The tourism experience factor is an essential source of competitive advantage in the tourism industry and is an important factor for predicting future tourism behavior. Tourism experience elements can be composed of areas of education, entertainment, aesthetics and deviance (Pine and Gilmore, 1998). This study examines the effect of tourist experience factors on tourist loyalty and it is meaningful to see if the experiential economic theory of Pine and Gilmore (1999) is applicable. In order to achieve the purpose of this study, we conducted a questionnaire survey on tourists using experiential tourism factors. As a result, it was found that recreational experiential factors had a significant effect on memory. Memory has a significant effect on both visitor satisfaction and tourist loyalty. This study has academic significance because it focuses on the tourism experience factor which is the core of experiential economic theory. Practical significance is that a lot of experiential contents should be found in order to better match the tourist experience factor to the requirements of visitors to the tourist site. As a result, it is expected to generate revenue and improve its competitiveness.

The objective of study was to find the relationship in hilly pasture landscape expectancy and tourist’s satisfaction on grassland facility. It was followed by literature reviews and visitors’ survey in Daegwallyeong Yangtte Farm on 31, July, 2014. 367 respondents were analyzed by F-test, t-test, Chi-square and Fisher’s Exact Test at 0.05 level after data screening process. Computing factors were sex, marital status, age, academic career and occupation. The results was as followed; First, major respondents group of survey were in oder of woman, forty years old group, married office worker, and university graduate. Second, the expectancy for grassland was significant difference in age, but pasture color expectancy was not significant difference in gender, age, educational background, marital status, and there was significant difference in favorite grassland type with age, marital status. Third, favorite fence type was not significant difference along with all group of participants. However, color and material of fence was significant difference in marital status. Fourth, preferred ranch road was significant difference with occupation and marital status. There was significant difference in favorite grassland type near ranch road along with age and occupation type. Fifth, the mean satisfaction was 3.6 point in 5.0. Therefore, all respondents were generally satisfaction in visited. Tourists were more interested in ranch landscape than experience or contacts to animal.

This study about hotel bookings in Spain analyzes the influence of three low price signals and the type of distribution channel on perceived value and behavioral intentions: Positive influences on perceived value and buying intention were found for price beating guarantee and for always low price signals but the distribution channel was only found to have an effect on behavioral intentions. Finally, it has been detected that gender plays a moderating role on both perceived value and buying intention.

The study evaluates the influence of national culture on the relationships between tourist motivation, service interactions with hotel employees, and place attachment. These relationships are ascertained among four groups of visitors to the island of Mauritius. The overall structural model, tested on a sample of 545 visitors, indicates that motivation and service interactions are strong determinants of place attachment. Multi-group analysis shows there is no relationship between service interactions and place dependence for all four groups of visitors (German, South African, French and British). However, there are differences in the relationships between motivation, place identity and place dependence for all four groups. The findings have important implications for hotel managers, destination marketing and management, and employee training.

