The purpose of this study is to identify the context of enactment and the application to the design of <Joseon Government-General Architectural Standard> in 1916. The characteristics of the composition are as follows; First, One-third are general rules of common application, Second, regulations related to cold resistance are set up separately, last, each of the 21 articles was equally divided for schools, hospitals and prisons. The standard reflect the times of the mid-1910s. The Trend of using of the Western Building System in the 1910s, The need for building construction against cold weather, and Actual conditions of renovation, extension and new plans by facility. Furthermore, the fact that various regulations concerning standard design were enacted and used in various Japanese institutions around the 1910s may have influenced the establishment of the standard. Meanwhile, after checking the status of the reflection of the standard on the planning drawings of the government facilities around 1916, it was also found that the plan was carried out in compliance with the provisions of the standard, and that the items already applied before the enactment had been organized into architectural standards.

Given the view of tests as mechanisms within a language policy framework (Shohamy, 2006), Korean proficiency tests are not only used as a way to measure language knowledge, but rather as tools to impose national ideologies about langage use and diversity. The field of Korean language testing needs to embrace sociopolitical dimensions, and engage what is going on value and consequence in test development and validation. By drawing upon a combined approach of Messick’s (1989) validity framework, Fairclough’s (2001) Critical Discourse Analysis (CDA), Bachman and Palmer’s Assessment Use Arugment (AUA), this study aims to illustrate how the practice of testing can be discursively interpreted as a multilayered phenomenon, constituted through discourse. It discussed the applicability of AUA’s two claims (decisions, consequences) to the validation of Korean language proficiency or related certification testing for immigrants with foci of value implications and consequences. The interconnectedness of test validation and CDA is modelled through the procedure of Faircough’s (2001) analytic methodology. In an effort to illustrate that language testing is discursively value-laded, this study not only offer a theoretical and methodological addition to the current inquiry of test validation, but also re-emphasize that language testing is sociopolitically driven from a discursive angle.

Unlike slow fashion that takes workers, consumers and environmental welfare into consideration, fast fashion is criticized for neglecting these. This study investigates attitudes and adoption intention of the slow fashion concept among young adults in South Africa, a highly socio-economically unequal emerging market. An extended information adoption model will be adapted and tested through a self-administered survey of 300 respondents. The results will provide marketing professionals, environmental and consumer interest groups and policy makers with valuable insight into barriers and motivators of slow fashion idea adoption among young adults who are a large, influential and profitable consumer segment.

If we patiently continue to share our vision and to strengthen our solidarity among us who know already something about Jeju 4.3 Grand Tragedy during ‘peacetime’ Korea, we may be able to accomplish something when these few victims are still alive. I sincerely hope that the dream Dr. Martin Luther King announced at the march of Washington D.C. in 1963 be realized also to the victims of Jeju 4·3. A dream that one day every valley shall be exalted, and every hill and mountain shall be made low. The rough places will be plain and the crooked places will be made straight, and the glory of the Lord shall be revealed, and all flesh shall see it together.

This study examines multiple language-identities embedded within the emerging professional teacher identity of international graduate students teaching Korean as a foreign language (KFL). Situated in the context of Korean classrooms at an American university, this study draws data from two rounds of interviews with three instructors (one nonnative and two native Korean speakers). The qualitative analysis reveals that their professional teacher identity revolves around multiple language identities grounded in their L1 cultural norms and perceived English language proficiencies. Their views and undertakings of local cultural norms indicate the varying ways in which these instructors projected their L1 and L2 identities onto their emergent teacher identity. Given the vexed relationship between notions of teacher authority in her L1 Japanese culture and the local norms of interaction, the nonnative teacher maintained authority by establishing a certain distance from her students. By contrast, the native teachers accommodated the local understandings of teacher authority and (re)shaped their view of a teacher to the locally-defined professionalism, a teacher like ‘a friend’. The negotiated identity of the KFL teachers improved classroom interaction and engendered positive view about teaching. The findings are discussed to highlight foreign language teacher identity in a teacher education program.

