This study has attempted to develop scales for measuring the quality of home-sharing lodging. Also, this study demonstrated the procedure of developing measurement scales. First, "Guest house for foreigners" appraisal items for Korea Tourism Quality Accreditation were used as the basis of the preliminary measurement scales. Second, basic articles in the field of service marketing, especially service quality theory, were reviewed. Authors have tried to apply lodging service quality research and home-sharing lodging literature to this work. Third, the authors have conducted a content analysis of customer reviews on the online accommodation reservation platform in order to develop a customer-oriented evaluation tool. Fourth, five steps of empirical efforts (item evaluation by discriminant group, exploratory factor analysis, confirmatory factor analysis, correlation analysis, and regression analysis) are conducted to ensure validity of the measurement scales. As a result, scales for measuring the quality of home sharing lodging, consisting of 20 items (3 dimensions: physical environment quality, outcome quality, and interaction quality), have been developed. These scales are distinguished from former lodging service quality scales in that process and outcome quality have been equally balanced. The implications of these results are discussed.

Recently, "smart farming" that combines ICT and agriculture has become an issue, and the food industry using smart farm ingredients has also emerged. Most of the smart farm studies have focused on producers’ intention to adopt technology, but consumer perception research is very insufficient. This study investigated smart farm food consumer perceptions with an experimental stimulus which was divided into food types (vegetable vs. meat) and manipulated with cultivation pictures (general vs. smart farm), pesticide-free labeling (presented vs. non-presented) and animal welfare labeling (presented vs. non-presented). As a result, for vegetables, general cultivated ingredients showed higher perceived naturalness (PN) and likability than smart farms. There was a moderating effect of pesticide-free labeling in the relationship between cultivation types (CT) and PN. Also, the same with animal welfare labeling. There was a moderating effect only for animal welfare labeling in the relationship between CT and likability. In the case of meat, there was a moderating effect of food technophobia in the relationship both between CT and PN in meat, and between CT and likability. Finally, for vegetables, both CT and likability had a positive effect on the willingness to pay a premium (WTP), and for meat, only likability had a positive effect on WTP. This study has the uniqueness of investigating consumers' perceptions of smart farm food ingredients that have been little researched, and it is meaningful to provide basic data to the restaurant industry for activating smart farms.

현재 코로나19로 인해 침체된 호텔산업은 이전과는 다른 마케팅 방향을 추구하며, 차별되는 서비스 제공 방안을 모색하고 있다. 그 중 비대면 서비스와 언택트 마케팅이 고객에게 전염병에 대한 불안감을 감소시키고, 호텔기업 측면에서는 인건비를 절감시키는 만큼 매우 효과적인 방안으로 여겨진다. 이 연구는 고객 인게이지먼트 상승을 이끌어내는 증강현실(augmented reality: AR)의 효과적이고 안정적 활용을 제시한다. AR을 기반으로 감상활동을 수행하는 뉴미디어 아트의 하나로 AR 아트투어가 호텔에 적용되었을 때, AR의 특성(생생함, 상호 작용성)이 공연경험 만족도(지각적 영역, 인지적 영역, 소통적 영역, 정서적 영역)에 영향을 미치고, 공연경험 만족도가 고객 인게이지먼트에 미치는 영향을 분석하고자 하였다. 연구를 위한 설문은 연령과 성별에 상관없이, 호텔 투숙경험이 있는 내국인 200명으로 하였다. AMOS 6.0을 이용한 2nd order 분석 결과, 공연경험 만족도가 네 가지 영역에 가지는 유의미한 경로계수를 발견하였다. 또한 SPSS 분석으로 AR특성이 공연경험의 각 특성에 유의미한 영향을 미쳤으며, 공연경험 만족도는 고객 인게이지먼트에 긍정적 영향을 미치는 것으로 나타났다. 이 연구의 결과를 바탕으로 호텔기업이 추구하는 지속적인 상호작용 서비스와 체험 마케팅의 일환으로 AR을 고려하고 확장 할 수 있도록 하는 이론적, 실무적 방안을 제시한다.