The search for authenticity is a subject that has become very common in different areas of social knowledge in recent years. The key point is to recognize what makes something authentic and which factors could influence this perception. Although the academia not yet been able to reach a consensus on the definition of what makes something authentic, some authors propose this concept in the marketing of goods and services (Beverland 2005, 2006; Beverland, Lindgreen & Vink, 2008; Alexander, 2009; Molleda, 2009; Kadirov, 2010). We propose to extend this concept to the place branding context. Destinations can be authentic when they offer tourists unique experiences. These could be interesting to be branded in order to increase tourism demand. Tourism is a sector that, despite of the uncertainties of the global economic scenario, continues to grow. According to the World Tourism Organization, in 2014 there was an increase of 4.3% in the number of tourists who traveled the world, compared to the previous year. This represents 46 million more people that revisited a destination or traveled to new places. In financial terms, the global move rose to US$ 1.5 trillion in 2014 (UNWTO, 2015). The economy of many countries depends on tourism, both in terms of GDP and employment. For instance, Seychelles, Cape Verde and Malta have respectively 21%, 16% and 13% of their GDPs coming from tourism. The same source also reveals the list of the most competitive countries in the world in terms of tourism. The top four countries are Spain, France, USA and England (WEF, 2015). Currently, considering the competitiveness in the tourism sector, it is increasingly critical the need for destinations which present a singular identity and positioning. Offering excellent options of accommodation, good attractions and historic buildings are no longer differentials. Thus, place branding can be a powerful tool to face the competitive tourism scenario (Gilmore & Pine II, 2007). This study aims to promote a measurement scale for place authenticity and verify the influence of this concept for the tourist’s destination selection. In modern societies, individuals search for their uniqueness. Taylor (2003) points out that one of the decisive aspects to be an authentic positioning is the definition of their own identity, that is, the set of attributes such as personality, physical characteristics and perception of themselves. The dilemma of authenticity and inauthenticity is already considered one of the key points of western society (Grayson & Martinec, 2004). Considering the universe of brands, an authentic brand is associated to the consistency between brand identity and brand personality. It is related to the elements and/or characteristics, which are unique. Previous published studies (Beverland, 2006; Barreto, 2008; Molleda, 2009; Kadirov, 2010; Napoli et al. 2014) proposed some dimensions to define the composing elements for authenticity perception; however, they were more focused on product authenticity. Some dimensions include product tradition, manufacturing process, product design, certifications and guarantees, price positioning, product originality, cultural symbolism, product quality, nostalgic perception and brand credibility, among others. These dimensions are not directly applicable to touristic destinations. Considering this literature gap, we decided to propose a new measurement scale specifically for places (touristic destinations). In the case of tourists, Gilmore and Pine II (2007) state that this kind of consumers search to live unique and authentic experiences. These authors emphasize that the choice of a place to visit can be considered personal reaffirmation, in the sense of having a certain personality or belonging to a particular group. The proposed model for this study states that place authenticity is guided by place tradition and place legitimacy and plays a mediating effect from place image to destination selection. For place image, we considered the natural characteristics of a touristic destination, the quality of services and the original manufacturing production of that place. These dimensions also came from the qualitative steps of this research. Previous studies (Selby & Morgan, 1996; Govers & Go, 2009) emphasize the positive impact of place image to increase consumer’s visiting desire. Before access destination selection, place image plays an important role for place authenticity perception, being that the core evaluation about a place. The first three hypothesis are: H1: The greater the perception about natural characteristics of a place, the greater the perception about place authenticity. H2: The greater the perception about the quality of services, the greater the perception about place authenticity. H3: The greater the perception about original manufacturing production, the greater the perception about place authenticity. Destination selection for vacation is related to consumer’s choice about the next place to go during his/her free time. Literature reveals that consumers’ perception about a place can be decisive for choosing or not a place for vacation (Gilmore & Pine II, 2007). Hypothesis 4 assumes that: H4: Place authenticity has a positive and significant impact on consumer’s destination selection. This study is organized in two main research stages. The first was dedicated to the developing a place authenticity measurement scale. We followed Netemeyer, Bearden and Sharma (2003) steps that include literature review, qualitative and quantitative steps. After the literature review we ran two qualitative studies with four in-depth interviews with tourism managers and eight in-depth interviews with consumers. Managers’ criteria selection was strategic public and private functions. Consumers’ criteria considered: age, gender and personal finance responsibility. The main objective of these steps was to collect more information about “what makes a place authentic” and “how we can define place image”. Initially 32 items were proposed, being 12 for place authenticity and 20 for place image. The first survey with 152 respondents was used to test the proposed scales. The second stage was defined by another survey with 152 valid respondents. We adapted from Napoli, Dickinson, Beverland, and Farrelly (2014) a 3-item scale for destination selection. The main objective of this last step was to retest the measurement scale with a new sample and test the proposed model using structural modeling equation. We used a 10-point agreement scale for all constructs. Qualtrics solutions to collect data were used in both surveys. The qualitative approach and the literature review were relevant to propose some items to measure place image and place authenticity. Previous studies emphasized the power of place image for tourism managers in order to increase destination desire for potential consumers (Selby & Morgan, 1996; Govers & Go, 2009). Echtner and Ritchie (1993) written one of the first manuscripts to promote a measurement scale to place image. It was a very robust proposition that included attribute-based images, holistic impressions, and functional, psychological, unique and common characteristics, considering a combination of structured and unstructured methodologies. Although it is a very complex scale. We proposed a new scale by listening to managers and potential tourists (consumers) about what defines the main aspects of place image. Considering place authenticity, the main characteristics that define this concept are related to place tradition and history, which are related to culture, socio-economic history and how people recognize the uniqueness of its tradition. Place legitimacy is related to the originality of place characteristics and what makes this place unique. In the first survey group, we had 152 valid responses, 64% women. Age range was from 26 to 37 years old. Main income rate (61%) was US$1600. Respondents should be the main responsible for the last destination choice. After a descriptive analysis, we ran an exploratory factor analysis (EFA) with varimax rotation and principal components as extraction method. Results showed the adequacy of the proposed scale (KMO=0.886, Bartlett's 4807.951, p<0.000). Four items were deleted considering the communalities verification (under 0.50). Three dimensions were defined: place image, which means the natural characteristics of a place (6 items, α=0.938), the quality of services (7 items, α=0.914) like infrastructure and the original manufacturing production of that place (4 items, α=0.807). Two dimensions defined place authenticity: place tradition (7 items, α=0.938) and place legitimacy (5 items, α=0.934). In the second survey group, we had 152 valid responses, 62% women. Age range was from 26 to 37 years old. Main income rate (61%) was between US$1600 and US$2500. Respondents should be the main responsible for the last destination choice. The second stage included a new survey to confirm the measurement scales and test the proposed model. After descriptive analysis, we ran a confirmatory factor analysis (CFA). Results demonstrated the adequacy of the measurement model with tolerable goodness of fit (CMIN 403.114, DF = 142, CMIN/DF= 2.839, IFI=0.916, CFI=0.915, TLI=0.886, NFI=0.876, NFI=0.835, RMSEA=0.110). Probably sample size influenced the goodness of fit. We refined the measurement scale holding the essential items for each scale, considering CFA analysis (appendix 1). The final measurement proposed is defined for the natural characteristics of a place (4 items, AVE=0.80, CONF=0.93), the quality of services (4 items, AVE=0.84, CONF=0.95), the original manufacturing production of that place (3 items, AVE=0.76, CONF=0.90). Place authenticity: place tradition (4 items, AVE=0.77, CONF=0.93) and place legitimacy (4 items, α= AVE=076, CONF=0.93). The proposed model was tested using the structural modeling equation. Results demonstrated to be suitable, with an acceptable goodness of fit (CMIN 310.219, DF = 97; CMIN/DF= 3.198; IFI=0.907, CFI=0.905, TLI=0.867, NFI=0.876, RFI=0.817, RMSEA=0.121). All hypotheses were confirmed. There is a positive impact from natural characteristics (β=0.371, p<0.000), quality of services (β=0.236, p<0.000) and original manufacturing production (β=0.597, p<0.000) on place authenticity (R²=92%). There is also a positive impact from place authenticity to destination selection (β=0.427, p<0.000, R²=18.2%). Three major results emphasize the literature contribution of this research. First, the two-dimension place authenticity measurement scale. Place tradition and place legitimacy are the core concepts to measure place authenticity. Second, the influence of place image on place authenticity. This is useful for tourism managers since place image can be treated by marketing campaigns. The better the place image the greater the place authenticity perception. This relation explains 92% of the place authenticity construct. Thirdly, the relevance of place authenticity on destination selection. Public and private investments for some touristic place can be reinforced by marketing efforts in order to increase positive aspects for place image and place authenticity. Therefore, promoting increase in the percentage of destination selection. People are looking for unique experiences in unique places.

