하천공간은 모든 시민들에게 휴식 공간, 오락 공간 및 문화 공간, 스포츠 공간, 자연 학습 공간 등을 제공한다. 또한 주변 지역의 경제적 가치를 높이고 지역 경제를 활성화하여 도시의 랜드마크가 될 수 있다. 중국의 급속한 경제성장과 도시 규모의 급격한 팽창으로 인해 하천 생태환경 악화와 수질오염이 증가하고 있으며, 도시민의 삶의 질도 악화되고 있다. 란주시의 경우도 80년대 초 하천률은 11.1%였고 20세기 말 8.4%였고 수면의 면적은 약 25%로 감소되었다. 란주시의 남하천은 성관지역의 중앙을 관통하는 고대 황하강 수로의 남쪽 분지에 위치하고 있다. 총 길이8.24km, 유역면적4.13km²이다. 하천주변으로 황하강 문화유산과 시립도서관, 둔황(敦煌) 아카데미 회관, 간쑤(甘肃) 아카데미 회관, 지방 TV 방송국과 같은 문화시설과 상업시설이 밀집되어 있다. 또한 고밀도 주거지역이 위치하고 있다. 주민들의 환경 위생에 대한 인식이 약하여 생활 구역 근처의 쓰레기는 임의로 하천에 버려지고 각종 오염물이 유입되었다. 그로인해 오염된 하천으로부터 다시 도시민들은 수질악화와 악취문제로 고통을 받고 있으며 수생태계 파괴도 심각하다. 하천의 자연 경관 역시 도시개발로 인하여 부족한 실정이다. 따라서 이 연구는 한국과 중국을 사례연구 대상으로 삼고, 한국의 "지속가능한 도시 하천 관리"의 정책 수단과 사례지의 구체적인 하천생물종 및 생태계 복원기법과 과정을 연구하여 중국 란주시의 남하천에 적합한 모형을 개발하고 적용하고자 한다. 사례연구지는 한국의 서울시의 청계천과 전주시의 전주천과 삼천, 중국의 소주천(苏州), 진화하(秦淮河)을 대상으로 하였다. 한국 사례의 경우, 1960년대 서울 도심의 교통 정체를 없애기 위해 청계천을 복개하였다가 2000년대 들어서면서 하천을 생태적으로 복원하였고, 전국적으로 확산되었다. 전주시는 전주천을 맑은 물이 흐르는 자연형 하천으로 가꾸어 휴식 공간을 제공하고, 사람과 자연이 조화로운 녹색환경도시를 조성하기 위해 1998년부터 2002년까지 전개하였다. 그 결과 연장 7.0㎞ 구간에 걸쳐 하천 유지용수를 확보하고, 오염원 제거 및 정화시설 설치 등 수질 개선사업과 함께 고수부지 식생 및 하도 내 어류 서식처 등 생태계 복원과 자전거도로･산책로･자연관찰시설 등 친수공간을 조성하였다. 그리고, 전주시 삼천 생태하천 복원사업은 총 9.8km구간으로, 반딧불이 복원, 수달 서식지조성, 산책로 및 자전거도로 정비 등 쾌적한 하천 및 여가공간을 시민들에게 제공하고 있다. 중국 사례의 경우, 소주시(苏州市) 소주천과 남경시(南京市) 진화하(秦淮河)에서는 공원형 하천을 생태환경과 수질 개선을 목적으로 생태하천으로 복원사업이 진행되었다. 현재 중국은 상류 및 하류를 포함한 하천 유역에 대한 종합적 계획이 아직 도입되지 않았다. 따라서 중국의 도시 하천 관리는 하천 생태환경, 주거생활 및 경관을 포함한 도시 하천관리 계획 및 프로그램의 지속가능한 측면을 고려해야 한다.

본 연구는 중국 운남성 라평현 명가촌(中國雲南羅平縣明格村）대상지로 명가촌의 생태보전 및 지역발전 중심으로 연구를 진행하고 있다. 운남성 라평현의 독특한 계단식 밭 경관(梯田景觀)은 중국의 중요한 농업문화유산이고 매우 높은 보존 가치를 가지고 있다. 운남성 라평현 면가촌에서 살고 있는 포의족(布依族)은 중국의 소수 민족에 속하며, 그 민족의 전통문화와 풍습은 중국의 중요한 무형문화유산으로 보전가치 크다. 중국은 고대부터 다민족 국가였다. 수천 년 간 다른 민족문화와 지역문화가 서로 융합되어 상호 영향력이 중국의 전통문화를 형성했다. 소수 민족의 전통문화는 중국 민족의 전통 문화에서 중요한 부분이다. 운남성 포의족(布依族）은 독특한 의상, 음식, 건축, 무용, 공예 문화를 가지고 있지만 현대문명의 통일화에 따라서 운남 포의족 전통문화가 점차 사라지고 있다. 중국 독특한 소수 민족 문화가 시간에 흐르면서 잊혀지고 없어지는 것은 세계 문화사에 커다란 동정이다. 그래서 포의족 문화의 전승과 보전에 대한 내용도 핵심 내용이다. 현재 명가촌의 농촌마을계획은 장기간 단일화 발전 모델로 이 지역의 보전가치가 큰 계단식 밭경관과 포의족(布依族)의 문화에 대한 고려가 미비하여 점차 사라지고 있다. 본 연구는 명가촌의 경관보전 및 지역발전을 목적으로 연구를 진행하고 있다. 연구내용은 명가촌의 생태마을설계와 무형문화유산의 보전을 기반으로 지역 발전의 활성화 계획을 다루고자 한다. 첫째, 명가촌 생태마을설계에 대한 내용이다. 우선 기존의 농촌마을계획을 진단하였다. 생태마을설계 방향은 자연생태환경과 포의족 전통건축 복원 및 계단식 밭의 보전이다. 둘째, 마을의 무형문화유산 보전방안이다. 농업문화유산은 현대 농업 발전에 중요한 영향을 미치는 매우 중요한 가치를 지니고 있다. 그러나 과학 기술이 꾸준히 발전함에 따라 수천 년 동안 지속되어 온 전통적인 농업은 사라질 위기에 있다. 명가촌 계단식 경작지의 경제적 가치, 생태적 가치, 미학적 가치, 문화적 가치, 과학적 연구 가치 및 사회적 가치와 같은 여러 가치를 가지고 있다. 반면, 면가촌 전통적인 농법은 단지 1차 산업에 국한되어 있고, 계단식 경작지는 경사가 급하고 협소한 폭으로 기계경작이 어려워 농민의 소득과 생활수준을 제한하고 있다. 그런데 이러한 제한요소는 오히려 녹색농업, 유기농업 및 생태농업을 활성화 시킬 수 있는 기회요소가 되고 있다. 계단식 경작지와 연계한 생태관광의 개발을 장려하고, 다자간 경제 보상을 통한 유기농업과 특색 있는 농업을 촉진한다면 지속가능한 발전이 가능하다고 판단된다. 셋째, 명가촌 Permaculture 및 생태관광 모행 도입이다. 1). 전통적 단일농업 → 다양한 산업구조 퍼머컬쳐로 전환(유채 재배업, 유채씨 기름 가공업, 양봉업, 유기농산물 판매 산업) 2). 생태관광 개발 (포의족 전통문화 홍보, 지역수익증가, 생태경관보전)

