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This study investigates factors that influence foreign customers’ satisfaction and behavioral intention towards medical services in South Korea. In particular, the relationship between medical service attributes including cultural distance, medical service components and convenience, on the one hand, and satisfaction and behavioral intention, on the other hand, is explored. The results of the study indicate that medical service attributes have a significant positive effect on satisfaction level of patients from Russia and Central Asian countries. Moreover, satisfaction influences such behavioral intentions as revisit intention and word-of-mouth intention. Hence, the more patients are satisfied with medical services provided, the higher the probability that they will return to the provider or recommend it to others. Accordingly, satisfaction level of international patients has to be continuously monitored to increase favorable behavioral intentions. However, our findings indicate that medical service attributes have no effect on behavioral intention of foreign customers. Thus, further research should be conducted on the topic.

The purpose of this study is to examine how storytelling affects local brand value and brand image, and how it affects behavior, and to find storytelling elements to enhance local brand value and image, and to present suggestions to activate local tourism. An empirical survey was conducted between May 1 and May 20, 2019, and 185 valid questionnaires were analyzed. As an analysis method was conducted to verify a analysis of frequency, factor analysis, structural equation model analysis and study model hypotheses. Analysis showed that uniqueness, education, and interest affect brand value and brand image. Uniqueness and interest are affecting brand preference, which informs interesting local culture, history and educational content and needs a story that can satisfy knowledge acquisition. This study is believed to be used as a regional marketing material as storytelling has been proven to affect local brand values and images and to lead to behavior.

This study aims to examine the level of Korean tourists’ satisfaction with the facilities and services at public tourist attractions on Jeju Island and to identify the difference in visitors’ experience between first-time visitors and repeat visitors. In addition, by investigating the difference in satisfaction and behavioral intention by the type of tourist attraction, the present study provides useful implications in improving and promoting public tourist attraction facilities in Jeju Island. As a result, 25 paid public tourist attractions and a total effective sample of 1,000 were analyzed in all. The results revealed that service satisfaction factors in public and natural resources tourist attractions were higher among first-time visitors than among repeat visitors. Among the facility satisfaction factors, first-time visitors showed a higher level of satisfaction with conveniences for vulnerable groups than repeat visitors did. Among attractiveness satisfaction factors, repeat visitors displayed a higher level of satisfaction with attractive tourist attractions than first-time visitors did. Last, behavioral intention for public and natural resources tourist attractions was higher among repeat visitors than among first-time visitors. A tourism satisfaction comparison of first-time visitors and repeat visitors in the present study would help to not only suggest an appropriate strategy to attract customers to public tourism attractions, but would also enhance the competitiveness of public tourism attractions on Jeju Island, as it eventually leads to behavioral intention.

이 태권도 수련생의 수련만족이 충성도 및 행동의도에 미치는 영향을 규명하는데 목적을 두고 실시하여 다음과 같은 결론을 얻었다. 첫째, 태권도 수련생의 신체만족과 심리만족은 행동충성도와 인지충성도에서 정적 상관관계가 나 타났으며, 사회만족은 행동충성도, 인지충성도, 태도충성도에서 정적 상관관계가 나타났다. 이를 바탕으로 다중회귀분 석을 실시한 결과 신체만족과 심리만족은 인지충성도에 정적 영향을 미쳤으며, 사회만족은 태도충성도에 정적 영향을 미쳤다. 둘째, 태권도 수련생의 신체만족은 재등록의도와 긍정적구전에 정적 상관관계가 나타났으며, 심리만족과 사회 만족은 긍정적구전에 정적 상관관계가 나타났다. 이를 바탕으로 다중회귀분석을 실시한 결과 신체만족과 사회만족은 재등록의도에 정적 영향을 미쳤으며, 신체만족, 심리만족, 사회만족은 긍정적구전에 정적 영향을 미쳤다.

