In recent years, the tourism experience of tourists has been impacted seriously with the increase in the number of tourists. Psychological Carrying Capacity (PCC) as an important part of Tourism Carrying Capacity (TCC), is an important criterion for measuring the quality of tourism experience. It is also an important and necessary means of tourism management. Daerungwon, as a symbol of the Gyeongju city, has not been studied on TCC. In this study, the number and the satisfaction degree of tourists in Daerungwon were investigated hourly. Then the mathematical relationship between the two variables was established with regression analysis method. Based on these, the study researched the change rules of the PCC in Daerungwon. The results showed that: (1) The satisfaction degree curve presented inverted “U” shape rather than monotonically decreasing shape with the increase of the number of tourists in Daerungwon. (2) When the instantaneous number of tourists is 193, the satisfaction degree of tourists is the highest. When the instantaneous number is 382, the descent speed of satisfaction degree is the fastest. The best PCC in Daerungwon is 1,198 persons per day. And when the number of tourists reached 2,372, the satisfaction degree will drop quickly. Finally the study verified the influencing factors of PCC from the view of tourists and put forward suggestions on management based on PCC research results. The achieved results can provide the references to the tourism management of Daerungwon.

This study examined how Chinese tourists’ beauty tour preferences and attitudes toward Korean culture impacted their purchasing behaviors, repurchasing intentions, and the likelihood that they would recommend the products and services they received. Between the 10th and 21st of June, 2016, a total of 277 questionnaires were distributed in Seoul, Busan and Daegu using SPSS 21.0. On the surveys, beauty tour preferences were divided into the following categories: human service, high quality service, convenience․accessibility & cost, and facility & atmosphere. The study found that high quality service and convenience & accessibility significantly affected respondents’ purchasing intentions, with high quality service showing the higher standardized beta value. Friendliness to Korean culture also had a significant impact on beauty tour purchasing intentions. Preference for human service, high quality service, and facility & atmosphere significantly affected the purchasing intentions and the likelihood o f respondent recommendations, with higher standardized beta values shown (from high est to lowest) in the preference for facility & atmosphere, and preference for human service and high quality service respectively. Concerning perceptions of beauty products, preference for quality had a significant impact on the repurchasing intentions and intentions of respondents to make recommendations, as did the respondents’, friendliness toward Korean culture. This study suggests that, to be most effective, beauty tours should emphasize human service and facility & atmosphere, as well as high quality service. In addition, preference for beauty services or products, and friendliness to Korean culture must be considered.

Even though Memetics, the study area of meme maps, has been well-studied in the Cognitive Neuroscience and Computer Science disciplines, there has been no research attempt on Memetics in the Tourism and Hospitality field. Seminal studies in the marketing field suggest that the concepts of destination image and meme maps are highly-related. Accordingly, the purpose of the current study is twofold: (1) to identify the overall Destination Image Meme Maps of Antalya, Turkey and their favorite tourism destination, and (2) to identify and evaluate the similarities and differences in the structures of the previously generated two categories of Destination Image Meme Maps. The data was gathered from two samples consisting of 272 Russian and 262 German travelers visiting a medium-sized city (i.e. Antalya) located in the south region of Turkey. This study adopts and enhances the knowledge of Memetics into Tourism and Hospitality research. It also provides important practical and methodological contributions.

The aim of this study is to improve satisfaction with Namhae coastal landscape by analysing the image and satisfaction level that visitors have of Daraengyi village. The result of study is summarized as follows. According to the analysis of image and satisfaction, ‘harmony with nature and ecology (sea and mountain)’, and ‘cleanliness of travel destination’ were evaluated highly while ‘variety of several events’, and ‘appropriacy of education program’ got a low evaluation and ‘the satisfaction level’ was found to be high. The image and satisfaction with coastal landscape variables were; experience factor; familiarity factor; variety factor; scenery factor; service factor etc. The image and satisfaction factor of the target area was found to affect overall satisfaction. It was also found that overall satisfaction differed depending on use pattern (the reason of visit, the length of one’s visit and the repeat visit intention). To improve satisfaction with coastal landscape and induce revitalization, Daraengyi village should solve the problems highlighted by the five factors, and strive for the image improvement and management development.

