Korean Tourists Research Articles

Exploring the Determinants of Chinese Tourists' Shopping Behavior During Shopping Tourism in Korea.

This study aimed to examine the factors influencing Chinese tourists' shopping behavior during shopping tourism in Korea using a theoretical framework based on the modified theory of planned behavior (TPB). A quantitative research method was used; the questionnaire for this study was posted on Wenjuanxing for data collection and 269 valid questionnaires were analyzed in September 2024 using partial least-squares structural equation modeling (PLS-SEM). The results of analyzing the 269 questionnaires showed that attitude, conformity, perceived behavioral control, and perceived quality of goods influenced shopping intention. However, face consciousness did not affect shopping intentions. Additionally, Chinese tourists' shopping intentions influenced their shopping behavior during shopping tourism in Korea. The results of this study reveal the potential mechanisms of the influence of shopping intentions with conformity (a factor of Chinese-subjective norms) and the perceived quality of goods (a new factor) in shopping behavior, and they provide theoretical guidance and appropriate marketing strategies for companies in the Korean tourism field.

Application of Storytelling for Marketing Purposes: A Study with Korean Tourism Students

Application of Storytelling for Marketing Purposes: A Study with Korean Tourism Students

The Influence of Tourist–Environment Fit on Environmental Responsibility Behavior: A Moderated Mediation Model

Urban forest parks have emerged as significant tourist destinations thanks to economic expansion and the rise in free time. These parks offer tourists the opportunity to connect with nature. Existing studies have examined the value and importance of urban forest parks for tourists. However, there is a lack of research on the interaction between tourists and the natural environment and its influence on environmental responsibility. This study used structural equation modeling to explore the impact of tourist–environment fit on environmentally responsible behavior and the mediating role of natural empathy and awe in the impact of the above-mentioned relationship. In addition, the moderating role of tourists’ different cultural backgrounds (nationalities) was also analyzed. In this study, 509 valid questionnaires were collected from field surveys in April and May 2024 at the forest park of Lim City, Seoul, Republic of Korea. The data analysis indicates a notable and favorable impact of tourist–environment fit on visitors’ natural empathy, awe, and environmentally responsible behavior. Natural empathy and awe play a mediating role in the influence of tourist–environment fit on environmentally responsible behavior. It suggests that the fit between tourists and the recreational environment of urban forest parks promotes the emergence of empathy and awe and, thus, stimulates tourists’ environmentally responsible behavior. In addition, tourists’ cultural backgrounds play a moderating role in the influence of natural empathy and awe on environmentally responsible behavior. Compared to Korean tourists, Chinese tourists’ natural empathy and awe strongly influence environmentally responsible behavior compared to Korean tourists. This paper also explores the theoretical progress and practical observations that provide guidance and serve as references for the management and sustainable development of urban forest parks.

Effects of Technostress on Psychological Contract Violation and Organizational Change Resistance.

This study investigates the effects of technostress perceived by employees on psychological contract violations and resistance to organizational change, as information and communication technology is applied to various tourism industry work sites. This study's sample consisted of employees working in the Korean tourism industry in June 2023, who were surveyed using snowball sampling. Four hypotheses were proposed. First, technostress is associated with psychological contract violations. Second, psychological contract violations are associated with organizational change resistance. Third, technostress is associated with organizational change resistance. Fourth, psychological contract violations may play a mediating role in the relationship between technostress and organizational change resistance. All hypotheses in this study were adopted. Therefore, organizations and management in the tourism industry should identify and improve the factors that cause employee technostress arising from expanding information and communication technology to provide psychological stability.

A Study on the Influence of K-beauty Content on National Image and Visit Intentions within the Chinese XiaoHongShu App

Purpose: This study investigates the factors influencing the popularity of K-beauty in the Chinese market, an audience captivated by K-beauty and Korean tourism. This paper aims to analyze the impact of these factors on Korea’s image and the intention to visit the country.Methods: This empirical analysis included a self-administered online survey targeting 300 Chinese individuals who have experience watching K-beauty content through the Xiaohongshu app. The sample’s ages ranged from teenagers to individuals in their 50s. Collected data were processed using SPSS 26.0, and we employed statistical techniques such as frequency analysis, reliability analysis, factor analysis, correlation analysis, multiple regression analysis, and simple regression analysis.Results: The study yielded the following key findings. Characteristics of K-beauty content was identified as positively influencing Korea’s image; these included (in descending order or relevance) usefulness, expertise, reliability, up-to-dateness, and attractiveness. A positive correlation was observed between the country’s image and the intention to visit. Finally, the characteristics of K-beauty content significantly influence the intention to visit.Conclusion: This study’s results underscore the significance of generating and disseminating high-quality K-beauty content to ensure a positive experience. The findings support strategic collaboration with influencers to promote K-beauty and integrate it with tourism content. Furthermore, we suggest developing K-beauty tourism products tailored for foreigners to position Korea as a hub in the beauty industry. This study’s insights can serve as a foundation to augment travel demand by enhancing the national image and elevating Korea’s appeal as a tourist destination.