2017년에 이어 2018년에도 경기도, 강원도 북부 8개 군과 한반도 북방 유사지역인 연길과 단동에서 벼, 옥수수, 콩, 감자, 맥류포장에 발생하는 주요해충을 조사하였다. 국내 북부지역의 벼에서는 벼물바구미 등 4종, 옥수수에서는 조명나방과 멸강나방, 콩에서는 진딧물 등 7종(콩나방은 연천의 1개 포장만), 감자와 밀에서는 진딧물이 발생하였다. 북방 유사지역에서의 해충 발생은 국내 북부지역과 유사하였으며 벼에서는 이화명나방, 콩에서는 잎벌레류와 들명나방, 감자에서는 가류이류와 큰28점박이무당벌레, 밀에서는 진딧물과 멸강나방이 발생하였다. 단동에서 이화명나방, 조명나방, 담배거세미나방, 톱다리개미허리노린재 등이 페로몬 트랩에 의한 유살수가 많았고, 콩나방은 적은 량이 유살되었다. 유효적산온도를 이용하여 벼멸구, 흰등멸구의 발생세대를 추정한 결과, 벼멸구는 7월 상순 비래 후 2세대 성충이 서해안에서는 9월 중순, 동해안에서는 9월말에 나오는 것으로 계산되었으나 그 외 북부지역에서는 발생하지 못하는 것으로 나타났다. 또한 벼멸구 비래량이 평년 수준일 경우 고사피해는 나오지 않을 것으로 추정되었다. 흰등멸구는 서해안과 동해안에서는 3세대, 내륙에서는 1-2세대를 경과하는 것으로 추정되었다.

Bemisia tabaci biotype Q in China (Shandong) orginated from the western Mediterrenean regions. B. tabaci biotype Q was introduced into Shandong province of China in 2006 and has since displaced the previous well-established population of biotype B in the whole province. The populations of B. tabaci biotype Q in the field have a rapid genetic turnover. These findings will be helpful to the management of whitefly populations in the field.

Genetically modified food gave rise to several controversies since it came into being. The clash of international GMF legislation is rooted in the divergence of the EU and the US legislation, which leads to the divergence of the WTO and Cartagena Protocol on Biosafety and indirectly influences the legislative choice of developing countries. Like other developing countries, China also faces lots of challenges including lag in genetically modified organism technology, disadvantage caused by invisible private standard, technical control of GMO companies in developed countries and low level of involvement of the public. In recent years, China adopts its own policy on GMO by developing GM technology cautiously. The legislative situation in China fall far behind domestic research and commercial production necessity. China has revised several existing legislations. Although there is far from perfect, it makes great progress. In the future, China is expected to be more active, positive and open towards GMO.

This research investigates and analyzes the distribution, creation period and creators, design characteristics, and process of change undergone by existing meandering streams used for the floating of wine cups(Liú shāng Qū shuǐ) in China. This study was conducted through literature review, fieldwork investigation and internet research. This research presented a categorization method and standard for discussion toward future research in this field by first categorizing Liú shāng Qū shuǐ facilities into five style categories: Lántíng style(A), Natural stream style(B), Cut stones excavation style(C), Broad natural rock carving style(D) and waterway style(E); this classification was carried out in addition to categorizing the Curved-stream banquet sites of B and C that are characterized by the stone carving style into the subcategories of Cut stones excavation and Broad natural rock carving styles. It is said that the ancient Liú shāng Qū shuǐ facilities of China are the product of natural landscape water systems and Pungryu(elegant lifestyle) culture; from the middle ages of the Tang and Song dynasties, garden forms changed to reflect miniascapes and an imitation of a landscape style, which represented a gradual transition from a tradition that entailed moderation in drinking and natural landscapes that copied Pungryu to those that were symbolic and placed more emphasis on games and amusement. Later in the modern Ming and Qing dynasties, the Cut stones excavation style became the mainstream approach for Curved-stream banquet sites. From this development, it seems that the Curved-stream banquet sites of China gradually evolved from Pungryu facilities used for water systems to garden facilities for amusement. However, the Lántíng⋅Natural stream⋅Cut stones excavation styles seem to have been continuously passed down in eclectic forms throughout all periods of Chinese history.

로보틱 항만은 기존 항만에서 지출되던 인건비와 각종 비용의 약 40%를 절감할 수 있을 뿐만 아니라 초대형 선박을 유치하는데 필수적인 요소인 하역작업의 효율성을 40% 정도 개선할 수 있어 세계 유수의 항만들이 앞다퉈 개선하려는 움직임을 보이고 있다. 게다가 항만내 사고가 빈발하게 발생하여 입는 인적손실을 최소화하기 위해서도 로보틱 항만은 희망사항이 아닌 필수사항으로 대두되고 있다. 뿐만 아니라 배터리를 사용한 친환경 장비를 운영하므로 배출되는 오염물질도 없어 친환경적이다. 세계 10대 초미세먼지 오염항만 오명을 가지고 있는 부산의 경우 하루라도 빨리 로보틱 항만으로의 전환이 필요한 시점이다. 이에 본 연구는 우리나라와 경쟁관계에 있고 지리적으로 인접해 있는 중국의 로보틱 항만 운영 사례를 짚어보고 로보틱 항만의 조속한 도입 필요성에 대한 탐색적 연구를 진행하였다.

본 논문은 ‘미중관계의 전개와 현안문제 및 시사점을 분석하기 위한 것이다. 초기 및 적대적 대결기의 미중관계, 미중접근·관계정상화기 및 1980∼90년대 미중관계, G2시대 개막후 2010년대 중반까지의 미중관계, 트럼프-시진핑시대의 미중관계와 주요현안과 시사점을 살펴본 후 결론을 도출해본 것이다. 지난 30여 년간의 중국의 급속한 성장은 기존의 미국중심의 단극적 국제질서를 변화시키며 양국간의 경쟁을 촉발시키 고 있다. 미국과 중국은 전략·경제대화’를 정기적으로 개최하는 유일한 국가가 되었고, 주제 역시 양자간의 관계뿐만 아니라 글로벌 이슈까지 논의하는 나라로 발전해왔다. 미중협력·갈등의 현안문제는 양국관계는 물론 글로벌 이슈를 망라하고 있다. 예컨대 남중국해, 북핵과 사드, 통 상·금융질서, 대만문제 등이 바로 그것이다. 미중갈등은 남의 일이 아니라 한국의 외교·안보·경제에도 직결되는 문제이다. 우리는 미중관계에 있어서 ‘코리아 패싱(Korea passing)’이 나오지 않도록 튼튼한 한·미 안 보공조관계를 유지·강화해 나가는 한편, 한·중 경제협력관계도 조화롭 게 추진해 나가는 헤징전략이 요구된다.

