• Korea Science and Art Forum
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• v.19
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• pp.581-592
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• 2015

This study aims to find the significance of the convention-related public organizations workers' cognition about the importance of public marketing activities. As well as to analysize the outcome of convention organization of public marketing activities holding positive, negative effects and the host brands value relationship. In order to strategically maintain the importance of conventions' differentiation marketing and the brands value of exhibition organization, this research is necessary to explore the importance of public marketing activities held by the public value and brand image link here. In this research, On the convention field public marketing activities' arguments were marketing strategy. In order to construct the convention destination's competitiveness and the differentiation of public marketing strategy, it is necessary to investigate the relation of convention organizations' public marketing activities' importance recognization and destination effections, destination brand value. As the results we can propose the implication of public marketing activities can enhance the competitive.

• Journal of Korean Society of Rural Planning
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• v.22 no.4
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• pp.13-24
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• 2016

Tourism is often considered as one of the main industries to promote development and modernization in small South Pacific islands countries. In Fiji, this was recognized in the 1960s, and resulted in large-scale resort based tourism development in coastal areas. While tourism has obvious advantages to the economy, a lot of problems such as exclusive foreign control of the main hotels and resorts, considerable overseas leakage of earnings, the limited participation by indigenous resource owners, and localized environmental damages to reefs and mangroves are emerging. For sustainable tourism development, it is needed to set growth objectives and targets for tourism in terms of benefits to Fiji, and to concentrate support on 'Rural Tourism' such as community-based tourism that have lower leakage and put more into local economies. Through case study in this paper, to develop rural tourism at the local level, several recommendations are as follows: 1) to introduce various rural tourism programs such as experiencing Fiji's traditional culture, participating in activities, picking fruits and harvesting agro-products, 2) to enhance aggressive promotion and marketing strategies, 3) to build the capacity of local communities for improving the quality of tourism services, and 4) to provide the infrastructure for tourism business such as road accessing, water supply and disaster prevention.

• 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.

• Culinary science and hospitality research
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• v.23 no.6
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• pp.99-109
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• 2017

This study aims to investigate the impacts of marketing motive (public- vs. firm-interest) and ad appeal (soft- vs. hard-sell) types on consumers' ad attitudes and behavioral intention in hotels' green advertising. From 711 US respondents, a multivariate analysis of covariance (MANCOVA) was employed to test main effects of marketing motive and ad appeal types on ad recipients' affective and cognitive ad attitudes, while controlling their environmental consciousness. Further, the study conducted a multiple regressions analysis to examine the influence of ad attitudes on respondents' intention to visit the hotel. The study found that a public-serving claim can yield more positive affective ad attitude than a firm-interested claim, regardless of ad image type (soft- or hard-sell image). The result also revealed that a soft-sell ad image can elicit more positive affective ad attitude than a hard-sell one. On the other hand, the study showed that consumers' affective and cognitive ad attitudes are significant predictors of behavioral intention (i.e., visit intention). The study provided theoretical and managerial implications for hospitality researchers and hotel marketers to effectively design hotels' green advertising to ultimately increase consumers' visit intention.

• Journal of Sport and Applied Science
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• v.2 no.2
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• pp.11-19
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• 2018

With the rapid increase of tourists for sport participation, sporting resort is becoming popular and a related industry is improving. However, sporting resorts have been faced managerial challenges to survive in the competitive sport tourism markets. One of the key issues is to develop an effective marketing mix for resorts to be suitable for sporting tourists. Hence, the current study analyzed a marketing mix of sporting resort, identified its strategies for segmentation, targeting, and positioning, and finally suggested the effective methods for STP. For the study, PyeongChang Alpensia Resort is selected as a case. The study reviewed the documents and online journals that have covered Alpensia Resort. Via literature review, current marketing mix of Alpensia Resort was identified and its current strategies of STP further were analyzed. For the validity of the results, three experts reviewed the results. Given the decent procedures, firstly, the study suggested that Alpensia Resort needs to seek to develop products that can appeal to MICE industry. Second, Alpensia needs to build all-in-one image by providing products and accommodations including lodging, shopping, ski and related sport programs. Third, Alpensia can seek to enhance marketing mix for inbound sport tourists. Conclusions and implications are further discussed.