본 연구의 목적은 최근 심리구성주의 정서이론에서 제안한 얼굴정서 지각 과정에 미치는 언어의 영향을 정신물리학적 방법을 사용하여 검증하는 것이다. 본 연구에서는 감정단어가 얼굴표정 전에 제시될 경우, 얼굴표정의 정서 범주에 대한 판단 기준을 그 감정단어가 표상하는 정서 개념 맥락에 가깝게 이동시킬 것이라는 가설을 세웠다. 실험에서는 분노 또는 기쁨을 표현하는 감정단어가 표적 얼굴 전에 잠시 제시되었고, 표적 얼굴로는 중립에서 분노 (실험 1), 중립에서 행복 (실험 2)으로 점진적으로 변화하는 얼굴표정 중 하나가 무선적으로 제시되었다. 실험참가자는 표적 얼굴의 정서를 분노 혹은 중립 (실험 1), 행복 혹은 중립 (실험 2)으로 판단하는 2안 강제선택 과제를 수행하였다. 본 연구의 목적은 최근 심리구성주의 정서이론에서 제안한 얼굴정서 지각 과정에 미치는 언어의 영향을 정신물리학적 방법을 사용하여 검증하는 것이다. 본 연구에서는 감정단어가 얼굴표정 전에 제시될 경우, 얼굴표정의 정서 범주에 대한 판단 기준을 그 감정단어가 표상하는 정서 개념 맥락에 가깝게 이동시킬 것이라는 가설을 세웠다. 실험에서는 분노 또는 기쁨을 표현하는 감정단어가 표적 얼굴 전에 잠시 제시되었고, 표적 얼굴로는 중립에서 분노 (실험 1), 중립에서 행복 (실험 2)으로 점진적으로 변화하는 얼굴표정 중 하나가 무선적으로 제시되었다. 실험참가자는 표적 얼굴의 정서를 분노 혹은 중립 (실험 1), 행복 혹은 중립 (실험 2)으로 판단하는 2안 강제선택 과제를 수행하였다.

Human rights education is an important measure for promoting respect for the fundamental rights and freedom of individuals. In the Chinese context, scholars have paid an increasing attention to human rights education. With special references to the UN Documents and relevant literature, the issues on human rights education in the Chinese context are worthy of being explored because HRE is both a requirement of the United Nations and China’s national human rights action plan, a necessity in establishment of a harmonious society, and one that respects human rights in China. Human rights education has its own aims, functions and significance in China. The aim of this paper is to analyze the main factors affecting human rights education in China. In doing so, it examines multiple subjects, universal objects, rich contents and flexible methods. Based on aforementioned discussion, it points out existing problems affecting human rights education in China and puts forth strategies to deal with them.

This study investigated how Japanese learners of Korean perceive the similarity of stop sounds between the Korean and Japanese languages. The results found, compared to the beginner’s group, the advanced group showed a lower rating value for the similarity for the same stimulus sound, and the learners with a higher perception ability distinguished lower similarities, even among the inner groups of the beginner’s and advanced group. This study also investigated how the related information in the native language affects how the learners perceive lenis consonants in word-medial position in the Korean language, as Japanese stop sounds are divided into two sounds depending on [±voiced] feature, whereas Korean stop sounds do not have a voiced sound in word-initial consonantal context, but the lenis consonants go through voicing in word-medial position. In result, Japanese learners tend to perceive the lenis consonants in word-medial position much better than other sounds, and it was shown that the related information in native language had played a positive role in perceiving Korean word-medial consonants.

The purpose of this study is to examine the compensatory role of instrumental (e.g., product information) and aesthetic (e.g., website background) online cues presented within apparel websites where touch is unavailable. The moderating role of two need for touch (NFT) dimensions (i.e., autotelic and instrumental NFT) between online cues and consumer responses was also investigated. Results demonstrate that personal differences in autotelic and instrumental NFT moderate the relationship between online cues and affective responses. It was found that consumers high in autotelic NFT (i.e., who need to touch for fun) seek more instrumental cues to compensate for lack of touch when shopping apparel products online. Surprisingly, consumers high in instrumental NFT (i.e., who need to touch for product evaluation) use aesthetic as well as instrumental cues to supplement the absence of touch. In contrast, for the low NFT groups, only aesthetic online cues showed significant effects on consumer arousal. Further analysis shows that instrumental NFT is negatively related to purchase intention while autotelic NFT has a positive effect on purchase intention. This implies that need for hedonic-oriented touch is no longer a barrier for online apparel shopping. However, the instrumental NFT seems a significant obstacle for the adoption of online apparel purchasing.