The COVID-19 pandemic is a crisis that poses a severe threat to business survival. However, a crisis was initially considered both a threat and an opportunity. It was argued that appropriate reactions to this pandemic should be regarded as having decisive effects on the future of businesses. For small businesses, however, it might be an opportunity to change their future. Therefore, from the perspective of small business management and focusing on the practical reactions of managers to crises, this research investigated the managerial behaviors of restaurant owners to neutralize threats and their relationship with their perceptions of the impact of the crisis and its consequences. Initially, managerial behaviors were divided into two groups: proactive and defensive. The empirical analysis revealed that owners’ positive perception of opportunities for changes leads to proactive managerial behaviors and business growth. However, a shortage of resources in small businesses might lead owners to be more defensive in perceiving the environment and choosing how to react. Based on these results, to increase the vitality of small restaurant businesses, it is argued that external support is required to reinforce the cycle of positive effects. With a basic set of information, it might be possible to get a better understanding about how small restaurants handle crises from the outside.

In the field of tourism, quality of life has been measured and conceptualized in various ways. Empirical research has interchangeably applied the concept with subjective well-being and happiness, or the latter two concepts have been employed as constructs of quality of life. However, there has been little discussion of the appropriateness of such applications. Regarding the research trend, this study aimed to explore the relationship between the resident’s quality of life and tourism from the resident‘s perspective. Specifically, simultaneously considering subjective well-being and happiness, this research investigated how residents’ participation in the campaign for silence tourism at a tourist destination in Buk-chon appeared to be related to the quality of their lives. Several rounds of interviews were conducted with observations made at the destination for data collection. Results showed that, for all participants, life satisfaction and positive emotions were related to monetary compensation, elimination of boredom, interaction with others. Meanwhile, some of them found the meaning of their lives through the linkage between the campaign participation and their everyday lives and leisure activities. The complexity between quality of life and resident experience provides a clue for understanding inconsistent results in the extant literature on the quality of life of residents. Future research was discussed on this issue.

Since Pearce (1988) first suggested the concept of travel career in the tourism field, various research has been conducted, mainly focused on travelers’ psychological and behavioral changes induced by different travel careers. However, the effect and influence of travel careers varied across studies, indicating that the concept has yet to achieve a systematic and valid theory structure (Ko, 2018). More specifically, the limits of previous research are: 1) inconsistency of travel career 2) There is no discussion of subelements. 3) evaluating a travel career solely on the basis of "behavior" and "affect." Therefore, it is important to draw an integrated conceptual model of a travel career and expand the discussion on subelements. In the field of leisure science, the level of participation in leisure activities is explained by the recreation specialization theory. Previous research has found that travel experience encompasses a variety of leisure behavior characteristics, and that theoretical structure on leisure phenomena provides a significant lead to understanding the characteristics of travel experience (Ko, 2017). On the basis of such a theoretical background, this study applies recreation specialization theory to the conceptualization of travel careers. The main significance of this study is that, while the concept of travel career lacked consistency and subelements, it considered problems drawn from prior studies and developed a systematically complemented measurement tool. Also, with the application of recreation specialization theory, a travel career was constructed with multiple dimensions, including subelements of behavior, cognition, and affect. In particular, the cognitive dimension was scarcely discussed in prior research and it made a contribution to the expansion of the theoretical structure of the travel career concept.

Immersive technologies such as augmented reality (AR) and virtual reality (VR) not only stimulate travelers' needs before, during, and after a trip but also provide new experiences. As the COVID-19 outbreak continues and non-face-to-face activities are preferred, the tourism industry considers immersive technology as an alternative tool to fulfill a traveler’s needs when traveling. Therefore, this study aims to investigate the value of virtual reality as a means to experience traveling and to understand the perception and behavior of tourists in virtual spaces and at tourist destinations from a behavioral geographic perspective. To do so, this research selected K Campus, located in Seoul, Republic of Korea, as the research destination and established virtual reality content for the experiment. This study used qualitative data from interviews and mental maps to better understand tourist perceptions and behavior. The data collected through interviews and mental maps is collected at two different periods: after the VR experience (t1) and after visiting the destination (t2). The results of the interview categorized the VR experience as (1) arousal, (2) immersive experience, (3) sensory experience, and (4) spatial presence. Furthermore, after visiting the destination, participants stated that movement in the virtual space influenced their actual behavior. This study attempted an in-depth approach to investigate participants' psychological states and perceptions.

