본 연구는 코로나 19로 인해 불안, 우울 등의 심리적 어려움을 겪는 사람들이 많아지면서 사회 구성원 간의 갈등을 해결하려는 방안의 하나 로 ‘관광’을 치유의 수단으로 활용하여 ‘치유관광상품’을 개발하는 것을 목적으로 한다. 그 결과, 첫째, 규칙적인 둘레길 산책 프로그램이나 도보 여행 관련 상품 개발, 둘째, 스트레스 해소를 위한 야외 관광 활동 관련 상품 개발, 셋째, 친구, 친지, 가족과 동행하는 관광상품 개발, 넷째, 하 던 일과 생각을 잠시 멈추는 등의 넋 놓기 관광상품 개발 등을 제시하였 다. 이는 코로나 19 장기화에 따른 우울증 ‘코로나 블루(Corona Blue)’ 가 일상생활의 어려움을 넘어 분노까지 느끼는 ‘코로나 레드(Corona Red)’를 호소하는 사람이 많아지면서 위험사회가 되어가고 있다는 관점 에서 이를 극복하기 위한 정책 대응방안을 요구받는 시점에서 제시한 것 이다. 본 연구는 전 국민적 심리 상담이 필요한 시점에서 관광을 기반으 로 치유하는 ‘치유관광상품’ 개발이 갈수록 위험사회로 치닫고 있는 우리 사회의 문제점을 조금이나마 해결할 수 있기를 바란다.

Introduction Customer co-creation – customers‘ active participation and interaction with the company during their consumption processes, has gained increasing attention in tourism industry (Bertella, 2014; Chathoth et al., 2016; Campos, 2015). For example, Finnair and Helsinki airport invited passengers to workshop for co-developing new service concepts to improve passenger experience (Loukas, 2013). Despite of the increasing enthusiasm at the firm‘s side, customers do not necessarily share the mindset and feel ready for cocreation. The success of value co-creation greatly depends on continuous collaboration between customers and companies (Chathoth et al., 2013), making knowledge regarding customers‘ engagement in value co-creation essential. However, insufficient research attention has been devoted to theorize and empirically investigate the drivers of cocreation behavior in tourism (Grissemann & Stokburger-Sauer, 2012). To address this research gap, we draw on the organizational socialization theory (Van Maanen & Schein, 1979) to propose and empirically test customer education as driving factor for tourists‘ co-creation behavior during their tours. Additionally, we propose customer readiness as a mechanism mediating the effect of customer education on value co-creation behavior, while such effect should depend on tourists‘ involvement with tourism. Background and hypotheses development Organizational socialization refers to the process by which a newcomer gradually absorbs values, abilities, expected behaviors, and necessary social knowledge for assuming an organizational role and for participating as an organizational member (Louis, 1980, p. 229–230). Similar to the organizational socialization perspective, customer socialization characterizes how customers develop skills, knowledge, and attitude relevant to the marketplace (Ward, 1975), which offers a lens to explain how service providers can assist customers and behave as effective co-creators in the service system (Claycomb, Lengnick-Hall, and Inks, 2001). Büttgen et al (2012) demonstrated that customer socialization by training tactic has more important influence on consistent beliefs of service quality than prior reinforcement experiences, which engenders co-production motivation, in turn, leading to coproduction behavior as distal outcome of the socialization tactic. Previous studies suggest favorable customer outcomes to derive from the provision of customer education (Damali et al., 2016). Thus, this study proposed customer education as a socializing tactic, which is mediated by customer readiness for co-creation, to determine tourists co-creation behavior. The concept of co-creation has gained increasing attention in tourism literature, which is often described as the tourist‘s active participation, engagement and interaction during the consumption experience (e.g., Bertella, 2014; So et al., 2014). As Prahalad and Ramaswamy (2004, p. 8) stated, cocreation is ―the joint creation of value by the company and the customer, allowing the customer to co-construct the service experience to suit her context‖. Indeed, creating a favorable, memorable experience involves not only the service providers but also the tourism customers because customers are always the value co-creator (Vargo and Lusch, 2004). Challagalla and colleagues (2009) posit that firms can reach out to contact the customers to provide service after a sale is complete, rather than respond upon the customer‘s requests. In specific, Challagalla and et al. (2009) suggest the proactive service initiatives to consist of three dimensions, namely proactive prevention, proactive education, and proactive feedback seeking. In this study, the three key forms of proactive post-sales services proposed by Challagalla et al. (2009) provides a foundation that helps us to conceive customer co-creation behavior and define the dimensions underlying customer co-creation behavior of tourism services. Customer education, according to Meer (1984), involves learning activities that are organized and sustained by a firm to impart attitudes, knowledge or skills to customers or potential customers. Meanwhile, customer co-creation readiness (CCR) as a customer‘s condition or state in which he/she feels prepared to collaborate with service provider in value co-creation behavior, indicated by role clarity, ability and motivation to co-create (Meuter et al., 2005). Proper socialization process helps customers understand the product or service process as well as their role in performing service tasks, which not only could prevent customer‘s disruptive behaviors during the service process but also facilitate service flow and productivity (Rollag, 2012). Taken together, we