The Tourism Sciences Society of Korea最新文献

{"title":"Service Robots in Casual-dining and Fine-dining Restaurants: The Influence of Anthropomorphism on Consumer Perceptions","authors":"Wan-Yan Cheng, Su-Jin Jeon, Johye Hwang","doi":"10.17086/jts.2024.48.1.35.55","DOIUrl":"https://doi.org/10.17086/jts.2024.48.1.35.55","url":null,"abstract":"Service robots equipped with artificial intelligence are continuously advancing in both appearance and functionality. With these ongoing developments, there is a growing necessity to investigate consumer perceptions of service robots' anthropomorphism and functions within the food service industry using an optimal framework model. This study examines trust, perceived risk, and acceptance intentions concerning service robots based on their level of anthropomorphism in casual dining and fine dining restaurants. A one-way analysis of variance was conducted to assess differences in trust and perceived risk among service robots with varying levels of anthropomorphism (low, medium, and high). Additionally, multiple regression analysis was employed to explore the impact of trust and perceived risk on the intention to accept service robots. The findings revealed that trust in robots and perceived risk varied significantly between casual dining and fine dining establishments, contingent on the anthropomorphism level of the service robot. In line with human-robot interaction theory, this study delineates consumer perceptions regarding the utilization of restaurant service robots, taking into account the level of anthropomorphism. Moreover, it expands the framework concerning service robots by integrating restaurant consumers' trust, perceived risk, and acceptance intentions towards these robots. This research underscores the importance of considering human-robot interaction and addressing consumers' preferences, benefits, and safety in the deployment of service robots within the restaurant industry. It also offers practical implications for stakeholders in the restaurant service robot sector.","PeriodicalId":515227,"journal":{"name":"The Tourism Sciences Society of Korea","volume":"46 6","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140478624","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Examining the tourism experiences of Workation travelers","authors":"Jin-Hee Lee, Nam-Jo Kim","doi":"10.17086/jts.2024.48.1.13.34","DOIUrl":"https://doi.org/10.17086/jts.2024.48.1.13.34","url":null,"abstract":"This study aims to examine the concept of workation and develop a theory accordingly. Grounded theory was employed as the research methodology, and theoretical sampling was used as the sampling method. Participants in this study included Koreans who had engaged in workation activities within the past year, selected based on their level of involvement in both work and tourism activities. Data were collected from 16 individuals through two rounds of interviews conducted between September 2nd and October 13th, 2022. The analysis yielded a total of 93 concepts, 24 subcategories, and 9 categories. Workation was found to be a convergence concept that encompasses tourism, work, and daily life. Attributes that differentiate it from existing tourism include proactive, impromptu, independent, local, and daily tourism experiences.The core category emerged as 'tourism + work + everyday long-term tourism experience as a new stimulus,' leading to the formulation of the 'TWD (Tourism + Work + Daily) long-term stay theory. This study differentiates itself from prior research by departing from a binary categorization of workation as either work or tourism. Instead, it explores the concept of workation within the context of a blend of tourism, work, and daily life. Furthermore, this study holds academic significance in its revelation of the distinct characteristics of the tourism experiences associated with workation, setting them apart from conventional tourism experiences, and subsequently proposing a theory to capture these distinctions. From a political and practical perspective, this research offers valuable insights into leveraging workation to stimulate regional tourism, as evidenced by the contents of the interviews. This study is expected to make a valuable contribution to the innovative growth of the tourism industry by proactively addressing emerging social phenomena and discussing workation as a new and local tourism trend.","PeriodicalId":515227,"journal":{"name":"The Tourism Sciences Society of Korea","volume":"180 ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140475986","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The impacts of YouTube tourism content and YouTuber attributes on tourists’ destination images and behavioral intentions: Focusing on potential Korean tourists to Mongolia","authors":"Lkhagvajav Maral-Od, Hanna Roh, Gyehee Lee","doi":"10.17086/jts.2024.48.1.147.164","DOIUrl":"https://doi.org/10.17086/jts.2024.48.1.147.164","url":null,"abstract":"Nowadays, YouTube serves not only as a video platform but also as a search engine for online content, providing its viewers with diverse forms of communication and information. The recent and rapid growth of information communication technology has also significantly impacted the tourism industry. Notably, YouTube has emerged as a prominent and burgeoning platform for the creation and dissemination of tourism-related content. This study aims to examine the impact of YouTube tourism content and YouTuber attributes on tourists' destination images and behavioral intentions, specifically