication did not have a significant effect on empathy (emotional transmission), but the professional type had a significant effect. Second, the cooperative type of interpersonal communication did not have a significant effect on empathy (emotional transmission), but trust type and professional type had a significant effect. Third, emotional transmission of empathy did not have a significant effect on service providing behavior, but empathy had a significant effect. Fourth, the cooperative and trust types of interpersonal communication did not have a significant effect on the service providing behavior, but the professional type had a significant effect on the service providing behavior. Finally, in the analysis of the influence relationship between interpersonal communication and service-providing behavior, it was found that empathy has a partial mediating effect on emotional transmission and empathy. Based on these results, the purpose of this study is to provide implications for innovating internal motivation and related internal marketing to improve the quality of service providing behavior of hotel employees.

The purpose of this study is to present suggestions for effective organizational and human resource management through an empirical analysis on the impact of perceived organizational fairness on job immersion and organized civic behavior by travel agents, which is both the most important asset and a key element for strengthening competitiveness. 303 copies were collected by distributing 330 copies of the empirical study, and the final 303 parts were analyzed using SPSS 21 and the following results were derived. First, organizational fairness has had a positive influence on tissue immersion, and among them, it has a high impact on emotional immersion. Second, organization immersion had a positive influence on organized civic action, and among them, it showed a high influence on altruism. Third, organized civic actions had a characteristic effect that had a significant impact on organizational fairness but had no effect on sportsmanship. Future research will be more meaningful in the organization and personnel management of travel agencies if research is conducted using more diverse variables in the context of a growing number of Millennium-generation employees who prefer horizontal organization to general power of a company or boss and express their intentions clearly within the organization.

The aim of this study is to recognize the motivation for applying to the department of aviation services through in-depth interviews with male students attending the department of aviation services. The research participants consisted of nine students, including person who completed the military service or not, freshman to junior students, and graduate from male high school or coed high school. Study has shown that the factors leading to the department of aviation services are personality, environmental and practical. The life in the department of aviation services has emerged from the inferiority of power, the discriminatory treatment and the strong bond between male students. Outside the aviation service department's eyes were seen by curiosity, envy and anxiety from their girl friends. For male students, military service has been shown to serve as a transit station or maintenance center. The strategy of applying to the department of aviation services male students has emerged, brainwashing themselves, saying, "Preparing be a male flight attendant." This study is meaningful for male students' care of aviation services departments. The implications are as follows. Preconceptions about jobs vary between generations. If it is not a few, it loses the character of the minority.

The purpose of this study is to address the importance of new leadership needed for the today’s business environment. Since the modern business world is facing with uncertainty more and more due to globalization and high connectivity between countries and industries, faster adjustments and decision makings are essential for companies to survive. Leadership researches are critical since leadership is proved to be effective to motivate members in a way of committing to the organization and thus influences the performance of the organization. Complexity leadership is newly introduced leadership and this leadership does not focus on a few leader figures but on the leadership emerged from members of organization. That is to say, if leadership can be emerged from members of organization, faster and better decision makings as well as problem solvings are possible for plural members’ abilities and perspectives may be better used and appreciated than a single and/or fewer members in a very dynamic and uncertain business world. Complexity leadership in this research is composed of 4 factors, including flexibility, team player, community building, and network. The google survey was conducted from January 13 through February 7, 2020, and it was distributed through mobile and e-mail to the Korean employees working at hotels from Grade 3 to Grade 5 in Korea. Total of 122 surveys were collected and used for the analysis, and SPSS 25 was used for the analysis. The results indicated that “flexibility” and “teamplayer” were the two complexity leadership factors statistically significant to have impacts on “team commitment”, while “team commitment” was statistically significant and had positive impacts on “team performance”.

