Yong Jae Ko

Assessment of Service Quality in the Hotel Industry

The purpose of this study was to enhance an understanding of service quality in the hotel industry by developing a conceptual framework and measurement scale. Based on an extensive literature review, qualitative and empirical research, a multi-dimensional and hierarchical model of service quality for the hotel industry is proposed. Analysis of data from a total of 622 customers revealed that the proposed model fit the data well. Reliability and validity of the measurement scale were established through a pilot test and the substantive survey. This study extends the literature on service quality in the fields of hospitality and tourism management by providing a comprehensive framework and measurement scale. Theoretical and managerial implications are discussed.

The influence of consumer's event quality perception on destination image

Purpose – The purpose of this study is to examine the theoretical relationship between event quality perceptions of an international sport event and the host citys destination image.Design/methodology/approach – Reliability and validity of the measurement scale were established through a confirmatory factor analysis (CFA), Cronbachs alpha analyses, and intercorrelation analyses. A structural equation model (SEM) test with maximum likelihood estimation was performed to test the relationship among the research variables using 451 participants.Findings – The results suggest that event quality perceptions, particularly intangible factors, positively influence the destination image. Theoretical and practical implications are discussed.Originality/value – To date, there have been few empirical studies examining the relationship between international sport event quality and destination image. Consequently, understanding the role of event quality of an international sport event and the destination image in a to...

Place attachment as a mediator of the relationship between nature-based recreation benefits and future visit intentions

This study examined the theoretical relationships between consumers’ perceived benefits, place attachment and future visit intentions (FVI) at nature-based recreation and tourism areas, utilizing importance and performance concepts. The desired benefits and perceived attained benefits of consumers were treated as an antecedent to place attachment and FVI in structural models. Results of two separate structural models tests using responses from 934 visitors at the Ocala National Forest in Florida, USA, confirmed that place attachment fully mediates the relationship between benefits desired and FVI, while place attachment partially mediates the relationship between benefits attained and FVI. The former verifies the significant role of place attachment, and the latter validates the importance of place attachment as well as recreation benefit attainment in predicting visitors’ FVI. These findings suggest that both benefits desired and benefits attained are important predictors of place attachment and behavioral intentions. Accordingly, tourism and recreation planners and managers need to provide visitors with recreation opportunities, which maximize visitors’ ability to attain recreation benefits, such as nature exploration, physical fitness and escape. These managerial initiatives would result in increasing visitors’ emotional attachments and intentions to revisit.

The impact of relationship quality on attitude toward a sponsor

Purpose – The purpose of the current study is to advance understanding of sponsorship effectiveness by investigating the impact of the quality of the relationship between a consumer and a sport property on sponsorship effectiveness.Design/methodology/approach – A model was developed to examine linkages among relationship quality, sincerity, attitude toward sponsor and intention to purchase a sponsors product. The measurement model was tested using confirmatory factory analysis. The relationships in the hypothesized model were tested using simultaneous equations.Findings – The results indicate that positive attitude toward a sponsor and intention to purchase said sponsors product(s) are more likely to occur among the customers who perceive a higher degree of relationship quality with the sport property and believe the sponsor motives are sincere.Research limitations/implications – A conceptual model of sponsorship effectiveness was developed and empirically tested. The tested model provides an expanded v...

Athlete brand image: scale development and model test

The purpose of this study was to propose and test a conceptual Model of Athlete Brand Image (MABI) that is based on Kellers Customer-based Brand Equity framework (1993). The MABI consists of three dimensions which are crucial in developing consumer brand equity for athletes: athletic performance, attractive appearance, and marketable lifestyle. Athletic performance consists of four subdimensions: athletic expertise, competition style, sportsmanship, and rivalry. Attractive appearance consists of physical attractiveness, symbol, and body fitness. Marketable lifestyle consists of life story, role model, and relationship effort. To test this model, the Scale of Athlete Brand Image (SABI) was developed. A total of 427 college students were surveyed to test the model. Based on the result from two-step Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) test, MABI and SABI were modified and revised. In the final model, MABI shows a reasonable fit to the data and SABI is psychometrically acceptable.

