Sung-Kwon Hong

Implications of potential green tourism development

Abstract Literature reviews suggest the marketing concept should be applied to green tourism planning. Based on a survey of potential such tourists, this research identifies the types of attributes and their corresponding levels that they seek. It also estimates the extent of their influence upon intention to visit by market segment. This study is based on Yangpyeong County in South Korea prior to introducing green tourism. Although this is a case study, other nations can apply the conjoint choice model to develop a suitable combination of factors for attracting potential green tourists, and refer to the findings of this research for guidance in operating their green tourism destinations.

Determining Behavioral Intention to Visit a Festival Among First-Time and Repeat Visitors

Abstracts The purpose of this study was to examine how well a conceptual model explained the relationship between three evaluation constructs and behavioral intention, while identifying the differences and similarities in responses of first-time and repeat visitors. Testing the model on different groups of visitor was intended to enhance conceptual understanding of the relative influence and nature of the evaluation constructs of perceived service quality, perceived service value, and satisfaction on behavioral intentions for the two group. Respondents were visitors who attended the festival and were systematically selected. The hypotheses proposed in this study were tested using structural equation modeling (SEM).

Influences of Tourism on the Subjective Well-Being

The purposes of this study are two folds: (a) to identify the influences of tourism on subjective well-being, and (b) to understand the roles of travel motivation, constraint and personal value in subjective well-being. A polling agency was employed to select 500 respondents by quota sampling, and data was collected by online survey. ANOVA and regression results showed that tourism participants, compared to the non-participants, have a tendency to select tourism as a mean to enhance their subjective well-being because they are more self-motivated people. Their high motivation to take a trip lead to set up their feasible goals to achieve by the tourism experience and their relatively few constraints help them to have trip easily. The people`s satisfaction in tourism contributes to the satisfaction in his/her leisure life, which in turn contributes to his/her subjective well-being. It is also revealed that tourism participation and subjective income level are significant variables affecting subjective well-being, which explain 21.1 percent of the variance. The research suggests various managerial implications to reduce constraints and several ideas for future researches.

The Effect of Perceived Value, Satisfaction and Self-Congruity on the Revisit Intention and the Word-of-Mouth Intention

As competition increases, ski resort managers need to search for ways to attract previous visitors or to gain new visitors through word-of-mouth. This study examined the impact of skiers` perceived value, satisfaction and self-congruity on the revisit intention and the positive word-af-mouth intention. Total respondents were also segmented into a promotion-focus and prevention-focus individuals then later examined the differences in the effect of independent variables between groups in order to suggest a managerial direction that will enhance business competency of ski resorts. Results from regression analysis showed that all independent variables utilized in this study were good predictors of two dependent variables. Specially, satisfaction was a highly significant predictor. Promotion and prevention-focused individuals were also differed in evaluating the importance of independent variables for their revisit and word-of-mouth intention. It means that self-regulatory focus is an effective variable for segmentation. More specifically, satisfaction was the only variable influencing the revisit intention for promotion-focused individuals; whereas both satisfaction and self-congruity had significant effects on the revisit intention for prevention-focused individuals. All independent variables had significant effects on the word-of-mouth intention, except self-congruity for promotion-focused individuals. This research suggests several managerial implications on the findings based on the analysis and the characteristics of the visitors.