The effect of travel purpose and self-image congruency on preference toward airline livery design and perceived service quality

This paper examines travelers’ preference for airline livery design, which is an important component of sensory experience for tourists. Based on surveys of both U.S. and South Korean respondents, this study finds that airline livery preference depends on travel purpose (i.e. business vs. vacation). Designs preferred by the two travel segments differ in terms of color tone, hue, line, and shape. Business traveler-preferred designs signal punctual, efficient, classy, and safe service; while vacation traveler-preferred designs elicit feelings of fun, friendly, and exotic service. It is also shown that travelers prefer airline livery that is congruent with their situational self-image, depending on the travel occasion at hand. In fact, self-image congruency of design is approximately half of the variance in airline livery preference. Finally, results show that self-image congruency also increases perceived service quality.     

Experiential and involvement effects on the Korean wine tourist's decision-making process

This study's core purpose is to understand the behavioural intention (BI) of wine tourists using the Extended Model of Goal-directed Behaviour (EMGB). Specifically, the Model of Goal-directed Behaviour (MGB), an advanced version of the Theory of Planned Behaviour (TPB), is extended to EMGB by incorporating experience and involvement towards wine tourism to better understand wine tourists' intention to participate in a tour. The sample was 211 Korean wine tourists. Results revealed that two constructs related to wine tourism, namely, experience of a wine tour and wine tourism involvement, formed positive and significant relationships with attitude towards participating in such a tour. Attitude, subjective norm, and positive anticipated emotion influenced tourists' desire to participate in a wine tour, which, in turn, influenced their BI. Contrary to expectations, the frequency of past behaviour does not have a significant effect on desire and BI, and perceived behavioural control has no significant effects on BI.     

Unraveling public support for casino gaming: The case of a casino referendum in Penghu

By integrating the social exchange theory (SET) and the theory of planned behavior (TPB), this study unravels the factors associated with residents’ intention to support casino gaming development in Penghu in future referenda. Residents’ attitudes toward casino gaming development in their community were examined in the SET framework while their intention to support such development was investigated in the TPB framework. Despite that partisan difference did not have a significant interaction with TPB variables, past behavior exerted moderating effects determining residents’ intention to support casino gaming development through two TPB variables: subjective norm and perceived behavioral control. Implications are provided.

Abbreviations: ATTU: attitude; DPP: Democratic Progress Party; ECOI: perceived economic impact; ENVI: perceived environmental impact; INT: intention to support casino gaming development in future referenda; KMT: Kuomingtang; PBC: perceived behavioral control; PPB: perceived personal benefit; SET: social exchange theory; SN: subjective norms; SOCI: perceived social impact; TPB: theory of planned behavior     

The constraints of Chinese tourists to visit Korea caused by THAAD using Q-methodology

The recent deployment of the THAAD system to South Korea has resulted in complex and controversial issues, particularly in the political, diplomatic, and economic relations between Korea and China [Perlez, J. (2017, May 31). China woos South Korea’s new leader, but the U.S. left behind a spoiler. The New York Times. Retrieved from https://www.nytimes.com/2017/05/31/world/asia/china-south-korea-xi-jinping-moon-jaein-thaad.html?_r=0]. To minimize its negative impact on international tourism, the underlying psychological mechanisms of Chinese tourists associated with this complex political issue should be determined. As an attempt to resolve the current crisis, this study identified the subjective characteristics of Chinese tourists who cancelled visits to Korea using Q-methodology and classified Chinese tourists’ attitude towards the THAAD issue. Based on respondent’s evaluations on Q-sample statements, four types of Chinese tourists were articulated, namely, patriotism, risk awareness, external dependency, and Lotte sanctions. By delving into tourists’ subjectivity, Q-methodology seems powerful to elicit intrapersonal constraints, which are deeply embedded in an individual’s psychological state. The results showed that the THAAD issue greatly influenced Chinese tourists’ personal values, beliefs, and identities.     