Cultural Values of Tourists as Moderators of the Satisfaction-Loyalty Link: An Empirical Investigation in the Hospitality and Tourism Context

Purpose - The role of customer satisfaction in predicting customer loyalty has attracted a great deal of attention from academics and practitioners in recent years. However, there have been limited empirical studies on this topic, particularly in the context of Korean tourism. Additionally, since tourists typically come from diverse cultural backgrounds, they may present a wide range of subsequent attitudes and behaviors, even after identical tourism experiences. This implies that the relationship between satisfaction and loyalty may appear vastly different in different tourists. In this vein, the purpose of the present paper is twofold: (1) to empirically examine the association between tourist satisfaction and tourist loyalty, and (2) to explore cultural values as potential moderators of the aforementioned tourist satisfaction-tourist loyalty link, namely long-term orientation and cultural intelligence. Design/Methodology/Approach - Using the expectancy disconfirmation paradigm as a theoretical backdrop, the present study proposed and tested the research hypotheses. Data were collected from a web-based survey of 400 tourists visiting South Korea. Findings - The findings of this study indicated that tourist satisfaction with a trip was positively related with tourist loyalty. The findings further revealed that the long-term orientation of tourists positively moderates the tourist satisfaction and tourist loyalty relationship, yet this moderating impact of long-term orientation varies in accordance with the level of cultural intelligence of tourists. Research Implications - With the increased recognition of importance of tourism in South Korea’s trade, this paper enhances the current understanding of the tourist satisfaction-tourist loyalty link and provides important insights into tourism management.

What motivates international tourists’ positive word-of-mouth? The effect of individualist and collectivist cultural orientations

Purpose The purpose of this research paper was to determine which needs for incentives influence positive word-of-mouth (PWOM) among international tourists and how these needs differ based on the cultural orientation toward individualism and collectivism. Design/methodology/approach This research used online surveys to gather data from 959 Australian, US, UK, Japanese and Korean respondents who had visited Beijing. A random sampling method was used, and data were analyzed using SmartPLS 4.0. By adopting the existence relatedness growth theory, the findings explain how cultural orientation affects the impact of needs for incentives in generating PWOM. Findings Three hypothesized relationships were significant for Australia/UK/USA and Japan/Korea – the effect of needs for incentives on motivation, the effect of motivation on PWOM and the effects of needs for incentives on PWOM were significant and positive for Australia/UK/USA and Japan/Korea. The effect of needs for incentive type on motivation varied across national populations, and the intensity of the effects of needs for incentive type on PWOM was also different. For Australian, UK and the US tourists, the honorary title was the most influential need to stimulate word-of-mouth motivation. The need for cultural learning was the most influential for Japanese and Korean tourists. Originality/value This research contributes to the literature by exploring and comparing the needs for incentives that influence PWOM among tourists from the perspective of individualism and collectivism. The results also increase the understanding of the relationships among needs for incentives, motivation and PWOM.

Tourism service failure, service recovery, and negative word-of-mouth: three-country comparison using a choice experiment

ABSTRACT This study analyzes service failures and recovery impacts on group tours using choice experiments and conditional logit models. It assesses negative word-of-mouth likelihood based on failures in food outlets, travel agencies, and scenic spots, and recovery actions like apologies, refunds, and punishment. Results show forced purchases, itinerary changes, and food sanitation significantly influence negative word-of-mouth. Preferences for recovery measures differ among Chinese, Japanese, and South Korean tourists, with Chinese favoring punitive actions, Japanese and South Koreans preferring refunds, and South Koreans finding personal apologies more acceptable.

