• The Journal of the Korea Contents Association
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• v.20 no.4
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• pp.230-243
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• 2020

The purpose of this study is to identify the effect of package tour motivation(harmony, amusement, and convenience) on satisfaction through its attitude and perceived value(emotional value and functional value). This study was conducted an empirical analysis of 297 people aged 19 years or older who experienced package tours. The results of the study are as follows. Firstly, all of the sub-factor like tourism motivation -amusement, convenience- had a positive influence on the attitude. but the harmony which is one of the sub-factor of tourism motivation did not have any influence on the attitude. Secondly, harmony, a sub-factor of tourism motivation, did not positively affect the perceived value sub-factor of emotional value. Thirdly, the character of attitude had a positive effect on satisfaction. Finally, both emotional and functional value factors, a sub-factor of perceived value, were found to have a positive effect on satisfaction. Through these research results, the competitiveness of package tours should be secured and expanded to research on efficient marketing strategies so that package tours can be activated.

• Journal of Environmental Science International
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• v.13 no.1
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• pp.1-9
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• 2004

Regarding to the ecotourism for environmental conservation, tourists's consciousness and attitude on environment should be dealt with importantly more than the mass tourism. The purpose of this study is to identify the effects of the tourist's environmental consciousness on the ecotourism attitudes. As a result, it was analysed that the more people had interested in environmental problems, positive activities in the environment, the more people had the ecotourism attitudes. This suggested that for development of the ecotourism, it were needed to change tourist's attitude to friendly environment, to make higher consciousness about environmental conservation.

• Asia-Pacific Journal of Business
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• v.10 no.4
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• pp.181-195
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• 2019

This study aims to investigate the influencing attributes on price fairness in the domain of fast food service context. As the research subject, this research selects McDonald's business because of its market share in the fast food market. Five attributes are examined to account for price fairness. The attributes are advertising attitude, employee service, waiting, convenience, and brand love. This study performed survey to collect the data. The survey participants are university students because they are essential market segment for fast food business. The number of observation is 299 for the data analysis. To analyze the data, this research used various statistical instruments (e.g., frequency analysis, mean and standard computation, exploratory factor analysis, reliability test, correlation matrix, and multiple regression analysis). Regarding the results, this research identified advertising attitude, employee service, and brand love are influential attributes to establish price fairness of university students. This research could inform the marketing director of food service business to understand university students target better.

• Journal of the Korean Society of Food Culture
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• v.20 no.2
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• pp.243-252
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• 2005

This study identified how family restaurant customers' attitude toward yield management strategies, which include reservation, time, menu, and service factors. Generally, yield management explains how price and dining duration maximize the revenue of family restaurants. There are three ways to improve family restaurant yield; improving table turns, upgrading seat occupancy, increasing price per customer. The 45 items of yield management strategies are developed by literature reviews, web sites analysis, and interviews with family restaurant employers. Factor analysis and reliability analysis from present study found out 11 important factors, which represent the study's dependent variables. Regression analysis may be helpful to test whether demographic and socio-economic factors have relationships with family restaurant customers' attitude toward yield management strategies. As a regression result, gender, family size, age in demographic factors and education and occupation in socio-economic factors have relationships with family restaurant customers' attitude toward yield management strategies significantly.

• Journal of Service Research and Studies
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• v.14 no.1
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• pp.91-107
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• 2024

This study attempted to empirically verify the possibility of K-content for Chinese people who have recently slowed down due to restriction of movement and political and diplomatic conflicts, although it is a very meaningful market for Korea's content industry and tourism industry. As a result of the study, each item of K-content experience, national image, tourism attitude, and visit intention was derived as one factor, and only the national image factor was derived as two factors: 'functional image' and 'cultural image'. As a result of examining the influence relationship between them established based on previous studies focusing on the derived factors, all five research hypotheses were adopted. K-content experience was found to have a significant influence on both factors of the national image. It was found that it had a greater influence on cultural image factors than functional image factors, cultural image factors were found to have a greater influence on tourism attitudes, K-content experiences had a significant effect on tourism attitudes, and tourism attitudes had a significant effect on visit intentions. Based on the results of this study, it was once again confirmed that the national image even comtually bees an important factor for linking to practical tourism behavior, and in this respect, "culture" is an important key factor that can lead to practical tourism and visits. Previous national images indicate that if the functional aspect of the country was more emphasized, it is now necessary to focus more on the importance of culture than on the functional aspect. As the K-content experience has a significant effect on tourism attitude, it can have a positive effect on the formation of a positive tourism attitude that can lead to actual tourism behavior, so various efforts will be needed to form an active tourism attitude using K-content in the future. As the content and target scope of K-content are expanded and diversified, specific strategies for each sub-market using cultural contents in various fields should be established and implemented.

