• Asia-Pacific Journal of Business
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• v.13 no.3
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• pp.401-415
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• 2022

Purpose - The purpose of this study was to investigate the structural relationship between residents' positive and negative perceptions on tourism impact, attitudes and support for tourism development. It was also investigate the moderating effects of gender and residence status of local residents among the relationships. Design/methodology/approach - The survey conducted for residents of Chengdu, Sichuan Province, China. A total of 520 samples were employed for the final analysis, and the collected data were performed using SPSS and AMOS. Findings - It was found that the residents' positive and negative perceptions on tourism impact had significant effects on the attitudes and support for tourism development. In addition, the gender and residence status of local residents showed a partial moderating effect among the relationships. Research implications - The theoretical and practical implications are discussed.

• Journal of Distribution Science
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• v.17 no.8
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• pp.15-24
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• 2019

Purpose - The relationship between personal consumption value and brand trust and brand attitude, brand trust and brand attitude, and brand loyalty was analyzed at a time when customers visiting domestic and foreign brands with mutual competition recognized the coffee shop as a new cultural space. Research design, data, and methodology - To examine these research models, samples were collected from 348 peoples who visited Coffee Franchise Companies during March to April, 2019. Results - The results of the study showed that Most of the assumptions about consumers' personal consumption values and brand trust, brand attitude and brand loyalty were adopted. This shows that there is a positive and organic relationship between these variables. Conclusions - Consumers' personal consumption values are found to have a positive impact on brand trust and brand attitudes. This means that the more positive an individual's consumption value is, the more confidence and likability a brand has. Brand trust has been shown to have a positive impact on brand attitudes. Brand attitudes and brand trust also have a positive impact on brand loyalty. This means efficient management of brand trust and brand attitudes in chain service companies is necessary.

• The Journal of Economics, Marketing and Management
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• v.10 no.2
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• pp.23-39
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• 2022

Purpose: This study aims to examine the effect of SNS, an important advertising means of airlines, on advertising attitudes and brand change behavior. It is intended to present practical implications by empirically analyzing demographic differences according to the source of SNS information acquisition. Research design, data and methodology: The questionnaire was revised to the contents of this study based on previous studies. It was conducted from June 15 to September 15, 2021. 297 copies were confirmed as valid samples and empirically analyzed. The proposed model was analyzed through path coefficient estimation. Results: SNS advertisement content has a positive effect on advertising attitude and brand change behavior. Advertising attitude has a positive effect on brand change behavior and has a mediating effect between advertising content and brand change behavior. There was a difference according to the source of information acquisition. Conclusions: This study suggested that when airlines engage in advertising using SNS, knowing and utilizing SNS content should be considered very important for airlines because it affects advertising attitudes and brand change behavior differently. This study is meaningful in that it can present the characteristics of SNS contents that can enhance advertising attitudes and brand change behavior when conducting marketing using SNS.

• International Journal of Computer Science & Network Security
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• v.23 no.7
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• pp.79-90
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• 2023

Leadership development corresponds to the focus on the individual's success and competitiveness strategy. This is the optimal direction of the organization of attitude development because it covers two aspects of the student's personality development, professionally-oriented and self-centric. The aim of the study is to identify and compare the leadership level in second-and fourth-year students to see dynamics of development and implementation of the leadership phenomenon in the professional and personal making up of future specialists. Based on the theoretical analysis of the issue, the authors developed an objective and subjective diagnostic model for leadership skills. In this study, data of the objective diagnostic technique are the key. Subjective diagnostic technique for leadership skills provides insights for problem interpretation. At the level of the first group of respondents, the average Leadership Skills Level of the second-year students was quite low and was found within the medium level. The second group of respondents consisting of the fourth-year students showed a slight but effective improvement. The Leadership Skills of this group were found at a sufficient level. Positive dynamics was revealed for all criteria of leadership skills as a result of applying objective diagnostic methods: decreased percentage of students with negative and relatively low markers of Leadership Skills Level and corresponding increase in percentage of applicants with positive markers of Leadership Skills Level. Further research can be organized in the direction of identifying and developing successful universal and professionally-oriented tactics for leadership development in students as part of attitude development.

• The Korean Journal of Franchise Management
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• v.15 no.2
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• pp.57-75
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• 2024

Purpose: Nowadays, many restaurants use serving robots. Initially, many people thought that Covid-19 caused the spread of serving robots. However, even as the endemic, many restaurants still use serving robots. Therefore, this study examines why many customers choose restaurants with serving robots, using the UTAUT2 framework. Additionally, this study explores whether shyness has a moderating effect on these factors. Research design, data and methodology: Data were collected from 307 consumers who had visited a restaurant using a serving robot and analyzed using SmartPLS 4.0 software. A total of 286 datasets were analyzed. Result: We found that the precedence factors of UTAUT2 (Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Condition, Hedonic Motivation) had a positive effect on attitude. Furthermore, attitude had a significant positive effect on Behavioral Intention. However, shyness did not appear to have a moderating effect among these factors. This is likely due to customers using serving robots for very short time, as identified in the literature review. Conclusions: As a result of this study, it was explained that Hedonic Motivation had the most significant positive effect on shaping attitudes toward restaurants using serving robots through the UTAUT2 model.

