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This study aimed at analyzing the policy network structure of regional MICE industry policy for COVID-19 crisis response in the policy process stages. The literature review covered the concepts of regional MICE industry policy, policy network and the precedent studies. For the research design, a phased model of policy process composed of policy actors and network structure was proposed. For the research case Seoul’s MICE industry crisis recovery project was selected, and for the analysis the social network analysis method was adopted. The survey data was collected by focus group sampling method. The findings showed that in the overall policy process, Seoul Metropolitan Government, Seoul Tourism Organization, Korea Association of Professional Convention Organizer had central influence. The analysis of policy process stages showed that the cohesion was in relatively moderate level in the policy agenda setting stage and policy implementation stage. But the cohesion was in very low level in the policy making stage. In the analysis of centrality, Seoul Tourism Organization and Korea Association of Professional Convention Organizer had central influence in the policy agenda setting stage. Seoul Metropolitan Government was only key actor in the policy making stage. Also, Seoul Metropolitan Government and Seoul Tourism Organization had central influence in the policy implementation stage. Consequently, the differences in policy network structure of regional MICE industry policy were identified in policy process stages. Based on these findings, theoretical implications were discussed and practical suggestions were provided for successful execution of regional MICE industry policy for crisis response.

The objectives of this study is to provide the curriculum manager of cultural tourism commentator with meaningful implications by empirically investigating moderating effect of internet self-efficacy on the relationship between online curriculum quality and learning satisfaction, and mediating effect of learning satisfaction on the relationship between online curriculum quality and the transfer of training. To achieve the goals, literatures on ‘quality of online curriculum’, ‘curriculum quality, learning satisfaction, and transfer of training’, ‘internet self-efficacy’, and the present condition of study regarding transfer of training were reviewed, and the empirical researches on perceptions of domestic cultural tourism commentators who took part in the 2020 online training were performed. The findings of the study are as follows. Firstly, the online curriculum quality of culture tourism commentators had a significant impact on learning satisfaction, and the internet self-efficacy of curriculum participants moderated the effect relationship. Secondly, the online curriculum quality had a significant impact on transfer of training, and the learning satisfaction had a mediating effect on the effect relationship. Through the above two major findings, lastly, on the relationship that online curriculum quality had an impact on transfer of training being mediated by learning satisfaction, self-efficacy of curriculum participants finally, had a significant impact on transfer of training by moderating the relationship between the online curriculum quality and learning satisfaction.

Within two decades, the rapid growth of Chinese rural tourism has shown broad market prospects which attracted much academic attention. The purpose of this study is to identify the factors affecting the behavioral intention of rural tourism in China and integrate theory including the modified theory of planned behavior, tourism motivation and tourism constraint to provide a comprehensive mechanism that explains tourists’ behavior in Chinese rural tourism market. An online survey was conducted across mainland China and a total of 634 questionnaires were employed in data analysis by structural equation modeling. Results found that tourism motivation and subjective norms are both significant antecedents of attitude, which leads to the behavioral intention, meanwhile these two factors also directly affect behavioral intention, but tourists’ past experience does not play a role. In addition, all the constraint factors have significant negative effects on tourism behavioral intention, but only intrapersonal constraint affects attitude significantly. The finding's management implications were also discussed in the end, this study aims to strengthen the theoretical and empirical foundation of the rural tourism literature.

This study aimed at analyzing the structural relations among job efficiency, word of mouth intention, reuse intention and moderating effect of customer involvement in business travel agent. The literature review covered of job efficiency, word of mouth intention, reuse intention and customer involvement. Hypotheses were established by previous researches. This study was applied the survey method and multiple regression analysis. Survey data were collected from the 215 business traveler. The analysis results are as follows. (1) All detailed factors(convenience, reliability, demand reflection) of job efficiency of business travel agencies have positively effect on word of mouth intention. And convenience was the most effect among the three detailed factors. (2) Word of mouth intention positively effects reuse intention. (3) Customer involvement not played the moderating effect in between word of mouth intention and reuse intention. Finally, academic implication is that job efficiency of business travel agent is derived three factors and convenience is the most important. Business travelers need differentiated marketing strategy because they exhibit different characteristics from general travelers. Unlike general travelers who have a variety of travel agent options, business travelers have limited choices. For the practical applications, this study suggested that word of mouth intention should be managed for business travel agent. Business travelers exchange their opinions among about business travel agent. The limitation of study was that investigation period was long due to COVID-19.

