Recently, tourism to visit areas where one can experience the daily life and sense of place of the city is preferred. This study applied a concept of tactical urbanism in terms of the authenticity of urban tourism to provide a theoretical background for revitalizing regional-led urban tourism. This study analyzed the significance and usefulness of tactical urbanism from the perspective of authenticity by applying a documentary method. As a result, the authenticity of the areas of naturalness, originality, specialness, relevance, and influence was revealed in terms of the concept, application process, and output of tactical urbanism applied to the city. A total of 10 characteristics allow tourists to feel authenticity in urban spaces to which tactical urbanism is applied. Tactical urbanism is a useful approach that gives authenticity to urban spaces, suggesting that it provides an authentic experience for both locals and tourists. This study contributed to the theoretical expansion of tourism by incorporating the tactical urbanism mainly dealt with in the field of urban planning into the concept of authenticity of urban tourism. In the future, it is suggested that tourism policies that can apply a tactical urbanism approach should be prepared to revitalize small but authentic urban tourism.

Personal travel media content has become an important form of marketing tool for the travel industry given its characteristics of facilitating interaction between the content creators and the viewers. Therefore, it is essential to understand the viewer’s psychological decision-making process in order to utilize it as a marketing tool in an effective way. This study was conducted using the S-0-R model. An online survey was conducted on 282 viewers who watched personal travel media within the last 6 months in which the creator is shown directly in the content. As a result of the analysis, a total of four characteristics of personal travel media contents were derived as in the theoretical study: parasocial interaction, information quality, creator’s attractiveness, and real time broadcast. All content characteristics showed a positive impact on social presence. In particular, real time broadcast had the most significant impact on viewers’ social presence. Social presence was found to have a positive impact on a viewer’s behavioral intention too. Based on the results, providing useful and genuine information through attractive creators who can communicate in real time in an effective way is needed to get positive responses from the viewers. This study is meaningful in that it identified personal travel media contents through understanding the psychological decision making process of viewers. It also provided an effective way of utilizing personal travel media content as a new marketing tool.

As Youtube takes root in consumers' daily lives, travel content on Youtube has become a major information channel for a travel destination. Travel content on Youtube provides information to help users relive their memories and plan new trips. The purpose of this study is to propose an effective content marketing strategy by examining the effects of the attributes of travel content on Youtube on information satisfaction, attitude, and visit intention. To this end, a survey was conducted on Youtube users who had watched within the last 6 months, and 279 were used for analysis. As a result of the analysis, it was confirmed that attributes such as enjoyment, reliability, timeliness, vividness, and usefulness affect information satisfaction. Also, information satisfaction was found to have a significant effect on attitudes toward a destination. Finally, it was confirmed that there was a significant influence relationship between attitude and intention to visit. These results are significant in that the influential relationship on information satisfaction was confirmed by encompassing content attributes fragmented in previous studies, and the scope of the study was expanded by adding an attitude variable to predict visit intention. In particular, it was found that the attribute that had the greatest influence on information satisfaction was enjoyment, and that reliability and usefulness had low effects. These results suggest that emotional rather than informational attributes should be emphasized when providing travel information to Youtube users.

A special and memorable experience in a certain place affects the sense of place happiness, and this plays an important role in revisiting the place. Recently, convention destinations at home and abroad use both a convention center, which is a traditional convention facility, for meetings and unique venues for official and hospitality events such as opening ceremonies, dinners, and receptions, to strengthen emotional ties with participants. This study investigated the effects of participants’ happiness perceptions at the convention venue on their behavior intention. A total of 241 questionnaires were collected through on-site surveys at the Gyeongju Hwabaek Convention Center (HICO) for convention participants who experienced the convention center and unique venues at the same time. Except for 46 questionnaires of respondents who had never visited a unique venue, including unusable ones, 195 questionnaires were used for the analyses. As a result of the empirical analyses, academic and practical implications were presented by confirming that the psychological as well as emotional placeness factors perceived by insiders at the convention venue could affect participants’ happiness and their intention to revisit the convention destination rather than the physical and active spatiality placeness factors.

Higher education institutions are under greater pressure to identify a new pedagogy that can promote students’ motivation and achievement in learning. The unprecedented COVID-19 pandemic has completely changed the educational environment to online learning from face-to-face learning, which potentially raises issues related to the quality of student education. In the online learning environment, it is necessary to examine factors affecting students’ motivation, learning styles, online learning engagement, and their learning outcome because students’ motivation, learning styles, and online learning engagement can be predictors of their critical thinking and learning performance. This study examined how students’ motivation, learning styles, engagement, and critical thinking influenced their online learning outcomes. This study conducted an online survey for university students who majored or minored in hotel and tourism management for two months in September and October 2020 through an online survey by Qualtrics of the United States, and verified the hypothesis using structural equation modeling. The findings suggested students’ motivation was the most important factor in online learning because motivation has a positive impact on both behavioral and emotional engagements, thereby leading positive consequences, such as critical thinking skills, learning outcome, and intention. This study provides recommendations for online education along with suggestions for future research.

