The purpose of this study is to find out the effect of channel choice of hotel consumers in multi channel environment. This researchers set up hypotheses referring to theoretical backgrounds and conducted a questionnaire for customers who have looked for hotel information. The findings are as follows. The first, hotel consumers are multi channel consumers who search information using an average of 10 information sources. Second, there were significant differences in the information search channel choice according to the hotel reservation channel. This fact shows that majority of the hotel customers are multi channel consumers using various distribution channels but they preferred online channels at reservation stage. Third, depending on the consumer's shopping orientation, there were significant differences in information search and reservation channel choices. Consumers searching for information were divided into three clusters. This result shows that each cluster had a different shopping orientation. Multi channel search cluster were more likely to pursue convenience and pleasure seeking. The offline search cluster showed a tendency to pursue convenience and the online search cluster showed the highest result in the price pursuit tendency. And the choice of the reservation channel of the hotel consumers showed a significant difference only in the convenience pursuit tendency. These results suggest that it is useful to analyze the multi channel shopping based on consumer's shopping orientation. And hotel companies will be able to develop more effective marketing strategies on the basis of this empirical results.

For local festivals to keep growing themselves and gaining success, it needs to make visitors feel different emotions and provide special experiences with differentiated programs; however failing to do this make those festivals turned away from visitors, leading eventually to numerous integration or deletion of these festivals. Therefore, the research intends to figure out how the core emotional benefits and symbolic benefits of the festival program have an impact on the attachment and loyalties toward festivals and to suggest ways to make festivals more attractive to festival visitors. To achieve the goal of the study, the variables were examined theoretically and the empirical study was conducted on the family - run participants, the core program of the 2017 Si-heung Tidal channel Festival, based on the previous research. As a conclusion, firstly, the emotional and symbolic benefits of the festival core program were found to have a significant effect on the festival attachment. Second, the festival attachment have a significant effect on the loyalty. Third, he emotional and symbolic benefits of the festival core program have a significant effect on the loyalty. Through identifying and studying these influence relations, it is considered to be useful data for developing and operating the core programs that would play an important role in the success of local festivals.

This study analyzed the level of importance and performance of coffee consumers considering the importance of barista education and competency unit element required to work as a barista during barista training period based on NCS - now rapidly expanding as an industry and job market in Republic of Korea. For this study, a survey was performed of coffee consumers in Busan that experienced coffee training more than once. The survey was made from Oct. 1 - Nov. 5 2017, and 223 valid samples were collected for empirical analysis(IPA) purpose. The summary of this study is as follows: First, the estimation result of importance and performance by the competency unit of research participants was that both milk steaming for coffee and coffee grinder were highly recognized in importance and performance. It seems to be that the visible performance is noticed by the same items during the training of research participants. Second, as for competency unit element of the research participants, level of importance and performance was high in coffee grinder operation/cleaning and espresso extracting etc. This is not only the most essential competency element in practical course of barista but also a basic element in coffee menu preparation, so it shows that the level of importance and performance is high both in basic course and in expert course.

Although the development of local festivals has led to many scholarly studies on festivals but there are few studies on night festivals. The purpose of this study is to suggest the implications of improving the quality of Korean festival by participation on motivation, attractiveness and involvement of festival, focusing on Korea and Japan night festival. For the empirical analysis of the survey, the spatial range was limited to the venue where "Gamaek Festival" was held Jeonju in Korea and "Yosakoi Festival" was held Kochi in Japan. The time range was from Aug. 10 to 12, 2017, when the "Gamaek Festival" was held, and "Yosakoi Festival" was held from August 11 to 13, 2017. During this period, 105 copies were distributed for each festivals to visitors. The content scope is composed of 5 chapters. First, Participants in Korea and Japan will have different motives for participation. Second, the attractiveness of Korean and Japanese festival participants will be different. Third, the involvement of participants in Korea and Japan festival will be different. Fourth, the satisfaction level of participants in Korea and Japan festival will be different. The result of Analysis is First, motivation for participation was significant in significance and deviation. Second, only the convenience was significant in the analysis of attractiveness difference. Third, in the analysis of difference between involvement and satisfaction, all results were significant.

The purpose of this study is to analyze and verify the effect of satisfaction of club employee's activities on the psychological well-being and organizational citizenship behavior of the hotel restaurant workers. For this purpose, 300 questionnaires were distributed and collected in Seoul, Gyeonggi, and Incheon, and finally 234 questionnaires were used for analysis. The results showed that relaxation satisfaction and satisfaction of education were significantly (+) on the psychological well-being of satisfaction group activities of the hotel restaurant workers. The satisfaction of relaxation satisfaction among the group activities of the hotel restaurant workers in the express hotel shows a positive (+) effect on altruism, which is a sub-factor of organizational citizenship behavior. Satisfaction, and relaxation satisfaction showed positive (+) influence on citizen's behavior. In addition, psychological well-being has a positive (+) effect on organizational citizenship behavior. In this study, theoretical and practical implications are suggested based on the results of this study.