에릭 코헨(Erik Cohen)의 관광 연구의 특성과 태도

This paper deals more deeply with the tourism research characteristics and attitudes of Erik Cohen, who has made important contributions to the field of tourism studies. Erik Cohen's research methods and perspectives have made a profound impact on modern tourism studies and contributed greatly to the multidimensional interpretation and understanding of tourism phenomena. To bridge the gap between abstract theorizing and empirical reality, Erik Cohen developed a typology that subdivides tourism phenomena into different types based on different criteria. This typology serves as a bridge between theory and reality to understand and explain the complexity of tourism phenomena. Examining tourism phenomena from different perspectives promotes diversity in tourism studies, which helps enrich our understanding of the multifaceted nature of tourism phenomena. In addition, Erik Cohen emphasizes both the social structural aspects of tourism phenomena and the interactions between individuals at the micro level, thus exploring both the macro structures surrounding tourism phenomena and the emotions and behaviors of individuals as subjects of tourism phenomena. This multidimensional approach has helped us to understand the complex interactions of tourism in a more comprehensive way. Erik Cohen also examined the tourism phenomenon as a historical process, attempting to understand the temporal and spatial context of tourism and how it has been developed and perfected. These features make Erik Cohen's work of great value to tourism studies, and his passion for research and deep love for tourism phenomena are great inspirations to Korean tourism researchers to explore tourism phenomena more deeply by considering various perspectives and contextual aspects in tourism studies. In the future, it is hoped that Korean researchers will emulate Cohen's research methods and attitudes to further develop tourism research.

정의롭고 윤리적인 관광을 향한 타짐 자말(Tazim Jamal)의 연구 세계

This article explores the research world of Tazim Jamal, a prominent scholar in contemporary tourism studies, as part of the special issue of the Journal of Tourism Science titled ‘Contemporary Leisure and Tourism Researchers and Research’. Drawing from an interview with Jamal and reviews of her research, this article delineates Jamal's research background, interests, and primary research focus. Additionally, it includes Jamal's insights directed towards South Korean tourism research and researchers. Jamal recognized the significance of socio-cultural and environmental impacts caused by tourism and dedicated her work to addressing these issues. Her early research concentrated on collaborative planning and community participation, later broadening to encompass sustainable tourism, just and ethical tourism, and the concept of 'good tourism'. Jamal proposed five principles for justice and ethics in tourism: equity and justice; diversity and recognition; responsibility and care; sustainability and conservation; and democracy and governance. She underscored the need for future tourism studies to continue interdisciplinary research, employ diverse research paradigms and methodologies, share extensive knowledge, and engage in discourse with scholars from the Global South and non-Western countries. Furthermore, in a written message to Korean academics, Jamal expressed hope that addressing critical issues like climate change, community well-being, cultural and heritage conservation, and enhancing cultural exchange and visitor learning can be achieved through thoughtful, fair, and responsible tourism. It is hoped that this article well describes Jamal's research world and philosophy on justice and ethics in tourism.

Research Trends and Directions in ESG Management in Korean Tourism Studies: A Focus on KCI-Indexed Academic Papers from 2021 to 2023

Research Trends and Directions in ESG Management in Korean Tourism Studies: A Focus on KCI-Indexed Academic Papers from 2021 to 2023

NCT life variety show as a persuasive media for Korean tourism promotion: Peirce’s semiotic observation

This research discussed signs in terms of icons, indexes, and symbols on the variety show named NCT Life: Hot and Young Seoul Trip using the semiotic theory of Charles Sanders Peirce. The purpose of this research is to describe icons, indexes, and symbols related to tourism and interpret these signs with contextual meaning. The reason for doing this research is to look for signs that refer to persuasive tourism promotion activities contained in the variety show. This research employed the descriptive qualitative design with the findings on each icon, index, symbol, and contextual meaning presented in the form of a description. The results of this study indicate that there are categories of icons, indexes, and symbols related to tourism promotion in Seoul, South Korea. Icon has three categories related to brand ambassadors, tourist attractions, and tourist activities. The index has four categories related to the background illustration for NCT members introduction, expressions of feelings, figurative expressions, and gestures. The symbol has three categories related to logos, slogans, and additional information related to activities and tourist attractions. Then, the contextual meaning of the signs found leads to several contexts, all of which also refer to tourism promotion activities delivered through the media of variety shows. On this basis, the research suggests that there is tourism promotion packaged in events through variety shows carried out by NCT members as performers by visiting or trying various tourist activities around Seoul and recommending them to the audience.