Based on the relevant theories of campus culture, this paper takes the construction of universities in minority areas in China as well as the actual situation of the universities in the ethnic minority areas in China and the campus culture of neighboring countries as examples. The multi-cultural background of campus culture in ethnic minority areas is comprehensively analyzed. Through a large number of facts investigation and data research, the challenges, problems and measures to deal with campus culture construction are discussed and studied effectively. And make positive efforts to promote the construction of campus culture in ethnic minority area. Yanbian region is the main inhabited area of Korean nationality in China, which is located in the east of Jilin Province, bordering with Russia, North Korea, South Korea and Japan. It is the meeting point of the regional economy, population, and geographical center of gravity of Northeast Asia, and it is the hub for air, sea and land transport in Asia and Europe. Yanbian University is the only comprehensive university with distinct national characteristics in Yanbian area. Taking Yanbian University as the research object, it has certain representativeness to carry out the campus cultural construction under the multi cultural background, and also has certain reference function to the campus culture construction of the comprehensive universities in other ethnic regions. The conclusion will provide reference for strengthening the construction of campus culture in ethnic minority areas.

땅은 성경에서 중심적이며 주요한 주제이다. 크로보 부족은 대부분 농업에 종사하며 땅은 그들에게 생명의 근원이다. 본 논문은 크로보 부족과 이스라엘의 땅의 개념을 살펴보기 위해 비교 연구를 하였다. 이를 통해 크로보 부족의 땅에 관한 세계관이 성경에 기록된 땅에 관한 이스라엘의 세계관과 많은 유사점들뿐만 아니라 차이점들이 있음을 관찰하였다. 본 연구는 땅의 농업적 관점을 살펴봄으로써 크로보 상황에 적용할 수 있는 땅의 선교신학적 요소들을 발견한다. 크로보 사람들은 청지기처럼 그들의 땅을 존중하며 잘 관리하고 경작한다. 저자는 이러한 태도를 “땅의 청지기론”이라고 부른다. 땅의 선교신학은 농업선교를 위해 크로보 지역뿐만 아니라 그밖에 다른 농경사회 시스템 내에 살고 있는 불신자들에게 성경의 진리를 소통할 수 있는 매우 중요한 내러티브 요소이며 이론을 제시한다.

This study investigates how newcomers to the university setting integrate lexical bundles (LBs)—frequently recurring word sequences—into their writing by analyzing the bundles’ syntactic roles (i.e., relations to larger structures). Previous studies have considered phrases and clauses as the main internal structures of LBs; however, these boundaries might not always be clear because such fragmented sequences do not stand alone, but are embedded in larger structures. The current study addresses this gap by investigating the syntactic roles of LBs identified in native and nonnative corpora of English argumentative essays (approximately 1400 essays, comprising half a million words each) written in response to identical writing prompts. The results show that the two language groups display generally similar patterns of using LBs due to their status as novice academic writers, but at the same time, their patterns do diverge to some extent, with some uses unique to or more common to each group. The extent to which different population groups use LBs in relation to the syntactic complexity typical of a given register could be indicative of their language development.

The literature suggests that the adoption and use of social media can derive a number of benefits to B2B firms (see Siamagka et al, 2015; Wang et al, 2016). Despite the benefits however, the adoption and use of social media in B2B setting is slow (Lacka and Chong, 2016), so is research examining social media adoption by B2B firms (Iankova et al, 2018). To date, only a handful of studies explored factors driving social media use for B2B marketing purposes (Siamagka et al, 2015; Lacka and Chong, 2016). Lacka and Chong (2016), for example, revealed that practical acceptability (perceived usefulness, usability and utility) drives adoption decision. They ignored however the role of social acceptability, referred to social factors, which according to Nielsen (1993) is crucial in the technology adoption decision. Social factors are conceptualised as subjective norms or group norms, which motive persuasion of specific behaviour (e.g. technology use). The importance of assessing social acceptability has been most recently highlighted by Brink (2017), who recognises the key role of leadership from senior managers in the adoption and use of social media by B2B firms. Empirical research is however yet to verify such an impact. In addition to limited research on B2B social media adoption, there is lack of research on the role culture plays in the adoption decision. Previous research has showed hat culture impacts adoption of social media and its use (e.g. Hsu et al, 2015). Yet, there is lack of research on the impact of culture on the social media adoption in B2B setting. This study aims to address this research gap. Specifically, in line with this conference call this study aims to examine the impact of Chinese culture on social media adoption by B2B marketing professionals. This will be achieved though exploratory quantitative study.

