이강일 Lee Kang-il , 신학승 Shin Hak-seung

DOI:10.21581/jts.2026.2.38.1.3 Vol.38(No.1) 3-25, 2026

This study examines how short-form video content (15-180 seconds) influences tourists' travel intentions through flow experience and engagement behavior. Drawing on the measurement scale developed by Novak et al. (2000), grounded in Csikszentmihalyi’s flow theory, we analyzed online survey data using structural equation modeling. The results indicate that flow experience significantly influences both cognitive and affective images, with a stronger effect observed on cognitive image. Although cognitive image did not have a direct effect on travel intention, it demonstrated a fully mediated effect through affective image. Affective image emerged as the strongest direct predictor of travel intention. Furthermore, engagement behavior moderated the relationship between flow experience and cognitive image, but not the relationship between flow experience and affective image. These findings reveal a dual-pathway model in which emotional and cognitive routes operate simultaneously. The study suggests that marketing strategies should leverage this dual-pathway mechanism by prioritizing affective responses in the design of ultra-short-form content.

Flow, Involvement Behavior, Affective Image, Cognitive Image, Travel Intention, 몰입, 관여행동, 정서적 이미지, 인지적 이미지, 여행 의도

장희선 Jang Hee-sun , 김민경 Kim Min-kyoung , 신채원 Shin Chae-won , 이훈 Lee Hoon

DOI:10.21581/jts.2026.2.38.1.27 Vol.38(No.1) 27-51, 2026

Sustainability has emerged as a critical issue in tourism destination management. This study seeks to identify a starting point for realizing sustainable tourism in Jeju Island by examining how local residents and tourists perceive the destination from an environmental psychology perspective. To achieve this objective, two analyses were conducted. First, the image of Jeju Island as perceived by local residents and tourists was identified using the word association technique. Second, the relationships between the six image dimensions derived from each group and key environmental psychological variables―environmental cognition, responsibility awareness, and pro-environmental behavior―were analyzed to determine how image perceptions are associated with environmental awareness and behavioral intentions. The first analysis yielded six image dimensions: emotional impression, regional identity, utilitarian function, environmental orientation, nature orientation, and governance. The second analysis revealed that both groups exhibited a positive association between environmental orientation and pro-environmental behavior. However, when Jeju Island was perceived primarily through a governance-oriented lens (e.g., social issues and management systems), local residents showed a positive association with pro-environmental behavior, whereas tourists demonstrated a negative association. Based on these findings, the study offers practical implications for advancing sustainable tourism development in Jeju Island. The primary academic contribution lies in its comprehensive analysis of destination image across emotional, affective, and cognitive dimensions. Furthermore, by integrating environmental psychological variables, the study extends the literature by demonstrating how destination image can influence environmental responsibility awareness and pro-environmental behavior.

Word Association Technique, Tourist Destination Image, Environmental Psychology, Environmental Cognition, Responsibility Awareness, Pro-environmental Behavior, Jeju Island, 단어연상기법, 관광지 이미지, 환경심리학, 환경인지, 책임 인식, 친환경 행동, 제주도

김빈 Jin Bin , 김현정 Kim Hyun-jung , 김남조 Kim Nam-jo

DOI:10.21581/jts.2026.2.38.1.53 Vol.38(No.1) 53-80, 2026

This study begins with the recognition that, despite the widespread diffusion of digital technologies in tourism within an aging society, seniors continue to exhibit high levels of technology resistance. To address this issue, Innovation Resistance Theory (IRT) was applied to examine the effects of functional and psychological barriers on resistance, while also testing the moderating roles of social factors―specifically social support and social norms―reflecting the unique characteristics of senior populations. A survey was conducted among Koreans aged 65 and above, and multiple regression analysis was employed to test the proposed hypotheses. The results indicate that both functional and psychological barriers significantly increase resistance to digital tourism technologies. However, social factors were found to mitigate the negative effects of certain barriers. Academically, this study contributes by extending IRT to incorporate social characteristics specific to seniors, thereby offering a more comprehensive explanation of digital technology acceptance and rejection among senior tourists. In particular, it integrates seniors’ psychological and functional barriers with their social context, highlighting generational particularities that have been largely overlooked in prior research. From a practical perspective, the findings provide actionable strategies for digital tourism service providers seeking to reduce resistance among senior customers. Ultimately, the study underscores the critical role of social support and social norms as contextual mechanisms in alleviating seniors’ barriers to technology use.