인재 확보 전쟁은 선진국에서만 확산되는 것이 아니라 개발도상국에도 더욱 심각해지고 있다. 금전적인 요소와 커리어 요소가 중국 지원의 이직 의도에 어떻게 영향을 미치는지 예측하기가 어렵다. 중국 배경에 진행한 선행연구의 애매모호한 결과를 설명하기 위해 본 논문은 국유기업(SOEs)와 외자 기업(FOEs)을 비교 및 분석하자고 한다. Crossvergence 이론을 적용하여 본 연구는 SOEs와 FOEs는 서로 다른 “새로운” 문화적 가치에 따라 인사제도가 이직 의도 미치는 영향이 다르다고 제시한다. 26개 회사에 중첩된 406명 직원에 대한 설문조사를 통해 수집된 데이터로 다층 선형모델(HLM) 분석한 결과에서 SOE와 FOE는 상당한 차이점을 보인다. 성과급제는 실제로 SOE에서 이직 의도를 증가시키지만, FOE에서는 감소시킨다. 또한, 직원이 인식한 커리어 기회는 FOE에서 이직 의도에 더 강한 부정적인 영향을 미친다. 향후 다국적 기업들이 중국에서 인재 확보 전략에 있어서 이론적 및 실천적 시사점을 제시한다.

최근 들어 인터넷 기술 과 이동 통신을 보편적으로 응용하면서 신흥 사이버 문화는 사람들의 전통 생활, 생산 및 사유 방식에 대한 끊임없이 영향을 미치고 있다. 실제로 과학기술과 생활방식 간의 용합을 실 현 했 다. 또한, 인공지능(AI), 생체공학(BT), 가상현실(VR)등 정보기술을 발전하면서 사이버 문화의 발전과정을 추진하여, 중국 문화산업의 발전에 대한도 거대하게 촉진한 역할을 가지고 있다. 이와 동시에 사이버 문화산업의 핵심기술 미흡, 지원 법률제도 불건전, 하이테크 인재와 육성 정책 부족 등 문제를 있어서 사이버 문화산업을 활성화 발전한 장애요인이다. 그러므로 본 연구는 중국 사이버 문화의 의미, 산업 안전, 현황 등을 서술하여, 사이버 문화 발전관정의 장애요인들을 분석하고자 한다. 마지막으로 핵심 기술의 개발, 인재 육성, 법률재도의 개선, 공공 플랫폼 의 건설, 육성정책의 개신 등 중국 사이버 문화산업에 대한 지속전인 활 성화 발전할 수 있는 건의를 도출하고자 한다.

The present study applies asymmetric analysis and models complex antecedent conditions to identify shoppers with high purchase intentions to sustainable fashion products’ (SFPs) and high eWOM intention. The fuzzy-set qualitative comparative analysis (fsQCA) method was used to assess the cause-and effect process. The examination was based on information process, and decision making of consumers in two countries (China and Korea) was found to vary by nationality. Specifically, consumers in the two countries provided different responses on sustainable fashion change configuration, suggesting differences in the characteristics of sustainable and non-sustainable fashion consumers and sustainable fashion intentions. The results show that various casual recipes on sustainable fashion change the configuration and sustainable fashion intention on corners 1 and 4. Both Chinese and Korean consumers do not have several unique demographic and fashion expenditure configurations that characterize consumers with high intention to buy and eWOM intention favorable toward sustainable fashion. In the Chinese consumers’ data, computing with words (CWW) showed that young•married•low-income•low-education•low-fashionexpenditure cases (consumers) were lower on negation purchase and eWOM intentions (i.e., an accurate screening configuration identifying consumers high io non-sustainable fashion intentions). The results also help identify consumer characteristics of sustainable fashion consumers and non-sustainable fashion consumers. Specifically, the results of the fsQCA suggest dissimilar confirmation to achieve purchase intention and eWOM intention of sustainable fashion and provide meaningful academic and managerial implications. The results of the fuzzy-set qualitative comparative analysis also support and clarify the role of the theory of information process and the theory of reasoned action towards sustainable fashion.

China emerges to be one of the largest wine importing and wine consumption countries in the world. With the rapid growth of Chinese wine market, it becomes an essential issue to understand the wine importing and distribution practices in Chinese wine market. This study was designated in the context of Australian wine trading to China to explore the characteristics of wine importing channels and wine retailing models in China. A semi-structured interview approach was adopted in this study to fulfil the research purposes. 15 Chinese wine industry practitioners were recruited through the 1st wine tourism trip fair in Ningxia, China, in May 2017. Interviews were transcribed and analysed using NVivo 11. The results revealed the features of 8 wine importing channels from Australia to China, and 4 distribution models in the wine retailing market in China. Regarding the wine importing channels, the 8 main importing channels were (1) retailers selected wines directly from Australian wineries; (2) retailers adopted the Original Equipment Manufacturer (OEM) mode to produce wines; (3) supply chain businesses imported wines through their business networks; (4) wine business companies invested in overseas wineries; (5) companies purchased wines from wine exhibitions and fairs; (6) companies purchased wines from Hong Kong and other neighbouring SAR districts; (7) companies imported wines from other wine business operators; (8) companies smuggled wines by transiting from Southeast Asian countries. In addition, 4 retailing models were identified through the interviews, including (1) complete control over the distribution channels; (2) brand franchising and wholesaling; (3) enterprise subscription; (4) retailing through e-commerce and supermarkets. The findings suggested that OEM mode represented the most popular importing channel in present Chinese wine market, whilst the vendor group purchasing was the most profitable distribution models in the retailing market. Implications for wineries and wine business companies were also provided in the paper.