Support from the private sector, for example by firms, has been solicited to ease tourist attraction financial constraints and to help their restoration and maintenance out of Corporate Social Responsibility (CSR) activities (United Nations, 2010; Europanostra, 2013). When engaging in these partnerships, firms may display different level of altruistic motivation. For example, the Italian fashion company Tod’s demonstrated high altruism by agreeing to restore the Colosseum without any economic or financial return. American Express, however, sought promotional rights when the firm agreed to contribute to the restoration of the Statue of Liberty. Finally, the ticketing agency Eventim renamed the Hammersmith Apollo (now Eventim Apollo) in London following their involvement in the restoration, thus pursuing more strategic, rather than altruistic goals. Non-altruistic goals and the fear that the involvement of a company may generate scepticism in visitors, as they could perceive the authentic image of a tourist attraction to be jeopardized. Managers of tourist attractions are faced with a dilemma: should they seek financial support from third parties (e.g. firms), or would this compromise the appeal of the site, leading to a drop in the number of visitors? In order to address this problem, we conducted two experiments to examine how firms' involvement in restorations affects tourist attractions. We found that firms' altruistic motivations (that denotes the support of a cause without demanding anything in return) are positively associated with tourists' intentions to visit the attraction (Study 1). Moreover, we found that this relationship is mediated by visitors’ perceived authenticity, in other words the belief that the real aspect of the site has not been irreversibly altered. We confirm the robustness of our findings in Study 2, additionally showing how this effect is stronger in the case of heritage sites compared to non-heritage sites. To the best of our knowledge, our results are among the first to show how a lack of altruism in CSR activities can negatively affect the target of the campaign (in this particular case a tourist attraction). Results also suggest managers of tourist attractions with high heritage value to assess the altruistic motives of the firm carefully before engaging in a financial partnership.

