Duk-Byeong Park

Relationships Among Perceived Value, Satisfaction, and Loyalty: Community-Based Ecotourism in Korea

ABSTRACT Community-based ecotourism (CBE) is a significant segment of the rapidly growing tourism industry in Korea. This study examines the relationships among perceived value, satisfaction, and destination loyalty of CBE tourists in Korea. Data were collected from 254 visitors (aged 20 years and over) of six CBE villages. The Linear Structural Relationships (LISREL) statistical package was used for the analysis. Confirmatory factor analysis identified four dimensions of perceived value from 14 variables: economic, functional, emotional, and social. Through structural equation modeling (SEM), functional, social, and emotional value was found to have positive effects on overall value. Further, overall value and tourist satisfaction were a significant antecedent of destination loyalty. The empirical results indicate that a varied experiential program must be developed to increase the efficiency of CBE as a sustainable development tool.

The Use of an e-Learning System for Agricultural Extension: A Case Study of the Rural Development Administration, Korea.

Abstract The study explores the e-learning system of the Computer-Based Agricultural Extension Program (CBAES) and examines the differences in user satisfaction and preferences between the two systems for Agricultural Education and Extension at the Rural Development Administration (RDA) in Korea. It also describes the architecture, services, user interface, preference, and satisfaction for the CBAES. Results show significant differences in terms of ‘relationship with manager’ category and number of CBAES users. This suggests that adults prefer interactive learning rather than reading technical information.

Segmenting Green Tea Consumers by Purchase Motivation in South Korea

Since the 1990s green tea consumption in South Korea has been gradually increasing because consumers consider green tea as beneficial to health. It is, therefore, necessary to know the factors influencing each motivational cluster according to sociodemographic characteristics. This study aims to obtain an empirical understanding of the green tea market by using a segmentation approach to provide better information for green tea marketers in Korea. A self-administered survey was obtained from 595 consumers in Seoul, Korea. Four distinct segments from cluster analysis were identified based on motivation: low motivated (18.0%), social seekers (35.7%), want-it-all (25.3%), and refreshment (21.0%). A multinomial logit regression analysis was used to identify the characteristics of consumers who are most likely to opt for a suitable motivation segment. Results indicated that the determinants of consumer motivation are age, occupation, price, company, and purchasing place.

이단계 군집분석에 의한 농촌관광 편의시설 유형별 소비자 선호 결정요인

Abstract 본 연구에서는 농촌관광 방문객에게 제공되는 편의시설을 유형화하고 어떤 특징을 가진 방문객이 어 떤 편의시설을 선호하는지를 규명하기 위한 방법과 그 분석결과를 제시하였다. 이를 위하여 우선 2단계 군집분석법을 사용하여 농촌관광 편의시설을 유형화하였다. 그 다음으로 군집분석에 사용되는 변인이 범 주형 변인이 있을 경우 전통적인 군집분석 방법을 적용할 수 없기 때문에 2단계 군집분석을 하였다. 본 연구는 2단계 군집분석법이 범주형 변인으로 측정된 농촌관광의 편의시설을 유형화하는 데 매우 유용하 다는 것을 보여 주고 있다. 다중로짓 모형을 사용하여 특정 편의시설 유형을 선호할 확률에 영향을 미치 는 농촌관광 방문자의 사회인구학적 특성과 여행특성을 큐명하였다. 즉， 다중로짓 모형을 통해 참조항 (일반농가형)으로 설정된 편의시설 유형에 비해 특정 편의시설을 선호할 확률에 영향을 미치는 소비자 의 특성을 규명할 수 있다는 것이 본 연구의 특징이다.

Effect of Satisfaction with Service Quality of County Level Local Sport Event on Local Image and Re-Visit Intention

The service quality and image are a central factor in understanding tourists destination choice. Existing literature suggests that sport event and...

Factors Influencing Educational Needs Assessment for Character Education

Since the discussion on solving some problems in modern socity began in the late 1990s, the interest in students’ character education has increased....