Product labels are one way for advertisers to provide information to purchasers on product quality (Atkinson & Rosenthal, 2014). Label policies have been issued to promote information disclosure on food products in some developed countries. Recent years have also seen increasing attempts to promote healthy eating in emerging markets. In China, nutrition labels became mandatory under the nutrition labeling acts. The laws require nutrition information to be presented at the point of purchase as well as in establishments where food is prepared or consumed. Additionally, similar actions were taken by India (India Ministry of Health and Family Welfare, 2011), Mercosur members and in South Africa (Brazilian Ministry of Health, 2012; Institute of Food Technologists [IFT], 2011). While nutritional labeling has received a lot of attention both in academia and from the press, some key gaps remain in the nutrition labeling literature. First, a great deal of marketing research has focused on consumer responses (e.g., Balasubramanian & Cole, 2002; Hieke & Taylor, 2012; Ippolito & Mathios, 1995; Parker & Lehmann, 2014; Shah, Bettman, Ubel, Keller, & Edell, 2014) and firm responses (e.g., Moorman 1998; Moorman, Du, & Mela, 2005; Moorman, Ferraro, & Huber, 2012) to nutrition labeling laws. Although stock market investors express greater interest in information about nutrition issues that can be integrated into financial analyses (Global Access to Nutrition Index [ATNI] Investor Statement, 2013), the issue of how standardized information requirements affect investors’ responses in financial markets has been understudied. As used here, standardized product-information disclosure refers to a requirement to present facts about firms’ offerings in a common format using uniform metrics (Moorman et al. 2012). Understanding the extent to which investors consider product information-disclosure polices when they make investment decisions is important because a company’s financial health is not only the ultimate measure for the success or failure of any strategic initiative (Luo & Bhattacharya, 2009), but also one of the most important measures of public policy effectiveness (Joshi & Hanssens, 2010; Srinivasan & Hanssens, 2009; Schwert, 1981). Moreover, urgent concerns have spilled over from the product market to the financial market (Chen, Ganesan, & Liu, 2009) due to the enormous economic costs and damage to firms’ reputations in product-harm crises (e. g., melamine contamination in several Chinese brands of infant milk powder) (Ngo, 2014). Another gap in the literature is how nutritional-labeling requirements affect emerging markets. In contrast to the situation in long-developed countries, emerging markets are subject to different pressures for food marketers and thus a distinctive environment surrounds the regulation of food product labeling. In China, food safety and quality is considered an urgent concern, and the issue has forced regulators and companies to take action (Yan, 2008). Unlike mature stock markets, the majority of investors in China are individuals (Chen, Li, & Shi, 2010). The Chinese markets are under-regulated and deficient in gathering and disseminating information to private or public organizations, and it is difficult for listed firms with insufficient records to form reputations (Singh et al., 2005). As a result, information asymmetry is accentuated and imperfect signals released from firms highly impact investor decisions. Thus, examining the effectiveness of labeling requirements in developing economies is important as is comparing these results to those found in more developed countries. Despite the importance of the issue in emerging markets, empirical work for investigating investor response to the public policy of nutrition labeling (Ghani, & Childs, 1999) or firms’ nutrition claim strategies (Cao & Yan, 2016) has been restricted in developed markets (e.g., the U.S.). Little is understood the changes in corporate financial performance because of regulations requiring product information disclosure in emerging markets. As a result of the pressures for consumer protection and regulation, it is increasingly important for policy makers to be able to understand the financial consequences of such regulation because of information disclosure policies (Moorman et al., 2005). Thus, an additional contribution of this study is to help better inform the policy debate in emerging markets. To fill these research gaps, we investigated the influence of the influx of standardized product information on the stock market. Specifically, we conducted an event study to examine the effect on firms’ stock values from the issuance of the food nutrition label acts (FNLAs) in China, a fast-growing emerging market. The acts require food manufacturers to provide standardized nutritional information on pre-packaged food labels. This study contributes to the marketing literature on the financial impact of regulation in emerging markets. In China, on the day the FNLA was issued, they were associated with positive abnormal stock returns of related firms. This result is contrary to the study by Ghani and Childs (1999) that reported that the NLEA passage showed a negative impact on firms’ stock prices. Second, the financial value from the issuance of regulations was strengthened by three marketing leverages—advertising, donations, and R&D. Finally, although Moorman et al. argued that the NLEA increased the number of small-share firms exiting the U.S. market (Moorman et al., 2005), we found that in the short term, large firms benefited less than small firms from product information disclosure in China’s stock market. These findings provide empirical evidence that regulatory controls create changes in shareholder wealth and provide an assessment of the financial market’s perceptions regarding the role of mandatory product- information disclosure in future corporate growth. In addition, evidence of the effects of regulatory changes on wealth is of significant value to policymakers and market participants as they evaluate the benefits and costs of information disclosure in emerging markets.