Backed by the rapidly-growing economy, China sends the most tourists to Korea. Accordingly, growing consumption of Chinese tourists is strongly drawing attention of the Korean retail industry. Academia has conducted more relevant researches, such as effective branding of Korean Wave, and services to attract tourists. Despite a series of efforts, including specialized tour products and language services, there have been an increasing number of Chinese visitors complaining about their experience in Korea and Chinese tourists are urgently demanding improvements. Hence, comprehending sophisticated consumption behavior of Chinese tourists is becoming more important than ever before. Also, it needs to explore how shopping experiential value that they experience while purchasing fashion goods in Korea affects their satisfaction of the store and product. Previous literature has shown that perceived shopping value has a positive effect on customer satisfaction and behavioral intention (Mathwick et al., 2001). Previous domestic studies that targeted Chinese tourists have focused on investigating the shopping motivation and satisfaction (Ko, 2011) and market segmentation of Chinese tourist shoppers (Oh, 2014). Previous studies have approached this problem mainly from its cognitive aspect and few studies have focused on the emotional aspect during shopping. This study suggests that emotional behavior mediates the relationship between shopping experiential value and consumer attitude toward products and stores. According to the Korea Tourism Organization, the ratio of male to female Chinese tourists visiting Korea changed from 69:31 in 1995 to 59:41 in 2005. In 2013, female Chinese tourists outnumbered males at a ratio of 41:59. The number of Chinese female tourists continues to increase. Females are known to be more involved in fashion consumption. Hence, this study is conducted on 550 Chinese female tourists who have shopping experiences during their visit to Korea. The ages of the respondents range from 20 to over 50 years old, with a mean age of 33.5 years. Their shopping experiential value is measured by visual appeal, crowding, economic benefits, and service excellence, and is expected to trigger emotions of entertainment and escapism. Variables including entertainment and escapism are measured using the Experiential Value Scale developed by Mathwick et al. (2001). This study finds that three experiential values (visual appeal, crowding, and service excellence) have positive influences on entertainment. For example, customers feel greater entertainment when visual appeal, service excellence and/or the number of customers in the store is greater. The emotion of entertainment turns out to have positive impacts on both store satisfaction and product satisfaction. According to the examination of how shopping experiential values affect escapism, crowding and economic benefits have a positive impact, whereas visual appeal and service excellence have a negative impact on escapism. Previous studies define escapism as an emotion of which customers are absorbed by entertaining activities and satisfied with shopping. This study assumes that all the shopping experiential values may have a positive impact on escapism. Escapism is a status where customers are deeply occupied with shopping without thinking of anything as if they were in another world, and a much stronger emotion of entertainment than usual pleasure from shopping. This study finds that the higher visual appeal and service excellence tends to generate the lower the escapism. This may be attributable to the fact that the survey was examined only on Chinese tourists. The respondents were asked to recall the most memorable item among the fashion products that they purchased during their visit to Korea. Their shopping experiences varied widely from well-organized malls, like department stores and duty free shops, to crowded environments, like Dongdaemun, traditional markets and subway stores. As a result, different experiential values have different impacts on escapism. Economic benefits and crowding which are experienced during shopping help to absorb in shopping, and these are likely to have positive impacts on escapism. On the other hand, visual appeal and service excellence may have different influences on escapism according to the shopping environment that Chinese consumers experienced. For example, Dongdaemun or subway stores are less visually appealing than department stores or duty free shops, but trigger stronger sense of escapism. Because survey questions to measure service excellence include Chinese (language) proficiency of sales staff, it is expected that higher language proficiency level of sales staff tends to generate lower degree of escapism, the sense of feeling that one is indeed in foreign country like Korea, for customers. Escapism has negative impacts on both product and store attitudes. Escapism is a status of absorption in which customers are emotionally occupied with pleasant feelings, and purchases along with a high escapism are likely to be less rational and more impulsive. In particular, this study examines tourist shoppers, and the respondents evaluate products they purchased in another country after they return home, and this may have caused the negative attitude toward products and shops. In fact, some previous studies found that overly positive emotions have negative impacts on purchase behavior (Liljander &Standvik, 1997; Andrade, 2005). This study confirms that the shopping experiential values perceived by Chinese tourists affect their product and store attitudes through the emotions of entertainment and escapism. It is particularly notable that this study verifies diverse roles of different emotions such as entertainment and escapism in the context of tourist shopping. This study employs empirical analysis on tourists, and provides practical implications including the importance of shopping experiential values for developing retail strategies.

