• The Journal of the Korea Contents Association
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• v.9 no.10
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• pp.398-406
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• 2009

This study intends to provide support for tourism industry to establish marketing strategies for selling the travel products on which it should focus on more by examining the difference on selection of travel product attributes by tourism action. This research utilized cluster analysis and ANOVA. The cluster analysis identified four cluster: logical tourism, weak conspicious tourism, value tourism, conspicuous and value tourism. ANOVA analysis showed that four cluster were different in terms of tourism action such as transportation accommodation facilities, tourist attractions, shopping and meals except for travel service, entertainment.

• Journal of Korean Society of Rural Planning
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• v.22 no.3
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• pp.143-151
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• 2016

The purpose of this study is to introduce the village project for conservation and improvement of rural tourism village. So, in this study, the current rural tourism village and storytelling planning are examined and the village project presented in village planning is also examined. And this study propose the storytelling implementation of the village project through the case study related with the Susanri in Jeju. The results are summarized as follows. Firstly, it is important that each village projects are storytelling for tourism resource and improve rural tourism village. Secondly, it is necessary to define story range, action planning, and management agency of village projects. Thirdly, it is desirable that the village projects should be carried out as reviving the local community. Comparing to the storytelling tourism plan, there are few rural tourism plans so far, so, it is difficult to applicate the system of the village project, but, continuous studies in this line can help the rural tourism plan to ensure practicality.

• Journal of Global Scholars of Marketing Science
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• v.18 no.4
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• pp.33-59
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• 2008

This paper aims to analyse the preference for German farm tourism among the German population. For this reason, we conducted an empirical study in Germany during summer 2007 and we applieda structural equation model based on partial leasts quares(PLS) to analyse the data. In the following chapters we will introduce the literature review and our conceptual frame work. We will then outline the procedures we adopted and the results of the empirical analysis. In the final part so me conclusions will be presented and a discussion will follow in order to draw the future directions of our research. According to our hypotheses, the possibility that agri-tourism enters in the evoked set of an individual is higher: H1: The higher the information degree about it. H2: The lower the influence of the social stimuli. H3: The higher the physical exposure to it (experience). H4: The higher the wellness image of agri-tourism. H5: The higher the traditional image of agri-tourism. H6: The higher the exciting image of agri-tourism. H7: The higher the perceived value for money. Our further hypotheses affirm that the possibility that agri-tourism enters in the evoked set of an individual is higher: H8: The lower the perceived risk. H9: The higher the motive to enjoy a holiday in the nature. H10: The higher the motive to enjoy a sport holiday. H11: The lower the motive to have an organized holiday. H12: The lower the motive to have a holiday abroad. H13: The lower the motive of action and night life. H14: The higher the motive to spend a holiday with the family. H15: The lower the motive to spend a city holiday. Finally, our model has some socio-demographics data. As we mentioned before, German agri-tourism has traditionally been the travel destination of large-size families, with low-to-middle income. For that reason, our final hypothesises are the following: the possibility that agri-tourism enters in the evoked-set of an individual is higher: H16: The higher the number of family members. H17: The lower the family income. Since in this study we use a path model with a PLS approach, we are able to state some interrelations among the exogenous latent variables: H18: The motive of sport holiday has a positive influence towards nature motives. H19: The physical exposition to agri-tourism has a positive influence toward information. H20: The motive of family holiday has a negative influence toward the motive of action and night life. H21: Social stimuli have a positive influence towards individuals risk perceptions. H22: Social stimuli have negative influence towards experience. Data for this study were gathered via administrated questionnaires during the summer 2007 within the frame of an academic "marketing research" course. The corresponding t-values are assessed using the bootstrapping method with 500 re-samples. In our model 61% of the degree of appreciation of German agri-tourism (evoked set) is explained by five independent variables: value for money ($0.335^{{\ast}{\ast}{\ast}}$) (H7) experience ($0.267^{{\ast}{\ast}}$) (H3), exciting image ($0.204^{\ast}$) (H6) organisation ($-0.162^{\ast}$) (H11) and holiday abroad ($-0.156^{\ast}$) (H12). The variance explained ($R^2$) for the other endogenous variables are the following: nature 24.3%, information 14.1%, action holiday 13.8%, risk perception 5.8% and experience 2.4%. An overview can be inferred from table 5. The results also allow us to test each of the proposed hypotheses. With exception of organization and abroad, none of the others travel style factors (H9 to H15) seem to have any significant impact towards evoked set which leads to the rejection of the respective hypotheses. As expected, social stimuli have a significant influence on individuals' risk perception (H21 accepted), however neither the former nor the latter have a valuable impact on evoked set (rejection of H2 and H8). Besides, since the influence of social stimuli towards experience is not significant, also H22 has to be rejected. Experience influences information (H19 accepted) but the latter does not affect significantly the evoked set (H1 rejected). Both H4 as well as H5, referring respectively to the perceived images of German agri-tourism as a wellness destination and the traditional image of the German farm tourism have to be rejected. Finally, none of the demographic data included in the model explains significantly the variance of the factor evoked set. Therefore neither H16 nor H17 has been accepted. As far as the interrelation between sport and nature (H18) and family and action (H20) are concerned, the stated relationship among these variables has been statistically confirmed. Our path model based on partial least squares shows the factors influencing the preference for farm tourism in Germany. Among others value for money and experience are the most significant ones. Practical implications are discussed.