The objective of this study was to determine the effects of training satisfaction on loyalty and behavioral intention in Taekwondo trainees. The results were as follows: First, physical satisfaction and psychological satisfaction were positively correlated with behavioral loyalty, while cognitive loyalty and social satisfaction were positive correlated with behavioral loyalty, cognitive loyalty, and attitude loyalty. The multiple regression analysis based on these results showed that physical satisfaction and psychological satisfaction have positive effect on cognitive loyalty and that social satisfaction has positive effect on attitude loyalty. Second, physical satisfaction was positive correlated with re-enrollment intention and positive word of mouth, while psychological satisfaction and social satisfaction were positive correlated with positive word of mouth. The multiple regression analysis based on these results showed that physical satisfaction and social satisfaction have positive effect on re-enrollment intention, while body satisfaction, psychological satisfaction, and social satisfaction have positive effect on positive word of mouth.

Many scholars and practitioners have been suggesting that research on visitors’ behaviors and protection is a significant step for sustainable management of heritage, like Seongsan Ilchulbong in Jeju Island, registered as a World Natural Heritage Site. Therefore, the main purpose of this study was to identify relationships between motivation, satisfaction, and environmental attitude among domestic tourists who visited Seongsan Ilchulbong. Results of a structural equation model indicated that motivational factors partially had significant positive direct effects on overall satisfaction and environmental attitude. In addition, results showed that overall satisfaction had significant positive effects on environmental attitude and behavioral intention, and environmental attitude had a significant positive effect on behavioral intention. The study implies that specific visitor management strategies in a particular area like Seongsan Ilchulbong, a World Natural Heritage Site, are needed to improve visitors’ experiential quality and satisfaction. For example, educational participation programs would be an effective way for tourists who are interested in environmental conservation and protection to improve their satisfaction and behavioral intention.

This study aims to prove the relation among serious leisure motives, flow and behavioral intention of surf tourists. First, the serious leisure motives have been verified to have strong relationship with surf tourists’ emotional flow. Among four factors of the surf tourists’ serious leisure motives, three factors of serious leisure motives ,which are leisure career motive, personal effort motive, continuous benefit motive, are significantly influence on emotional flow. Second, the serious leisure motives have been verified to have strong relationship with surf tourists’ emotional flow. The four factors of serious leisure motives, which are expertise in lesure motive, leisure career motive, personal effort motive, continuous benefit motive, are significantly influence on cognative flow. Third, the surf tourists’ flow, which consists of emotional and cognitive flow, has a directly positive effect on the behavioral intention. The emotional and cognitive flow are significantly influence on the behavioral intention.

The purpose of this study is to examine the direct effect of the experience of edutainment events participating in the subject on the educational effect. Second, the purpose of this study was to examine the direct effect of the experience of edutainment events participating in the subject on the behavioral intention. Third, the purpose of this study was to investigate the effects of experiential factors on educational and behavioral intention through edutainment events according to the results obtained through empirical analysis. The results of this study are as follows. First, emotional experiences among the experiential factors of edutainment events have a significant effect on all educational effects. On the contrary, the physical experience was shown to have a significant effect on the practical effect only. Second, among the educational effect factors, the factors affecting the behavioral intention were emotional effect and practical effect, and practical effect was more influential. Based on the results of this study, the development and operation of events considering emotional experience and physical experience in the planning and operation of edutainment events that expect educational effects contribute to the improvement of educational quality and further development of education utilizing edutainment events I think.

Tourism destinations should gain competitive advantages by providing distinctive attractions that can attract tourists and create profits. Tourists prefer differentiated destinations, but most destinations fail to offer unique characteristics by providing similar tourism environments and activities to tourists. In this regard, it is important to improve the quality level of tourism experience by creating a characteristic tourist environment and atmosphere so that it can be differentiated from other destinations. The purpose of this study was to examine the impact of destination identity perceived by tourists on attitudes and the relationship between tourists' attitudes influenced by destination identity and their satisfaction and behavioral intention. It is useful to not only understand more deeply the importance of differentiating tourist destinations but also establish effective marketing strategies to become a tourist destination that can continue to grow and differentiate. The summary of the analysis result is as follows. The results showed that destination identity has four factors which include an activity type, a nature type, an emotion type and a relationship type. In addition, these four factors of destination identity had a significant influence on the attitude of tourist. Of these, it was found that an emotion type played a great role in creating the attitude of tourists. Tourist attitude had a positive effect on the satisfaction of tourists. Tourist satisfaction had a significant impact on the behavioral intention of tourists.