• Asia pacific journal of information systems
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• v.32 no.1
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• pp.92-124
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• 2022

Providing services using kiosks is actively carried out between suppliers and consumers. These service processes have recently begun to play a dominant role in transactions. However, previous self-service technology (SST) studies or kiosks have not fully reflected the changing environment surrounding these different technologies. To cover the updated business environments, we combined qualitative and quantitative research methods. Through qualitative research and a review of previous studies, the variables emphasized as motivations and constraints for kiosks use and those that can be newly illuminated were selected for this study. We then applied the variables to the research model to assess their influence. In terms of the motivations for using kiosks, the results suggest that perceived usefulness and compatibility as service quality, forced use, and perceived service providers' efficiency as provider polices, absorptive capacity, and habit as an individual characteristic and social influence as a subjective norm have a significant effect on the attitude toward kiosks. In terms of constraints, difficult to use and need for interaction predicts the attitude toward kiosks. Attitude toward kiosks, perceived behavioral control, and social influence are directly related to the intention to use kiosks. Lastly, intention to use kiosks plays a significant role as an antecedent of revisit intention. Using these empirical results, we propose both academic and practical implications for future kiosks use.

• Journal of the Korea Convergence Society
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• v.10 no.11
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• pp.23-31
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• 2019

With the advent of the era of mass tourism in China and people's yearning for a better life, the demand for family tourism is increasing. This paper adds the filial piety concept variable to the original model based on the theory of planned behavior (TPB). It tests the influence mechanism of attitude, subjective norm, perceived behavior control and filial piety on the intention of family tourism behavior. The results show that； Attitude and subjective norms have significant influence on the intention of family tourism behavior; Perceptual behavior control has no significant influence on the intention of family tourism behavior; Mutual filial piety has a significant impact on family tourism behavior and authoritative filial piety has no significant effect on family tourism decision-making behavior. This conclusion expands the application boundary of the theory of planned behavior in the study of family tourism behavior intentions, and provides application reference for tourists and tourism enterprises.

• Journal of Digital Convergence
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• v.18 no.5
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• pp.473-484
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• 2020

The purpose of the research is to propose ways to activate package tours through active promotion by verifying the motives and constraints pursued by customers of package tours, highlighting the advantages of content development and package tours that are revived in their needs. This study verified empirical analysis using SPSS 25.0 for 481 adults aged 19 or older who experienced package tours. The results of the research analysis are as follows. First, the daily escape, external activities, and service appeal of the tourist motivation were all verified with a positive impact on attitude. Second, it was found that the inherent constraints of tourism constraints had a negative effect on the relationship with attitudes, but the structural constraints were not significantly affected. Third, attitudes have shown to have a positive effect on satisfaction. Based on these results, I have described what factors tourists feel important when participating in package tour products, and hope that The factors will be useful in exploring the development of customized products required by tourists. It will need to be expanded to realistic comparative studies needed to revitalize package tours in the future.

• Korean Journal of Heritage: History & Science
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• v.48 no.3
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• pp.120-137
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• 2015

This study aims to understand the ways in which experience programmes affect visitors' attitude at cultural heritage sites. Through a literature review, this study constructed measurement scales that specifically measure experience at the cultural heritage sites. Afterwards, this study measured visitors' experience, satisfaction, and attitude at cultural heritage sites. This study found that visitors experience fun, authenticity, leaning, and a sense of escaping/togetherness through the experience programmes. Second, authenticity, fun and learning influence their satisfaction in terms of their visit, whereas a sense of escaping/togetherness does not link to their satisfaction. Third, visitors' satisfaction is the key determinant in changing their attitude. Fun is the key determinant that directly influence visitors' attitude change, whereas authenticity is the key determinant that indirectly influence visitors' attitude change.

• Korea Science and Art Forum
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• v.37 no.2
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• pp.205-217
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• 2019

This study began with the focusing the growth of importance of cultural marketing and its successes by applying to branding in a phase in which the cultural production era has arrived after the industrial production era. This study aimed to reveal the effect of cultural marketing, which are used as marketing strategy in the tourism field, on brand attitude and awareness. Therefore, this study tried to investigate the brand equity and attitude in accordance with the cultural marketing factors by survey Chinese tourists visiting Korea. The result and contents of the study are as follows. First, it was confirmed that the research question on the possibility of market segmentation in accordance with cultural marketing factors; the market segments were classified as Cluster 1 general involvement perceived group, Cluster 2 high involvement perceived group, Cluster3 middle involvement perceived group. Second, it revealed significant differences on brand attitude among the segments; Cluster 2 showed high brand attitude and Cluster 3 showed average level on brand attitude. Third, it found a statistically significant differences in the perception of brand equity including perceived quality, brand awareness and brand image of tourism destination. In conclusion, this study was able to identify market segments in accordance with cultural marketing factors of tourism destination and revealed significant differences in the segments by brand attitude and brand equity. This could provide practical implication that various cultural marketing activities to generate positive results on brand equity and brand attitude and cultural marketing strategies is also needed to increase foreign tourists' awareness of these cultural marketing activities.