• Journal of Applied Tourism Food and Beverage Management and Research
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• v.7
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• pp.207-230
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• 1997

Over the past few years, the economic growth had a great effect on tourism. As a number of tourist increase, particulary in the relaxation tourism, tourists inevitably need some measures which health their liver, as a social value. In this respect, it is required efficient development of hot springs designed to contribute to the improvement of national health, and suggest some good directions through on analysis of the following 1. The method of developping connection the neighborhood tourism area. 2. The development of travel commodities for trying to attract tourists, connecting hot spring bath. 3. The activity for management. 4. The establishment for tourism action. 5. The setting up development planning 6. The creation of attractive street.

• Journal of the Korea Convergence Society
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• v.13 no.4
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• pp.155-161
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• 2022

The outbreak of the Covid 19 increased the interest on the 'Virtual Tourism. In this research the key word related to "Virtual Tourism" was collected through the search engine and was analyzed through the data mining method such as Log-odds ratio, Frequency, and network analysis. It is clear that the information and communication dependency increased in the field of "Virtual Tourism" after Covid 19 and also the trend have changed from "securement of the contents diversity" to "project related to economic recovery." Since the demands for the "Virtual Reality" such as metaverse is increasing, there should be an economic and circular structure in which the government establishing a related policy and the funding plan based on the research, local government and the private companies planning and producing discriminate contents focusing on AISAS(Attension, Interest, Search, Action, Share) aand the research institutions and universities developing, applying, assessing and commercializing the technology.

• Asia-Pacific Journal of Business
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• v.13 no.1
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• pp.301-315
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• 2022

Purpose - The main objective of this study was to investigate tourists behavior by applying protection motivation theory and health belief model during COVID-19 pandemic. Specifically, the study examined how risk perception of COVID-19 affects tourists' protection motivation and travel avoidance intention. Design/methodology/approach - The empirical data was collected by self-administered questionnaires to obtain perception and behavior regarding COVID-19 pandemic situation. A total of 486 questionnaires were used for data analysis and SEM analysis was applied in order to examine seven hypotheses. Findings-The results showed that COVID-19 risk perception is a significant antecedent of threat appraisal, coping appraisal, and cue to action (H1, H2, H6). Moreover, protection motivation is affected by threat appraisal and coping appraisal (H3, H4) and influences on travel avoidance intention (H5). However, cue to action does not affect protection motivation (H7). Research implications or Originality - This study provides insightful implications for tourism industry practitioners who will prepare the post-corona field and the results enrich knowledge of the tourist behavior during pandemic situation.

• The Korean Journal of Community Living Science
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• v.27 no.spc
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• pp.665-679
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• 2016

This study examined the main factors for activating rural tourism of Jeollabuk-do using big data analysis. The tourism big data was gathered from public open data sources and social network services (SNS), and the analysis tools, 'Opinion Mining', 'Text Mining', and 'Social Network Analysis(SNA)' were used. The opinion mining and text mining analysis identified the key local contents of the 14 areas of Jeollabuk-do and the evaluations of customers on rural tourism. Social network analysis detected the relationships between their contents and determined the importance of the contents. The results of this research showed that each location in Jeollabuk-do had their specific contents attracting visitors and the number of contents affected the scale of tourists. In addition, the number of visitors might be large when their tourism contents were strongly correlated with the other contents. Hence, strong connections among their contents are a point to activate rural tourism. Social network analysis divided the contents into several clusters and derived the eigenvector centralities of the content nodes implying the importance of them in the network. Tourism was active when the nodes at high value of the eigenvector centrality were distributed evenly in every cluster; however the results were contrary when the nodes were located in a few clusters. This study suggests an action plan to extend rural tourism that develop valuable contents and connect the content clusters properly.