propose the following hypotheses: H1: customer education will have a positive effect on customer co-creation behavior H2: Customer co-creation readiness will mediate the positive effect of customer education on customer co-creation behavior. Further, we postulate that tourist‘s product involvement is a boundary condition that constrains the positive effect of customer socialization. Socialization process does not always have much weight on tourists because the influence of socialization on each individual depends on tourists‘ individual characteristics (Van Maanen & Schein, 1979). Some tourists are highly interested in traveling whereas some consider traveling as a dessert in their meal. In line of this sense, we suggest the following hypothesis: H3: Product involvement will negatively moderate the mediation effect of customer co-creation readiness on co-creation behavior. Methodology The survey was posted on several well-known travel forums and referral networks. After eliminating invalid surveys, the authors obtain 300 valid questionnaires. Table 1 presents the sample characteristics. Customer education are measured by four items adapted from Bell and Eisingerich (2007). Product involvement depicts a customer‘s inherent needs, values, and interest towards tourism and is measured by ten items from Zaichkowsky (1985, 1994). Customer co-creation readiness is measured as a reflective first-order and reflective second-order construct by three dimensions: role clarity, ability, and motivation with 12 items adapted by Dellande et al. (2004) and Meuter et al. (2005). Customer co-creation behavior is measured as a reflective second order and reflective first order construct constituted by three dimensions of co-creation behavior with 12 items developed based on the review of concerns in the pre-site, on-site and post-site from several famous travel agencies. Results Measurement validation of constructs from construct reliability, convergent validity to discriminant validity were examined; and the results are provided in the table 2, indicating measurement validation requirements are satisfactory. Then, hypotheses testing was performed. In each analysis, we control variables, including customer gender, previous transaction experience with the travel agency (EP), and social desirability (SD), which are expected to have potential influence on co-creation behavior. H1 predicts a positive relationship between customer education and value co-creation. In support of H1, the analysis shows that customer education positively relates to co-creation of customers (β = 0.272, p = 0.043, R2adjusted= 0.292). Gender (β =-0.170, p<0.001) and SD (β =0.141, p=0.011) are negatively and positively related to customer co-creation behavior respectively. To test the mediating effect of customer readiness on the relationship between customer education and customer co-creation behavior, we used the PROCESS Macro (model 4) developed by Hayes‘s (2013) and estimated the effects with a bootstrap sample of 5000 cases. The indirect effect test indicates that customer education had a significantly positive effect on customer co-creation via the mediation of customer readiness for co-creation (0.312; 95% bootstrap CI [0.157, 0.517]) because the confidence interval did not include zero. The results support H2. Gender also has a significant effect on customer co-creation (β =-0.189, p <0.05). H3 postulated that product involvement will moderate the mediation effect of customer readiness. We used the PROCESS macro model 8 established by Hayes (2013) to test the moderated mediation. The conditional indirect effect test shows that customer readiness significantly mediates the influence of customer education on customer co-creation behavior, regardless of the level of product involvement (zero was not included in the confidence intervals). Nonetheless, customer education on customer co-creation behavior via customer readiness is significant and stronger in low level of product involvement (0.281; 95% bootstrap CI [0.186, 0.398]) but weaker in high level of product involvement (0.128; 95% bootstrap CI [0.029, 0.256]). Therefore, H3 is supported. Among the controlled variables, gender is the only significant predictor of customer co-creation behavior (β =-0.158, p<0.05). In a summary of dominant results of control variables, gender is significant in all three of the tested hypotheses; particularly, female shows a higher level of co-creation behavior than male. Conclusion we introduced organizational socialization theory to the literature on co-creation of tourism context and explored the effect of firms‘ education effort to socialize customers in co-creation activities. We found customer education as a socialization tactic and then conducting an empirical study by collecting data from several travel agencies to investigate the effect of firms‘ socialization tactic on customer co-creation. The results suggest that customer education could promote customer co-creation through customer readiness as a mediator. We also investigated whether the effect of socialization tactic differs on the different levels of product involvement. The results show that customers with high involvement were less influenced by customer education than those with low involvement.