Residents’ attitudes toward future tourism development in terms of community well-being and attachment

This study explores residents’ attitudes toward future tourism development based on their community well-being (CWB) and community attachment. Focusing on the case of Gamcheon Culture Village in Busan, South Korea, which was developed during an urban regeneration project in 2009, an exploratory factor analysis was conducted. The main findings of this study are: (1) CWB is supported by five variables including income effects, social participation, safety service, infrastructure service, and environmental effect; (2) not only does CWB influence community attachment but attachment also effects residents’ attitudes; and (3) the most effective variable of CWB is income effect, and safety service for community attachment. These results can help to provide effective strategies to encourage residents to have positive attitudes about further tourism development in a community-based tourism destination.     

Call Center Employees’ Intent to Quit: Examination of Job Engagement and Role Clarity

Call centers have become a valuable resource for hotels in managing customer experiences and relationships, yet they have also developed a reputation for being a stressful job which has made it a significant challenge to retain employees. Given high turnover rates among call center employees, it is important for hospitality firms to understand the factors influencing their intentions to quit. This study focuses on job engagement and role clarity to examine hotel call center employees’ intent to quit. The survey results of call center employees at a large resort hotel suggest that job engagement significantly influences the hotel call center employees’ intent to quit after accounting for job satisfaction and organizational support. Role clarity, however, is not related to intent to quit. Managerial implications and recommendations for increasing employee job engagement are discussed.     

Relationship between HEXACO personality factors and emotional labour of service providers in the tourism industry

This study aimed to 1) explore to what extent service providers’ emotional labour is affected by personality as measured using HEXACO personality factors, 2) analyze the affect of emotional labour on the performance of required emotional display rules, and 3) investigate differences in emotional labour depending on service providers’ demographic characteristics. From a questionnaire survey of employees in different service sectors in Korea, four HEXACO personality factors, Extraversion, Agreeableness, Conscientiousness, and Openness were found to have a positive influence on emotional labour. Deep acting has a positive influence on the requirement to display positive emotions and a negative influence on the requirement to hide negative emotions. Demographic variables generally do not affect emotional labour. This study provides practical information about employees to managers in the service industry. It could help in recruitment, the management of human resources, and enhance a company’s service assessment.     

The managed heart: The structural analysis of the stressor–strain relationship and customer orientation among emotional labor workers in Korean hotels

This study examined the structural relationships among three different dimensions of workplace stressors (customer-related stressor, CRS; work environment-related stressor, WERS; job-related stressor, JRS), negative affectivity (NA), emotional exhaustion (EE), and the negative effect of that strain on customer orientation (CO) in the context of the emotional labor (EL) of frontline employees in the hotel industry. Data were collected from self-administrated questionnaires distributed among frontline employees in room and F&B divisions in Korean deluxe tourist hotels, where EL is intense. The results of the structural equation analysis indicated a positive association between all three workplace stressors and NA and between NA and EE. There was also a relationship in the opposite direction with EE and CO, as hypothesized. The moderating effect of organizational level on the workplace stressors–NA relationships was also confirmed. In addition, in an alternative model, we found that NA partially mediates the relationship between JRS and EE; whereas, NA fully mediates the relationships between CRS/WERS and EE. Practical implications are discussed in detail and limitations of the study and future research directions are also suggested.     

The impact of CSR on relationship quality and relationship outcomes: A perspective of service employees

Corporate social responsibility (CSR) has gained increasing attention over the past decade. While many studies examined an impact of CSR on consumers, only dearth of research is found that attempts to understand the impact of CSR on employees from the relationship marketing perspective. The purpose of this study is to investigate the role of CSR in predicting relationship quality and relationship outcomes. The four dimensions of CSR used in the study include economic, legal, ethical, and philanthropic aspects. Data were collected via survey from employees of franchised foodservice enterprises located in South Korea. The findings of the study show that not all dimensions of CSR have the same effect on relationship quality. While economic and philanthropic dimensions have a significant influence on organizational trust, only ethical dimension has a positive effect on job satisfaction. As expected, relationship quality has a significant impact on relationship outcomes.     

Measuring festival quality and value affecting visitors’ satisfaction and loyalty using a structural approach

Perceived value is understood to be a precursor of customer satisfaction and loyalty and is itself impacted by product quality. The linkages between quality, value, satisfaction, and loyalty have been gaining increasing attention in the marketing field. Accordingly, this study examines whether quality dimensions have an impact on perceived value, which, in turn, affects satisfaction and loyalty, in the context of the Punggi Ginseng festival.