• International Commerce and Information Review
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• v.14 no.2
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• pp.121-145
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• 2012

This research was performed to review the marketing PR(MPR) strategy to build the brand image of Chungnam tourism for the inducement of foreign tourist. Because each local governments are looking for the industries of new growth power from the tourism industry recently, we applied the BI strategy of Chungnam tourism with expended BLC model and GRID model after we analyzed the variety of PR situation and tasks to build the Chungnam tourism's brand image in the competitive domestic and foreign tourism industry. In the result of the study, we set up the limited brand image of Chungnam tourism newly; also we derived a specific action plan. First of all, they need every possible means for Brand Awareness PR, Issue PR, Brand Loyalty PR, etc. depend on brand life cycle with the Chungnam's tourism service products. Secondly, for the each tourism service products, it is requiring to repositioning from present position (B, C, D area) to A area by MPR strategy. Finally, many additional MPR strategies should put in to support for building the brand image for the 'Tourism Chungnam'. The strategic SNS public relations are required with considerations of items that are necessarily need to have the reasons and circumstances for the new foreign tourists, so they can have experiences for the Chungnam Tourism. For the existing foreign tourists, we should keep to build relationship in order to give them trusts and to feel sympathy.

• Culinary science and hospitality research
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• v.18 no.1
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• pp.168-181
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• 2012

The purpose of this study is to examine the influences of the tourists' action orientation on satisfaction with a festival and post intention of action of the tourists who attended a festival. The survey were conducted to analyze the tourists' action orientation, aiming at the tourists who attended 2011 Korea Food Festival, and 213 samples were collected The result of this empirical test indicated that the tourists' action orientation had influence on satisfaction with the festival and post intention of action. And among the tourists' action orientation factors, 'self-extension' had more influence on satisfaction with the festival and post intention of action. In addition, satisfaction with the festival and post intention of action were found to be positively correlated. Finally, theoretical and practical implications of this study were suggested in order to build a series of festival maketing strategies for tourist satisfaction.

• The Journal of Fisheries Business Administration
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• v.49 no.1
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• pp.51-66
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• 2018

During the Joseon period, the East Sea would be called 'Gyeonghae' due to a large number of whales. In the Republic of Korea, whaling was locally permitted in 1946. However, the number drastically dropped because the hunting of the marine mammal had already been carried out in Russia, the U.S. and Japan since 1800s. Before a moratorium on commercial whaling was introduced by the International Whaling Commission(IWC) in 1986, whale populations in the East Sea had plunged. Furthermore, Korean gray whales and fin whales weren't found anymore in that area. With the suspension, whale hunting was banned in Korea as well. Even so, accidentally caught whales have been allowed to be distributed on the market with respect for local food culture. With the establishment of Whale Museum and hosting of the 57th Annual Meeting of the International Whaling Commission(IWC) at Jangsaengpo in 2005, whale tourism was facilitated in earnest. This whale tourism has been operated by Nam-gu Office and Nam-gu City Management Corporation in Ulsan. However, the popularity of whale tourism has increased a demand for whale meat. At the same time, there has been concern over decrease in whale populations because of illegal whaling. In addition, a conflict between the use and protection of whales has caused confusion in tourism identity. Actually, there is a serious doubt on the sustainability of whale tourism due to the decade-long deficit and excessive investments. This study attempts to define a concept of whale tourism and propose a future direction for the sustainable growth and development of Korea's whale tourism industry after developing such comprehensive assessment indicators as a basic research for the introduction of sustainable whale tourism. To achieve the aim of this study, AHP(Analytic Hierarchy Process) was chosen as a main research tool and the factors were ranked by a comprehensive analysis of principal factors and detail factors. The current study showed the following results. First, ecological environment(0.430) was indicated the most important factor of whale tourism assessment indicators. Moreover, Population(0.1302), Action for Cetacean protection(0.1031), Governance(0.0898) were critical factors. On the other hand, Accommodations(0.0085), Whale meat(0.0088) were unimportant factors than others.