A mediating role of destination image in the relationship between event quality, perceived value, and behavioral intention

The purpose of this study was to examine the theoretical relationship between service quality in a sport event, perceived value (PV), destination image, and behavioral intention (BI). This study surveyed 451 spectators who attended the Tour de Korea, an international road bicycling stage race. A series of a structural equation model tests were performed to examine the relationships among the variables. The mediating effect of the destination image was also examined. The results suggest that service quality positively influenced PV, destination image, and BI; PV positively influenced the destination image, but negatively influenced BI; and the destination image plays an important mediating role in the relationship between service quality and BI and the relationship between PV and destination image. To date, only a few empirical studies have examined the theoretical relationship between destination image, service quality, and PV. Particularly, the potential mediating role of the destination image in this relationship has not been systematically examined. As such, these results will make both scientific and practical contributions.

Martial arts participation: Consumer motivation

Although the martial arts industry is rapidly evolving into a mature and highly competitive marketplace, only a few studies have been conducted to understand why people participate in martial arts. The purpose of this study is to examine motivation factors that influence an individuals participation in martial arts to provide leaders of the industry with meaningful managerial implications. The researchers collected data from the 2004 Battle of Columbus Martial Arts World Games IV, one of the most popular martial arts events in the US. The results of a series of MANOVA tests revealed that these martial arts participants (N = 307) are highly motivated by growth-related motivation (e.g. value development and actualisation). In addition, the findings indicate that motivation of martial arts practitioners varies across types of martial arts disciplines, competition orientation and past experiences. Given these results, implications for future research and practice are discussed

The influence of event quality on revisit intention: Gender difference and segmentation strategy

Purpose – The purpose of this study is to examine the relationships between spectators’ event quality perceptions and revisit intention in both mens and womens basketball events by focusing on gender influence.Design/methodology/approach – The study utilizes structural equation modeling (SEM) on data collected by questionnaire survey from a total of 623 spectators of two college mens basketball events (n=292) and two college womens basketball events (n=331).Findings – The results indicate that for mens basketball events, game performance and staff quality had a significant influence on the revisit intention of spectators, regardless of the spectators gender. For womens basketball events, game performance and in‐game entertainment were significant determinants of spectator revisit intentions, again regardless of gender.Research limitations/implications – The current research collected data from division I‐A mens and womens basketball events in only one higher education institution. Further the cur...

Determinants of using sports web portals: an empirical examination of the Sport Website Acceptance Model.

This study empirically tested the Sport Website Acceptance Model (SWAM), proposed by Hur, Ko and Claussen (2007). The SWAM added Perceived Enjoyment (Davis et al, 1992) and Perceived Trustworthiness (Belanger et al, 2002) to the two factors Perceived Ease of Use and Perceived Usefulness used in the Technology Acceptance Model (TAM) (Davis, 1989). This study proposes a competing model to the original SWAM and compares this by incorporating two additional constructs, Sport Involvement (Shank & Beasley, 1998) and Psychological Commitment to a Team (Mahony et al, 2000). Structural equation modeling analyses revealed acceptable model fits, both in the original SWAM and in the competing model. Subsequent analyses led the authors to conclude that the competing model was the better version of the SWAM.

Horse Racing Image: Re‐Examination of Relations Between Image and Intention to Visit

This study examined the relationship between cognitive and affective images of horse racing and the influences of the two image dimensions on the intention to attend horse racing events. Data was collected through an online survey method using World Survey in South Korea. The questionnaire was e‐mailed to panel members of the World Survey who are involved in various online media. Canonical correlation and logistic regression were used to test hypotheses. The results showed that cognitive images of horse racing significantly influenced affective images and that both cognitive and affective images of horse racing positively influenced the intention to visit. The results of this paper supported previous destination image studies and also verified that the destination image concept could be applied to the study of horse racing image. In addition, this study indicated that people who believe horse racing image is related to wholesomeness and excitement expressed a higher intention to visit.