The research is conducted to study how myth tourism story marketing can affect global tourist visiting intention. The exploratory result shows that people intention to visit a myth tourism destination is driven by the curiosity after hearing or reading the story. In several travellers’ forum, people tend to discuss about a place’s story such as in Bali. Meanwhile, interview with a local myth tourism community shows that there are several types of people who want to visit the places such as an adventure seeker, travellers who find it exciting to explore, and also the one who is curious with things related to myth. Therefore, this research aim to focus on West Java myth tourism story marketing as West Java is well- known as its mythical tourism sites spread across the province. As myth is inseparable from cultural symbol, this study also put cultural and psychographic factors into account and expect to see to what extent those factors influence the tourist visiting intention to West Java myth tourism sites. Lifestyle is one of the most common psychographic attributes. Gonzales and Bello (2002) also emphasized that lifestyle is a push-factor for tourists in choosing a destination as tourists seek the experience which can be related to their lifestyle. Loureiro (2014) pointed out that a myth story might not correspond to the actual facts but the originality is provided by the story-teller. In order for the tourist to choose a destination, hence good story-telling that would deliver the value is required. This statement conformed to Park and Njite (2010) who considered story as a form of marketing communication strategy. Furthermore, the story marketing which resonance with the customer values could lead to a purchasing behaviour. (Thomas, 2012). In relation to story marketing, the respondents are asked to select the destination they intent to visit before and after provided with the myth behind those destinations. This research is then analysed using multivariate analysis method, conjoint analysis and multiple linear regression to see which factors influence the tourist visiting intention the most. By understanding important factors influencing tourist visiting intention, it is expected that West Java myth tourism information sites may improve their ability to attract both foreign and domestic tourists through its myth story marketing.

Since Taejongdae Resort Park’s designation as the first tourist area in 1969, a total of 230 domestic tourist areas have been designated, constructed, and operated thus far. Forty-seven years after the first tourist area designation, 38.8% of domestic tourist areas are now in a stage of stagnation/decline. As these declining domestic tourist areas only play their role as normal tourist areas during peak season, this study examined the causes of decline in tourist areas in general and of each tourist area in particular, so that the analysis could be used as basic data for the regeneration/revitalization of tourist areas. In order to understand the causes of decline, an index of cause of decline in tourist areas was drawn up. Data were collected based on this index, with tourist areas in the stagnation/decline stage as the target, which was drawn from previous research. Based on the results, factor analysis was conducted on both decline cause and discriminant analysis to understand the causes of decline in each tourist area. The results demonstrate that the diverse uses for tourists, sustainability, and preservation of tourism resources have a huge influence as internal factors, while the external capital investment and competitiveness of tourism resources have a huge influence as external factors. As this study only analyzed the quantitative index in accordance with physical characteristics, it is necessary to conduct additional research based on qualitative indices. In this case, this study could be used as basic data. This study is expected to be applied as basic research to seek solutions for each cause of stagnation/ decline in tourist areas, and also to establish measures to regenerate/revitalize those areas.

본고에서는 중화권 여우커를 위한 한국관광지 스토리텔링에 대하여 살펴보므로, 이 방면 연구에 보탬이 되고자 한다. 특정 관광지를 스토리텔링 하는 것은 더없이 좋은 관광안내인 것은 틀림없지만, 지나치게 허구적이고 흥미 위주의 스토리텔링은 관광객의 마음을 불편하게 할 수 있다는 점에서 심중해야 한다. 중국인의 습성 상 좋아하는 스토리텔링을 만들어내는 것도 좋지만, 보다 ‘한국적인 것’을 살려 스토리텔링을 담아 관광지를 개발하고, 중국 여우커 의 마음으로 다가가는 것이 바람직하지 않을까 생각한다.