“If you‟re ever found yourself wondering what to do during an annoyingly long layover (hi, hello, all of us), „get Botox‟ will soon join your list of possibilities – at least if you‟re traveling in South Korea”(MacKenzie, 2017). Introduction Cosmetic surgery has become a new attraction for Chinese tourists to visit Korea. According to the Ministry of Health and Welfare of Korea, 27,646 of 127,648 Chinese medical tourists who visited Korea in 2016 did so to obtain cosmetic surgery (Nam, 2017). This paper presents how external desire influenced the socio-historical development of the cosmetic surgery tourism in South Korea, focusing on Chinese crossborder consumption. In analyzing this relatively new phenomenon, we identified two intertwined desires. Specifically, while popularity of cosmetic surgery in South Korea is driven by the desire of individual Chinese consumers to obtain symbolic capital by achieving so-called K-beauty, this directly supports the collective desire of the Korean nation to construct a new Korean-ness. This trend has led to the promotion of Medical Korea, aiming to erase the former image of uncool industrial emerging country. In examining these complex practices, we employed the conception of “nation-ness” (Taylor, 1997) to elucidate the renewal of Korean national identity in the medical tourism industry and the global marketplace (Anderson, 1991; Appadurai, 1996; Lee, 2017). This paper commences with a brief outline of the socio-historical development of cosmetic surgery in Asian societies. We then discuss the connection of beauty and social capital among the Chinese consumer society and how Korean‟s cosmetic surgery industry has become the icon site for the achieving the ideal beauty. The paper closes with an illustration of the inter-relationship between the emerging consumer desire for beauty and the reconstruction of Korean-ness. Cosmetic surgery in contemporary asian consumer society Drawing on Giddens‟s (1991) notion of reflexivity, Belk (1988) and other consumer researchers have revealed that consumers consider their body as their possession and a reflection of their self. Consequently, some see it as a resource for constructing their desired identity through cosmetic surgeries (Askegaard, Gertsen, & Langer, 2002; Schouten, 1991; Thompson & Hirschman, 1995). While this phenomenon has mostly been examined in the context of contemporary Western consumer society, it is increasingly becoming more widespread. Such practices have resulted in human body no longer being viewed as a biological entity, but rather as “the finest consumption object” that can be further refined if needed (Baudrillard, 2005, p. 129). Altering one‟s body has traditionally been considered a taboo in many Asian cultures. In ancient Chinese society, there was a general perception that our bodies, down to a single hair and a flake of skin, are given to us by our parents. Therefore, any modification to the way our body looks and functions would be considered disrespectful to one‟s parents (Hua, 2013). However, in the world of cable TV and mass-circulation of Hollywood movies, in which social media has become an indispensable part of everyday life for most individuals, it is not surprising that Western beauty ideals have emerged as a dominant reference for the rest of the world. As the Westernized values and lifestyles become more easily accessible through media, they challenge these former social norms. Consequently, Asian women are increasingly seeking body modifications, such as plastic surgery, in an attempt to attain the elusive ideal beauty. In her research on body alternations, Orbach (2011) reported that 50 percent of teenage girls in South Korea planned to alter their faces or bodies through plastic surgery. According to the available evidence, in 2011, South Korea was rated first in the world in terms of the per capita ratio of aesthetic plastic surgeries (Shin, 2011). The success of South Korea‟s plastic surgery industry then made the country one of the best site for body alternations in the global beauty marketplace. Chinese desire for new face: beauty as capital Although it directly counters old Confucian doctrine of not tampering with one‟s body for filial piety, cosmetics surgery is very popular in China. In her book Buying Beauty, Hua (2013) noted that the increasingly brutal competition for jobs has prompted Chinese women to regard beauty as capital. It is thus not uncommon for Chinese parents to finance their daughters‟ cosmetic surgery, as they have come to perceive a pretty face as a worthwhile long-term investment, as it may increase the future career and/or marriage prospects of their daughters. For this reason, Chinese women are undergoing cosmetic surgery at a much younger age than do their Western counterparts. “Being good-looking is capital” has become the epitome of Chinese young girls. They consider attractive appearance that a cosmetic surgery may proffer as a form of capital, which they believe can give them a competitive advantage in the increasingly fierce job market (Hua, 2013). This attitude is prevalent among women, as gender and appearance discrimination is widespread in Chinese job market even in occupations where outward appearance usually has no relevance, such as civil service and government institutions (Hua, 2013). Owing to the increasingly widespread access to popular and social media and TV as a result of China reopening its doors, Chinese beauty standards have changed, whereby the perception of ideal image is heavily influenced by Western movies, pop culture, and the fashion and beauty industry (Hua, 2013). As Luo‟s (2012) research demonstrated, however, these newly adopted Western beauty ideals are coming into conflict with those that have traditionally been held by the Chinese. Yet, as Li et al. (2007) have shown, not all recent changes to the perceptions of and attitudes toward external appearance can be attributed to the Western influence. In their cross-cultural study on skin-whitening practices in four Asian markets, the authors reported that the desire for “white skin” in many Asian cultures (Chinese, Japanese, Korean, and Indian) has a long history. Saraswati (2010) concurred with this finding, stating that, in the non-Western context, the desire for “whiteness” cannot be equated to the desire for “Caucasian whiteness,” implying that the concept of whiteness may be context-dependent. This tension seems to be relieved by the adoption of Korean beauty ideal, which blends the Western and Korean physical traits and has resulted in Hallyu or the Korean Wave. Since the late 1990s, the term “Hallyu” has been used to describe the influx of South Korean popular culture in Asia. Korean TV dramas, movies, and popular music (K-pop) have in recent decades become staples in Asian markets formerly dominated by Japan and Hong Kong (Seabrook, 2012). Since the Korean Wave hit China, the visual appearance, fashion trends, hairstyle choices, and make-up styles of Korean stars have become highly popular. Consequently, many Chinese people regard Korea as the cosmetic surgery hub of Asia, as Korean beauty is admired by Chinese people who thus aspire to attain it by undergoing various surgical and non-surgical procedures. This growing trend was spurred by the success of the TV drama, Jewel in the Palace, which resulted in the popularity of the lead actress Lee Young Ae among Chinese women, who would ask plastic surgeons to make them look like her (Hua, 2013). The popularity of Korean pop culture and the widespread adoption of the Korean beauty ideals can be interpreted as counter-standard against the Western beauty. Yet, as Hua (2013) and others argue, the rise of Korean influence in the Asian markets can also be viewed as an indication of the submission to the Western beauty imperialism. This tension exists, as their Mongolian heredity with more prominent noses and lighter skins than other Asians gives Koreans certain “Western” features (Fairclough, 2005). The new face and desire for the new national identity Not long ago, Korea had the reputation as an emerging industrial nation that manufactures low-cost cars and appliances (Fairclough, 2005; Seabrook, 2012). South Korea has a long history and reputation as an industrial hub in East Asia. Some of the top global brands, such as Samsung, Hyundai, and LG, began as the key manufacturing partners of Western brands in the early and mid-twentieth century. Korea is also often associated with the Korean War, as described in US motion pictures, such as MASH (Preminger & Altman,1970). However, in the late 1990s, this image began to change with the increasing popularity of aforementioned Hallyu entertainment contents (Fairclough, 2005). In fact, the latest “Korean Wave” has ushered a brand-new transnational representation of Korea into the global marketplace. Following a highly successful cultural Hallyu, Korea has recently launched medical Hallyu, promoting cosmetic surgery (Eun, 2013). In the 2000s, Korean cosmetic surgery emerged as a successful byproduct of the Korean Wave. This growing trend has since become a source of great national pride in South Korea (Holliday, Bell, Cheung, Jones, & Probyn, 2015). While Korean entertainment products were generating enormous revenues, cosmetic surgery was recognized as a profitable addition to the already lucrative export industry, as foreign tourists were willing to travel to the country in order to undergo operations that would make them look like Korean Hallyu stars. In recognition of this change in attitudes towards physical appearance and beauty ideals, “Korean cosmetic surgery” (Hanshi zhengxing) and “Korean-style beauty” (Hanshi meirong) became key words in the cosmetic surgery advertisements in China (Davies & Han, 2011). Cosmetic surgery clinics in the trendiest Gangnam and Apgujeong districts of Seoul often provide medical tourism packages targeting foreign tourists coming from China and other Southeast Asian countries (Eun, 2013). As Hallyu boasts a creative integration of the Western and Korean elements in its entertainment contents (Shim, 2006), Korean cosmetic surgeons are attempting to achieve the same. According to a doctor that took part in Shim‟s (2009) study, Korean surgeons have the best skills to operate on Asian patients, as they have smaller physique and denser subcutaneous tissues compared to their Western counterparts. Although Korean surgeons used to travel to the U.S. to obtain training for the popular procedures, such as eyelid surgery, they subsequently modified the American techniques, realizing that they were inappropriate for the “Korean Body.” For instance, removing too much fat from the eyelids created an unnatural Western eyes that were not suitable for Korean facial structure. Such specialism, which is now internationally recognized, makes aspirant youths from neighboring China and Korean diaspora more than willing to travel to Korea to undergo elective cosmetic procedures that would improve their visual appearance (Holliday, Bell, Cheung, Jones, & Probyn, 2015). The Korean government‟s active support for the export of cultural products has also helped the proliferation of cosmetic surgery tourism. In 2009, the Korean National Assembly passed an amendment to the medical law, enabling hospitals to advertise their services and promote medical tourism (Eun, 2013). Korea Tourism Organization (KTO), a subsidiary organization of the Ministry of Culture and Tourism, runs an online medical tourism platform website, visitmedicalkorea.com, to provide foreign tourists with information about Korean medical tourism. It also supports the overseas marketing of companies and hospitals as a means of attracting more tourists to the country (Korea Tourism Organization, n.d.). While the KTO website is not solely dedicated to cosmetic surgery tourism, Visit Medical Korea‟s website boasts the massive number of cosmetic surgery operations performed every year in Korea. The country is now the third largest cosmetic surgery market after the U.S. and Brazil, as the recognition of the high skill level of Korean surgeons and their use of modern technology motivates many individuals to visit Korea for their beauty enhancement (Korea Tourism Organization and Korea Health Industry Development Institute, n.d.). The fact that Korea has achieved economic progress through rapid modernization but did not give up many of its traditions is another allure to many Asian tourists (Fairclough, 2005). This is emphasized in the promotional video published by KTO through the juxtaposition of the beauty of traditional porcelain making inherited from Joseon dynasty with cutting edge medical technology and skills of Korean medical industry (Korea Tourism Organization, 2016). Conclusion: renewing “Korean-ness” in the global marketplace Desire to be beautiful and prolong one‟s youth is not unique to modern times. Yet, medical advances now make even extending one‟s height by breaking and separating the thigh bone to prompt growth possible. While this sounds scary and can be highly dangerous, it is a very popular operation in Shanghai. Cosmetic surgery is no doubt a popular service high on many Chinese consumers‟ list. Although it may be cynical to say that our desire for beautiful body is perpetuated and exploited by the style industries, it is true that the beauty, cosmetic, fashion, media, and celebrity industries are playing an important role in shaping our beauty standards and promoting the ideal body size/shape in the contemporary marketplace (Orbach, 2011). In this study, we connected Chinese consumers‟ desire for new facial features with the emerging plastic surgery tourism in South Korea as an exemplar of the reconstruction of national identity. The term “nation-ness” is comprehensive and links disparate phenomena, such as nation, nationalism, and nationality by including “everything from the bureaucratic fact of citizenship to the nationalist‟s mythical construction of nation as an eternal entity” (Taylor, 1997, p. 277). In this study, we argued that cosmetic surgery has become a new Korean national identity, which is not solely reflected in the rise of Korean beauty and style in the Pan-Asian (Cayla & Eckhardt, 2008) or even global marketplace. The new identity has also inherited the techno-industrial past, as the preciseness and high quality of Korean “industry” are valuable traits to transfer to this new medical field. In this paper, we demonstrated that the creation and promotion of ideal beauty and body is part of a broader political strategy, in which governments, corporations, and key cultural stakeholders are actively, and sometimes collectively, shaping and monitoring individuals‟ bodily practices.

