• Journal of Global Scholars of Marketing Science
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• v.17 no.2
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• pp.55-73
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• 2007

Festivals are an indispensable feature of cultural tourism(Formica & Uysal, 1998). Cultural tourism festivals are increasingly being used as instruments promoting tourism and boosting the regional economy. So much research related to festivals is undertaken from a variety of perspectives. Plans to revisit a particular festival have been viewed as an important research topic both in academia and the tourism industry. Therefore festivals have frequently been leveled as cultural events. Cultural tourism festivals have become a crucial component in constituting the attractiveness of tourism destinations(Prentice, 2001). As a result, a considerable number of tourist studies have been carried out in diverse cultural tourism festivals(Backman et al., 1995; Crompton & Mckay, 1997; Park, 1998; Clawson & Knetch, 1996). Much of previous literature empirically shows the close linkage between tourist satisfaction and behavioral intention in festivals. The main objective of this study is to investigate the effects of evaluation attributes of cultural tourism festivals on satisfaction and behavioral intention. accomplish the research objective, to find out evaluation items of cultural tourism festivals through the literature study an empirical study. Using a varimax rotation with Kaiser normalization, the research obtained four factors in the 18 evaluation attributes of cultural tourism festivals. Some empirical studies have examined the relationship between behavioral intention and actual behavior. To understand between tourist satisfaction and behavioral intention, this study suggests five hypotheses and hypothesized model. In this study, the analysis is based on primary data collected from visitors who participated in '2006 Gwangju Kimchi Festival'. In total, 700 self-administered questionnaires were distributed and 561 usable questionnaires were obtained. Respondents were presented with the 18 satisfactions item on a scale from 1(strongly disagree) to 7(strongly agree). Dimensionality and stability of the scale were evaluated by a factor analysis with varimax rotation. Four factors emerged with eigenvalues greater than 1, which explained 66.40% of the total variance and Cronbach' alpha raging from 0.876 to 0.774. And four factors named: advertisement and guides, programs, food and souvenirs, and convenient facilities. To test and estimate the hypothesized model, a two-step approach with an initial measurement model and a subsequent structural model for Structural Equation Modeling was used. The AMOS 4.0 analysis package was used to conduct the analysis. In estimating the model, the maximum likelihood procedure was used.In this study Chi-square test is used, which is the most common model goodness-of-fit test. In addition, considering the literature about the Structural Equation Modeling, this study used, besides Chi-square test, more model fit indexes to determine the tangibility of the suggested model: goodness-of-fit index(GFI) and root mean square error of approximation(RMSEA) as absolute fit indexes; normed-fit index(NFI) and non-normed-fit index(NNFI) as incremental fit indexes. The results of T-test and ANOVAs revealed significant differences(0.05 level), therefore H1(Tourist Satisfaction level should be different from Demographic traits) are supported. According to the multiple Regressions analysis and AMOS, H2(Tourist Satisfaction positively influences on revisit intention), H3(Tourist Satisfaction positively influences on word of mouth), H4(Evaluation Attributes of cultural tourism festivals influences on Tourist Satisfaction), and H5(Tourist Satisfaction positively influences on Behavioral Intention) are also supported. As the conclusion of this study are as following: First, there were differences in satisfaction levels in accordance with the demographic information of visitors. Not all visitors had the same degree of satisfaction with their cultural tourism festival experience. Therefore it is necessary to understand the satisfaction of tourists if the experiences that are provided are to meet their expectations. So, in making festival plans, the organizer should consider the demographic variables in explaining and segmenting visitors to cultural tourism festival. Second, satisfaction with attributes of evaluation cultural tourism festivals had a significant direct impact on visitors' intention to revisit such festivals and the word of mouth publicity they shared. The results indicated that visitor satisfaction is a significant antecedent of their intention to revisit such festivals. Festival organizers should strive to forge long-term relationships with the visitors. In addition, it is also necessary to understand how the intention to revisit a festival changes over time and identify the critical satisfaction factors. Third, it is confirmed that behavioral intention was enhanced by satisfaction. The strong link between satisfaction and behavioral intentions of visitors areensured by high quality advertisement and guides, programs, food and souvenirs, and convenient facilities. Thus, examining revisit intention from a time viewpoint may be of a great significance for both practical and theoretical reasons. Additionally, festival organizers should give special attention to visitor satisfaction, as satisfied visitors are more likely to return sooner. The findings of this research have several practical implications for the festivals managers. The promotion of cultural festivals should be based on the understanding of tourist satisfaction for the long- term success of tourism. And this study can help managers carry out this task in a more informed and strategic manner by examining the effects of demographic traits on the level of tourist satisfaction and the behavioral intention. In other words, differentiated marketing strategies should be stressed and executed by relevant parties. The limitations of this study are as follows; the results of this study cannot be generalized to other cultural tourism festivals because we have not explored the many different kinds of festivals. A future study should be a comparative analysis of other festivals of different visitor segments. Also, further efforts should be directed toward developing more comprehensive temporal models that can explain behavioral intentions of tourists.

