Soo K. Kang

Image assessment for a destination with limited comparative advantages

Abstract The purposes of this study were to identify the tourist image of a US state with limited comparative advantages and to suggest using the knowledge of the existing image to develop its competitive advantages. Telephone interviews were conducted with 417 individuals in 12 US states. Both the structured and unstructured queries showed that the state had a fuzzy image among respondents. Visitors and non-visitors held different images. Residents of nearby and far away states also had different perceptions. Practical applications of the findings in developing competitive advantages were suggested.

Family Traveler Segmentation by Vacation Decision-Making Patterns

The purposes of this study were to extend the scope of family vacation decision-making re- search by profiling various family vacation segments based on decision-making patterns, and to provide a systematic evaluation of the segments based on their profitability (i.e., expenditure per travel party and per person), accessibility (i.e., the degree to which a segment can be effectively contacted and served), and reachability (i.e., the extent to which a segment can be attracted by products/services offered). A total of 297 travelers, who visited one of the three Travel Information Centers (TIC) on the borders of Kansas and who considered themselves traveling as a family unit, participated in the study. Results of the study generated three market segments, including intergenerational (ITG) travelers, business- mixed-with-pleasure (BMP) travelers, and visiting friends and relatives (VFR) travelers. Based on the evaluation criteria, the VFR segment was identified as the most viable market for Kansas to pursue.

Spousal Conflict Level and Resolution in Family Vacation Destination Selection

The purposes of this study were to explore spousal interpersonal-conflict level and resolution modes used in determining a family vacation destination and to assess spouses’satisfaction about the destination selected and the process of how the decision was made. Data were collected from 149 husband and wife households that were visited by interviewers to obtain responses from both husbands and wives. The level of overall conflict between spousesin this study appeared to be moderate. Family life cycle (FLC) was significantly associated with conflict resolution strategies employed. The higher overall conflict exists between spouses, the more likely they employ information gathering as a conflict resolution mode. Information gathering and family discussion induced higher levels of satisfaction among couples. Implications for destination marketers and recommendations for future research were provided.

Past, present, and future of tourism education: the South Korean case.

SUMMARY Tourism education in Korea, mandated by the Higher Education Act, has evolved rapidly in response to the tourism industrys growth and labor demands for the last four decades. As tourism education has matured and become increasingly recognized as a legitimate academic field of study, the Korean tourism education has attempted to generate future quality workforce and to establish the status of tourism as a prominent research oriented discipline. The purpose of this paper is to present an overview of the Korean tourism industry and tourism education over the past four decades and to suggest future directions for Korean education in the 21st century. By improving current curricula according to todays fast changing tourism business environment and cooperating with the tourism industry with the aid of the government on policies and regulations, Korean tourism education will continue to contribute to the Korean tourism industry as a legitimate partner.

Segmentation of Mega Event Motivation: The Case of Expo 2010 Shanghai China

The purpose of this study was to examine the motives of Chinese nationals who attended the Expo 2010 in Shanghai, China, and to understand their perceptions about service quality, satisfaction, and behavioral intentions. The results of this study revealed six motivation factors and three mutually exclusive clusters based on their motives. In particular, the “multipurpose experience seekers” showed more favorable service quality perceptions and higher satisfaction than their counterparts. The three segments based on their motivation also demonstrated significant differences in selected sociodemographic variables, which could be used effectively by the event organizers. Marketing implications and suggestions for attracting visitors to a mega event were presented.

Incongruence in destination image: Central Asia Region.

Abstract The Silk Road has a twenty-five century long history as a network of communication and trade routes from Asia to Europe. This study aims to investigate whether there are significant differences between pre- and post-travel images of Central Asia and whether the incongruence between pre- and post-travel image constructs influences tourists’ satisfaction with the trip and their behavioural intentions. The pre- and post-travel surveys were administered to first-time Korean visitors to Central Asia. Factor analyses were conducted on pre- and post-travel image and benefits differences. Regression analyses examined relationships among image and benefits incongruence, trip satisfaction and behavioural intentions. Some pre- and post-travel affective and cognitive images of Central Asia were significantly different, whereas all benefits were perceived more positively after the trip. Also, tourists who reported positive changes in affective and cognitive images were more satisfied with the trip and their satisfaction influenced their intentions to revisit the region.

From Forbidden Fruit to the Goose That Lays Golden Eggs

Often compared with the Gold Rush, the marijuana industry is already a multibillion-dollar phenomenon and is expected to generate 22 billion dollars in sales in the United States by 2020. Two years have passed since the legalization of recreational marijuana begun in Colorado. This unprecedented change has created numerous business opportunities as well as legal and operational challenges for the hospitality and tourism industry. This article explores the legalization of recreational marijuana in terms of the tourism industry in Colorado and identifies several challenges found in the current marijuana-related literature in the context of hospitality and tourism research. We also present several research areas that could help hospitality and tourism researchers explore and contribute to the body of knowledge of this emerging market by using Colorado as a focal point. Future research on marijuana tourism is of great importance in that the rapid rise of this niche market creates the pressing challenges and promising opportunities for destinations. Such knowledge will only increase in importance as marijuana tourism continues to evolve as a special interest tourism segment.

Identifying Travel Agent User Segments

ABSTRACT As travel agents face increased competition, it is important for them to identify characteristics of their best clients. Identifying expectations and selection criteria most important to the various user segments can assist agency managers in developing strategies to attract and retain clients who contribute the most to their revenues. Data from 382 travelers were collected. Being honest, being reliable, and solving problems were the most important expectations held by travel agent users. Heavy users rated service and expertise as more important selection criteria than light users. Marketing and operational implications were discussed based on the results.

A quality–Value–Attitude Model: The Case of Expo 2010 Shanghai

The purpose of this study was to propose and test a quality–value–attitude model by examining the antecedents and relationships among these three constructs at the Shanghai Expo 2010. The results of the structural equation modeling revealed that controllable service quality characteristics, such as program content, staff, and convenience, significantly affected both visitors’ emotional and economic values that, in turn, influenced visitors’ attitude. The findings of the study render important conceptual insights for understanding mega-event attendees’ perceptions and provide practical implications for the event organizers and planners.

Teaching around the world for 106 days: my Semester at Sea experience

ABSTRACT Traveling and teaching around the world for 106 days sounds adventurous or even romantic. The Semester at Sea (SAS) program introduces students to many different cultures through coursework and intensive in-country experiences with the aim of cultivating global citizenship. From the collaborative learning atmosphere that results from the unique relationships developed outside the classroom to the deep learning that occurs when students must put what they have theorized in class into practice in foreign countries. The SAS experience is more than the sum of its ports; it is like living on another campus for a semester and the interplay of varied shipboard and port experiences influence students toward a more comprehensive global perspective. This paper will describe the overview of SAS program and share my experience as a faculty member teaching for SAS program.