The Corporate Social Responsibility(CSR) has received considerable attention in a variety of hospitality and business service industries. From this point of view, the main purpose of this study is to examine the effect of the CSR on perceived value and behavioral intention. This study chose 2 main components of CSR: legal/ethical CSR and Philanthropic/environmental CSR. Perceived value was also measured by two main constructs: economic value and social value. To achieve the objective of this study, survey was conducted. A total of 300 samples were collected and 294 samples were used for statistical analysis. Findings reveal that CSR showed significant effects on perceived value and behavioral intention. Based on the results, theoretical/practical implications and future research were discussed.

Food is working as a charming factor that attracts tourists to the tourism destination. However, it would be necessary to cope with changes in tourism market by the Corona 19. Thus, the main objective of this study is to examine the effects of perceived risk on food image and behavioral intention in food tourism, and also the mediating roles of food image in the influence relationship between perceived risk and behavioral intention. For about six weeks from July 1st 2020 to August 9th 2020, a survey was conducted targeting potential tourists who were residing in Seoul and Gyeonggi-do and planning the food tourism to Jeju, and total 331 questionnaires of 350 collected questionnaires were used for the final analysis. In the results of the analysis, the perceived risk had negative(-) effects on food image and behavioral intention while the food image also had negative(-) effects on behavioral intention. The results of this study showed that the tendency to visit would be decreased when the negative food image was perceived by tourists. And the food image played the partial mediating roles in the influence relationship between perceive risk and behavioral intention. In order to be beneficial to both tourism and food service industry, the tourists should be attracted by giving psychologically-safe images in the every aspect of food, experience, and facilities. This study might provide important suggestions to the future researches in the aspect of suggesting the implications on the possibility to overcome the market economy by verifying the importance of securing the stability of domestic travel at this point in time.

This study explored the influence of visitor's experiential value on attitude toward host city and behavioral intention. In order to analyze the research model, the data were collected from 201 visitors at a Cultural Heritage Night in Suwon 2018. The survey was done on the visitors of Cultural Heritage Night in Suwon for 2 days from August 10 to 11, 2018. This study was carried out using descriptive statistical analysis, reliability analysis, exploratory factor analysis and regression. In the result of factor analysis, experiential value was classified with five factors; social value, educational value, playful value, aesthetic value and convenient value. The findings of this study were as follows: 1) the experiential value of cultural heritage night participants had significant influence on the attitude toward host city, 2) the experiential value of Cultural Heritage Night participants had positive influence on their behavioral intention, 3) attitude toward host city had stronger influence on their behavioral intention. The result of this investigation provide practical implications for destination marketing and activation of Cultural Heritage Night in Suwon. The results of the study lead to a better understanding of tourist behavior and an improved ability to predict future behavior more accurately, especially of a festival event. Based on these significant findings, implications, limitations and the future research directions of the study were also discussed.

The purpose of this study is to investigate the relationship among Brand equity, perceived value and behavioral intention. To perform this study, total 300 questionnaire were distributed to customers who had brought travel product from travel agent dated from May 17th to June 12th. Unworkable data were excluded, 271 usable responses were obtained for an empirical analysis. Frequency analysis, exploratory factor analysis, reliability analysis, and regression analysis were measured by using SPSS 18.0 accordingly. For the study structure, brand equity was divided with brand image and brand awareness. Perceived value and behavioral intention were a single factor. The result has shown as follows: Hypothesis 1, among brand equity, both brand image and brand awareness have a positive effect on perceived value. Hypothesis 2, among brand equity, both brand image and brand awareness have a positive effect on behavioral intention. Hypothesis 3, perceived value has a positive effect on behavioral intention. This study result has found that managing brand equity is a source of competitive marketing advantage in travel agent business. This study suggests operational and theoretical implications on the aspects of brand marketing management in travel industry.