• Journal of Smart Tourism
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• v.2 no.3
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• pp.5-15
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• 2022

As the utilization of technology in the tourism field becomes familiar, it greatly impacts people's tourism activities. These changes could also affect the behavior of tourists during the pandemic. To investigate consumers' adaptation to the self-service technology (SST) environment during the coronavirus disease of 2019 (COVID-19) pandemic, we adopted a model of absorptive capacity as the main framework for empirical research. To track the social effects of COVID-19, consumers' behavioral intentions for four different points in time are collected. The analysis was conducted using latent growth and structural equation modeling. We set the organizational and environmental characteristics as the first step of the model, with assimilation and trust as a middle step. Intention to use a kiosk is placed at the final step as an exploit. Findings indicate that organizational characteristics and environmental characteristics positively influenced assimilation and trust, except for environmental characteristics. Consumers' assimilation in SST encourages immediate intention to use a kiosk. Consumers' trust in kiosks positively impacts both immediate and continuance intention to use a kiosk during COVID-19.

• Culinary science and hospitality research
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• v.16 no.2
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• pp.136-154
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• 2010

This study aims to suggest theoretical models to examine the composition factors of recognition, image, attitude toward Korean food and its globalization and investigate their relationships, which was analyzed based on the results of a survey. To achieve this research purpose, frequency analysis, exploratory factor analysis and the analysis of Cronbach a values were performed using the SPSS 13.0 program, and multiple regression analysis and simple regression analysis were also performed to analyze their relationships. The results of this study are as follows. First, the recognition of Korean food influenced its image and attitude toward it. Second, image of Korean food had an effect on attitude toward it. Third, both image and attitude regarding Korean food influenced globalization of Korean food. Accordingly, what this study can contribute to in the development of Korean food culture are as follows. First, this study will contribute to making a good image of Korean food and its globalization by changing people's recognition, image, and attitude toward Korean food and making them interested in Korean food suitable for globalization. Second, this study will help to make detailed marketing strategies to globalize Korean products and culture through Korean food. Third, this study will be helpful for improving the image of Korean food and creating economic benefits by attracting Korean food tourism. Moreover, it will help to give Korean people hope and pride of their lives. Fourth, this study will help to promote activation of Korean food tourist resources by connecting Korean food recognized to be LOHAS and well-being foods with Korean cultural tourist resorts. Fifth, this study will make people have right recognition and attitude by developing nature-friendly and healthy Korean food culture. Sixth, this study will be a detonator for more active studies by encouraging researchers to be concerned about and participate in globalization and commercialization of Korean food continually.

• Health Policy and Management
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• v.24 no.4
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• pp.367-379
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• 2014

Background: Over the last decade, medical tourism industry has grown in Korea. Especially the number of Mongolian medical tourists has increased rapidly. Therefore, the Mongolia is one of the targets for Korea medical tourism. The purpose of this study is to investigate the effects of destination image and expected attributes of medical services on Mongolian's intention to use Korean medical tourism service. Methods: This study empirically collected survey data from Mongolian lived in Mongolia. The study analyzed the data using a PLS model. Results: Our results are as follows. First, the country image didn't significantly have causal effects on expected medical service quality and perceived risk. Second, tourism image (e.g., entertainment, economic feasibility, and local convenience) has significantly causal effects on expected medical service quality and perceived risk. However, tourist site as tourism image didn't significantly have causal effects on expected medical service quality and perceived risk. Third, medical image made a statistically significant effect on expected medical service quality and perceived risk. Fourth, the expected medical service quality showed a significant effect on intention to use Korean medical tourism service. Fifth, the perceived risk of medical tourism showed a significant effect on the reliability of medical tourism, but didn't show a significant effect on the intention to use Korean medical tourism service. Finally, the reliability has a significant effect on the intention to use Korean medical tourism service. Conclusion: From our empirical results, this study concluded that as a strategy attracting Mongolian patients, it is more effective to strengthen Korean hospital image and tourism image than Korean country image.

• The Journal of Asian Finance, Economics and Business
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• v.9 no.2
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• pp.335-346
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• 2022

Elderly entrepreneurship is becoming increasingly important as a response to the impact of the aging population and the resulting demand on government support systems, as well as a means of ensuring long-term economic and social development. The purpose of this study is to investigate the elderly's entrepreneurial intentions in the hotel and tourism sector in Ma'anshan City, Eastern China. The researcher used an online survey of older people aged 50 to 64 in a tourism destination that is approaching an aging society stage to see if the Theory of Planned Behavior can explain the entrepreneurial ambitions of the elderly in the hospitality and tourism industry. There were 391 questionnaires gathered in all, 367 of which were valid. The data was analyzed using descriptive statistics and regression analysis. The study reveals that personal attitudes toward entrepreneurial behavior and perceived behavior control are highly influenced by societal norms. It also shows that personal attitude and perceived behavior control are antecedents of the elderly's entrepreneurial intent in this particular industry. This research adds to the research on geriatric entrepreneurship in hospitality and tourism, as well as human resource development for seniors in China, helping to alleviate the country's aging demographic concerns.

• Journal of the Korea Convergence Society
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• v.11 no.12
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• pp.207-224
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• 2020

With the gradual improvement of China's residents' economic level, the continuous improvement of the holiday system, and the main purpose of relaxing mood and experiencing life, rural tourism has developed rapidly. In order to further achieve the goals of farmers' entrepreneurship, agricultural income increase, rural prosperity, and tourism management departments and tourism enterprises' management and operation objectives, this paper puts forward research hypotheses on the basis of relevant literature review and references. Based on the previous research results, this paper designs a questionnaire on Residents' rural tourism behavior intention, and uses SPSS23.0 to conduct correlation analysis and hypothesis test on the sample data, and draws the following conclusions: (1) rural tourism attitude, subjective norms, and perceived behavior control have a significant positive impact on rural tourism behavior intention; (2) policy system and resource conditions have a significant positive impact on rural tourism behavior intention; (3) policy system has a significant positive impact on subjective norms and perceived behavior control, and resource conditions have a significant positive impact on rural tourism attitude, subjective norms, and perceived behavior control.