The COVID-19 shock brought a great shock to the domestic and foreign aviation industries and job losses. The International Air Transport Association (IATA) predicts the loss of about 25 million jobs in aviation and related industries. Therefore, in this study, we understood their job insecurity experiences and identified the characteristics of related occupations through research questions about the unprecedented impact of COVID-19 on domestic LCC flight attendants. For the progress of the study, Giorgi's phenomenological analysis method was used to analyze the psychological meanings they experience in their daily lives and to grasp the essential meaning of human behavior. As a result of the study, the study participants were exposed to negative emotions such as embarrassment, and were suffering from economic pressure due to prolonged leave of absence. The desire to survive these emotions served as an opportunity to realize the benefits of leisure by doing hobbies such as exercise, hiking, and cooking, and contributed to self-reflection, stress relief, positive feelings for the organization, and gratitude for government support. These research results are meaningful in that they provided an opportunity to deeply examine the orientation points by generation and life cycle by limiting them to those in their 20s and 30s in Korea. Theoretical and policy implications are that the government's employment maintenance support policy provides implications for the ease of returning to work, providing job transition opportunities through self-reflection and educational opportunities, and maintaining employment.

This study discussed the structural relationship between creating shared value, trust, relationship commitment, and performance attitude of tourism companies based on the KMV model. This study collected data from 335 tourism employees to verify the proposed research model. Structural equation analysis was performed to verify the relationship between the constructs. A process macro(4) analysis was conducted to verify the mediating effect of trust and relationship commitment. According to the results, creating shared value had a positive influence on trust, relationship commitment, and performance attitude. And trust had a positive influence on relationship commitment. Trust and relationship commitment had a positive influence on performance attitude. Lastly, trust and relationship commitment mediated the relationship between creating shared value and performance attitude. This study has the following academic implications: First, this study is meaningful in that it discussed creating shared value as claimed by the KMV model of Morgan and Hunt (1994). Second, this study filled in some of the gaps that the existing KMV model didn't cover.

Research on ecotourism interpretation has been conducted by many researchers, but no specific research has been conducted on tourism activities and interpretation service constraints for deaf muteness. This study explores the influence of the utilization of sign language for animals and plants on the deaf muteness’ ecotourism interpretation satisfaction. Data was collected from 145 deaf mute people who participated in the ecotourism interpretation programs using sign language in five national parks, including Jirisan, Odaesan, Juwangsan, Dadohaehaesang, and Gyeongju. As a result of regression analysis, it was found that sign language satisfaction, interpretation content satisfaction, and delivery technology and service satisfaction have effects on interpretation satisfaction. In particular, sign language satisfaction has the greatest effect. This suggests that one of the most important services for deaf ecotourists is the provision of sign language. In order to consider ecotourism as universal welfare, it is necessary to consider the introduction of specific services for the disabled, such as the use of sign language for deaf mute people.

In recent years, Korean universities have made various efforts to improve the quality of classes for students in order to compete for survival in a difficult business environment, such as a decreasing school-age population. This study examined the types of subjective perceptions that university students majoring in tourism have regarding the attributes of good teaching by using Q-methodology. Twenty-seven Q-statements were generated, and 30 university students were selected as the P-sample to conduct Q-classification. The Q-factor analysis revealed three types of perceptions: the professor’s passion & consideration of students (type I), intellectual fulfillment (type II), and employment-related content (type III). The university students correspond to the types I perceived the professor’s passion for teaching and thorough preparation for classes and considering the students’ point of view as important. The students corresponding to type II had the characteristic of considering intellectual curiosity and the feeling of learning a lot as important. The students corresponding to type III perceived practical content related to employment and continuous lecture upgrades with the latest class materials as important. In the analysis of differences among types, it was found that there were differences in the statements by type. Based on the results, the detailed implications necessary for each type of class were presented. The results of research can be used as useful implications by professors to improve the design of instruction.