The influence of tourists on the retail market continues to grow and China is destined to become the largest outbound-spending nation in the world; subsequently, the interest on Chinese tourists has increasingly grown. The advancement in information technology and increased usage of SNS allows Chinese tourists share a variety of information online before or after they embark on to others. Data from the Korea Tourism Organization indicates that, “shopping” is the most searched keyword for Korean tours in 2014. The main shopping item of Chinese tourists is fashion or beauty products and we need a better understanding of the consumption behavior of Chinese tourists in relation to Korean fashion. We should consider shared content by Chinese consumers to promptly respond to needs and concerns. This study researches actual attitude of Chinese consumers toward Korean fashion items and shopping tourism using content analysis based on Chinese SNS. We investigate the representative portal search site Baidu (百度) and Weibo (微博) SNS primarily used by Chinese. Our investigation is limited to posts or comments one month before and after China’s National Day. Our analysis used translations of Chinese into Korean. A total of 70 words were selected based on the mentioned frequency by R Program forthe final analysis. Words were divided into groups based on content analysis similarity and word connectivity was researched using the Net Miner program. A total of 70 words used for the analysis were divided into three groups: shopping item, shopping behavior, and shopping place. The relevance of content to shopping item accounted for 39% and most of the shared information was about where to find cheaper items, various styles, or the latest fashion products. Shopping behavior accounted for 17% and the shared information was about how to compare products before purchase, how to communicate with salespersons, and how to obtain refunds after purchase. Shopping places area dominant group with 43% and half of the words about retail trade. Significant information was available on the main characteristics of retail trade areas such as Dongdaemoon market or Myeongdong. More information was shared on underground shopping centers or general road shops than on traditional shopping places, department stores, or duty free shops. The trends are particularly notable and help in understanding how Chinese tourists are more interested in shopping places where they can have new experiences. This study confirms the shopping behavior of Chinese tourists in Korea using content analysis of Chinese SNS. The shopping trend changes; the average Chinese tourist age drops and the Chinese tourist pattern shifts from large group tours to individualized small group tours. Appropriate responses to Chinese tourists must be based on understanding of their changing shopping needs. This study is useful to understand the actual attitudes and needs of Chinese consumers toward Korean fashion based on shared online content.