The aim of this study was to examine the effect of ethical consumption on the relationship between consumption value and fair tourism behavior intention. For empirical study, a survey was conducted during the period from November 4 to 15, 2019 in Busan, Korea and 150 samples were used for the final analysis. According to the analysis, consumption value such as functional value, emotional value and epistemic value affected critically on fair tourism behavior intention. The positive buying and local buying of ethical consumption had a moderating effect on relationship between consumption value and fair tourism behavior intention. Practical and theoretical implications of the results were addressed with the directions for future study.

Nowadays it is becoming a trend in Korea to install thematic halls at festivals. The theme of a festival plays the important role of making people visit the festival, and it also serves as a catalyst to help the understanding of the regional culture. Therefore the aim of this research is to analyze the relationship between festival satisfaction and behavioral intention of the visitors of the 47th Uiryeong Righteous Army Festival. The implications of this research are the following. As for the results, it was found that the relationship of some component factors of the festival’s thematic hall such as ‘Guide’, ‘Structure of the Thematic Hall’, and ‘Learning Efficacy’ significantly affect festival satisfaction and behavioral intention. Futhermore, festival satisfaction also has a significant effect on behavioral intention. Thus, based on the results of this research and previous research, it can be stated that thematic halls at festivals help the understanding of the regional culture and the local identity, and even have a positive effect on festival satisfaction and behavioral intention. In conclusion, festival makers should take into consideration the characteristic factors of festivals’ thematic halls such as ‘Guide’, ‘Structure of the Thematic Hall’, and ‘ Learning Efficacy’. Through these results, this paper contributes to the diversification of research on festival evaluation from an economic point of view, from the point of view of service etc, and also provides theoretical and practical implications.

The purpose of this study is to figure out the influence of o2o service quality characteristics on customer value co-creation, and verify the mediating effect of perceived usefulness and flow experience. Specimen are mobile hotel booking application user, aged 18 and above, 59 and below. Survey was started at Oct.03.2019 for 1 month with 350 questionaries, total 310 samples were used for actual analysis. We used IBM SPSS 21.0 program on analysis for demographic quality, used R to perform PLS PM(Partial least squares path modeling) analysis. On H1-2 and H1-3, information quality showed significant effect on perceived usefulness. On H3-2 and H3-3, system quality and service quality showed significant effect on perceived usefulness. On H5-1, perceived usefulness showed significant effect on advocacy. On H6-1 and H6-3, Flow experience showed significant on advocacy and helping. On correlation between perceived usefulness and feedback, old group showed negative effect while young group had positive effect; H5-2 is adopted. On correlation between perceived usefulness and helping, old group showed negative effect while young group had positive effect; H5-3 is adopted. Through this study, few meaningful information to predict customer behavior is found via analyzing patterns of hotel application usage; correlation between o2o service quality characteristics and value co-creation is confirmed, mediating effect and role between perceived usefulness and flow experience is verified.

This study aims at investigating how chosen attributes of bulgogi restaurants have an impact on customer satisfaction and word of mouth intention. To carry out this study, a survey was conducted on the customers who had used bulgogi restaurant in Korea. For randomized convenience samples, 400 copies of a questionnaire were handed out and after disregarding unreliable responses, 380 of them were used for an empirical analysis. The result of this study is as follows: (1) Among chosen attributes has positive effect on customer satisfaction. (2) Customer satisfaction has a positive effect on word of mouth intention. (3) Quality of menu and tradition also has positive effect on word of mouth intention. Such result contributes on establishing marketing strategy for foodservice businesses and suggests implications on marketing.

This study aims to assume determinants of coffee shop brands after analyzing selection behavior by taking into account coffee shop selection attributes, coffee involvement, demographic variables, purpose of visiting coffee shops, and so on and identify subdivided characteristics of consumers through the MNL model. When it came to Starbucks, it has been found that consumers had higher preference as education level went higher and white collar workers had greater preference than blue collar workers. It has been found that atmosphere factor and brand factor had positive influence on choice of brand. When it came to Ediya, consumers preferred it as income went lower and preference was high when purpose of visit was individual appointment. It has been identified that atmosphere factor and brand factor had negative influence on choice of brand. When it came to Twosome Place, preference was high from group with low education level and preference was low when purpose of visit was drinking coffee. It has been found that service factor had positive influence on choice of brand and atmosphere factor had negative influence on choice of brand. Coffee shops should enhance competitiveness by understanding their status and consumers' subdivided characteristics and develop differentiated strategies to maximize economic effects based on demand promotion.

