This study aimed at providing suggestions on how to enhance multicultural acceptability for college students majoring in tourism and hospitality by examining the level of their multicultural acceptability and analyzing whether it varies by their personal characteristics or experiences of intergroup contact. In particular, this study focused on investigating whether one's level of multicultural acceptability is sensitive to her/his social positionality (agents, equals, or targets). To achieve the purpose of this study, 600 college students from 10 universities studying tourism and hospitality participated in survey, and their multicultural acceptability was measured by eight detailed factors categorized into three major factors of diversity, relation, and universality. Implications based on the key findings are as follow: First, the multicultural acceptability in the experimental group was not significantly high, which indicates the need to find the ways to enhance tourism and hospitality-majoring students' multicultural acceptability and awareness. Second, among the experimental group, the average level of senior college students' multicultural acceptability was lower than that of other grades, suggesting that the reason for the lower level should be investigated through follow-up research; and deliberate interventions to enhance their multicultural acceptability should be designed and implemented. Third, the findings revealed that the respondents' multicultutral acceptability is sensitive to the types of positionality having been experienced in their intergroup contact situation. The experience of intergroup contact had a positive effect on multicultural acceptability especially when it guarantees equal status, and its effect varied depending on whether the equal status was continuous and consistent.

This study examines the effect of traveler participation on service value and commitment. The survey surveyed travelers who have completed overseas travel at least once a year. The analysis used 239 questionnaires. Statistical analysis was performed using SPSS 20.0 and AMOS 20.0. The research results are as follows. First, tourist participation influenced service value. Second, tourist participation did not affect commitment. Third, the service value affects commitment. Fourth, the influence of travel agency participation on immersion was completely mediated by service value. Based on the research, the following implications are as follows. First, when providing travel services, it is important to accurately inform customers of the contents of services and to implement them. Second, in providing travel services, marketing is needed to maintain the relationship corresponding to intangible services rather than travel products themselves. Third, if service value is strengthened, travel agency commitment can be resolved.

MICE industry has ripple effects in various fields. So we investigated how the MICE industry has affects casino visitors & sales through real cases and suggested ways to promote casino management in the future. To conduct this study, we confirmed the actual visitors and salse of L Casino during JCI Asia-Pacific Conference held in Jeju island from June 17 to 20, 2019. In addition, interviews were conducted with employees of L Casino to confirm practical implications. The research results are as follows. First, both visitors and sales of L casino increased during the conference. Second, if the casino manager is not properly prepared before the big event is held, the quality of service may be deteriorated, which may affect satisfaction and return visit intention. Finally, the MICE is an opportunity to improve the constitution, maximize the company's profits and attract new customers. In connection with the MICE industry, we suggest to activate the integrated resort including casino.

Brand images are the strategic tool to give a feeling and an impression on customers. Favorable brand images will positively affect on consumer spending and relationship continuance intention. Therefore, the directors of cafe have to consider taking on a concept for brand images. Even though the importance of brand images in the cafe market, we don't understand its role exactly. This study focuses on mediating effects of cafe's brand images on between variables, and tries to give some suggestions for brand management. In order to achieve the purpose, the data was collected by both online and offline survey of consumers of cafes in S. Korea, from June, 1st, 2018 to July, 19th, 2018. And 217 valid samples were used for this study. And then SPSS 18.0 for Windows were used for the empirical analysis. This study found from the result that brand benefits affect on relationship continuance intention, and also there is mediating effects of brand images on the relationship between brand benefits and relationship continuance intention. Examining the results in detail, first, all brand benefits affect on relationship continuance intention. Second, brand's cognitive image has mediating effects on the relationships between all brand benefits and relationship continuance intention. Especially, cognitive image shows a complete mediating effect on between symbolic benefit and relationship continuance intention. Third, there is a partial mediating effect of brand's emotional image on between emotional benefit and relationship continuance intention. Based on the empirical findings, the limitations and implications about this study were discussed.

The local festivals held recently are the representative cultural contents that are used a lot as an intangible product promoting the relevant region for the purpose of creating diverse values and effects. For the continuous growth of festivals, it would be considerably important to put efforts to continuously listen to visitors' needs, and also to reflect them in the site of festival. Thus, this study examined the differences between the importance before experiencing the festival and the satisfaction after experiencing the festival in relation to the environmental cues of local festival, and also analyzed the changes in the main factors through the IPA for last three years, instead of a single year. In the results of this study, the festival visitors' satisfaction after experiencing compared to the importance before experiencing for last three years, was mostly a bit low. In the results of analysis on 2017~2018, it could be viewed as a festival composed of effective concentration and selection. However, due to the reduced days of operation caused by the typhoon 'Lingling' in 2019, visitors' rush, and reduced operation of outdoor experiential programs, the index of satisfaction level was decreased. This study implies that it would be absolutely needed to put efforts to improve diverse environmental cues of local festival in accordance with consumers' needs, and also to establish the measures for coping with the weather environment which is a weakness of local festivals. If there are follow-up researches that complement the results and suggestions of this study in the future, this study could be used as useful data for the successful performance of local festivals.