본 연구는 산림기반형 한방치유 관광상품에 대한 수요자 욕구와 선호를 파악하여 향후 보다 표적화되고 차별화된 산림치유 관련 정책 수립과 한방치유 관련 프로그램의 개발을 위한 기초자료 제공을 목적으로 실시되었다. 서울에 거주하는 30대 이상 성인남녀 400명을 조사대상으로 성과 연령별, 거주지역별로 비례할당 표본추출법을 사용, 인터넷조사(CAWI)를 실시하여 총 317부가 최종 분석에 이용되었다. 산림기반형 한방치유 관광상품에 대한 이미지는 '산림욕, 숲속 걷기, 나무'가 다수(61.5%)를 차지했고, 선호 의견과 이용 의향은 각각 72.9%와 67.5%로 긍정적인 경향이 높았다. 단지 조성에 적합한 지역으로는 수도권이 53.6%, 강원도가 38.8%로 나타났다. 이용목적은 '스트레스 해소와 재충전', '산림휴양활동', '건강 유지 및 체력 증진'의 순이었다. 선호 치유요법은 '트래킹, 산책 등 걷기요법'이 가장 많았으며 '피트니스, 기체조 등 운동요법'이 그 뒤를 이었다. 상품선택 시 주요 고려 요인은 '이용 비용의 적정성', '음식과 이용 식자재의 적절성', '의료진 및 직원들의 친절성' 등으로 나타났으나 이용편의성과 의료서비스의 질, 관광활동 관련 요인 등 전 요인에 걸쳐 높은 점수를 기록하여 상품에 대한 수요자의 높은 기대수준을 보여주고 있다. 또한 인구통계학적 세분시장 별로 이용관련 요인들에 대한 선호에 차이점을 보이고 있어 관련 상품의 기획과 운영 시 차별화 되고 세분화된 수요자 욕구를 반영하는 것이 필요할 것으로 보인다. 그러나 본 연구는 상이한 수요자 선호를 파악함에 있어 인구통계학적 세분 시장만을 규명함으로써 가장 기초적인 단계에 머무른 한계점을 지니고 있어 후속연구에서는 다차원적이고 복합적인 수요자 욕구에 대한 보다 정교화된 규명이 요망된다.

Tourist loyalty is created through good tourism service quality and the availability of tourism products. This study discussed the various attributes of tourism service quality, namely, tour agents, efficient personnel, accessible transportation, and information service quality. Whereas for tourism product availability attributes were varieties of product availability, wide selection of tour agents and tourist products, and wide variety of amenity services. As a general rule, the minimum is to have at least five times as many observations as the number of variables to be analyzed, and the more acceptable sample size would have a 10:1 ratio. A total of 424 questionnaires were returned, with 35 removed due to errors. Finally, 389 questionnaires respondents were used via accidental sampling method through the distribution of questionnaires to foreign tourists at Soekarno Hatta International Airport. In addition, AMOS 7.0 software is used to test models in confirmatory factor analysis (CFA) as well as hypothetical testing using structural equation modeling (SEM). The results showed that all hypotheses were accepted, except for the effect of tourism service quality on tourist loyalty in Indonesia. This research aims to contribute significantly to the existing knowledge of tourism, specifically from a foreign tourist perspective in Indonesia.

The purpose of the study to evaluate the contribution of foreign direct investment (FDI) and tourism receipts (TR) to Sri Lanka’s gross domestic product (GDP). This study employs time series annual data for the period from 1978 to 2016 and EViews 10 econometrics software was used for the time series data analysis. Unit root test was done on the variables and the method chosen was the Augmented Dicky – Fuller test. Co-integration analysis was used for the long run relationship and the Granger causality test was performed to investigate the causal relationship. Recently a more conducive environment has been established after the three decade long ethnic war came to an end. In this context, the Sri Lankan government has taken positive measures to attract foreign direct investment and boost tourism in the country. This study intends to evaluate the contribution of Sri Lanka, as these two factors are considered to be very effective at increasing the GDP of a country. The empirical study shows that there is a positive and statistically significant relationship between the variable’s TR and FDI to the GDP in the long run. Results of Granger causality test implied that the two-way causality promoted the economic growth of Sri Lanka.