With the sweeping popularity of Korean Wave across Asia, the number of Chinese tourists to Korea has rapidly been increasing over the last decade. Korea Tourism Organization estimates that the number of Chinese visitors exceeded 6 million in 2014, and Korea Institute for Industrial Economics and Trade estimates that their spending in Korea surpassed KRW 7.67 trillion in 2013 alone. In particular, Chinese tourists spend most of their money in Korea on shopping. Since Chinese have become the major customers of the Korean market, it is critical to understand their consumption patterns and behavior. Previous studies looked into tourist destinations and shops that Chinese people frequently visited, and also researched on product selection criteria regarding their preference on fashion products. However, this study focuses on how Chinese tourists feel while they are shopping in Korea and how such emotions affect their evaluation on the purchased products. Planned purchase refers to the situation where the buying intention of a consumer has already been formed prior to entering the store based on the perception of purchase necessity. An unplanned purchase is not anticipated or planned before the customer enters the store, and products are bought without planning similar to impulsive buying. Oliver (1980) suggested that emotions are an important factor when consumers evaluate a product. Therefore, this study focuses mainly on the emotion created during the shopping. We conceptualized product attitudes based on the expected consumer satisfaction paradigms of Oliver and Desarbo (1988). This study also explores the product usage satisfaction of tourists as a post-purchase attitude. According to statistics, majority of Chinese tourists who buy fashion products are women. The survey is conducted on 550 women in the age group between 20 and 60 years who have visited Seoul before, using an online panel of respondents sampled by an international survey firm. 530 questionnaires are analyzed, with the remaining responses determined to be incomplete. For the demographic characteristics of the sample group, the average age is 33.5 years old, with 201 in their 20s (37.9%), 190 in their 30s (35.8%), 107 in their 40s (20.2%), and 32 in or over their 50s (6.0%). As for the average household income, RMB 10,000 to 20,000 is the most frequent (210 or 39.6%). For residential areas, Hua Dong (East China) is the most frequent (207 or 39.1%). Data are analyzed using structural equation modeling by AMOS 20.0. Respondents were asked to recall most impressive fashion product that they bought in Korea during their visit, and to answer whether it was planned or unplanned purchase.This study also attempts to measure the emotions they had during the purchase in order to understand differences in attitude toward the purchased products. Although emotions cannot persist over time, previous studies have measured emotions during consumption to evaluate the situation. The study categorizes respondents according to their purchasing power into heavy and light buyers to determine the moderating effects of purchase amount. In the literature, purchasing power is described in terms of the number of purchase and purchase amount. Based on previous studies on purchasing power, consumers can be categorized as heavy or light buyers. This study focuses on purchase amount in the context of tourism shopping. The results find that planned purchases tend to deliver positive emotions, which in turn enhances product satisfaction. Unplanned purchases, positive shopping emotions have positive impact on their attitude toward purchased products. Interestingly, unplanned purchases have negative direct impact on the product attitude without the mediating role of positive shopping emotions, showing the importance of positive emotions that consumers feel while shopping When it comes to the impact of purchasing power, the effect of unplanned purchases of light buyers on shopping emotions or product attitude was not significant. Only planned purchases trigger positive emotions, many of which induced positive impact on product satisfaction. For heavy buyers, on the other hand, even unplanned purchases have positive impact on their product satisfaction when positive shopping emotions are developed. This study is differentiated from previous studies in that it deals with how purchase types (planned vs. unplanned) affect shopping emotions and post-purchase product attitude of Chinese tourists who account for the significant share of the Korean tour industry. It is also notable that this study groups tourists by their purchasing power and identifies the impact of their purchasing power, considering the fact that tourists are increasingly influencing the domestic consumption market. The Korean government and companies may tap into the results of this study to provide better environments to trigger positive shopping emotions to tourists. However, it should be considered that the subject of this study is limited to Chinese female tourists, which should be complemented by future studies.

Saung Angklung Udjo (SAU) is recognized as a cultural tourism destination in Indonesia. The aim of this paper is to study the consumer personal value toward SAU. This research reported that consumers perceived angklung as an unique and attractive musical instrument and felt very satisfied to performance in SAU.