본 연구의 목적은 우리나라의 주요 석재 생산지인 익산시에 소재하는 5개 지구의 폐채석장을 대상으로 관광, 휴양, 산업 등의 시설로 개발하는 방안을 모색하기 위한 것이다. 먼저 익산시의 제반 여건, 법규, 개발계획, 현장여건을 분석한 결과를 조합하여 폐채석장 개발과 관련된 SWOT분석을 하고 대응전략을 구상하였다. 그리고 모든 분석과 대응전략을 기반으로 하여 대상 지구별로 적절한 개발유형을 도출하였다. 도출된 지구별 개발유형은 낭산1지구는 물을 활용한 문화/ 레포츠단지, 낭산3지구는 빛을 활용한 음악/문화단지, 낭산4지구는 꽃을 활용한 자연/휴양단지, 함열1지구는 나무를 활 용한 자연복구 및 생태공원, 용기지구는 돌을 활용한 저장/물류단지이다. 대상 지구별로 아이템의 개발 가능성, 개발효 과, 개발과 관련된 문제점 등을 제시하였다.

This study aimed to redefine the concept of fishing village tourism. In addition, it aimed to carry out detailed analyses of the influences of authenticity and non-authenticity of fishing village experience on tourist’s satisfaction as well as the influences of tourist’s experience on their satisfaction. The study evaluated responses of people who visited research target fishing villages in the East sea area(Hwasung-si Baegmi-ri) which had been rated as successful case. The evaluation was performed to analyze how tourist satisfaction would be influenced by the authenticity of the fishing village experience program based on the authenticity theory(Wang, 1999) and the experience realms theory(Pine & Gilmore, 1999). This study tried to find out realistic factors of the experience realms theory through field investigation, conducting interviews, and holding discussions. From these, the cause-and-effect structure of authenticity, tourism experience and satisfaction could be identified. The results of hypothesis tests are as follows; With respect to the relationship between authenticity and satisfaction in hypothesis I, authenticity did not have a statistically significant effect on satisfaction, while non-authenticity had a significant influence. As a result, the research hypothesis I that authenticity influences satisfaction was partially supported. Regarding hypothesis Ⅱ of the link between authenticity and tourism experience, a significant effect of authenticity was found in education experience, entertainment experience for Baegmi-ri village. The effect of non-authenticity was significant on deviation experience. Consequently, hypothesis Ⅱ was also partly supported. The relationship between tourism experience and satisfaction in hypothesis Ⅲ was significant in education, entertainment, and deviation experiences which lends support to hypothesis Ⅲ to some extent.

본 연구에서는 국립공원 탐방 성수기와 비수기에 따른 빛공해 특성 차이 분석을 목적으로 하였다. 우리나라 21개 국립공원 중 북한산과 무등산국립공원을 제외한 19개 국립공원의 빛공해는 2012년 10월(성수기)과 2013년 1월(비수기)에 촬영된 VIIRS(Visible Infrared Imaging Radiometer Suite) 센서의 DNB(Day and Night Band) 영상 중 구름과 달빛이 없는 시기에 촬영된 영상을 이용하여 추정하였고, bootstrapping 회귀 분석을 이용하여 각 시기별로 어떠한 사회경제적, 정책적 요인이 국립공원 빛공해 수준에 영향을 미치는지 분석하였다. 국립공원 빛공해 특성은 탐방 성수기와 비수기에 따라 다르게 나타났다. 탐방 성수기에는 국립공원 내부의 야간 조명보다 공원 인근 조명이 국립공원 내부의 빛공해 수준에 더 큰 영향을 주었고 비수기에는 공원 인근보다 공원 내부에 의한 영향이 더 큰 것으로 분석되었다. 탐방 성수기에 국립공원 인근 야간 조명 영향이 더 크게 나타난 원인은 공원 인근의 숙박 및 레크리에이션 시설의 야간 조명이 대기 중에서 산란되어 국립공원 내부로 침입하는 스카이글로우현상(sky glow effect)으로 판단된다. 이 결과는 국립공원 빛공해의 피해를 줄이기 위해서는 국립공원 내부 뿐 아니라 특별히 탐방 성수기 동안 인근 지역의 야간 조명을 규제하여야 한다는 것을 시사해준다.