Internet represents an increasingly relevant marketing channel for reaching foreign countries (Sinkovics, Sinkovics, & Jean, 2013). The aim of this paper is to understand how Western firms can exploit digital platforms to enter and sell their products in the contradictory market of China: more advanced than the Western one but also with many restrictions. Drawing from a literature about Internet as communications (Bilby, Reid, & Brennan, 2016) and sales channel (Bai, McColl, & Moore, 2017; Deng & Wang, 2016; Petersen, Welch, & Liesch, 2002), we develop three propositions to be tested in China. We carry out a qualitative research based on interviews with seven key informants operating in the Chinese market. Findings discuss the peculiarities of the Chinese digital environment. We confirm that dealing with Internet in China is different from other countries, therefore even if companies already have competences related to web marketing, they need to (re)learn how to use it and adapt their marketing strategies. Moreover, despite the growing role of the Internet as retailing channel in the Chinese market, we find that digital platforms do not substitute local distributors because of their primary in guanxi established. Internet has not substituted existing channel intermediaries but it has been rather added to them in a omnichannel strategy

This study investigates the relationship between B&B customers’ perceived service quality, satisfaction and repurchase intention. Based on literature review, the customers and managers of selected B&Bs in some Chinese provinces were interviewed for additional sub-dimension possibility for the SERVPERF model and a service recovery sub-dimension was thus added. A questionnaire consisting of 40 questions were designed, using a fivepoint Likert-type scale ranging from “1” reflecting "strongly disagree" to “5” "strongly agree". This study collected data via an online survey platform “WJX” from experienced Chinese B&B customers’ who had staying in a B&B at least once in a B&B in China one year prior to data collection. A pilot test was conducted and some of the question items were slightly amended for easier understanding. In March 2017, the main survey was conducted and 356 questionnaires were received. This study contributes to the body of knowledge in two folds. It not only unveils customers’ perceived service quality in a rapidly developing B&B industry in China but also offers B&B owners/managers insights on how to better engage their customers in enhancing their satisfaction and ultimately repurchase intention. Some conclusions can be drawn from this study. First, the B&Bs in China should pay attention to improving customers’ perceived service quality by optimizing their marketing network and channels to facilitate better internal exchange among B&B owners/managers. Second, it is advisable to strengthen the training of service providers in instilling the importance of service recovery and to actively communicate with the in-house guests to enhance customer satisfaction. Third, the B&Bs should offer quality service to not only improve customer satisfaction as a whole but also enhance customers’ willingness to return. Lastly, the B&Bs should bring local characteristics of "people" into play, relying on local products and service resources, deepening the cultural connotation of the B&B.

China is the world’s largest social network market in the world. The importance of tapping this massive market with rapid growth rate can’t be overstated. It has been widely acknowledged that culture is a significant variable in consumer attitudes and consumer behavior. Given that culture may influence individual’s interaction and consumption through social media, it is imperative to examine cultures’ influence in social media usage where much of the information is usually user generated. Traditionally, demographics like age, gender, education etc., are also considered as the key socioeconomic factors determining consumers’ media selection and buying decisions. To fill the research gap, this study is designed 1) to investigate the relationship between cultural dimensions and social media usages in China by introducing mediating factors of attitudes toward social media; 2) to investigate the role of individual characteristics (e.g., gender and living location) play on social networks usage in China. Pretest among small groups was first conducted for the purpose of scale validity evaluation. Later, a translation and back-translation method was employed to achieve the translation equivalence. A random stratified sample was obtained from an online panel in China in January 2018. A computer-assisted web interviews was conducted with adults age above 18. Total 600 usable samples were obtained in China in January 2018. The findings of this study evidenced the important role culture plays in defining the social context within which individuals behave. The result showed a strong positive relationship between power distance and negative attitude toward social media. This study also found a negative relationship between masculinity and using social media for direct purchase. The finding supports the fact that social networking, which has a strong focus on relationship building, is a relatively feminine value. Thus, the members of social networking, which espouses feminine values, demonstrate a more social orientation and expectation of shared values. Marketers need to ensure that they make their social media outlets user friendly and their spaces encourage communication and connectedness for their users.