The present exploratory study aims to deduct the components of Voluntourism experience using Netnography which utilize the SNS online community and to analyze the Voluntourism experience which would be differentiated from Mass tourism. A Naver cafe site named 'Enjoy Work Camp' was selected for exploratory data gathering and 60 online reviews from Jan. to Dec. 2013 were analyzed using Netnography, the on-line based ethnographical method. According to preceding research, the Voluntourism experience was categorized by physical experience and social·psychological experience and the experiences were examined by top components and sub components. Physical experience components were found to be consisted of Destination(5 sub-components), Activity contents(3 sub-components), People(3 sub-components). Next, social·psychological experience components appeared to be consisted of Activity-oriented(3 sub-components), Relationship-oriented(4 sub-components), Environment-oriented(3 sub-components), Education-oriented(2 sub-components), Psychology-oriented (8 sub-components). Based on the results, the characteristics of Voluntourism experience which differentiate from Mass tourism were delineated. First, there are Unique experience components which cannot experience in Mass tourism. Second, various types of interchange among people were shown. Third, it was seen as not single social·psychological experience, but complex experience. It proves that Social·psychological experience varies with physical experience components. This study is expected to be possibly utilized in policy making for activating Voluntourism and in travel business for suggesting the standard of Unique Selling Point of Voluntourism.

This study has researched the relationship between image formation and service recovery justice that customers of hotel restaurant recognize and verified how the hotel image contribute to customer loyalty by ensuring service recovery justice. According to these purpose, the survey aimed at 386 samples has conducted for one month from May 14th to June 14th in 2018 and the implications were deduced as follows. First, the service recovery justice customers of restaurant recognize proved to have stronger influence on cognitive image than emotional image in the formation of hotel image. Second, when it comes to the effects of the service recovery justice customers of restaurant on hotel image, it has a strong effect on interactional justice; especially, it significantly influence a cognitive image. Lastly, in the relationship between hotel image customers of hotel restaurant recognize and customer loyalty to a hotel, emotional image has stronger influence. This study has a significant implication in that it focused on the formation of hotel image by service recovery justice aimed at customers of hotel restaurant based on existing researches. However, this study has a limitation in that it limits the image to cognitive and emotional image and its generalization is not perfect because of defective sampling. The consideration on various hotel images is required in further studies. If a variety of performance variables are utilized in addition to customer loyalty, it would provide academic and practical implications for the service improvement of hotel restaurant.

The study desires to offer basic information about invigoration of the rural tourism experience and marketing strategy to promote satisfaction of not only local residents but also tourists by understanding measured variables including types of the rural tourism experience that rural tourism has at present, revealing a connection of the effect on community participation, community affection, and participation satisfaction, and stating how a image of tourist attraction is controlled by community participation community affection. This study applied theoretical concept and frame by collecting materials related to types of the rural tourism experience, community participation, community affection, participation satisfaction, and image of tourist attraction for documentary research. An actual investigation analyzed 326 valid samples except for 24 non-validated samples by interviewing local residents personally and distributing 350 questionnaires targeting local residents during about 30 days from August 31 2015 to September 31 2015. As a result, first, as a result of analyzing the effect of types of the rural tourism experience on community participation, experience, rest, and convenience of the rural tourism experience have an effect on community participation, so the effects on local residents are different by types of the experience activity. Second, as a result of analyzing the effect of community participation on an community affection, it was analyzed that community participation has an effect on an community affection, and the more local residents participate, the higher an attachment to community is. Third, as a result of analyzing the effect of an community affection on participation satisfaction, an community affection has an effect on participation satisfaction. The higher an attachment of local residents, the higher participation satisfaction of local residents.

The purpose of this study was to investigate the effect of perceived value of theme park on human service, oral effect, and revisit. Factor analysis revealed five factors of perceived value, human service, word-of-mouth, and revisit intention. The following conclusions were drawn from the regression analysis. The perceived value of theme park was statistically influenced by human service, word-of-mouth, and revisit intention. Through the positive maintenance of the theme park through continuous maintenance, it affects human service and the customer decides the word-of-mouth and revisit intention. In addition, human services also have an effect on word-of-mouth and revisit intention. From the manager point of the theme park, providing high-quality human service through continuing education for employees can be seen as a way to enhance word-of-mouth effect and revisit intention. The result suggests that this study could be used to improve the word-of-mouth effect and revisit intention of the theme park.

This study aims to prove the relation among serious leisure motives, flow and behavioral intention of surf tourists. First, the serious leisure motives have been verified to have strong relationship with surf tourists' emotional flow. Among four factors of the surf tourists' serious leisure motives, three factors of serious leisure motives ,which are leisure career motive, personal effort motive, continuous benefit motive, are significantly influence on emotional flow. Second, the serious leisure motives have been verified to have strong relationship with surf tourists' emotional flow. The four factors of serious leisure motives, which are expertise in lesure motive, leisure career motive, personal effort motive, continuous benefit motive, are significantly influence on cognative flow. Third, the surf tourists' flow, which consists of emotional and cognitive flow, has a directly positive effect on the behavioral intention. The emotional and cognitive flow are significantly influence on the behavioral intention.