K-pop이 한국 국가 브랜드와 관광업에 미치는 영향에 대한 연구

The purpose of this study is to examine the influence of BTS on Korean national brands and explore the influence of K-pop on Korean tourism industry. As for the research method, the study used the form of questionnaires to collect data. In order to understand the influence of BTS on Korean national brands from the perspective of foreigners, 473 Chinese university students and employees were selected as the subjects of this study. And the hierarchical regression analysis of the relevant data was carried out. In order to explore the impact of BTS on Korean brand, this research set Acculturation, PAD, Para-social interaction, and BTS attitudes as independent variables, while Korea attitudes and Korea visit intention were set as dependent variables. According to the independent variables and dependent variables, the research questions and hypotheses are designed. Results suggest that BTS positively affect the national image of Korea and travel intentions, demonstrating that the tourism values of K-pop are emerged. However, other cultural elements show less significant effects.

Korean tourists' experience of intercultural communication through English as a Lingua Franca (ELF) in overseas travel: A grounded theory approach

This study examines Korean tourists' experience of English as a Lingua Franca (ELF) in overseas travel using grounded theory. The data is based on semi-structured interviews with 17 South Korean tourists, and the analysis using paradigm theory demonstrated 146 concepts, 29 subcategories, 11 main categories, and a core category entitled ‘enhancing the quality of tourism experiences and the motivation for English learning through effective communicative accommodation’ regarding ELF. The findings show that despite their awareness of the growing role of ELF, participants had concerns about using English in overseas travel and had experienced language barriers. However, these were mainly caused by different linguistic expression (dialects, accents) among speakers, not from using English per se. To overcome miscommunication, participants employ diverse strategies, which contribute to enhancing the quality of tourist experiences and raising the motivation for learning English. The study makes theoretical and practical recommendations to promote effective intercultural communication between tourists and hosts for sustainable destination management.

EFFECTIVE COMMUNICATION IN THE PROMOTION OF HISTORICAL TOURISM IN BENGKULU PROVINCE ON KAKAOTALK CHAT FEATURE

Research on effective communication in the promotion of historical tourism in Bengkulu Province on the Kakaotalk chat feature, aims to find out how effective communication is carried out by the Tourism Office to prospective South Korean tourists using the Kakaotalk application, the type of research method used is descriptive qualitative method, in finding data researchers use interviews, documentation and data analysis methods. In view of the theory used, namely, the effective communication process by Cutlip and Allen, shows that the first 7 factors are credibility, where the achievements to the form of cooperation built by the Bengkulu Province Tourism Office build strong credibility to attract South Korean tourists, secondly there is a context in this promotion which also explains the conditions or good times for tourists to come to Bengkulu and some of the things they can see in Bengkulu, thirdly this content is also one of the strong factors where the promotion uses several pieces of history to tell stories that make South Korean tourists interested and communicate with the promotion. fourthly clarity (clear message), The fourth is clarity (a clear message), with this translator it really helps the promotion with the tourists to convey the message well, the fifth is the continuity of communication that lasts until now shows that the message is conveyed well and effectively, the sixth is media, using Kakaotalk this really helps good communication and makes better service to South Korean tourists, and the last is understanding, both parties can be said to have effective communication with the same understanding or the message conveyed and received has the same meaning. From these factors contained in the theory after being researched and observed, the results are fulfilled or answered and it can be concluded that communication in the promotion of historical tourism on the kakaotalk chat feature carried out by the Bengkulu Provincial Tourism Office with South Korean tourists has been carried out effectively.

Norm activation and self-interested process in ethical behaviours for animal tourism: exploring the function of animal co-creation and Asian cultural values

ABSTRACT Animal-based tourism has raised ethical issues, but few studies have been conducted in order to investigate the tourists’ ethical behaviour. The current study developed a theoretical framework that explains Korean tourists’ ethical behavioural intention by considering the norm activation model and the self-interested process. The study specifically linked two major normal factors, which include personal and social norms and one self-interested factor, which is the tourists’ ethical attitude, as a theoretical basis. Furthermore, Asian cultural values, which include views of human-nature and human-human relationships, and animal co-creation, which is an animal tourism activity characteristic, were inserted into an integrative model. The results indicated that the hypotheses were generally supported, which theoretically sheds light on the role of animal co-creation and Asian cultural values in regards to predicting ethical behaviour. The outcomes of this study could practically be developed in order to make effective strategies in regards to fostering the tourists’ ethical behaviours.