Introduction Although hotel employees are trained to deliver the best service, service failures may happen at any time because service is delivered by people to people (Susskind, 2002). Moreover, customers are more impressed by failed services than good services (Titz, 2001). According to the recovery paradox, customers have higher satisfaction level after experiencing a service failure if they receive satisfactory service recovery or compensation (McCollough & Bharadwaj, 1992). With the development of information communication technology and mobile device, customers can receive personalized services in recent days (Migacz, Zou, & Petrick, 2018). They also can easily share their experience on the online review platforms such as TripAdvisor, as well as select hotels based on shared online reviews (Liu & Park, 2015; Nieto-Garaía, Muñoz-Gallego, & González-Benito, 2017). Therefore, it is important for hotel managers to understand the mechanisms for service failure and recovery strategy. Thus, this study aims to examine the relationship between different emotion, customer engagement and brand loyalty under the context from the luxury hotels in China that different service failure compensation strategies are adopted. Particularly, the following two research questions are aimed to be addressed: First, do emotions (anger, regret and helplessness) significantly affect hotel brand loyalty through customer engagement? Second, does compensation type (immediate vs. delayed) significantly affect customer engagement and hotel brand loyalty based on customers’ emotions? The results of this study will benefit industry practitioners for formulating effective service failure recovery strategies. Theoretical frameworks and hypotheses development Stimulus-Organism-Response framework Stimulus-Organism-Response (S-O-R) framework is a commonly used form of behavioral research in which events or occurrences are said to be the result of certain stimulus leading to a certain response, following a set of organism processes (Kim & Lennon, 2013; Mehrabian & Russell, 1974). In behavioral research, the S-O-R theory explains “how” something happens and a variance theory describes “why” (Chiles, 2003). We adopted the S-O-R framework in an attempt to explain the effect of the compensation types (immediate vs. delayed) on hotel brand loyalty. In our research model, customer engagement is used an intervening construct on the causal relationship between emotions of customer (anger and regret as a retrospective emotions, helplessness as a prospective emotion) (Gelbrich, 2010) and hotel brand loyalty. Customer engagement is composed of multidimensional concepts of identification, enthusiasm, attention, absorption, and interaction (So, King, & Spark, 2014). Our model thus explains four basic processes of relationship impact on service failure as “stimulus”, emotions and customer engagement as “organism”, and hotel brand loyalty as “response”. This study also emphasizes compensation type as “moderator”. The model shows how to enhance the understanding of emotions that affect hotel brand loyalty through customer engagement based on the moderating effect of compensations type. Customer engagement It is important for a firm to manage customers to improve a firm’s performance. Customer management has transformed from customer transactions, to relationship marketing, and then engaging customers (Pansari and Kumar 2017). There are different definition about customer engagement and most of them define customer engagement as the activity of the customer toward the firm. For example, Pansari and Kumar (2017) define customer engagement as how customer contributes to the firm by “the mechanics of a customer’s value addition to the firm, either through direct or/and indirect contribution.” Vivek et al. (2012) define customer engagement as “the intensity of an individual’s offerings or organizational activities, which either the customer or the organization initiates” (p.127). It has been discussed that customer engagement has been affected by customer emotion and also has significant impact on behaviour intention and brand loyalty. However it has not been discussed under service failure context and when different types of compensation strategies are employed. This study therefore aims to explore this mechanics. Under hospitality context, So, King and Sparks (2014) develop five factors to measure customer engagement: identification, enthusiasm, attention, absorption, and interaction. Since this study also examine hotel guest customers, we adopt the scale of So et al. (2014) due to its comprehensiveness and consistent context. Service failure and emotion Customer emotion is an important antecedent of customer engagement. Currently firms have been shifted their focus from selling products to emotional connection with their customers (Pansari and Kumar 2017). Positive emotion may enhance customer engagement and thereby improve customer loyalty. But when service failure occurs, customers have different negative emotions including anger, frustration, helplessness, regret amongst others. These negative emotions of customers disappoint customers themselves and reduce customer loyalty. Different emotions may have different impact on customer engagement. Anger often refers to the attributes of others such as the service providers (Weiner, 1985) whereas regret often refers to the service failure locus of customer himself/herself such as the customer is regret to choose this service provider (Roseman, 1991). Both anger and regret refer to retrospective emotions and when customer would like to solve questions they may also negative emotion of helplessness which is called prospective emotions (Davidow, 2003; Gelbrich, 2010). This study aims to examine and differentiate the impact of two retrospective emotions of anger and regret and one prospective emotions of helplessness. The first hypothesis is therefore proposed: H1: Anger has negative impact on customer engagement. H2: Regret has negative impact on customer engagement. H3: Helplessness has negative impact on customer engagement. Service failure compensation Though service providers aim to deliver zero fault service, it is inevitable service failure may occur that may bring customers anger and dissatisfaction and damage the customer loyalty thereby. It is found that compensation is an effective way to comfort and delight the dissatisfied customers. Therefore, it is important to formulate effective compensation strategy when service failure occurs. Different compensation strategies such as monetary or nonmonetary (Fu et al. 2015), immediate or delayed compensation (Boshoff, 1997; Davidow, 2003), may be suitable to different contexts/situations. According to prospect theory, a customer is risk-reverse in case of gains. A customer may value products available now more than products obtained in the future due to the higher certainty of the former. Similarly, immediate compensation has less uncertainty than delayed compensation, and therefore is supposed to have higher value. Therefore customers with anger are assumed to have higher customer engagement when immediately compensated. On the other hand, regret customers attribute failure to himself/herself and therefore less expect compensation. The immediate compensation may lead to unfair and thereby less effect than delayed compensation. Therefore immediate compensation may not always be superior over the delayed one under different contexts. We therefore propose the second hypothesis: H1a: Compensation type (immediate vs. delayed) moderates the relationship between anger and customer engagement. H2a: Compensation type (immediate vs. delayed) moderates the relationship between regret and customer engagement. H3a: Compensation type (immediate vs. delayed) moderates the relationship between helplessness and customer engagement. Brand loyalty Brand loyalty refers to the loyalty of a customer toward the brand both behaviourally and attitudinally (Dick and Basu 1994; Li and Petrick 2008; So, King, Sparks, and Wang 2013). It is a key goal of marketing activities, and its antecedents have been extensively examined such as satisfaction, perceived quality, received value, and brand trust, amongst others. Customer engagement, as the activity of a customer toward to a firm, is naturally viewed to influence brand loyalty. This study therefore adopts brand loyalty as the consequence of customer engagement. Furthermore, we would like to examine if compensation types have moderating effect between customer engagement and brand loyalty. We therefore propose below two hypotheses: H4: customer engagement has positive impact on brand loyalty. H4a: Compensation type (immediate vs. delayed) moderates the relationship between customer engagement and brand loyalty. The research model is shown in Figure 1 where all hypotheses are demonstrated. Our research model is developed based on the S-O-R framework in which emotions are antecedent of customer engagement, and customer engagement impacts hotel brand loyalty. This research model also shows the moderating effects of compensation types has on causal relationships between the aforementioned constructs. Methodology Scenario design Scenario based questionnaire is designed to obtain quantitative data for analysis. Based on the interview with hotel managers/operators, one service failure scenario and two compensation scenarios (immediate and delayed) are designed. In-depth interviews with a couple of hotel managers and guests were conducted to verify the realisation of the scenarios formulated. The questionnaire begins with a screening question: in the previous 12 months have you ever had experience staying in a four- or five-star hotel? The survey would only continue if the answer is “yes”. Then the participant is asked to write down the name of this hotel and read the below service failure scenario thereby. Service failure scenario: Imagine you have checked into this hotel again. During your stay in hotel, you send your coat for laundry. It is a nice coat and you bought it a year ago with the price of 1000RMB. However when you collect the cleaned coat, you notice that there is a damage on your coat which makes you cannot dress this coat anymore. You therefore call the service counter for complain. Immediate and delayed compensation scenarios were designed as follows: Immediate compensation scenario: after 15 minutes, the duty manager of the hotel went to our hotel and expressed his sincere apology. You showed him about the damage and informed him the original price of your coat. The manager offered you the cash compensation with the original price of your coat and you agree with this. After half an hour you received 1000RMB cash as the compensation. Delayed compensation scenario: after 15 minutes, the duty manager of the hotel went to your room and expressed his sincere apology. You showed him about the damage and informed him the original price of your coat. The manager said according to the hotel policy, they need to check how this happened and confirm the price of your coat first before making the compensation for you. After two weeks you left the hotel, you received 1000RMB compensation which is transferred into your bank account directly. Participant emotion is measured after the participants read the service failure scenario and before they read the compensation scenario. Each participant is randomly assigned to be involved in one compensation scenario only. Customer engagement and hotel brand loyalty are measured after the compensation happened. Variable measurement Customer engagement is measured using 25-item scale developed by So et al. (2014) in which five factors are involved: identification, enthusiasm, attention, absorption, and interaction. Particularly, identification is measured by four attributes: “When someone criticizes this brand, it feels like a personal insult”, “When I talk about this brand, I usually say we rather than they”. “This brand’s successes are my successes”. “When someone praises this brand, it feels like a personal compliment”. Enthusiasm is measured by five attributes: “I am heavily into this brand”. “I am passionate about this brand” “I am enthusiastic about this brand” “I feel excited about this brand” “I love this brand”. Attention is measured by five attributes: “I like to learn more about this brand” “I pay a lot of attention to anything about this brand” “Anything related to this brand grabs my attention” “I concentrate a lot on this brand” “I like learning more about this brand” . Absorption is measured by five attributes: “When I am interacting with the brand, I forget everything else around me” “Time flies when I am interacting with the brand” “When I am interacting with brand, I get carried away” “When interacting with the brand, it is difficult to detach myself” “In my interaction with the brand, I am immersed” “When interacting with the brand intensely, I feel happy”. Interaction is measure by five attributes: “In general, I like to get involved in brand community discussions” “I am someone who enjoys interacting with likeminded others in the brand community” “I am someone who likes actively participating in brand community discussions” “In general, I thoroughly enjoy exchanging ideas with other people in the brand community” “I often participate in activities of the brand community”. Three emotion of anger, regret and helplessness are included as the measurement of emotion. Particularly, according to Gelbrich (2010), three attributes are adopted to measure anger “I would feel angry with the hotel/hotel employees”, “I would feel mad with the hotel/hotel employees”, and “I would feel furious about the hotel/hotel employees”. Three statements are employed to measure regret (Tsiros & Mittal 2000): “I would feel sorry for choosing this hotel”, “I regretted choosing this hotel”, and “I should have chosen another hotel”. Four statements are used to measure helplessness (Gelbrich 2010): “I would feel helpless”, “I would feel lost”, “I would feel defenceless”, and “I would feel stranded.” Five statements are used to measure brand loyalty (So, King, Sparks, & Wang 2013): “I would say positive things about this brand to other people.” “I would recommend this brand to someone who seeks my advice.” “I would encourage friends and relatives to do business with this brand.” “I would consider this brand my first choice to buy services.” “I would do more business with this brand in the next few years.” A seven-point Likert scale ranging from 1 (=disagree strongly) to 7 (=agree strongly) is adopted for all measurement. Data collection and analysis method In-depth interview with managers from upscale hotels and customers will be used to finalize scenarios. Opinions of academic experts will be used to revise variable measurements and questionnaires. Convenience sampling method will be adopted to obtain about 400 respondents who has experience of staying at four- or five-stars hotels in China in the previous year. Regarding with data analysis, Partial least square structural equation modelling (PLS-SEM) is used to test the hypotheses proposed. Expected results The manipulation check has been conducted to verify the scenarios designed. The negative relationship between emotions and customer engagement are expected and compensation timing (delayed or immediate) may moderate this relationship. Most importantly, it is expected that this moderating effect varies when different emotions and customer engagement are examined. Contributions The theoretical contributions have three folders. Firstly, this study first considers compensation timing into the examination of relationship between different negative emotions and customer engagement, after service failure occurs. Secondly, this study adopts stimulus-organism-response theory to explore the mechanism how service failure could be well recovered by relationships of different negative emotions, effective compensation type, customer engagement, and brand loyalty. Thirdly, this study applies second order factor for the measurement of customer engagement and also divides negative emotions into retrospective and prospective ones to shed light on customer engagement in the context of service failure and compensation. The practical implication of this study will benefit industry practitioners for their formulation of compensation strategies. Especially as the development of big data, hotel industry is able to adopt different strategies for individuals to maximize customer experience. The findings of this study could propose different strategies for different situations/individuals thereby.