focusing on Mongolia, a destination that captures the attention of Koreans but remains relatively unknown. To this end, a sample of 250 adults, who watched Mongolian YouTube videos, was collected using a non-probability sampling method. The analysis revealed that YouTube tourism content and YouTuber attributes had positive influences on cognitive and affective destination images. Furthermore, the cognitive and affective destination images showed significant positive effects on recommendation intentions and visit intentions. Resultingly, all hypotheses suggesting the positive effects of YouTube tourism content and YouTuber attributes on tourists' destination images and behavioral intentions were supported. This study provides meaningful academic implications by contributing to the underdeveloped field of Mongolian tourism research and offers practical insights for the creation and delivery of tourism marketing content via YouTube.","PeriodicalId":515227,"journal":{"name":"The Tourism Sciences Society of Korea","volume":"413 2","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140472825","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Understanding the eco-friendly decision-making process of meal kit consumers based on the value-belief-norm (VBN) model: The mediating role of anticipated guilt and pride","authors":"Kyuri Baek","doi":"10.17086/jts.2024.48.1.101.119","DOIUrl":"https://doi.org/10.17086/jts.2024.48.1.101.119","url":null,"abstract":"With the significant growth of the meal kit market, environmental pollution problems caused by meal kit packaging materials are also emerging. Meal kit companies are pressured by society to use more eco-friendly packaging materials. However, doing so would only increase the production costs and sales prices, if consumers turn a blind eye to it. Therefore, for meal kit companies, it is necessary to understand the antecedents to consumers' eco-friendly behavior intentions and react accordingly. For this reason, this study used the VBN model to examine the decision-making process of meal kit consumers that leads from value beliefs and personal norms to eco-friendly behavioral intentions. In addition, the mediating roles of emotional factors (predicted guilt and pride) in the process were considered. To address the research objectives, a survey was conducted amongst adult men and women who purchased meal kits and plan to purchase them in the future. A total of 300 responses were collected from July 11 to 13, 2023. Among them, 249 (83.0%) suitable responses were analyzed. Descriptive statistics analysis and structural equation modeling analysis were performed using SPSS and AMOS programs. The analysis results are as follows. First, the values of meal kit consumers had significant effects on outcome perception, responsibility attribution, individual norms, and purchase intentions. Second, there were significant mediating effects of anticipated guilt and pride in the relationship between personal norms and the intentions to purchase eco-friendly meal kits. The analysis results emphasized the importance of values, beliefs, personal norms, and anticipated emotions in strengthening the eco-friendly behavioral intentions of meal kit consumers. It is suggested that meal kit companies should invest in monitoring and managing consumers' ecological values, personal norms, and emotional factors at the marketing level.","PeriodicalId":515227,"journal":{"name":"The Tourism Sciences Society of Korea","volume":"5 4","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140478117","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"A study on the effect of walking tourists' benefits on happiness: The mediating effect of involvement and satisfaction","authors":"Ji Young Moon, Hoon Lee","doi":"10.17086/jts.2024.48.1.121.145","DOIUrl":"https://doi.org/10.17086/jts.2024.48.1.121.145","url":null,"abstract":"Globally, the number of individuals participating in walking tours is continuously growing. However, besides some quantifiable outcomes or characteristics, little is known about the ultimate benefits or goals that tourists seek through walking tours. Particularly, a comprehensive study is needed to explore the ultimate benefits pursued by walking tourists (e.g., enhancing the quality of life) and a deeper understanding of how their happiness is achieved. This study aims to examine the relationship between the benefits of walking tourism and happiness, as well as the mediating role of involvement and satisfaction in the relationship. The data for this study were collected from the “Walking Tourism Status Survey Report” (Korea Tourism Organization, 2019) which surveyed 1,040 individuals who had experienced walking tourism in the previous year. The survey participants evaluated the benefits, involvement, satisfaction, and happiness associated with their walking tourism experience. The results indicate that health, social, and self-discovery benefits from walking tourism have both direct and indirect effects on walking tourists' involvement and satisfaction. Moreover, involvement and satisfaction partially mediate the relationship between walking tourists' benefits and happiness. Importantly, the impacts of involvement, satisfaction, and happiness vary depending on the benefits sought by walking tourists. Notably, self-discovery benefits lead to walking tourists' satisfaction and happiness only when involvement is present. This study is significant in the following aspects. It analyzes the benefits of walking tourism by using multidimensional