This study attempted to examine the importance and satisfaction perceived by festival visitors regarding the service quality of local specialty festivals using the Importance‐Performance Analysis (IPA) technique. In the current festival operation, by grasping the issues to be improved of festival service of Yongmunsansannamul festival in Yangpyeong, this study attempted to derive practice implications for the development of Korea's representative superb festival. As a result of the IPA analysis, first, the satisfaction level was found to be low in most items. Along with the rapid growth of the festival, visitors’ expectations are expected to continue to increase. Second, the items that need to be improved (two quadrants) include service qualities derived such as ‘festival facility’ and ‘festival Information guide system’. Especially, dissatisfaction with the information guide system of the festival was found to be high. In the future, it will be important to have a visitor‐centered viewing system by checking the operation of the general information center at the festival, the information guide system and information board in the festival venue, and the training related to the guidance of the operation personnel.

There is a growing number of cruise tourists among young people around the world, but this is not the case in Korea. This study aims to find out why cruise tourism is not active through the relationship between the factor that constrain Koreans’ participation in cruise tours and tourism motivation, and present practical implications for the sustainable development of the cruise industry. To achieve the purpose of the study, 224 surveys were conducted on young people in their 20s and 30s living in Busan, and the 223 data were used in data analysis. The key findings are as follow: First, tourism constraints of cruise tourism had a partial impact on tourism motivation. To be specific, intrapersonal constrains influenced on the intrinsic motivations, and interpersonal constraints influenced on the extrinsic motivations. Also, intrapersonal factor had more strong significant impact to reduce intrinsic motivation than interpersonal factor. Second, intrinsic motivations have impacts on tourism attitudes and purchase intention of cruise tourism products. External motivation had no significant impact on tourism attitude and purchase intention. Third, tourism attitudes had a impact on purchase intention of cruise tourism products. Theoretical and practical implications are included.

This study examines the airline's social media marketing to improve their brand awareness and purchase intention. The purpose of this study tries to elaborate the airline's social media marketing attributes, brand awareness and purchase intention of the customers. This study analyzes the effects of informativeness, interactivity, recency and customization of the airline's social media marketing on consumers from the perspectives of brand awareness and purchase intention. In results, components of the airline's social media marketing had consisted significantly on brand awareness in the order of informativeness, recency and customization. Second, brand awareness and customer purchase intention had significant correlation. These results indicate that the airline's social media marketing tool is one of the effective ways to bring up brand recognition and create more buying power on the airline tickets. finally, the airlines excelling in the airline's social media marketing tool can increase their profits from developing good relationships with customers and provide a differentiated the airline's social media marketing strategies stimulating effective communication is needed. Subsequent studies have implications for expanding the scope of the study, including low cost airlines.

Rural towns without economic independence have been developing local tourism to overcome financial difficulties. However, many of them have been unsuccessful due to the absence of tourism image. This study aims to analyze the tourism image of rural towns using Q-methodology. Twenty-three photo images of Pocheon, a rural town near Soeoul, were selected as Q-sample. As a result, three types of tourism image were derived: Modern Image, Nostalgia Image, and Festival Image. Among the images, the Festival Image is recommended as a representative tourism image of Pocheon to attract more tourists and promote tourism industry.