As the number of medical tourist continues to increase over the last decade, there is an emergent need to manage the medical tourism market. However, there is a lack of hard evidence to support growth in future. Thus, this research is to investigate the effect of perceived risk on the actual service experiences of medical tourists. The data was collected from 153 foreign patients who were admitted to the hospital between August and November, 2013 at four tertiary general hospitals and one general hospital, in either Seoul or Incheon. For the statistical analysis of data, hierarchical multiple regression analysis were implemented. The major results of this study are as follows: First, foreign patients chose word-of-mouth as the major information source for the purchase decision and also as the main method to reduce risk. Second, a positive attitude toward medical tourism significantly influenced on the perceived service quality. Third, perceived risk on through all purchase stages negatively influenced on perceived risk. In "pre-visit" stage, patients perceived more risks for financing and making an uncertain decision. Meanwhile, in "during-stay" stage, culture related(food, cultural differences and communication) and finance related(additional cost) were indicated as the major factors. For "post-discharge" stage, the medical side(recovery pain, side effect & complication) and the financial side(whole time and money invested, cost for follow-up care) were ranked in the top groups. Fourth, the risk reduction in the "pre-visit" stage significantly influenced on perceived service quality compared to other stages. This indicates that foreign patients perceive a high quality of service if they do more risk reduction activities before visiting the destination. The major risk reduction methods included gathering advice of friends and family, consulting with expert, direct trial and collecting information through formal source. The implications as follows were drawn from the results of this study. First, hospitals participating in medical tourism services should use experienced patients as marketers and the stories of their experiences as marketing tools. Second, the hospitals or governments should advertise both the excellence of the medical service and the subsidiary benefits of medical tourism. Third, reducing perceived risk of medical tourists should be managed in advance. Fourth, risk reduction activities should be induced before the patients visit.

Research on medical tourism (MT) has focused more attention on the growing supply side of the market than the demand side (Gan & Frederick, 2013). There is a need therefore for more research to better understand the demand aspects of this growing industry. Most of the research on MT consumers focuses on two main factors for deciding to travel abroad for medical care: cost and quality of the service (Gan & Frederick, 2013; Lunt et al., 2011). Since both outcome and process healthcare service quality (SQ) remain a concern for medical tourists (Gan & Frederick, 2013; Lunt et al., 2011), it is important to understand medical tourists’ perceptions of their international patient experience. This study aims to investigate this topic, and address the demand side research gap, by content analyzing the online testimonials of medical tourists, who traveled to Thailand for medical care, through a SQ lens. By doing so, this research strives to provide a first-person perspective of Thailand’s MT SQ. No other studies in the MT literature have been identified that used this approach to investigate MT SQ.