의미연결망 분석을 활용한 외국인 관광자의 북한관광 인식 및 이미지 분석

Looking at actual and potential foreign tourists to North Korea, this study explored their perceptions of North Korean tourism and images of North Korean tourist attractions. Given the uniqueness of North Korean tourism and the difficulties in using survey methods, this study conducted a meaning network analysis of YouTube videos that introduced and illustrated actual North Korean tourism experiences. Specifically, by examining viewers’ comments, we analyzed and compared the words related to the perceptions and images of North Korean tourism and tourist attractions and inferred their inherent meanings. From this, we found that the viewers who watched the videos expressed positive interest in North Korean tourism itself and recognized North Korea's political ideological environment as a unique and unusual attribute of the tourist destination. In addition, they expressed high interest in the lives and lifestyles of North Koreans depicted in the videos, and their overall image of North Korean tourism was positive. On the other hand, the comments signaled distrust in North Korean society and doubts about travel safety, contributing to the negative images of North Korean tourism. Through a similar group analysis, it was confirmed that the words in the comments were divided into clusters of those related to curiosity and interest about (1) North Korea, (2) North Korean tourism and North Korean tourist attractions, (3) North Korean residents, and (4) North Korea and international relations. This study is meaningful for making an academic approach to North Korean tourism which has been relatively unrecognized and analyzing North Korean tourism via YouTube videos.

Impact of cultural worldview and authenticity on VAB model at Bukchon Hanok Village

This study examines the value-attitude-behavior (VAB) model with cultural worldview (CW) and authenticity of Korean heritage tourists. An onsite survey was conducted with the Bukchon Hanok Village (BCHV) visitors on weekdays and weekends from November 11 through 24, 2019. A total of 451 questionnaires were analyzed using the structural equation model. Uniquely, this study also employed a second-order analysis of CW and authenticity for parsimonious interpretation and meaningful comparison between CW and authenticity constructs. The results reveal that both CW and authenticity positively affected functional values, with the authenticity construct exerting a more substantial influence on values than CW. Authenticity was a stronger antecedent to shaping functional value than emotional value. Consequently, emotional and functional values were found to influence attitude, positively affecting behavioral intention. Notably, emotional value had a more significant impact on attitude than functional value. This study’s findings fill a research gap by extending and developing the literature on cultural worldview and authenticity in conjunction with the VAB model among Korean tourists at a heritage tourism site. Theoretically, this study is the first to investigate the linkage between CW, authenticity, and the VAB model in predicting cultural tourists’ behavioral intentions. Several practical implications are also provided for tourism professionals and planning authorities to consider in future development.

한류경험유형이 한국의 관광지이미지 및 행동의도에 미치는 영향: 방한 중국인 유학생을 중심으로

The survey was conducted from June 1 to July 31, 2021, and the questionnaires were directly distributed by researchers to the respondents or surveyed through Chinese apps. and e-mails using smartphones. A total of 206 questionnaires were collected. To summarize the analysis results; first, it was found that the type of Korean wave experience(intangible Korean wave experience and tangible Korean wave experience) partially had a significant positive (+) effect on Korean tourism image factors(quality of experience, convenience, and attractiveness). Second, it was found that the type of Korean wave experience had a significant positive(+) effect on behavioral intention; and third, it was found that the image of tourist sites in Korea had a significant positive(+) effect on behavioral intention. Therefore, through hypothesis verification, we would like to establish a fundamental marketing strategy to revitalize the attraction of foreign tourists to Korea, which has been stagnant due to COVID-19.

Upaya Pemulihan Pariwisata Korea Selatan dari Pandemi COVID-19

The COVID-19 pandemic that has hit the world gave impacts in all aspects of life, one of them is tourism. The enforced of social restrictions and banned on entry for foreign tourists has forced countries to face a crisis in the tourism sector, and South Korea is not an exception. South Korea, which has become a popular destination among foreign tourists along with the global Korean Wave, has to face a downturn in the tourism sector due to the COVID-19 pandemic since the number of foreign tourists has decreased drastically. This research aims to examine the efforts made by the South Korea’s government during the COVID-19 pandemic by using the concept of digital diplomacy which is an extension of the theory of public diplomacy. The result shows that the South Korean’s government actively carried out tourism promotion through social media during the COVID-19 pandemic and able to attract the international public’s attention through creative means. Through tourism promotion on social media, the South Korea’s government wants to build an image as a country with creative destinations and influence foreign tourists to make South Korea their main destination when the pandemic ends. The efforts of the South Korean government have shown positive results, but still require improvement so that South Korean tourism can quickly recover to what it was before the COVID-19 pandemic occurred.