This study empirically analyzes the effect of festival servicescape and festival human service quality perceived by local festival tourists on the internal reactions and behavioral intention of tourists. It is to improve the intention of action by improving the level of action. This study used 200 questionnaires except 10 questionnaires which collected 210 questionnaires of tourists who participated in the festival at the Buan Masil Festival in 2019. The frequency analysis, validity, reliability analysis, and multiple regression analysis were performed using the social science statistical analysis program 20.0 (StatisticsPackage for Social Science 20.0). First, the informationality, spatiality, and recreationality among the factors of the festival servicescape were analyzed to have a significant influence on the cognitive and emotionality of internal reactions. Second, the kindness, reliability, and professionalism of the festival's human service quality had a significant effect on both the cognitive and emotional aspects of internal reactions. Third, information, space, entertainment and convenience among the factors of the festival servicescape were found to have a significant effect on behavioral intention. Fourth, kindness, credibility, and professionalism among the factors of festival human service quality had a significant effect on behavioral intention. Fifth, internal response was found to have a significant effect on behavioral intention. Competition for local festivals is fierce, and efforts are being made to increase the intentions of festival tourists to revitalize the economy. The rssults of the study show that At local festivals, the kindness of the officials involved in the festival is paramount. Festival planning, operation management, and kind education are required to satisfy tourists who participated in the festival, and information space and convenience facilities for enjoying the festival should be continuously expanded to reflect from the festival planning.

This study is to identify the relation of local festival image formation and perceived value with visitors' satisfaction, and whether these accompany behavioral devotion such as visitors' behavioral intention, in other words, word of mouth and intent to revisit. The subjects for a survey are visitors to 'Dancing Carnival Festival' in Wonju and Hoengseong and 'Hoengseong Hanu Festival'. The data were collected for 5 weeks from September 6 to October 6. Total 250 questionaries were distributed, and 230 copies were collected. Except 21 copies with unreliable responses, total 209 copies were used for analysis. For analysis methods, the multiple regression analysis was done with the use of SPSS.18.0 program. The result of the analysis shows that suitability, convenience, enjoyment and value have a significantly positive(+) effect on visitors' satisfaction and behavioral intention formation. Furthermore, the non-monetary value that visitors perceive has a significant effect on their satisfaction formation. Based on this result, this study is intended to suggest the importance of local festivals, marketing strategy and implication.

This study constructed menu quality, restaurant environment, convenience and service quality as a concept of physical environment of Chinese food franchise restaurant. The relationship between empirical value and emotional response and behavioral intention was analyzed by mediation factor. Based on the results of the analysis, we proposed efficient management of Chinese restaurant franchise restaurant. From march 1 to march 30, 2018, the data was collected. Total 400 copies of questionnaires were distributed, 356 copies of them were collected, and 340 copies excluding 16 which were faithlessly responded were used to analyze as effective samples. The results of hypothesis verification are as follows. First, menu quality, restaurant environment, convenience were found to have significant influence on experience value. However, service quality did not significantly affect the value of experience. Second, menu quality, convenience, and service quality have a significant effect on emotional response. However, the restaurant environment did not affect the emotional response significantly. Third, menu quality, convenience, and service quality have a significant effect on behavioral intention, but restaurant environment does not have significant effect on behavioral intention. Finally, the emotional response has a significant effect on the behavioral intention. However, experiential value did not significantly affect the behavioral intention. Therefore, based on analysis results, it suggested useful implication to Chinese restaurant franchise restaurant.

As the importance of destination's brand differentiation strategy is increasing, emotional and authentic storytelling in destination is becoming a growing source of competitive power and consider as an effective way to appeal to the tourists. The purpose of this study is to analyze the influence of bible and myth's storytelling on tourists' perceived value and behavioral intention. As its results first, all factors except understanding factor of bible and myth's storytelling had positively influenced on functional value, and all factors had positively influenced on emotional value. Second, functional value and emotional value had positively influenced on tourists' behavioral intention. Lastly, all factors of bible and myth's storytelling had positively influenced on tourists' behavioral intention. While this study contained similar results compared with previous studies of tourism storytelling, but this study provided substantial consequence that factors in bible and myth's storytelling positively influence on tourists' perceived value and behavioral intention.