Spa tourism is part of wellness tourism, which has been prosperously booming over the past decade. In accordance to the aforesaid, the spa-tourism-oriented marketing strategy is exceedingly significant for businesses akin to hotel, resort and even governments which aim at appealing to more tourists. For the future success, spa tourism needs to appreciate the changing demands of the spa market while providing enough capacity to satisfy them (Henderson, 2004). The worldwide spa industry revenue is growing up from US 60 billion in 2007 to US 73 billion in 2012 (Global Spa & Wellness Summit, 2012). Spa market is one of the fastest growing leisure markets both on the supply and demand sides. Nevertheless, spa industry is utterly fragmented with each segment catering for different customer needs (Harmsworth, 2004). Bali is a popular tourist destination renown for its nature beauty, which attracts both domestic and international tourists. Over the years, it has been dubbed as “the morning of the world”, “the last paradise” and “island with a thousand temples”. According to Indonesian Central Bureau of Statistics (BPS, 2013), it was chosen as the most favorite tourist destination worldwide with a number of tourists totaled at 2,756,579. Among the foreign spa tourism patrons, Mainland Chinese tourists ranked the second while Taiwanese tourists being the fifth in ranking. CNN Travel (2012) reported that the Indonesian government estimated one million Mainland Chinese tourists would patronize the spa tourism in Bali by 2014. Regardless Mainland China and Taiwan are dual sovereignties which identically possess similar culture, there are still some aspects such as gender issue that distinguishes one from another. Furthermore, age, occupation, education, family structure, and life experience are some other aspects that differentiate Taiwanese and Mainland Chinese. In summation, the main objectives of this paper is threefold: (1) to compare the decision making process between Taiwanese and Chinese tourists, specifically, amid the wedded/unwedded couples; (2) to identify the most influential decision maker among the wedded-couple tourists/unwedded-couple tourists in Taiwan and Mainland China; (3) to assist travel agencies which aim at luring couple tourists to concoct the customized package tours. This research develops a quantitative survey for data collection, inference and the resulting data. The first part of questionnaire evaluates the influence regarding wedded / unwedded couples over how much influence each other have (problem recognition, information search, and a final decision) (Davis & Rigaux, 1974). The second part consists of fourteen sub-decisions: the destination (Bali), budget (how much money to spend), days (how much time to spend), accommodation (where to stay), and departure time (when to go) (Belch, Belch, & Ceresino, 1985; Szybillo & Sosanie, 1977); airline, restaurant, local transportation, shopping, travel agency, tour leader, tour guide, optional tour, and spa activities (Wang, Hsieh, & Huan, 2000; Heung & Chu, 2000) and the other kinds of activities (Jenkins, 1979) complete with five-point Likert scale, ranging from “no influence at all” to “all of the influence”. The third part provides some questions asking respondents regarding where they receive the information about Bali. The fourth part asking the respondents provide information such as frequency of visiting destination; how long have the couples been together and how the package tour was booked. Eventually, this questionnaire provides information related to socio-demographic variables, including gender, respondents’ age, occupation, monthly income, and the highest education level (Howard & Madrigal, 1990; Darley & Lim, 1986; Fodness, 1992). The ultimate version of the questionnaire items are refined through the purification process. Above all, this study invites three experts to examine the validity and reliability concerning the questionnaire. 350 valid questionnaires were collected (consists of 171 Taiwanese tourists and 179 Chinese tourists) which was adequate to questions only one spouse in summer period. There is merely one significant discrepancy exists between the wedded and unwedded couples in the decision-making stages, that is, “Information search” conducted under the joint decision making. The nature beauty and wellness services combined with evening entertainment are relatively satisfactory in Bali. During the check-in process, wellness tourists are supposed to be notified of all the spa-oriented services in the spa area. Overall, the satisfaction level of spa in Bali is exceedingly-high. With hindsight, customer service seems to be the greatest asset in Bali. The presented study is an unprecedented research focusing on the behavioral disparity between Taiwanese and Chinese spa tourists when it comes to decision-making stages. The results of this study unfurls the different decision making process between Taiwanese and Chinese couples; according to the research result, the unwedded couples possess more influence than the wedded couples in decision making stages. Moreover, the findings of this research do not entirely support earlier statement given by Tourism Queensland (2013), which mentioned considerable spa customers are female, married, and age approximately 34 to 52 year olds. According to our research, actually, men accounts for a quarter of spa users. The research result indicates the mini-tour is a niche business in the tourism industry that can both benefit Taiwan and Mainland China; mini-tour is a novel concept mentioned in a previous research, which focuses on seniors’ GPT (Wang et al., 2013). This study provides information concerning customer satisfaction level in Bali spa business and travel agency services. The sub-decisions regarding couple tourists are thoroughly researched. Therefore, this presented study can potentially bring benefits to all parties (spa providers, travel agencies, and spa goers); simultaneously, it contributes greatly to the theory of “decision-making”. In conclusion, there are three management implications. First, wedded women, who are the crucial patrons in the spa industry, have more influence in the spa travel decision-making. Therefore, the marketing planners shall regard women as significant decision makers. Nevertheless, unwedded couples are more influential in spa travel when comparing to wedded couples, hence, spa providers shall make spa facilities more enjoyable, romantic, and rivate. Second, sub-decisions are regarded relatively pivotal when it comes to couple tourists. The findings shed some light on several factors of “sub-decision,” which are considered crucial by couple tourists when buying spa package tour. Third, Indonesian government deems Taiwan and Mainland China markets as tremendously paramount, especially when it comes to spa travel to Bali (CNN, 2012). As far as travel agencies are concerned, they need to create more appealing mini-package tours based on customer demographic. For spa providers, in order to efficiently maximize their revenue, they shall improve spa quality and the affiliated facilities and services.