For brands operating retail stores to stay competitive in the context of the rise of ecommerce, globalization and consumer’s quest for experiences, the design of store environments is one key element to deliver memorable, tangible brand experiences to customers. Architectural branding is an emerging literature stream at the intersection of consumer behavior, marketing management, and design (Raffelt, 2012), based on the assumption that a store concept should make effective use of materials and space to optimize the brand experience in a holistic manner (Quartier, 2017). However, factors such as globalization and increasingly international audiences challenge brands in conveying a consistent core brand identity across all touchpoints (Özsomer & Prussia, 2000). Thus, the question arises to what extent retailers should opt for “prototype designs”, which rigidly follow guidelines or to opt for a decentralized approach with potentially diverse brand image perceptions (Turley & Chebat, 2002). This paper gives first insights on how global retail brands can holistically configure their architectural branding in retail in order to reflect their brand identity in different target markets. From 23 in-depth expert interviews and 30 observations of five fashion and accessories brands across three geographic locations propositions emerged on how to achieve a compelling and target-group specific architectural branding in a glocal context. The studies have shown that to what extent a localization strategy is necessary depends on products/services sold, the brand positioning, the heritage of the brand and the local country culture of the subsidiary’s location. However, order not to overshadow and dilute the brand’s global core values, the extent of regional adaptation should be carefully considered.

The aims of this study are to understand the influence of celebrity endorsement on consumers’ word-of-mouth and decision behavior, that is: (i) understand the influence of the number of followers of the celebrity and the positive/negative valence of the messages conveyed by them in the intention to buy and their intention to generate eWoM; (ii) analyzing how the behavior of a celebrity (antisocial vs. pro-social) may affect the perception of its credibility, the intention of the consumers to relate to the celebrity in the social networks and the social identification with it; (iii) understand the impact of celebrity messages on brands and products present in social networks. To achieve this goal a quantitative methodology for the development of research was adopted, selecting the application of a survey as the information collection instrument. The sample is selected by convenience sampling method, collecting 241 responses, 122 females and 119 males. Findings show: (i) concerning the intention to purchase, female seem to be more influenced by the opinions and recommendations of celebrities, while male tend to be more likely to generate e-word-of-mouth into their contact network through social media. (ii) Regarding to antisocial versus prosocial type of celebrity, celebrities with a prosocial behavior seems to have a greater influence for both genders in the way they identify with celebrity and their willingness to relate to them. (iii) Female tends to feel higher purchase intention when exposed to an endorsement, where celebrity promotes a brand or product through its Instagram account.

With competition among hotel brands intensifying more than ever before, there has been a burgeoning interest in the hospitality industry on the topic of brand love. However, progress of brand love research in hotel context has been limited and investigation on antecedents of brand love has mainly focused on affective and relational aspects, while neglecting cognitive aspects of brand love. Therefore, the objective of this research was to illuminate the importance of brand love's cognitive aspect by identifying cognitive brand loyalty as a necessary component of brand love in hotel context. In addition, present research suggests that by inducing cognitive engagement among customers, hotel brands can attain cognitive brand loyalty from customers, which in turn derives brand love. To achieve the research objective, a questionnaire with items measuring brand love, cognitive brand loyalty and two aspects of cognitive engagement, cognitive attention and cognitive absorption, was distributed to 300 individuals through Amazon Mechanical Turk. Brand love was measured with scale adapted from Carroll and Ahuvia (2006), cognitive brand loyalty was measured using items introduced by Back and Parks (2003), and cognitive engagement elements were measured using items developed by So, King and Sparks (2014). In analyzing the data, structural equation modeling method was used. The findings of the study indicate that the effect of cognitive brand loyalty on brand love is significant and that the relationship between cognitive attention and cognitive brand loyalty is also positive and significant. However, the relationship between cognitive absorption and cognitive brand loyalty was positive only at a marginally significant level. As a result, the indirect effect of cognitive attention on brand love was positive and significant yet, the indirect effect of cognitive absorption on brand love was insignificant. This study enriches the brand love literature’s spectrum by illuminating the importance of brand love’s cognitive aspect. However, it is important to note that the focus is not necessarily on the cognitive processing or the standards, but on the cognitive engagement experience. In addition, because customers generally process information most heavily during the booking process, present research brings out managerial implications for hotel brands to direct more customers to their own brand website rather than the online-travel-agency( OTA) website. For instance, the results of present research illustrate that price discount or additional amenity are not enough to develop brand love. Rather, hotels should provide loyalty members who book directly through brand sites with more enjoyable, creative, and relevant to self-room shopping experience.