Western social media platforms like Facebook, YouTube, etc are banned in China. In their places, Weibo, WeChat, Youku and more are the main social media channels in China and thus the main battlefields of social marketing for brands entering China Market. WeChat is the largest social network in China, with over 900 million users daily, for nearly all types of services, including booking flights, restaurant table reservation, shopping, paying bills, etc. To cater the needs of the new generation of Chinese digital natives, a mobile app eM++ was developed that creates new customer services and enables tailored fashion marketing. This new mobile app eM++ works well in China, will this be also well received in other countries? This research investigates consumers’ perception of this new fashion e-tailoring e-shopping concept in UK. Will this type of e-tailored services be welcome in UK? Will consumers welcome this type of e-shopping service in UK? Or they prefer the traditional way of tailoring and shopping? Which social media platforms should be used for promotion? The sample population of this research covers both male and females from China and UK aged 18 years old or above with experience of searching and/or buying clothing items online. Convenient sampling and snow-balling sampling methods are used. In UK, recruitment of volunteers for this project will be via emails to colleagues and previous students, as well as via posters of recruiting volunteers for this project posted on campus. Details of the project and experiment will be included in both emails and posters. Volunteered participants are asked to answer a pre-experiment online questionnaire. Based on their answers, suitable participants will be invited to participate the experimental part (which is trying a fashion app and then answer the post-experiment questionnaire). Participants successfully completed the experiment and post-experiment questionnaire will be given their own body measurements with a 3D model in user’s customised shape, as well as a discount coupon for future use when the app is officially launched. This research will have mainly quantitative data analysis, SPSS will be used to analyse the data. There will have a few open-ended questions that qualitative data analysis method will be employed. This research will explore the feasibility of this service in UK and formulate a cross-cultural comparison between China and UK.