The purpose of this study was to investigate the relationship between Emotional Labor Strategy, Emotional Dissonance, Organizational Cynicism of Airline Cabin Crew. For the purpose of study, 220 survey questionnaires were distributed among the cabin crews who are working for airline industry from 1st Oct, 2019 to 15th Oct, 2019. Due to the reliability of data, 12 samples were discarded and 208 samples were put to actual analysis. In order to accomplish the purpose of the study, the researcher conducted and analyzed by using SPSS Ver. 21.0 statistics package. The results of the study are as follows. First, In the relationship between emotional labor strategy and emotional dissonance, surface acting had a positive effect, while deep acting had a negative effect. Secondly, the emotional dissonance had significant effects on organizational cynicism. Thirdly, In the relationship between emotional labor strategy and organizational cynicism, surface acting had a positive effect, while deep acting had a negative effect. Therefore, It is necessary to integrate the personnel and organizational management by establishing a plan to manage the emotional dissonance of cabin crews at all times.

The purpose of this study is to prove the impact relationship between the recognition, attitude and visit intention of 2018 Travel week. In addition, It analyzed the differences in the recognition, attitude and visit intention according to demographic characteristics. Through this measure, It aims to raise recognition of the travel week and reflect it in related policies to ultimately promote the revitalization of domestic tourism. The study was conducted for 10 days from Oct. 1 to 10, 2018 among citizens nationwide at five survey sites. The statistical analysis of the data was conducted using techniques of regression analysis and analysis of variance(ANOVA). As a result, it was analyzed that the recognition of travel week affects attitude and visit intention. In other words, increasing the recognition of the travel week results in an increase in attitude and visit intention. There were differences in three categories by age and some differences by gender and income. There was no difference by educational background. Based on the results of this analysis, I would like to suggest some suggestions for revitalizing domestic travel by raising recognition of travel week. First, the main slogan should be selected for a clear travel week. Second, the promotion should be diversified to expand public participation. Third, it is necessary to discover travel week goods that can be an issue. Finally, strategic promotional marketing should be done.

The purpose of this study is to verify the introduction of the Equestrian Tourism in Gyeryong city. As tourism paradigm has changed over the years, Horse Riding activity has developed as a new leasure trend and it will continue to have a future in the field of tourism. Horse Riding has always been a traditional part of everyday' soldiers' life. Gyeryong city is the center of the Korean Military head quarter. These two facts combined create new prospects for tourism in Gyeryong city. In order to develop this plan this paper analysed the marketing strategy of 4 rural major Horse Riding Courses in Korea, suggests are following: 1. Make a 5 years plan and a budget for its realization. 2. Public void spaces owned by Gyeryong city such as Jungjangri, Yudongri, Pyungri could be used as location to make a Horse track facility. Gyeryong city has many potential Horse Riding resources, like the Hyangjecksan Mountain Healing course, Dugyechon walking trail road and the mountain trail roads for Horse trekking near by the city. 3. The Horse Riding activity can give extra exposure to the 2020 Gyeryong World Military Festival promoting regional tradition and local culture to the world.

In this study, the effects of major satisfaction on career preparation behavior and career decision-making level were analyzed. For the sample, the valid samples of 241 were used for the empirical analysis. The analysis results of this study was analyzed using statistical package of SPSS for Window Version 20.0. The results of the hypothesis test were as follows: First, the relationship satisfaction had a significant effect on the information gathering activities and the tool provision activities, while the subject satisfaction and social awareness had an effect on information collection and practical efforts. Second, as a result of verifying the effect of major satisfaction on career decision level, relationship satisfaction, curriculum satisfaction, and social awareness satisfaction were shown in the order. Third, the effect of career readiness on the level of career decision was found to be the information gathering activity on the level of career decision. In this study, it is significant that the students of aviation service major suggested practical implications for improving career preparation behavior and career decision-making.

This study verifies the influence of staff job satisfaction on client orientation and organizational performance. Based on the investigation on the effects of casino employee's customer centered attitude, it establishes the measures to improve workers' job satisfaction and maximize the business results while offering some insights. For the investigation, the population targets the employees of the foreigner exclusive casinos in Seoul and Busan. And it uses convenience sampling method and questionnaire survey with the sample, the staffs in G and P corporations among the population. The data had been collected from March 2, 2019 to March 31, 2019. The respondents of the questionnaire were given information about the contents in advance and 200 copies of the questionnaire were distributed. The final statistical analysis used 182 copies retrieved. It processed the collected data with data coding and data cleaning by SPSS 22.0 for Windows statistics package program. Casino industry is the typical service business that heavily depends on human resources as well as a core of tourist industry. As Asian nations are investing casino facilities for tourism development, job creation, tax revenue security and economic development, casino market faces rapid changes and intensive competitions. In order to gain an advantage over foreign casino corporations and ensure sustainable growth in the infinite competition of global casino industry, the efforts should be preceded to improve job satisfaction of casino employee.