The purpose of this study is to analyze the impact of job images of flight attendant and satisfaction with the major on career decision level among college students studying airline service. Moderating effects of appearance satisfaction were also investigated between the causal relationships. The results of the study showed that social reputation, a factor consisting of job images, significantly affected career decision level. Whereas, the other two factors of job image did not have a significant impact on career decision level. A satisfaction with the major was also found to be significant in its impacts on career decision level. However, moderating effects of appearance satisfaction were not found in the relationship between the major satisfaction and career decision level. The results of study have some implications for the institutions which aim to nurture students in the field of airline service. It seems necessary that the educational institutions provide students with the experiential programs because career decisions based on romanticized job images can lead to dissatisfaction with the job in the future. Based on the findings, this study provided various suggestions for future research.

The purpose of this study was to firstly examine the effect of sports event quality directly on participants' satisfaction with participation. Second, this study examines the effect of sports event quality on the participants' persistence intention. Third, this study examined the effect of participant satisfaction on participation intention on sustainability. Lastly, this study was to identify which quality factors affect the participation satisfaction and persistence intention through sporting events according to the results obtained through empirical analysis. The results of this study are as follows. First, it was analyzed that the physical environment quality, interaction quality, and outcome quality of sports event quality had a significant positive effect on participation satisfaction. Second, the interaction quality and the outcome quality of the sport event quality were analyzed to have a positive effect on the sustaining intention. Lastly, public contribution, social recognition, and personal achievement of participation satisfaction had a positive effect on sustaining intention. The study of the impact of the sport event quality suggested by this study on the satisfaction of participants' participation and sustained intention suggests various implications for establishing a more effective and productive strategy for life sports events. As a result, it is expected to be a useful resource not only for the academic approach to the promotion of national life, but also for the practical aspects.

This study’s purpose is to find out the image of local food and its effect on the satisfaction of the food according to the food life style for tourists visiting Suncheon. For this purpose of the study, 316 questionnaires were collected from tourists visiting Suncheon City and used for statistical analysis. The sub-factors of dietary life style were divided into health, palate, trend, and experience. In addition, the sub-factors of local food image were divided into aromatic, aesthetic and health discrimination. In this study, a correlation analysis was conducted after securing conceptual validity and reliability. The study’s results were as follows. First, the dietary lifestyle of tourists visiting Suncheon City was found to have a partial influence on the image of local food. Second, the local food image of Suncheon City was found to have positive effect on the satisfaction of all four lower factors. Third, all four sub-factors of the diet lifestyle of tourists visiting Suncheon City were found to have a positive influence on satisfaction. The implications of this study are as follows. Theoretically, we studied tourism and lifestyle that had been studied so far, eating life style of foreign tourists, and food life style of domestic tourists, unlike studies of food life style that were limited to HMR. From a business perspective, the restaurant's physical environment, the restaurant's multi-space items, and local food brand identity are provided through a custom food tour course.

The competition among the airlines is growing more and more fierce as it increases with the number of airlines which get into the tough aviation market. Securing of frequent fliers became an essential factor needed to survival of airlines in the aviation market. For service quality in the airlines, it is a very large percentage of human service, so the service quality is essential that the airline cabin crews create. Accordingly, this study was to investigate the effect of cabin crews’ nonverbal communication on the customer trust and relationship continuity intention in the process of interaction with customer. Furthermore, this study was to analyze that the trust could play a mediating role in a relationship with the effect between nonverbal communication and relationship continuity intention. The results of the present study revealed as followings. First, among the sub-factors of nonverbal communication, this study has found out that it affected the trust in order of kinesics, paralanguage, and physical appearance. Second, among the nonverbal communication, the paralanguage and Kinesics had effect on the relationship continuity intention. Third, the trust affected the relationship continuity intention. Lastly, the trust played a mediating role on the effect of kinesics and paralanguage on relationship continuity intentions. Based on such research findings, this researcher considers it as it needs to recognize the importance of cabin crews’ kinesics and paralanguage and make efforts to improve this in order to secure frequent fliers by airlines.