• The Journal of Economics, Marketing and Management
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• v.6 no.4
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• pp.1-16
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• 2018

Purpose - This study will investigate and identify the relationship between brand image, brand attitude and intent to purchase based on subjects that have remembered or watched more than one storytelling marketing ad related to airlines. The purpose of the project is to secure market competitiveness by presenting the basis for and use of the marketing strategy using storytelling, which can capture the goodwill of the aerospace competition market in the future. Research, design, data, and methodology - Prior to the research model and hypothesis testing phase, a verification factor analysis was conducted to assess internal consistency among each measurement item and to ensure reliability and validity of the measurement tool. Further, the organization was assessed for validity by calculating the mean variance estimation (AVE) and the construction concept reliability (CCR) through a positive factor analysis. Hypothesis verification was analyzed through a structural equation model, and each concept set in the hypothesis was entered as a potential variable, and each measurement item was entered as an observation variable. Results - Airline's storytelling marketing has a significant impact on the brand image and two emotional and cognitive responses have been shown to influence the brand image. In addition, airline storytelling marketing has a significant impact on brand attitudes and airline storytelling marketing derived from factor analysis has shown two emotional and cognitive responses to brand attitudes. Conclusions - The parts derived based on the research results show that storytelling marketing has a strong influence on the airline's brand image and attitude, and that it is necessary for airlines to have a brand image and attitude. Also, forming a favorable brand image has a significant impact on brand attitudes. We believe that by presenting basic data to the aviation industry in future research on airline storytelling, we will be able to increase understanding and contribution to development of storytelling marketing in aviation.

• Journal of Global Scholars of Marketing Science
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• v.16 no.4
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• pp.55-73
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• 2006

Inter-Korean cooperative tourism business has turned mutual confrontation and tension between two Koreas for the past 50 years to a peace, stability, mutual understanding and co-prosperity. Currently, with a million tourists visiting Mt. Kumgang, a new chapter for reconciliation and peace opened in inter-Korean cooperation. This study was initiated as an attempt to discern how inter-korean cooperative tourism business can effectively promote local tourism and economy. The purposes of this study are (1) to explore the present tourism situation of Goseong in Gangwon province such as tourism policy, tourism ressources and infrastructure, tourism products and tourist arrivals; (2) to examine the effect of Mt. Kumgang Tourism Business on the tourism development of Goseong; and (3) to investigate any significant relationship among its factors. This study examines the experiences of 189 Goseong resident groups. The findings of this study will provide future policy makers with useful implications in tourism planning and management.

• Journal of Agricultural Extension & Community Development
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• v.22 no.4
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• pp.395-404
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• 2015

The purpose of this study was to examine the structural relationships between attributes, satisfaction, and behavioral intention of rural tourism activity. For this study, an onsite survey was conducted to tourists of 35 rural tourism farms. A total of 408 samples were collected for the analysis. The SPSS 20.0 and AMOS 18.0 statistical package were used for frequency, reliability, exploratory factor, confirmatory factor, and path analysis. Through exploratory factor analysis, four dimensions of rural tourism activity attribute were identified from 20 variables: 'human resource', 'activity', 'rural culture', and 'facility and environment'. The results of structural equation modelling indicate that 'human resource', 'activity', 'rural culture' had positive effect on behavioral intention. Through the results, agritourism farm operators will be able to develop effective marketing strategy and management skill.

• Journal of Agricultural Extension & Community Development
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• v.26 no.3
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• pp.113-126
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• 2019

The healing tourism has been growing rapidly in Korea. This study examines the restoration experience of rural healing tourism by qualitative method. The restoration environment is based on nature, and rural areas are the representative places for nature-based tourism. Therefore, this study aims to explore the meaning of restoration experiences of rural healing tourism. An in-depth interview process was used as the primary qualitative research method for this study. Nine interviews were given and from a thematic analysis of the data, six themes of restoration environments were emerged. The restoration environment of the rural settings are as follows; being away, fascination, extent, compatibility, healing nature, and leisure activity. Attention restoration theory provides a model that helps explain the results of this study. The results of this study can be useful for establishing effective marketing strategies through understanding the restoration environment in rural healing tourism.

• Journal of Smart Tourism
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• v.3 no.3
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• pp.29-40
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• 2023

This research aims to understand the role of online reviews in the local search context by examining the effects of reviews on the representation of tourism businesses on local search platforms (LSPs). By simulating tourists' local searches for restaurants on three LSPs, namely Google, Bing, and Yelp, this study examines how different ranking results are generated across the platforms and how online reviews contribute to the differences. The findings suggest that online reviews are incorporated into LSPs as ranking factors and, thus, affect tourists' decision-making by influencing the information search results in the local search context. As one of the earliest studies on local search, this study discusses how the existing knowledge about the role of online reviews in tourists' decision-making needs to be reevaluated in mobile and more dynamic environments, and offers practical implications for tourism businesses' search engine marketing.