measures that define and capture each benefit. This study also reveals pathways to satisfaction and happiness specific to the walking tourism benefits. It elucidates the relationship between walking tourism benefits and happiness, highlighting how the impacts on happiness vary based on the different benefits pursued by walking tourists. Finally, this study sheds new light on the role of involvement in the aforementioned process.","PeriodicalId":515227,"journal":{"name":"The Tourism Sciences Society of Korea","volume":"254 ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140473665","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The impact of consistency, appropriateness, and authenticity in airline companies' ESG management initiatives on brand attitude and purchase intentions","authors":"Ki-Bong Kim, Byeong-Cheol Lee","doi":"10.17086/jts.2024.48.1.81.99","DOIUrl":"https://doi.org/10.17086/jts.2024.48.1.81.99","url":null,"abstract":"This research has identified evaluation factors through a comprehensive literature review to empirically assess the influence of ESG (Environmental, Social, and Governance) management activities, as represented by perceived consistency, appropriateness, and authenticity, on brand attitudes and purchase intentions. In order to address potential inconsistencies in the minimum information levels of research participants, stemming from a limited understanding of ESG management activities within the airline industry, educational materials were developed. These materials, based on the airline's ESG management report, took the form of video educational content, incorporating visuals and voiceovers to cover various aspects of ESG management in the environmental, social, and governance domains. Prior to the survey, respondents were provided with the opportunity to review this content to enhance their comprehension of ESG management activities. Data collection was conducted among the general public who had experience using Airline D, spanning from October 22 to November 11, 2022. A total of 217 completed surveys were included in the research analysis, with 28 surveys excluded due to missing data. The research findings indicate that the public's perception of consistency, appropriateness, and authenticity concerning ESG management activities within the tourism industry has a positive impact on brand attitudes. Additionally, brand attitude positively influences purchase intentions. Notably, authenticity emerged as the most significant factor among the three, emphasizing the importance of companies' genuine efforts to enhance authenticity through substantive, practical actions, rather than superficial ESG management activities aimed solely at mitigating personal interests or addressing negative incidents. This aligns with stakeholders' long-term expectations for ESG management activities, reflecting a sincere commitment to the public interest.","PeriodicalId":515227,"journal":{"name":"The Tourism Sciences Society of Korea","volume":"566 ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140476793","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The impact of smart order features in franchise coffee shops on perceived value and continuous use intention: The moderating effect of innovation propensity","authors":"Young-Won Park, Chung-Hun Lee","doi":"10.17086/jts.2024.48.1.57.79","DOIUrl":"https://doi.org/10.17086/jts.2024.48.1.57.79","url":null,"abstract":"This research investigates the influence of smart ordering characteristics in franchised coffee shops on perceived value and the intention to continue using the service. These characteristics are categorized into two value dimensions: perceived benefits (including ubiquitous connectivity, controllability, economic advantages, and personalization) and perceived sacrifices (comprising post-benefit aspects and annoyances). The study also explores the moderating role of innovation propensity in this context. The findings of this study indicate that the perceived benefits of smart order attributes, namely ubiquitous connectivity, controllability, economic advantages, and personalization, as well as the perceived sacrifices related to post-benefit aspects and annoyances, significantly impact perceived value. Perceived value, in turn, significantly influences the intention to continue using smart ordering services. Furthermore, the study confirms that the impact of controllability, personalization, post-benefit aspects, and annoyances on perceived value is contingent upon the level of innovation propensity among smart order users. Therefore, it is recommended that franchise coffee shops tailor their smart order services to align with the innovation propensity levels of their users while taking into account users' perceived value in the formulation of marketing strategies. The results of this study provide valuable insights into understanding the variations in perceived value and the intention to continue using smart ordering services based on users' innovation propensity. This, in turn, is expected to contribute to the development of customized smart order services that cater to users' innovation propensity levels, address diverse user needs, and facilitate the planning of service design and marketing strategies aimed at enhancing user satisfaction and fostering continued usage.","PeriodicalId":515227,"journal":{"name":"The Tourism Sciences Society of Korea","volume":"57 4","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140477692","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}