This study used the methods of decision tree analysis, association rule analysis, and Kano’s model to explore the behavior patterns of mainland China tourists staying at the international tourist hotels in Taiwan. To this end, the data of their demographics, travel variables, overall satisfaction with the lodging experience, different service quality perceptions, and loyalty intentions were included. The decision tree analysis showed that a tourist’s overall satisfaction with the lodging experience, satisfaction with the quality of core intangible services, and certain demographic characteristics are three important determinants of tourist loyalty towards the hotels. In terms of the effect of demographics, the customers’ monthly income and length of stay at the hotel are two main determinants in this study. In addition, if the customer perceptions of different parts of hotel service quality are taken into account, among the five hotel service quality domains, core intangible services from the receptionist, housekeeping personnel, and food & beverage personnel are found to be important influences on hotel customer loyalty intention. In other words, high quality intangible services are important for luxury hotels to demonstrate their unique ability to help customers experience the service quality that creates loyalty intentions. With regard to the association rule analysis, the results showed that core intangible service aspects from the receptionist, housekeeping personnel, and food & beverage personnel are strongly associated with customer loyalty intentions, as are the tangible aspects of the reception and hotel room facilities. The former indicated that reception in the hotel lobby could be considered one of the most important servicescapes because of its impact in forming many of the first impressions of hotel guests, while the latter is treated as core offerings in hotels that would be encountered by most hotel customers. If the tourists are mainly from package tours, the intangible services and tangible facilities of these areas are the important areas to create customer satisfaction. However, if the tourists are mainly independent tourists because they have more time and free choice to stay at the hotel longer than the package tour tourists, the intangible services and tangible facilities of the entertainment or business centers would be even more important to these tourists than to the package tour tourists. With regard to Kano’s model analysis, the results showed that, based on mainland China tourists’ perceptions, most of the service elements fit into the category of one-dimensional quality attributes. This means that these service elements are positively and linearly related to customer satisfaction, and the greater fulfillment of the attribute results in a greater degree of satisfaction. This also means that hotels should make more effort to innovate their intangible services and tangible facilities to create business advantages in the market.

Ethical consumption, including ethical tourist behavior, is of growing importance to governments, companies and consumers and consumers increasingly act accordingly (Sheth, Sethia, & Srinivas, 2010). Most ethical tourist behaviors conform to service industry characteristics, being intangible, heterogeneous and fusing production and consumption. Adopting ethical tourist behaviors (ETBs) requires activities, practices or ideas that consumers perceive as new, components that are key characteristics of innovations (Goldsmith, d’Hauteville, & Flynn, 1998; Rogers & Shoemaker, 1971). Studies frequently explore environmentally friendly behavior of a specific tourist segment - existing eco-tourists (Dolnicar, Laesser, & Matus, 2010) and limit their focus to environmental issues. In line with the World Tourism Organization’s conceptualization that highlights the importance of environmental, cultural and sociological aspects (http://ethics.unwto.org/en/content/global-code-ethics-tourism), this research uses the term ethical tourist behavior and investigates the concept using a sample of ordinary tourists. Consumer innovativeness has been defined as the “degree to which an individual is relatively earlier in adopting an innovation than other members of his system” (Rogers and Shoemaker, 1971, p. 27). Innovativeness, the propensity to adopt, is focusing on an individual’s behavior relative to other people in a population (Goldsmith & Hofacker, 1991; Im, Bayus, & Mason, 2003). Diffusion of innovation, investigating the spread of an innovation through the population, is frequently modeled using an S-curve (Rogers, 1995). ETB includes a wide range of activities with the behavior expected to be cumulative; for example somebody who chooses to stay in tourist accommodations with environmental certification is also likely to recycle. Cumulative patterns fit the Rasch Model (RM) (Rasch 1960/80). Well established in education and psychology, the model gains increasing attention in marketing (for example Ewing, Salzberger, & Sinkovics, 2005; Ganglmair-Wooliscroft & Wooliscroft, 2013; Salzberger & Koller, 2013; Wooliscroft, Ganglmair-Wooliscroft, & Noone, 2014). The probabilistic RM is based on a mathematically elegant equation (Bond & Fox, 2007), specifying that people who undertake more extreme ethical tourist behavior will also have a higher probability of engaging in (and subsequently agreeing to or endorsing a) comparably easier ethical tourist behavior. Item Characteristic Curves (Bond & Fox, 2007) embody the theoretical curve for an item’s endorsability. If empirical answer patterns follow the theoretical curve (and a number of other fit statistics are satisfactory) the item fits requirements of the Rasch Model. This study develops an ETB hierarchy and explores parallels between characteristics of Rasch Modelling (Rasch, 1960/80) and the Adoption of Innovation (Rogers, 1995). Additionally, the study explores variables influencing the level of ETB, representing actualized ethical tourist innovativeness. The final ETB hierarchy contains of 27 ethical tourist behaviors that relate to a wide range of holidays. Using a cross-sectional sample of 322 respondents, representative of the population, the research finds that ethical tourist behavior diffuses through the population in a structured, ordered sequence, providing support for parallels between the Diffusion of Innovation Model (Rogers, 1995) and Rasch Model’s ICC characteristics. Most respondents undertake only a small range of ethical tourist behaviors, indicating that many ethical issues are at a very early stage of the diffusion process. The level of ethical tourist behavior adaption – operationalized through respondent’s position on the ETB hierarchy is influenced by high importance of universalism, age and gender.

