Hak-Jun Song

The impact of non-pharmaceutical interventions for 2009 H1N1 influenza on travel intentions: a model of goal-directed behavior.

Abstract Theoretically, in the tourism context this study introduced a new concept of non-pharmaceutical intervention (NPI) for influenza, and tested the impact of NPI on the behavioral intention of potential international tourists. This study also extended the model of goal-directed behavior (MGB) by incorporating the new concepts of NPI, and the perception of 2009 H1N1. The model found that desire, perceived behavioral control, frequency of past behavior, and non-pharmaceutical interventions predicted tourists’ intention but perceptions of 2009 H1N1 had nil effect on desire and intention. Personal non-pharmaceutical interventions were theorized as adaptive behavior of tourists intending to travel during a pandemic which should be supported by tourism operators on a system-wide basis. Practically, this study dealt with the issue of influenza 2009 H1N1 with the study findings and implications providing government agencies, tourism marketers, policy-makers, transport systems, and hospitality services with important suggestions for NPI and international tourism during pandemics.

The Role of Responsible Gambling Strategy in Forming Behavioral Intention An Application of a Model of Goal-Directed Behavior

By examining the perception of a responsible gambling strategy, this study developed an extended model of goal-directed behavior (EMGB) with respect to the behavioral intentions of casino visitors. The results of the EMGB, which uses structural equation modeling, indicate that desire had the strongest relationship with casino visitors’ intention to gamble, followed by positive anticipated emotion, perceived behavioral control, perceptions of a responsible gambling strategy, negative anticipated emotion, and attitude. The perception of a responsible gambling strategy was also a significant predictor of both desire and behavioral intention, as casino visitors had positive perceptions of casinos that implemented responsible gambling strategies. Casino managers should consider a responsible gambling strategy as an important long-term business activity to increase casino visitor’s intention to gamble.

Does gender affect Korean tourists' overseas travel? Applying the model of goal-directed behavior.

Tourism is one of the worlds largest and fastest-growing industries, and female travelers continue to contribute to the growth of the industry. However, little conceptual research has been conducted on overseas travel behavior and the role of gender in the decision-making process. Thus, this study examined the sophisticated decision-making process of overseas travel and the moderating effect of gender in the decision-making process, using the model of goal-directed behavior (MGB). The results indicate that the MGB is a powerful framework for explaining overseas travel behavior and that gender plays a critical role during the decision-making process. Both theoretical and practical implications are discussed in the discussion section.

INVESTIGATING RELATIONSHIPS AMONG FESTIVAL QUALITY, SATISFACTION, TRUST, AND SUPPORT: THE CASE OF AN ORIENTAL MEDICINE FESTIVAL

ABSTRACT This study examines the effect of a Korean Oriental medicine festival’s quality on tourists’ satisfaction, trust, and support, and explores satisfaction’s influence through the mediating variable of trust on destination development support, which previous festival tourism research underreports. An onsite survey was conducted for tourists (N = 458) to the Oriental Medicine Expo. The structural equation model results reveal that the quality dimensions of program, facility, and convenience influenced satisfaction positively, and satisfaction exerted a positive significant effect on trust in the festival’s location developing as an Oriental medicine tourism destination. Ways that Oriental medicine tourism festivals can leverage health tourism development at regional and country levels are considered.

Investigating the Role of Responsible Gambling Strategy in Perspective of Employees

Abstract As companies have an increasing impact on society, their social activities have been focused on numerous studies. However, many studies of corporate social responsibility (CSR) did not consider that CSR can be appeared differently depending on the nature of industry. In this regard, responsible gambling (RG) is very important concept as one of the CSR to minimize negative social effects in casino setting. A corporate which implements RG has a significant impact on attitude of employees who are member of the corporate company in terms of social identity theory. Thus, the purpose of this study was to examine relationships among responsible gambling (RG), organizational trust, job satisfaction, and job loyalty to casino employees.As a result of structural equation modeling for the relationships, each RG (compulsory RG, supplementary RG) had significant impacts on organizational trust, which influenced both job satisfaction and job loyalty. Also, job satisfaction had an effect on job loyalty. Based on the result, academic and practical implications were provided.