Introduction Recent years have witnessed a rapid growth in sharing service businesses. In B2C sharing-service businesses such as Zipcar, customers share goods and services provided by a service firm with other customers and perform the roles played by service employees in traditional service businesses. Consequently, how well one customer carries out expected tasks influences the quality of service provided to other customers. Extant studies have emphasized the importance of a governance system to prevent such a social dilemma as the personal interest of an individual being pursued at the sacrifice of the interest of the community. However, few studies have empirically examined the effect of different design of a governance system. To fill this gap in the research, this study examines the framing effect of customer messages on customer intention to cooperate by complying with the request by the firm. Theoretical development For customers to be willing to cooperate with a firm, they have to be first motivated to do so. The framing effect of on customer motivation has been well demonstrated (Ganzach & Karsahi, 1995) in diverse service contexts such as healthcare (Christensen, Heckerling, Mackesy, Bernstein, & Elstein, 1991), education (Fryer Jr, Levitt, List, & Sadoff, 2012), and consumer behaviors (Ganzach & Karsahi, 1995; White, MacDonnell, & Dahl, 2011) In the context of service consumption, motivation is defined as the inner driver that triggers an individual to cooperate with the service providers (Tsai, Wu, & Huang, 2017). Whether messages were framed as a gain versus a loss exerted a significant impact on consumer motivation. In the consumer behavior contexts, consumer reactions to frames were mixed (Ganzach & Karsahi, 1995). In this study, we will examine the framing effect in the context of sharing service consumption. H1: In the B2C sharing service context, the framing of customer message (gain vs. loss) will affect customer motivation to comply with the request of the service firm. Customers tend to behave different depending on the value they pursue through consumption (Hwang & Griffiths, 2017). Even in the same consumption context, values of customer pursuit can vary widely. Hence, we intend to examine the moderating effect of customer value perception of sharing service on the effect of message framing on motivation. Studies showed that customers pursuing utilitarian values consider monetary savings and convenience as important, while customers pursuing symbolic value consider status and self-esteem as important and those pursing hedonic values consider entertainment and exploration as important (Rintamäki, Kanto, Kuusela, & Spence, 2006). The framing effect was shown to differ by the emphasized value of the product in the context of advertisement. A gain frame was more effective than a loss frame when the ad highlighting the hedonic attributes of a product while a loss frame was more effective when the ad stressing the utilitarian attributes of the product (Lin, 2007). Taken together, we conjecture that customers pursing different values will react differently to the same frame of messages and the level of motivation triggered by the same message frame will also differ. H2: Customer value perception of sharing service will moderate the framing effect of customer messages (gain vs. loss) on motivation. Specifically, customers pursuing utilitarian values will react more strongly to the messages framed as a loss (H2a), while customers pursuing hedonic or symbolic values will react more strongly to messages framed as a gain (H2b). The effect of motivation on customer behaviors and behavioral intentions have been well demonstrated (Ganzach & Karsahi, 1995). In the service context, customer cooperation behaviors induced by motivation significantly influence the efficiency of service operations (Mills & Morris, 1986). We propose that the motivation enhanced by customer messaged influence customer willingness to cooperate. H3: In the B2C sharing service context, motivation affects customer willingness to cooperate. Methodology Data will be collected from American consumers who have used a car sharing service at least once in the past one year through an online scenario-based survey using a 2 (message frames: gain vs. loss) x 3 (values of sharing service: utilitarian vs. hedonic vs. symbolic) between-subject experimental design. Hypotheses will be tested by an analysis of variance and a regression analysis. Implication The findings of this study will help P2P service firms better design customer messages in inducing customer cooperation and how to customize the design by customers’ value perceptions of sharing service.