This study was intended to establish the relationship between perceived organizational fairness of hotel employees and organizational loyalty. The hotel industry is determined by its employees on the level of service, which is also directly related to the interests of the company. Statistically, however, the turnover rate is so high that it is difficult to establish, and new and experienced employees have failed to adapt smoothly and effectively within the organization. Therefore, the purpose of this research is to establish the relationship of organizational loyalty among hotel employees and present it as basic data for human resource management of the hotel industry in order to ensure that new and experienced employees of the hotel industry. A study on the relationship of hotel employees with organizational loyalty in the hotel industry found that the sub-factors of organizational fairness, process fairness, and interaction fairness all have significant effects on organizational loyalty. The results of this study were found to be important in order of distribution fairness, interaction fairness and process fairness.

The purpose of this study is to extract the service quality factors of the representative festivals of Anyang (Anyang Citizens' Festival, Anyang Youth Festival) by applying the SERVQUAL factor to the local festival visitors held in Anyang. The research method explored theoretical background by examining previous studies related to regional festival, verified research hypothesis, and conducted factor analysis and reliability analysis for empirical analysis. As a result, 28 items were finally selected, including five dimensions of factors (empathy, tangibles, responsiveness, assurance, and reliability). Analyzed through analysis. To this end, four hypotheses were established and tested. The summary is as follows. First, as a result of checking the degree of influence on visitor's satisfaction and return intention centering on five factors of SERQUAL, Anyang-si regional festival was found to have positive (+) Influence was found. In conclusion, the visitor's satisfaction should be improved first of all in order to return visitors. It can be seen that the festival needs to be tangibles, responsiveness and reliability. Second, the hypothesis-IV was analyzed to have a partial mediating effect that 'satisfaction will have a mediating effect in the relationship between the service quality of the Anyang regional festival and the visitor's intention to visit again'. Empathy, tangibles, responsiveness and assurance were found to have a mediating effect on return intentions. Third, there is a need for destination marketing to satisfy responsiveness for visitors by providing new impressions and family-oriented experiences. Therefore, in order to revisit the visitors who attended the local festivals in Anyang, efforts should be made to plan a thematic and differentiated festival. Lastly, I hope that the Anyang Regional Festival will conduct further research on various aspects of urban psychological and humanistic and urban variables in order to establish the attraction marketing. Therefore, I hope that the festival in Anyang region will be reborn as a luxury festival that you want to visit.

For Chinese tourists in their 20s who use shared accommodation in Korea, what are their tendency and attributes of choice that they think are important, what is their satisfaction with each attribute, and to analyze the difference in importance and satisfaction of each category. In terms of the property of sharing accommodation options, preparedness is deemed urgent as it shows very low satisfaction compared to the importance of "correct accommodation refund policy" and "correct location information of accommodation provided by platform." Through this process, the company provided significant information on the improvement of Korean shared accommodation and the establishment of a detailed market marketing strategy.

This study, with the study of hotel employees in China, the purpose of this study is to investigate the effect of hotel corporate social responsibility on employee turnover intention through empirical research. As a result, social responsibility of a hotel company has a negative effect on employees' turnover intentions and positive on organizational identification. Organizational identification has a negative effect on turnover intentions. Organizational identification serves as a complete medium between corporate social responsibility and turnover intentions. This study improves the social responsibility scale of hotel companies in the Chinese context, and it also has practical significance and value for companies to reduce employee turnover from the perspective of fulfilling social responsibility.

The purpose of this study was to examine the effect of crisis response strategy on service recovery satisfaction and the interaction effect according to the severity of service failure in the case of airline service failure. For this purpose, the experiment method between subjects factorial design 2 × 2 groups was used according to the crisis response strategy (acceptance strategy vs. defense strategy) and the severity of service failure (high vs low). As a result, first, acceptance strategy had more positive effect on service recovery satisfaction than defense strategy in airline crisis response strategy. Second, the interaction effect of airline crisis response strategy and severity of service failure was confirmed. In other words, in the case of high severity of service failure, acceptance strategy had more positive effect on service recovery satisfaction than defense strategy. On the other hand, there was no difference when the severity of service failure was low. Therefore, airlines should formulate appropriate crisis response strategies in consideration of the severity of service failures in the event of a crisis.