The Role of Responsible Gambling Strategy and Gambling Passion in the Online Gamblers’ Decision-Making Process: Revising the Theory of Planned Behavior

This study revised the theory of planned behavior (TPB) by incorporating the new concepts of gambling passion and responsible gambling strategy (RGS) to predict gamblers’ intention to gamble in online sports betting. The data were collected at the end of March in 2012 through an online gambling website. The findings indicated that the inclusion of two types of gambling passion and two types of RGS explains online gambling intention well. Specifically, out of the original antecedent predictors of TPB, attitude toward online gambling was positively related to harmonious passion. Subjective norm had a positive relationship with both harmonious and obsessive passion. The results also showed that perceived behavioral control does not have a significant effect on the two gambling passions but has a direct and significant influence on behavioral intention. Additionally, the compulsory RGS had a negative effect on obsessive passion, whereas supplementary RGS had concurrent positive impacts on harmonious and obsessive passion. Lastly, the two gambling passions were notable predictors of behavioral intention toward online sports betting.

The role of visa exemption in Chinese tourists’ decision-making: a model of goal-directed behavior

ABSTRACT The purpose of this study was to examine the role of visa exemption in tourist decision-making using the extended model of goal-directed behavior (EMGB). Surveys were administered to Chinese tourists interested in traveling to South Korea. The structural equation model indicates that the inclusion of the expectation of tourist visa exemption enhanced Chinese tourists’ behavioral intention. Specifically, positive and negative anticipated emotions, perceived behavioral control, and the notion of a subjective norm were important antecedents of travel intention. Desire was the only significant factor affecting Chinese tourists’ travel intention. This study enhances our understanding of Chinese tourists’ intention to travel to South Korea.

Consumption of Movie Experience: Cognitive and Affective Approaches

ABSTRACT This study examines the structural relationships among film quality, value, and satisfaction on the perspective of moviegoers. The experience economy concept is employed as the theoretical framework, where moviegoers’ cognitive and affective evaluations are projected in fulfilling their perceived value. Moviegoers’ perceived movie attributes and experiences are assessed to evaluate the moviegoers’ satisfactions through functional and emotional values. In particular, this article investigates how four dimensions of experience mediate the effect of movie attributes on perceived value and satisfaction. A total of 565 samples were analyzed with structural equation modeling to investigate the relationship of ‘quality—value—satisfaction.’ The findings show that two movie attributes (core and peripheral) affect three dimensions of experience (entertainment, educational, and escapist), which in turn influence functional and emotional values, and moviegoers’ satisfaction. The results also confirm that emotional value is a more powerful predictor of moviegoers’ satisfaction than functional value.

Impact of functional/cognitive and emotional advertisements on image and repurchase intention

ABSTRACT In this study, we attempted to explore the role of chain steakhouse image (functional, symbolic, and experiential), pleasure, arousal, and brand satisfaction in building customer repurchase intention and to uncover the moderating impact of functional/cognitive and emotional advertisements (ads). A field survey was conducted for data collection. A quantitative approach was employed to analyze the data. Findings from the structural analysis showed that image, emotions, and satisfaction played a significant role in generating intention, both pleasure and satisfaction acted as mediators, and hypothesized associations were mostly supported. Moreover, the relationships among functional image, pleasure, and brand satisfaction within the proposed theoretical framework were significantly moderated by functional/cognitive and emotional ads. Implications for researchers and practitioners are discussed. Current research provides chain steakhouse management a better understanding of the underlying complicated mechanism of customers’ repurchase decision generation process.

Structural relationships among mega-event experiences, emotional responses, and satisfaction: focused on the 2014 Incheon Asian Games

ABSTRACT In this study, the relationships among the experiences of visitors to the 2014 Incheon Asian Games, their emotional responses, and their satisfaction are explored by employing a theoretical background derived from Pine and Gilmore’s experience economy theory. It was found that the visitors’ satisfaction with the Incheon Asian Games was mainly affected by their emotional responses of pleasure and arousal. Furthermore, their entertainment, educational, and esthetic experiences were positive antecedents of pleasure and arousal. The results also showed that their educational and esthetic experiences positively influenced dominance, although the construct of dominance was not a significant antecedent of satisfaction.