Introduction Due to fierce competition in the marketplace, globalization and an explosion of technology in recent years, innovation and differentiation are considered as a necessity for every company (Tajeddini & Trueman, 2008a). At the same time, to achieve market success and sustain a competitive advantage, businesses need to exploit new opportunities, develop new products and/or services and markets (Berthon, McHulbert, & Pitt, 2004) as well as place customer orientation at the heart of the firm’s competitiveness (Deshpande, Farley, & Webster, 1993). Hospitality entrepreneurship is a pivotal factor in the development and growth of many national economies (Hospitality Standards Institute, 2012), and in Taiwan, a significant proportion of hospitality businesses are small owner-operated outlets (). Therefore, understanding the nature of, and challenges faced by hospitality entrepreneurs is an important issue for researchers, as well as current and future entrepreneurs, financial institutions, local authorities, and government. This article reports on an exploratory study of qualitative data collected through open-ended questions, understanding of the many factors influencing entrepreneurs to start their businesses. Literature As noted by Middleton (2001), small businesses form a seedbed for the entrepreneurial and enterprise culture on which much of the profit and employment prospects of big businesses ultimately depend. This observation clearly indicates the difference between small business owners and entrepreneurs. But although support for this viewpoint in the literature is universal, some researchers do not draw such a fine line between the two terms when discussing related issues; also, studies of small business firms are usually found in the entrepreneurship literature, where sometimes the two terms are used interchangeably. The existing entrepreneurship literature shows that several critical factors influence the birth and growth of start-up firms. These factors include both macro-level environmental and micro-level, or personal level, forces. Studies focusing on the former often examine the influence of politics, culture, society, economics, competition, and demographics on a person’s decision to start or grow a new business in a specific setting; this in turn can take place at different levels, such as the company, city, region, or nation (Jogartnam, 2002; Ramos-Rodriguez et al., 2012). Studies on the latter investigate the influence of personal characteristics, such as subculture, social factors (e.g., role, status, reference group), personal factors (e.g., age, gender, education, life cycle, personality, self-perception, lifestyles, values), and psychological factors (e.g., motives, beliefs, attitudes, perceptions, learning, risk-taking propensity, etc. (Littunen, 2000; Ramos-Rodriguez et al., 2012). This study adopted Chen and Elston’s (2013) entrepreneurial activity model for classifying and modeling these factors affecting firm start-ups and growth. Fig. 1 captures this process and highlights the critical factors influencing the entrepreneurial process and their various relationships. In this model, the macro-environment mix influences not only a person’s personal characteristics but also this person’s entrepreneurial process. These personal characteristics in turn also influence the entrepreneurial process. The research methodology was conducted with qualitative research method. Firstly, we interviewed the experts with regard to this industry, and then used content analysis for the interview records. After the in-depth interviews, a grounded theory was adopted to analyze the interview data with repeated coding and reading, and then innovative entrepreneurship were coded into fundamental categories with diverse descriptions (Corbin & Strauss, 1990). These descriptions represent the idea and meaning squeeze from the transcripts of interview. As for the research reliability, we read the biographies of participants and collect relative information such as their provided books, documents and reports from the news. To guarantee the validity of this study, we also improve the research content with researchers’ interview and reflection notes. Those notes were observation on innovative entrepreneurship process in this study. Therefore, these systematic methods could conclude a theory for a specific phenomenon (Hsieh & Shannon, 2005). Results The results of our qualitative analysis demonstrated the opinions of experts with regard to innovative entrepreneurship in hotel industry. Based on Chen and Elston’s (2013) entrepreneurial activity model, the characteristics of each concept were grounded with four dimensions: (1) Macro-environment mix (2) Personal characteristics (3) Entrepreneurial Proces (4) Major entrepreneurial outcome. The experts’ critical viewpoints are also presented by typical quotations. (1) Macro-environment mix ● Shifting Market “Now the entire consumer market is shifting, everyone booking via the internet.”(sample 1) “When you book a hotel or a flight, people like the price competition. So you may have to spend a lot of time.” (sample 9) ● The old technology “We are still using the technology more than a decade ago. Taiwan is still running the hotel in a very traditional way. It is when I open a hotel , I am looking for some people, and then ... I think I will make money. In fact, a lot of know how they do not know.”