• Proceedings of the Korea Contents Association Conference
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• 2007.11a
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• pp.927-931
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• 2007

Nonsan green tourism is an agricultural tourism. Visitors can participate and experience the agricultural product harvests or particular farmer's work activities. For visitors it provide natural environment and to take freshen air with new rural activities. To the residents it creates extra benefits out of the visitors green tourism. But, for the time being, the characteristic point of the tourists behavior of this tour is 'stop and pass' style in a single day. To create various contents of this tour needs develop visitors to 'stay over night' program and examine the practical methods of traditional houses as its accommodation facilities.

• Journal of Applied Tourism Food and Beverage Management and Research
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• v.15 no.2
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• pp.123-150
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• 2004

The purpose of this study is to prove that the approprlate fit between service failure and recovery strategy can effciently maximize customer satisfaction and behavioral intention, by using prepared scenario through comprehensive approach concerning how the expectation level about service recovery has influences on perceived fairness, satisfaction and behavioral intention of servlce recovery based upon size in case of service failure. This study has been conducted by way of selection of filling-up type questionnaires for customers themselves who have experience in service failure out of customers who can easily visit family and hotel restaurants, that is, domestic restaurants in Seoul area, June ~ August 2004, by setting factorial design of 2(control, severeness) ${\times}$ 3(distributive fairness, procedural fairness, mutual relational fairness) ${\times}$ 2(customer satisfaction, customer behavior). The survey was performed on the customers who visited common restaurants, family restaurants, hotel restaurants, etc. mainly in Seoul, and total 600 sheets of questionnaires were distributed and 496 sheets of them were returned(82.67% of return ratio).

• Journal of the Korean Society of Food Culture
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• v.24 no.5
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• pp.518-524
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• 2009

This study was conducted to investigate the effects of fast food customer's perceived risks on risk reduction behavior, attitude and purchase intention. A total of 268 usable surveys were collected using a stratified random sampling method. Descriptive analysis and factor analysis was then conducted using SPSS 12.0, and a Cronbach's $\alpha$ was generated to estimate the internal consistency of the survey items. Multiple regression analysis was used to evaluate the relationships among variables. The results indicated that fast food safety and monetary risks had a negative effect on customer feelings and satisfaction with fast food, which had a positive effect on buying purpose and recommendation purpose. Conversely, obesity and monetary risks only had a negative effect on buying purpose. An improved menu more effectively reduced the risk perceived by the fast-food customers than an improved image.

• The Journal of the Convergence on Culture Technology
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• v.9 no.4
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• pp.315-330
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• 2023

The purpose of this study is to explain eco-tourists' behavioral intention based on exploring Extended Theory of Planned Behavior and Sustainable Intelligence as moderating variable. To do so, the survey was conducted on eco-tourists from Dongbaek-Dongsan wetland, Jeju-do between March. 12th and 30th, 2023. As a result, eco-tourists aged 50 years old and over, and from Jeju-do with their family members have more possibilities to visit Dongbaek-Dongsan wetland. Also, this study analyzed that independent variables including subjective norm, epistemic value, emotional value and attitude showed significant effects on behavioral intention. Further, sustainable intelligence as the moderating variable showed its moderation effects between independent variables including attitude and subjective norm, and behavioral intention as dependent variable.

• Journal of the Korean Institute of Traditional Landscape Architecture
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• v.35 no.1
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• pp.83-89
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• 2017

The Jeju Olle Trail Route No. 1 has opened in 2007, and over one million visitors per year trek total of 26 Olle trails throughout the island of Jeju as of 2017. The Olle trekking is one of eco-friendly tourism activities in the era of social issues with environmental collapse and threats. Up until now, studies on the Jeju Olle trail are focused on the visitors while the studies on residents who are the other major pillar of Jeju Olle trail have been limited. The study aims to compare the visit types, satisfaction level and pro-environmental behaviors between the visitors and residents on Jeju Olle trails. Total of 290 survey was collected in three month period from December, 2016 to February, 2017. The survey result indicates the Jeju residents trek the Jeju Olle in a larger group than the Jeju Olle visiting trekkers and show lower level in the visit satisfaction and pro-environmental behaviors. The noticeable lower level in the pro-environmental behaviors of residents can directly connect to the issue of Jeju environment as a whole, and the continuing environmental education program and promotion for residents to improve the pro-environmental behavior level is essential.

• Journal of Korea Multimedia Society
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• v.18 no.9
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• pp.1140-1147
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• 2015

The purpose of this research is to analyze the factor of tourism storytelling through literature review, to figure out the relations of tourism storytelling-tourism satisfaction and tourism satisfaction -behavior intention. The total number of the questionnaire copies handed out was 440, and the 384 copies of them (the 184copies from Chinese tourists, and 200copies from Korean tourists) were used for the analysis. The results were as follows. First, it was found that the factor of tourism storytelling has influence on tourism satisfaction. Second, it was also found that the tourism satisfaction has influence on behavioral intention as well. And based on the above results, the research has figured out what factors of tourism storytelling mostly affect tourism satisfaction. By comparing Chinese and Korean tourist, and ultimately, suggested the best way to utilize this storytelling idea in a tourist area.