The branding concept has been burgeoning from product branding and extending to service, corporate, and further nation branding (Papadopoulous & Heslop, 2002). The concept found in the tourism literature has been mostly adapted to a tourism destination (e.g., Gartner & Konecnik Ruzzier, 2011; Im, Kim, Elliot & Han, 2012). However, unlike characteristics of a manufactured product, a tourism destination has difficulties in terms of definition, measurement, and conceptualization (Murphy, Moscardo & Benckendorff, 2007). As a consequence, there has been a shortage of empirical research relating to the application of the branding concept to tourism destination management organizations spanning from national to local tourism organizations (Blain, Levy & Ritchie, 2005; Pike, 2010). To understand tourism destination branding, recently, studies have been conducted in the context of destination branding as a part of destination marketing strategy (Morgan, Prichard & Pride, 2001), brand identity and personality (Morgan et al., 2001; Murphy, Moscardo & Benckendorff, 2007), and brand logos and slogans (Blain et al., 2005; Hem & Iversen, 2004). The concept of the destination brand equity will be applied to Hong Kong tourists who are traveling to Switzerland. Switzerland is becoming a hot spot for Chinese long-haul trips following European destinations like UK, France, or Italy. Since a decade the core countries of the European Alps Switzerland concentrates more specifically on the Chinese market and with a time lag of a few years the overnight stays have started growing (Schmid, 2012). Since 2008 the overnight stays of Chinese touristsindicated a double- digit jump over the last five years and resulted in an accumulated growth rate of 246.9 percent, that is, the overnight stays per year climbed from 214,000 (2008) to 744,000 (2012) (BFS, 2009 & 2013). The Swiss Tourism Board estimated 2 million overnight stays from China in 2020. In this case China would overturn the neighboring country Italy as one of the key source markets for Switzerland (Schmid, 2012). The high increase in Chinese tourists led to marketing efforts of Switzerland Tourism and the Swiss Hotel Association hotelleriesuisse with their initiative “Hallo China” (Switzerland Tourism, 2004). At first, the main purpose of this study is to conceptualize destination brand equity. Second, it is to propose a destination brand equity model. Third, it is to test the model using a sample of Hong Kong tourists who travel to Switzerland. Fourth, it is to investigate characteristics of tourism products preferred by Hong Kong tourists. Fifth, it is to explore how their preferences for tourism products are different according to their travel-related or demographic variables. This study expects those outcomes and benefits. Frist, components consisting of destination brand equity model and conceptual model will be generated. Second, brand equity of Switzerland as perceived by Hong Kong tourists will be tested. Third, better understanding of Hong Kong tourists regarding their perception of Swiss image, level of awareness, overall quality, loyalty, and overall brand equity will be facilitated. Fourth, most previous studies focused only on preference, behavior or attitudes of Hong Kong tourists who travel in a short-haul distance. On the contrary, this study attempts to understand Hong Kong tourists to a long-haul tourism destination, here Europe. Fifth, according to specialization theory, more specialized tourists tend to select more far-way and more risky destination because their knowledge is growing and a range of their selection is diverse. In an increasing future trend in demand of overseas Chinese tourists, this study attempts to identify long-haul Hong Kong tourists’ preference, attitude or behavior in Europe.

Finding the balance between economic development and preservation of the natural environment is a challenging yet important task. This is a particularly pressing issue in the case of China, as it is the largest and fastest-growing market for tourism. The purpose of this research is to examine Chinese tourists’ participation in nature-based, tourism activities by incorporating tourists’ environmental attitude, measured by the New Environmental Paradigm (NEP) scale, into a tourism constraint-negotiation model. The responses of 112 Chinese tourists were examined through CFA. The results from structural equation modeling show environmental attitude will positively affect tourists’ motivation, which, in turn, will affect their negotiation strategy and ultimately their participation behavior. On the other hand, constraints on nature-based tourism will negatively affect tourists’ participation behavior. The theoretical and managerial implications of this study are discussed in the context of the tourism literature.

