Kyungmin Choi

Behaviour-Based Market Segmentation of Travellers and Their Different Activities at Peer-to-Peer Online Travel Marketplace

Regarding the growing importance of the peer-to-peer online travel marketplace and lack of understanding on it, this study aims to investigate how different types of travellers use peer-to-peer online travel marketplaces in distinctive ways. Different traveller behaviours are measured using six factors from twenty items. 2467 survey respondents were combined with real transaction data. We identify six idiosyncratic groups of travellers. They are named Shopaholic, Budget Explore, Long-Term Traveller, Trend Setter, Resort Addict, and Social Tripper. Those groups are different in several aspects, such as demographic characteristics. More importantly, the results show their usage of the online tourism marketplace is significantly different. Our study contributes to the literature on traveller segmentation through an exploration of their different usage of online travel services. It also provides practical insights, especially for marketplace operators and travel product providers.

The Impact of University Support on the Creation of Student Entrepreneurs: Evidence from South Korea

This study examines the effect of investment by universities on student entrepreneurial activities, with an emphasis on the mediating effect of educational support. The effectiveness of university support on students’ entrepreneurial aspirations and motivations has long been of interest to researchers; however, the outcomes of previous studies are inconclusive. These studies mostly used survey data from a fraction of universities in a given country. To treat this topic more comprehensively, we empirically analyze how university support of entrepreneurial activities affects the number of student founders using a nationwide panel data set annually collected by a government agency in South Korea. Our findings suggest a significant and positive effect of university investment in entrepreneurship on the number of student founders. Differential mediating effects are observed according to the type of educational support. The results of this study may provide guidance in policy development for university and college educators in the form of a few recommendations for policymakers based on an understanding of the effectiveness of investments related to entrepreneurial activities.