The purpose of this study is to find out the differences in Cabin safety knowledge, Cabin safety attitude, and Cabin safety behavioral intention, depending on the type of new Cabin safety briefing video with celebrities and the existing Cabin safety briefing video. From 19 to 30 April 2021, a total of 116 students majoring in aviation tourism services at a two-year college and a four-year college were divided into two groups, and experimental designs were conducted on them. The final 109 questionnaires were used for empirical analysis, and Frequency analysis and Independent samples t-test were conducted. The analysis found out that there were partial differences in Cabin safety knowledge, Cabin safety attitude, and Cabin safety behavioral intention depending on the type of Cabin safety briefing. To be specific, the new type of Cabin safety briefing was found to be more effective than the existing type of Cabin safety briefing. Based on these findings, airlines and management proposed ways to effectively deliver Cabin safety information to passengers before the flight, and theoretical and practical implications were discussed.

The objectives of this study are to identify the types of job mismatch in the hospitality industry, and to investigate the effect of job mismatch on job satisfaction focusing on the meditating role of affective commitment. Data were collected from the hotel employees in Seoul from January 6 to 8, 2020, and finally 282 questionnaires were analyzed. Education mismatch, skill mismatch, and subject mismatch were showed as the three dimensions of job mismatch by the result of factor analysis. The results of hypothesis test indicated that education mismatch did not affect on affective commitment, but skill mismatch and subject mismatch affected on affective commitment. It was also found that education mismatch did not affect on job satisfaction, but skill mismatch and subject mismatch affected on job satisfaction. The meditating effect of affective commitment was partially confirmed between job mismatch and job satisfaction. It was confirmed that affective commitment had a complete meditating role between skill mismatch and job satisfaction, and it had a partial meditating role between subject mismatch and job satisfaction. The practical implications for human resource management in the hospitality industry have been discussed.

It is meaningful to study job insecurity for flight attendants of airlines whose work environment is rapidly changing due to COVID-19 pandemic. The purpose of this study is to investigate the relationship between job insecurity, job stress, and pro-social service behavior, centered on airline flight attendants. An online survey was conducted on airline cabin crew. A total of 218 responses were collected from February 01, 2021 to March 15, for about 6 weeks, but 210 copies were used for the final analysis, excluding 8 copies judged to be unsuitable for analysis. For the data, frequency analysis, validity and reliability analysis, and path analysis were performed using SPSS 21 and AMOS 21. As a result of the analysis, first, it was found that job insecurity had a positive effect on job stress. Second, job stress was found to have a negative effect on pro-social service behavior. Third, job insecurity was found to have a negative effect on pro-social service behavior. Finally, it was found that job stress had a mediating effect in the relationship between job insecurity and pro-social service behavior. The results of this study are expected to be used as basic data for finding effective human resource management measures to improve airline service levels. In addition, the originality of this study is that it revealed the mechanism of perception of job insecurity-inner state-behavior for airline cabin crew after COVID-19.