Adventure tourism accounted for 60% of international tourism activities by the year 2007 and is still growing. Nonetheless, relatively little is known about the ecological issues associated with adventure tourism. To address this issue, this study examines 502 Chinese tourists’ intentions to revisit adventure tourism activities by incorporating nature-relatedness (i.e., NR-self, NR-perspective, and NR-experience) into a modified flow model. After analyzing these data by structural equation modeling, our findings show that positive emotions and flow experiences influence one’s intentions to revisit adventure tourism activities and that then intensity of the flow experiences is influenced by skill, perceived challenge, and playfulness. Moreover, our study finds that tourists who enjoy being outdoors (NR-experience) and who find conservation unnecessary (NR-perspective) are likely to have a more positive attitude about adventure tourism. Conversely, individuals who are concerned about the environment will not have such emotions. The implications of these findings for such promotions are discussed.

This study examines the effects of restaurant attributes on customers' perceptions of price and brand reputation. Four restaurant attributes were used to represent restaurant quality. Multiple regression was conducted to measure the relationships between the four restaurant attributes and price and brand reputation. Further, an independent T-test was used to compare differences between perceptions of locals and tourists with regard to restaurant quality under two categories (price and brand reputation) after they selected a restaurant. Results of this study revealed that residency did not have a significant impact on customers' perceptions of price or brand reputation, whereas restaurant attributes did have an impact. Taste was a predictor of perceived price, whereas service and atmosphere were predictors of brand reputation. In addition, comparison of restaurant attributes between locals and tourists showed that sanitation and service were significantly different in accordance with price and atmosphere, whereas taste and service were significantly different in accordance with brand reputation. Locals showed higher means for each restaurant attribute compared to tourists.

The objective of this study was to investigate the phasic characteristics of the adjustment process to Korean food with an analysis of Japanese independent tourist culture social resistance factors. To collect data for empirical study, a survey was distributed to 284 Japanese tourists through Korean travel agencies. Logistic regression analysis was carried out in order to determine media and cultural beliefs affecting the diffusion process of Korean food. The results showed that cultural beliefs had no significant effects on the diffusion process of most Korean food. However, people who valued similarities between the two countries-South Korea and Japan-demonstrated a significant effect on performance and identification group. Therefore, cultural beliefs did not influence the diffusion of Korean food, although there are surely cultural beliefs and subjective factors affecting their reform decisions.

This study attempted to identify differences in Korean food consumption behaviors between groups of Japanese consumers segmented in accordance to their food-related lifestyles. This study was performed to provide Korean food service companies basic information to implement a strategy for the globalization of Korean food. As a result of the empirical analysis, the food-related lifestyles of Japanese consumers were deduced to the following four factors: "health and safetyoriented lifestyle", "palate and safety-oriented lifestyle", "economic efficiency-oriented lifestyle", and "simplicity-oriented lifestyle". Further, as a result of the cluster analysis, food-related lifestyles were classified into the following three groups: "a group highly interested in food-related life", "an economic efficiency-oriented group", and "a simplicity-oriented group". Second, there were significant differences in demographic characteristics and the characteristics of Korean food consumption behaviors between the groups. Third, also in a comparison of satisfaction with and loyalty to Korean restaurants with crucial attributes during the selection of Korean food, there were significant differences between the groups. Therefore, it is necessary to develop various Korean food products that will cater to Japanese consumers in accordance with each segmented group.

본 연구는 외부 관광객이 많은 인천광역시 월미공원을 대상으로 지역주민과 외부 관광객 사이의 공원 운영과 관리에 대한 인식 차이를 조사 분석함으로써 공원 이용 활성화와 효과적인 운영관리 방안을 모색하기 위해 수행되었다. 자료 수집은 2009년 5월 1일부터 4일간 총 222명의 공원 방문객을 대상으로 현지설문조사를 통해 이루어졌다. 조사결과, 방문횟수 및 목적, 보완 시설물 등에서 지역주민과 외부 관광객 간 차이를 보였으며, 두 집단 모두 인근 관광지에 대한 인식이 공원 이용만족도에 영향을 미치는 것으로 인식함에 따라 공원 구역 내뿐만 아니라 주변지역의 운영 관리에도 만전을 기해야 할 것이다.