This research has analyzed the influences of e-service quality of airline's website on e-brand image and behavioral intentions. The study method was to conduct a online survey targeting the various tourist. The empirical survey was conducted between May 1 and May 13, 2016, and 253 valid questionnaires were analyzed. As an analysis method was conducted to verify a analysis of frequency, correlation analysis, factor analysis, a linear regression analysis and study model hypotheses. The study results showed that first, e-service quality was divided into Informative, Reliability, Reactive, Interactive and Usage simplicity according to the literature review. Analysis showed that e-service quality has effect on e-brand Image accordingly. Secondly, e-brand image has effects behavioral intentions. The findings has significant implications for airline the e-service quality and academic researchers. This research has several implications such as airline requires what kind of online strategies focused on in order to predict passenger's behavioral intentions.

The purpose of this study is to define the effect of selection property for hotel buffet restaurant on consumption emotion and behavioral intention and the effect of consumption emotion on behavioral intention. For this, we analyzed empirically by establishing hypothesis. Accordingly, subjecting on customers who used buffet restaurants in 8 premium hotels, we explained about the study and requested their cooperation. Then, we empirically analyzed 288 copies of questionnaires as effective samples via self-administration which respondents writes the responses by themselves. As a result of analysis of factors to selection property for hotel buffet restaurant through pre-analysis for verifying hypothesis, foods, reputations, prices, interior atmospheres, experiences of employees, cleanness, convenience, and parking lot are extracted. Also, consumption emotion is divided into pleasure emotion and excited emotion. Finally, as a behavioral intention, favorable word of mouth, satisfaction, re-use, and recommendation are extracted. Hypothesis verification indicates that four extracted selection properties effect a significant influence on consumption emotion and behavioral intention and consumption emotion influences on behavioral intention. We also suggested the implications that the sharing of recognition to emotional access should be made for desires to consumption emotion of consumers and their pursuing values and stable company profits should be pursued by securing loyal customers with behavioral intention depending on expectation emotion of consumers.

This research has analyzed the influences of System Quality of the Platform for Airline tickets using Technical Acceptance Model(TAM) on Customer Satisfaction, Behavioral Intention, make comparative studies with Portal Site and Tour Platform. The study method was to conduct a online survey and off-line research targeting the various tourist. The empirical survey was conducted between February 10 and February 22, 2017, and 490 valid questionnaires were analyzed. As an analysis method was conducted to verify a analysis of frequency, correlation analysis, factor analysis, structural equation model analysis and study model hypotheses. The study results showed that first, System Quality of the Platform for Airline tickets was divided into Functionality, Security, Reliability and Innovativeness according to the literature review. Analysis showed that System Quality of the Platform for Airline tickets has effect on Perceived Ease of use and Perceived Usefulness of technical acceptance model(TAM) accordingly. Secondly, Ease of use has effects Perceived Usefulness technical acceptance model(TAM). Thirdly, Perceived Ease of use and Perceived Usefulness of technical acceptance model(TAM) has effects Customer Satisfaction, Behavioral Intention. The findings has significant implications for System Quality of the Platform for Airline tickets and academic researchers. This research has several implications such as Platform for Airline tickets requires what kind of online strategies focused on in order to predict passenger's behavioral intentions.

The purpose of this study is to investigate the impact of Rural experience programs patten on selection attributes influence upon Rural tourism satisfaction and Behavioral intention. There are 4 hypotheses based on rural tourism reviews. Then we tested the data from questionnaires using SPSS 22.0. the data were collected for a month from April 20 to June 18. First, according to analysed result, Rural tourism experience program is hypotheses about the satisfaction and selection attributes of rural areas is partially adopted, and rural tourism in the modern era have been developed but In still all parts, it can not be to the interest of rural tourists is a reality. Second, selection attributes of rural tourism is partially adopted hypotheses about the satisfaction Analysis of the results, salient experience activities and the attractive environment and amenities shall not have reached the interest of tourists and has been verified. Last, rural tourism satisfaction influenced on Behavioral intention. As the result of this study, we will attract rural tourists with better tourism products and attractive Environment, Amenities. At present, the development of rural tourism in Korea, but this fact is too often lacking when compared with other countries. Rural tourism is the future of business in Korea. So I improve cross-section, the lack of rural tourism will be the center of tourism of the Republic of Korea, South Korea will be the best as rural tourism in the world.