Based on the expectation confirmation model, this study analyzed the relationships among AI service characteristics, choice confirmation, vicarious satisfaction, self satisfaction, and hotel brand value. In order to test the research model, this study conducted a survey with hotel guests of five-star hotels that implemented AI service in the Republic of Korea. A total of 384 valid surveys were analyzed through structural equation modeling. The results showed that two functional characteristics of the AI service (i.e., convenience and enjoyment) positively affected the choice confirmation of the hotel guests. Results also indicated that a social characteristic of the AI service (i.e., new normal receptivity) positively affected the choice confirmation of the hotel guests. Findings also showed that the psychological characteristics of AI service (i.e., digital efficacy) positively affected the choice confirmation of the hotel guest and, in turn, choice confirmation positively affected both vicarious satisfaction and self satisfaction. Finally, both vicarious satisfaction and self-satisfaction positively affected hotel brand value. Theoretical implications of the study and marketing strategies to management for the AI service of luxury hotel rooms were suggested at the end of the study based on the findings of the study.

The purpose of this study was to derive the optimal configuration of restaurant data fields as required by various stakeholders utilizing public data and to establish priorities among data items. To achieve the purpose of the research, the restaurant data hierarchy was established through literature research and in-depth interviews with an industry expert, and we conducted online surveys with 28 experts in the restaurant industry, academia, and government/public institutions. The main research questions in this study were: 1) what kind of restaurant data should be established first for food tourism service development and restaurant-quality control, and 2) whether there is a difference in the relative priorities of restaurant data items. The restaurant data in the public data derived from the analysis can be divided into five top concepts: "Basic Information", "Operation and Reservation Information", "Facilities and Tourism Information", "Menu and Ambiance Information", and "Service and Quality Information", and 15 sub-concepts and 44 detailed items were derived. Industry respondents rated the relative importance of "Service and Quality Information" and "Facilities and Tourism Information" higher than the overall average, while academic respondents rated the relative importance of "Menu and Ambiance Information" and "Basic Information" higher than the overall average. Government and public institution respondents rated the relative importance of "Menu and Ambiance Information" and "Operation and Reservation Information" higher than the overall average.

Most of the research on the quality of the existing food delivery platform was conducted on consumers. However, from the perspective of platform operators, restaurant sellers that enter the platform and provide restaurant services are also major members of the platform, and research is needed accordingly, but it is insufficient. Therefore, this study conducted a study on the quality attributes of sellers using the food delivery platform based on the Kano model, a quality planning theory. In addition, the difference in the Kano model according to the seller's usage behavior was analyzed and statistical significance was tested, and the customer satisfaction coefficient and potential customer satisfaction improvement index (PCSI) were derived to supplement the Kano model. Sellers using the food delivery platform were classified as a unified quality factor that causes satisfaction when satisfied and dissatisfaction when not satisfied with all the quality attributes of the platform. In the case of the Kano model by seller's usage behavior, there was no difference, but as a result of the chi-square test, statistical significance was confirmed for a specific item. As a result of deriving the customer satisfaction coefficient, the top items of the satisfaction coefficient were "advertising effect on the platform," "number of platform users," and "support of Coupon/Event costs," and "quickness of customer center response" as the top items. The Potential Customer Satisfaction Improvement Index (PCSI) was found to have the top items such as 'Instant Action Function for Negative Reviews', 'Fee Price Appropriateness', and 'Rationality of Advertising Costs'. This study is expected to provide strategic implications for platform quality strategies for sellers from the standpoint of operators operating the food delivery platform by analyzing the quality attributes perceived by sellers using the food delivery platform based on the Kano model.

This study aimed to derive optimal choice pairs according to respective property levels of coffee shop service quality factors by using the choice experiment method and estimate their value. Based on previous studies and focus group interview results, a total of five properties—human service, physical environment, additional services, coffee quality, and price of Americano—were divided into three levels. Through orthogonal array design, the number of reasonable alternatives for the survey has been found to be 36, and a total of 18 choice sets have been derived. The survey collected a total of 700 valid samples by targeting men and women who had visited a coffee shop in the metropolitan area in the past year. As a result of the analysis, it has been found that customers were willing to pay 264 won more when human service was improved to a high level and 526 won more when the physical environment was enhanced to a high level. Meanwhile, it has been identified that additional services have reversed lost value by 476 won when they are improved to a high level. Also, coffee quality reversely lost its value by 557 won when improved to a high level and 546 won when enhanced to a very high level. This study is academically meaningful in the sense that it first provided an adequate value level regarding respective properties by estimating marginal willingness to pay, and secondly, it provided significant basic data for coffee shops in setting reasonable coffee prices and establishing highly effective investment strategies.