• Proceedings of the Korea Hospitality Industry Research Society Conference
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• 2002.11a
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• pp.31-46
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• 2002

To investigate effect of organization justice on organizational commitment, I surveyed the concept of organization justice, organizational commitment and organizational citizenship behavior and then I reviewed what formative factors of organization justice increased organizational commitment or what formative factors of organization justice and organizational commitment increased organizational citizenship behavior. The result of this study proved that organization justice and organizational commitment influenced organizational citizenship behavior a lot and the purpose of this study was carried out like following; The formative factors of organization justice, that is, procedure fairness and distribution fairness come out by theoretical study influenced organization commitment and the formative factors of organization commitment, commitment about company and turnover influenced organizational citizenship behavior. In addition, the hypothesis that the higher the organization justice is, the higher the organizational commitment was positive. Therefore, in position control of restaurant employees, giving employees the motive of organization commitment as procedure fairness and distribution fairness control strictly enable employees to have citizenship about organization and enable employers to control employees effectively.

• 한국벤처창업학회:학술대회논문집
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• 2021.04a
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• pp.165-170
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• 2021

최근의 코로나19 사태로 관광·항공업계가 극심한 어려움을 겪고 있다. 항공업계의 대안 중 하나는 화물운송이다. 항공사들은 여객수요 급감으로 인한 매출감소 폭을 줄이기 위하여 화물운송 부문을 강화하고 있다. 항공화물운송은 타 운송과 구분되는 제반 특성으로 인하여 시장규모가 지속적으로 증가하고 있다. 항공화물운송 대리점(forwarder)은 수출과 수입에 있어서 중요한 역할을 담당하며, 중요한 비즈니스 파트너인 항공사와 수출입자와 우호적인 긴밀한 관계를 구축하고 계속 유지해야 한다. 사회적 교환이론(social exchange theory)은 이러한 관계가 구축되기 위해서는 거래당사자 간의 거래규모나 거래기간, 거래빈도 등의 유형적인 측면도 중요하지만, 신뢰와 몰입, 애착 등의 무형적인 측면의 교환이 선행되어야 한다는 것을 강조한다. 본 연구의 연구목적은 다음과 같다. 첫째, 물류서비스기업의 업무 프로세스를 규명하고 운송기업 및 화주기업과의 사회적 교환행동은 어떻게 이루어지는지 조사한다. 둘째, 이러한 사회적 교환행동이 물류서비스기업의 다양한 경영성과에 얼마나 영향을 미치는지를 분석한다. 셋째, 각 구성원 간의 관계기간에 따라서 이러한 영향력이 달라지는지를 살펴본다. 특히 본 연구는 많은 기존연구에서 구분되었던 신뢰(trust)와 몰입(commitment) 개념을 통합함으로써 연구모형의 간결성(parsimony)과 실용가능성(practicality)을 제고하고자 한다. 결과적으로 본 연구는 운송기업 및 화주기업에 대한 물류서비스기업의 사회적 행동이 신뢰에 기반한 우호적인 관계를 구축하는지, 경영성과에는 어떤 영향을 미치는지를 실증적으로 살펴보고, 관계기간의 조절효과를 규명함으로써 학문적으로나 실무적으로 유용한 시사점을 제공할 수 있으며, 창업 물류서비스기업에 유용한 가이드라인을 제시할 수 있을 것이다.

• Journal of the Korean Institute of Landscape Architecture
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• v.41 no.6
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• pp.96-106
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• 2013

The aim of this study was to reveal the advantages and disadvantages of Terelj Mongolian National Park based on the impressions of foreign and domestic travelers, and subsequently suggest supporting ideas to make this tourist attraction more enjoyable for travelers. A statistical program(SPSS 20.0) and an IPA matrix method were used to reveal the impressions of travelers and the results showed the following ideas. First, we made the technical analyses to demonstrate the characteristics of the current natural scenery which travelers want to see and the results indicated that both Korean and Mongolian travelers overall were not satisfied and the Park was not as they had imagined. The second part of the research highlighted the differences between the impressions held by Mongolian and Korean travelers, which showed dissimilarities in cultural resources, food, variety of events, cultural functions and parking, all of which were shown as important criteria in sightseeing. The variations were found in scenes of nature, variety of programs, and food, areas which revealed and were very important in the overall satisfaction of travelers. Third, the IPA method was used for analyze the advantages and disadvantages of Terelj National Park. The Mongolian travelers nominated the width of the road, cleanliness, variety of events and parking are the most essential things to feel satisfied, but Koreans selected safety of travel, accommodation, the width of the road and cleanliness. Finally, we analyzed the feelings of the travelers at the end of their trip. The Mongolian travelers preferred the area resource and environment convenience to feel satisfaction. For Korean travelers, the area resource is the most important when choosing travelling sights. Based on these results, if we take responsibility to protect the beauty of nature, and create a sightseeing place using natural sources, while also making more comfortable accommodations and improving the services, it can be a more unique place than others and lead to greater overall satisfaction for travelers.