The objective of this study is to investigate the relationships among internal marketing, quality of work life(QWL) and quality of life(QOL) in hotel industry. Applying relevant theories, the study empirically substantiates which internal marketing factors affect on quality of work life and also examines the connection between quality of work life and quality of life. A total of 287 questionnaires were collected and 274 samples were used for statistical analysis. As a result, reward system, welfare benefits and empowerment positively affect on quality of work life. Moreover it was also found that there is a significant relationship between quality of work life and quality of life. Based on the results, theoretical and managerial implications of these findings were discussed.

The purpose of this study was to investigate the effects of organizational support awareness and job autonomy on work-life balance and the effects of work-life balance on hotel staff causal variables. From an individual's point of view, work and experience related to work determine the standard of living, while basic data has been proposed for efficient operational planning and institutional improvement with active support from the organization. A total of 300 questionnaires were distributed to Seoul and Incheon hotel employees from December 1-10, 2019 to conduct this study. Data that could not be executed was excluded and 287 responses were obtained for empirical analysis. SPSS 18.0 was used to measure frequency analysis, search factor analysis, reliability analysis, regression analysis, and hierarchical regression analysis. Hypothesis 1, organizational sponsorship perception and job autonomy have a positive effect on emotional labor. Hypothesis 2, organizational sponsorship perception and job autonomy have a positive effect on work-life balance. Hypothesis 3, the internal activity of emotional labor positively affects work-life balance. Hypothesis 4, organizational sponsorship perception and job autonomy have a positive effect on work-life balance through internal actions. The findings of this study suggest that the importance of organizational sponsorship awareness and job autonomy can be a decisive factor in the work-life balance of an emotional employee of a hotel company.

This study aimed to determine what the expectations of customers were before Korean low cost carriers came to exist, and to investigate whether or not those expectations were met with satisfaction, ultimately leading to a larger understanding of how much satisfaction is needed to incite reuse intention in customers. Based on previous research, the method of this study combines literature and empirical research methods. In order to conduct empirical research, this study has conducted surveys with customers that have experience low-cost carriers at least once. The results of this study are as follows: First, the effect of expectation before the use of Korean low cost carriers on the performance after use. Second, the effects of performance on satisfaction and third, the effect of satisfaction on re-use intention. Finally, the survey aimed to prove that prior knowledge plays a significant role as a controlling variable between all variables mentioned above.

This study aims to empirically analyze the effects of satisfaction with public leisure facilities on satisfaction with leisure policy among Koreans. In particular, this is an effort to examine whether there exists any moderating effect of leisure recognition in that the satisfaction with public leisure facilities influences the satisfaction with leisure policy. To conduct this research, we referred to “The National Survey on Leisure Activities (2018)” by Ministry of Culture, Sports and Tourism, as well as engaging with 2,973 participants who had experienced accessing public leisure facilities. The result was follows; satisfaction with public leisure facilities had positive effects on satisfaction with leisure policy, and leisure recognition was a moderator variable which determined to what extent public leisure facility satisfaction was directly linked to leisure policy satisfaction. In the group of 60 years and over, however, there was no moderating effect.

The purpose of this study was to determine the preference types of professors' teaching behavior perceived by college and university students majoring in airline service using Q-methodology. The extracted 29 Q-statements from 65 Q-population were classified by 28 P-samples each of college and university students. The results showed that three types of perception were classified for both college and university students. For college students, the first type preferred 'personal interest and compliment', the second type preferred 'major-related knowledge and individualized course' and the last type preferred 'job information and sincere counseling'. For university students, the types of 'the preference for career counseling and job information', 'the preference for major-related knowledge and practice-based education' and 'the preference for personal interest and compliment' were involved. The type of 'preference for personal interest and compliment' scored highest for college students and the type of 'preference for career counseling and job information' got the highest score for university students. Accordingly it is suggested that different approaches are required for college and university students.