(sample 1) ● Price competition “We think the outbound market has entered the Red Sea. The inbound market has not been fully developed and has potential for development. Therefore, we would not like to see the inbound market enter the price competition.” (sample 6) ● Want Taiwan to be seen “Taiwan's B & B are really world-class highlights in tourism industry.”(DEAR BNB) ● Make up the industrial gap “We think Taiwan needs a brand new high-quality hotel and lodging platform and we did it.” (sample 3) “I think what we do is very traditional! Just fill the gap by using the resources we have integrated with the method we want.” (sample 4) (2) Personal characteristics ● Personal interest “I like traveling, I like going abroad, I like to fly.”(sample 8) “This is my hobby, I also like to interact with people.” (sample 4) ● Doing what I want to do “I just want to do what I want to do.”(sample 8) “I like the Internet and marketing but don’t like to do engineer. “(sample 7) ● Apply own expertise “Using my own technology and see the market demand gap, hoping to help Taiwan's lodging industry can be transformed, technology upgrades, do not have to monopolize by the traditional manufacturers.” (sample 1) “I study hospitality and work for a year in Taipei Evergreen Hotel, and later went to Vancouver to study hotel management. To start a new venture also an ultimate goal of our depasample 6ent, so I think it must be done.” (sample 2) ● Personal life experience “I think creation needs inspiration, inspiration comes from life experience. Entrepreneurship will not have nothing, what you have to do today, it must have some relationship with your past life experience.” (sample 3) (3) Entrepreneurial Process ● Self-finaning “I did not find someone or looking for funds.” (sample 4) “I have a deposit of 20 years, our funds are wholly-owned. We do not borrow money from banks nor fundraising or venture capital.” (sample 5) ● Related connections “Originally, my good friend who knew about the lodging industry. You are ready, and then meet the right people, and then a good time point enter into the right market.” (sample 1) “When talent comes in, they will recommend people who have such abilities and values. Therefore, we have not publicly recruited R & D people.” (sample 4) ● Try and error “In the beginning, we don’t seriously think about our business model. Through more case, we revise our business model.”(sample 6) “After my trip, I wanted to start a business. At that time, I did not have many ideas, so I did a lot of work to find directions.” (sample 7) ● Find the right shareholder “Shareholders are important. When finding shareholders, his resources and skills are very important. I want more than his money.” (sample 2) ● Play a consultant role “We are selling our ideas, as well as selling our resources, experience so a bit like a consultant's role.” (sample 7) (4) Major entrepreneurial outcome ● Change the industry ecology “We have successfully changed some of the airline's mind, we have changed the hotel's promotional model and have changed an ecological.”(sample 8) ” The core of entrepreneurship is to "re-establish an ecosystem".(sample 5) ● Tourism industry knowledge education and personnel training of think tanks “We want to make domain knowledge, know-how in tourism industry can be extracted, shared, and can be taught textbook.” (smaple 6) ● Package Form a network and provide a unique package “In addition to the network, we hope to the forming some unique service package.” (sample 5) “Our three companies are different areas and require different skills. In the future, we would integrate them.” (sample 7) Discussion and conclusions This study examined the innovative entrepreneurship with start up in the hotel industry. Using content analysis method to access the research conclusions, the four key components of entrepreneurial activity: Macro-environment mix, personal characteristics, entrepreneurial process and major entrepreneurial outcome (Chen and Elston, 2013) were adopted to set up a theoretical framework. The results of our research were provided through a systematic approach to interpret and summarize experts’ professional opinions. These data were collected by in-depth and semi-structured interviews which give participants opportunities to express their opinions based on their experience in innovative entrepreneurship of hospitality. Meanwhile, the concepts of experts’ comprehensions were written into different characteristics with logical explanations. Most important of all, our research contributes to the entrepreneurship literature. Though some previous studies have discussed Chen and Elston’s (2013) entrepreneurial activity model, none of them tried to integrate this perspective with start up company in hotel industry. Therefore, the results of this study filled the gap between theory and practice, and provide a distinct example for future innovative entrepreneurship research in hospitality. To sum up, as most previous research focus on theoretical or practical perspective to interpret entrepreneurship, the result of this research further contribute the development of innovative entrepreneurship especially in start up. These findings offered essential framework and required knowledge of strategies for current and future trends in this field.