Rural tourism is primarily a domestic tourism activity with visitors traveling to non-urban areas. The development of local and regionally denominate food is a way to distinguish agricultural production and to promote rural tourism. Therefore, this study addressed how utilizing regional agricultural products results in increasing the intention of tourists to revisit an area. The purposes of this study were 1) to identify the image and motives for visiting Yesan, 2) to determine the importance of purchasing intention and the regional menu produced from local agricultural/special products, and 3) to identify the impact of purchasing local agricultural/special products and regional menus on the intention to revisit. A total of 202 usable questionnaires were collected at Ducksan Hotsprings and Suduck Temple in Yean area, which are known tourist attractions. The major findings obtained were as follows: First, Yesan was considered a relaxing place (3.46±1.09), which was the highest ranked image score for a tourist attraction. Second, the highest ranked motive for visiting Yesan was to rest (3.77±1.18). According to these findings, Yesan is a relaxing place, as it is a rural area with no known defined attractions. Third, most tourists (78.7%) recognized the apple as a local agricultural/special product. The intentions to purchase local agricultural/special products and the need for regional dishes in the local restaurant was higher than average. Tourists showed interests (3.88±1.16) in eating regional dishes made with local agricultural/special products at the restaurants. Fourth, a significant impact of purchasing local agricultural/special products and the regional menu was observed on the intention to revisit (p〈0.000). The results indicate that it is very important to develop proper regional menus that concur with images of the location and the regional farming products.

본 계획대상지는 임실군 관촌 일원에 위치하며, 사선대 관광지의 총면적은 166,000㎡(50,215평)이다. 현재 관리운영 전단계로 집행단계 Ⅱ(개발촉진단계-기반시설 이외의 시설이 있는 관광지)에 해당하고 개발이 미흡하다는 평가를 받고 있으나, 임실과그 주변지역의 주민들에게 관광지로서의 높은 인식도를 지니고 있으며 지리적으로 전라북도 중심 관광지로서 그 개발 잠재력이매우 크다.본 계획은 군민들의 건강한 여가활동을 지원하고, 사선대 관광지를 찾는 관광객들에게 다양한 볼거리 및 놀이시설을 제공하기위한 체육시설 확충과 관광지 활성화를 위한 방안을 마련하는데 그 목적이 있는바 상가 및 숙박시설 이전계획 및 사선문화공간(전통정원), 다목적 잔디광장, 미니골프장, 미로원조성, 조각공원, 근린공원을 조성하였다.공간구성의 전개는 사선문화를 느낄 수 있는 사선문화공간과 스포츠공간, 교육문화공간을 연결하고 대상 부지가 지니는지형적 특징을 반영하였다. 도입활동은 스포츠에 관련된 활동으로 체육활동, 체험활동 등이 선정되었으며, 사선문화, 조각공원,근린공원에 따른 관광과 기념에 관련된 활동으로 문화활동, 관람활동, 문화체험활동, 연계관광활동 등이 선정되었다.