This study aimed at analyzing the formulation process of local government’s tourism destination marketing organization in Japan by applying political systems-policy network theory. The literature review for this study covered the concepts of destination marketing organization, political systems-policy network theory, and the related precedent studies. For the research model, a causal structural model was suggested including three major concepts: policy environment, policy network, and policy outputs. The policy environment was defined as situational condition or input factors to influence the policy process. The policy network was defined as interactional relations of official and unofficial actors. And the policy outputs was defined as organizational formulation as the result of the policy process. For the research method, Yin’s historical case study method was employed at the case of ‘Setouchi Regional DMO’. The study period was established from November of 2009 to November of 2017, and the time period was divided into two phases: initial formulation phase and final formulation phase. Major findings of the study revealed that the changes in the policy environment, especially international environment factor, affected the formulation of open policy network involving official and unofficial policy actors, thereby Setouchi’s regional tourism destination marketing organization was finally formulated as ‘Setouchi Regional DMO’. Based on these findings, theoretical contributions and practical implications for the establishment of local government’s tourism destination marketing organization were discussed.

The purpose of this study is to provide practical implications to domestic casino companies by identifying the impact relationship between casino human service quality and customers’ behavior intention and, moderating effects of entertainment and safeness factors of casino on the relationship. To achieve the goal of the study, the literature reviews on ‘human service quality and customers’ behavior intention’, ‘entertainment and behavior intention’, and ‘safeness and behavior intention’ were performed, and empirical studies on the perceptions of the customers visiting ‘Kangwon Land Casino’ on physical circumstances and human service quality of the casino were conducted as well. The major findings of the study are summarized as follows: Firstly, the two factors of the research, human service quality and entertainment, had positive impacts on behavioral intention, while the factor, safeness, didn’t. Secondly, the moderating effect of the interaction of human service quality and safeness didn’t have significant impact on the relationship between human service quality and behavioral intention. However, the moderating effects of the two interactions of ‘human service quality and entertainment’ and ‘human service quality, entertainment and safeness’ had significant impacts on the relationship. Based upon these results and the discussed practical implications, marketing strategy plans for domestic casino companies were suggested.

This study aimed to find out the effect of users’ lovemarks formed in tourism social media on behavior intention regarding tourist attractions, brand identification, and relative quality after experiencing the attractions. It figured out the effect on behavior intention including intention to use continuously, and intention to share information through the sensible connection with social media users, analyzed the influential relationship to see it could lead to confidence and satisfaction by brand identification, and examined the influential relationship with behaviors through social media brand identification and relationship quality. To this end, an online survey targeting people who had made domestic and overseas trips in the past 18 months was conducted. Out of a total of 330 questionnaires collected, 316 were used for the final analysis. SPSS v.22 and AMOS v.22 were used as statistical programs, and the frequency analysis to figure out the respondents’ general characteristics, the validity and reliability analyses regarding the measuring instruments, the analysis of correlation between the constructs, and the path analysis for hypothesis testing were carried out. The results showed that lovemarks had an effect on brand identification, relationship quality and behavior intention and that brand identification and relationship quality had an effect on behavior intention. Based on them, academic and practical implications were drawn.

This study aimed at analyzing the discursive struggle about the post mega-event policy by focusing on the post-measure for the Jeongseon Alpine Center, one of main event facilities constructed in Gariwang mountain, for the 2018 PyeongChang Winter Olympics. The Center caused the controversy of environment destruction, and was built under the condition that the Center would be demolished and the natural environment would be completely restored. However, after the Olympics, the policy discursive struggle persisted between the pros that insisted on the full restoration of the natural environment, and the opposition. Policy decision has not been made yet. The literature review covered the concepts of mega-event, policy discourse, discursive struggle, discourse analysis and the related research. For the analysis, two dimensional analytical approach of Fairclough's Critical Discourse Analysis was applied: text analysis and discourse practice analysis. Frame analysis was conducted on policy discourses according to the topic areas of discourses, which were environmental frame, economic frame, sociocultural frame, and political frame. The findings of the study revealed the characteristics of the policy discourses and that of discursive struggle of post-mega event policy. The pros actively formed policy discourses in environmental frame, and the opposition actively formed policy discourses in economic frame and sociocultural frame. In conclusion, this study suggested that more analyses of discursive struggles shoud be applied in tourism research, and practically policy actors should develop the discursive competitiveness in the diversity of discourse frames.