This study was conducted to develop the unique native local foods of Namwon and to provide basic data needed to reinvigoratethe tourist industry and local economy. Perception and satisfaction with native local foods of Namwon were surveyed in 483 tourists (246 men and 237 women 53% visiting Namwon for the first time). Of the participants, 41.2% did not stay or eat in Namwon. Most tourists visited with other family members and spent approximately 20,000 won per capita on food. Of the foods sampled for the first time, preferred foods were (in order of preference and intention to order again) Chueo-tang, Hanjeongsik, wild edible greens-jeongsik, and black pork. The degree of food satisfaction was relatively favorable (3.54±0.08 points on a 5-point satisfaction scale), with taste being the most important factor affecting the degree of satisfaction for 92.9% of the subjects. However, willingness to revisit Namwon on the basis of the local foods was not as high as the degree of satisfaction with the foods. Insufficient information and publicity concerning Namwon local foods were cited as impediments, and suggested improvements included taste, sanitation and food-based tourism. The degree of satisfaction was higher in men than in women. Age, residence, and occupation were not related to the degree of satisfaction. But, the willingness to revisit Namwon to sample local foods was related with gender (men more willing) and occupation (public service personnel, business owners, salaried employees, professionals, and housewives more willing, in order). Women in general and housewives in particular were most critical in food assessment.

본 연구는 부산 관광이미지 평가를 위해 진행하였다. 부산시 관광산업 현황 조사와 해양 도시에 적합한 관광 상품의 조건을 찾아보기 위하여 부산시민과 외국인 그리고 타 지역인을 중심으로 요인분석을 실시하였다. 조사결과, 부산시민과 외부인은 부산의 이미지를 비슷하게 생각하는 것으로 조사되었다. 외부인에게 있어서 부산의 이미지는 해안가 주변과 관련된 관광과 숙박을 부산의 매력으로 생각하였고 부산 시내의 다양한 볼거리, 쇼핑 등을 장점으로 뽑았다. 분석 결과를 종합해보면 부산시민은 진취적, 포근함, 활동성, 친숙함의 이미지로, 외국인은 포근함 쾌적함, 현대적, 풍부함의 이미지로, 타 지역인은 안심감, 번화함, 독특성, 친근함의 이미지로 인식하고 있었다. 위의 분류된 내용을 공통적 의미를 가진 8개의 요인으로 압축하고 부산시의 관광 관련 구성 요소와 항목간 관련성을 조사하였다. 조사결과 부산 관광산업과 관광 상품 개발을 위한 세부 항목으로는 '안심감', '쾌적성', '독특성'을 우선적으로 고려하며 '풍부함', '친근감', '활동성'을 높일 수 있는 방법을 찾는 것이 부산과 가장 잘 어울리는 관광 상품을 개발하는 방법으로 분석되었다.

The purpose of this study was to measure the factors influencing customers’ value perception of foodservice in tourist area’s restaurant. A total of 273 questionnaires were completed. Structural equation model was used to measure the causal effects. Results of the study demonstrated that the confirmatory factor analysis model also indicated excellent model fit. The proposed model yielded a significantly better fit to the data than the parsimonious model and extended model. In proposed model, the effects of perceived sacrifice, overall service quality and customer satisfaction on perceived value were statistically significant. The effects of perceived value on loyalty intention were statistically significant. As expected, the overall service quality had a significant effect on customer satisfaction. Moreover, the customer satisfaction played a mediating role in the relationship between overall service quality and loyalty intention.

The purpose of this study was to measure the tourists' preference for alternative restaurants with different combinations of 4 attribute levels: origin description, food type, price and service guarantee. A total of 210 questionnaires were completed from tourists who visited Kwangyang, Suncheon and Yeosu during Jan. 2 - Jan. 15, 2007. Conjoint experiment method was used to develop hypothetical restaurants. Ordinal probit model was used to measure the effects of attribute levels on the tourists' preference. Results of the study demonstrated that the ordinal probit model analysis result for the data indicated excellent model fit. The effects of attribute levels (origin description, traditional food, fusion food, price, service guarantee) on the tourists' preference were statistically significant. As expected, estimates of marginal willingness to pay for origin description(3.063), food type(2.349), and service guarantee(2.356) were statistically significant. Moreover, tourists were more willing to pay for origin description than other attribute levels. Tourists also considered the origin description as the very important attribute. In conclusion, based on conjoint analysis, a model was proposed of marginal willingness to pay of attribute levels. It should be noted that the original model was modified and should, preferably, be validated in future research.