Seniors, Innovation Resistance Theory, Social support, Social norms, Online Travel Platforms, 시니어, 혁신저항이론, 사회적 지지, 사회적 규범, 온라인 여행 플랫폼

송영민 Song Young-min

DOI:10.21581/jts.2026.2.38.1.81 Vol.38(No.1) 81-100, 2026

This study investigates the structural causes of low social insurance participation among tourism industry workers in Korea. Drawing on a systematic review of domestic and international literature, along with an institutional analysis, the study identifies a fundamental mismatch between the employment characteristics of the tourism sector and the design of the social insurance system. The findings indicate that structural features of tourism employment―including small-scale enterprises, pronounced seasonality, fragmented employment arrangements, and the expansion of non-standard and platform-based labor―significantly constrain insurance coverage. As a result, high-risk workers―such as short-term, seasonal, freelance, and platform workers―remain systematically excluded from institutional protection. This study conceptualizes this phenomenon as a “risk-protection reversal,” wherein those most vulnerable to labor instability receive the least institutional support. To address this structural gap, the study proposes industry-adaptive policy measures, including seasonally adjusted contribution support schemes, tailored insurance mechanisms for non-standard workers, the development of a tourism-specific digital insurance platform, and strengthened local employment governance. Overall, the findings underscore the necessity of structural reform to enhance labor stability and ensure the long-term sustainability of the tourism sector.

Tourism Labor Market, Social Insurance Coverage Gap, Non-Standard Employment, Platform Work, Employment Stability, 관광산업 노동시장, 사회보험 사각지대, 비정형 노동, 플랫폼 노동, 고용안정성

송예린 Song Ye-rin , 이환의 Lee Hwaneui

DOI:10.21581/jts.2026.2.38.1.101 Vol.38(No.1) 101-124, 2026

This study examines the effects of learning concentration subfactors on learning outcomes in in-flight safety and in-flight service education among airline service major students, as well as the moderating role of visual learning style. Learning concentration was conceptualized as comprising four subfactors―attentional focus, learning interest, self-management, and learning attitude―while learning outcomes were categorized into safety education outcomes and service education outcomes. Survey data were collected from 344 students across 17 universities in Korea and analyzed using structural equation modeling and multi-group analysis. The results indicate that all learning concentration subfactors exert significant positive effects on learning outcomes in both educational contexts, with learning attitude emerging as the most influential predictor. The moderating effect of visual learning style was observed only in specific structural paths: between attentional focus and safety education outcomes, and between learning attitude and service education outcomes. These findings highlight the importance of differentiated instructional design and the strategic integration of visual materials in airline service education.

Learning Concentration, In-Flight Safety Education Learning Outcomes, In-Flight Service Education Learning Outcomes, Visual Learning Style, Airline Service Major Students, 학습집중력, 기내 안전 수업 학습성과, 기내 서비스 수업 학습성과, 시각형 학습스타일, 항공서비스 전공 대학생

김서희 Kim Seo-hee , 김혜림 Kim Hye-lim

DOI:10.21581/jts.2026.2.38.1.125 Vol.38(No.1) 125-150, 2026

International passenger traffic has recovered to more than 96% of pre-pandemic levels, approaching pre-COVID passenger volumes. However, service quality improvements have not kept pace with the rapid recovery in passenger demand, leading to increased inconvenience and operational challenges for air travelers. Against this backdrop, this study aims to identify stress-inducing factors experienced during air travel among individuals who had taken an overseas trip within the past three months. It further examines the effects of these stressors on passengers’ patience depletion and investigates whether patience depletion significantly influences customer complaint behavior. Data were collected through a survey of international travelers, yielding 295 valid responses. The data were analyzed using SPSS 30.0 and AMOS 30.0 for empirical testing. The results indicate that air quality and cabin temperature, interactions with cabin crew or fellow passengers, and flight delays and baggage handling issues significantly increase patience depletion. In turn, patience depletion was found to positively influence customer complaint behavior. Moreover, travel immersion and ethical values were identified as moderating variables, influencing the relationship between stressors and patience depletion. These findings offer practical implications for airports and airlines by suggesting strategic directions for both human resource management and physical service environment improvements. Ultimately, the study contributes to efforts aimed at reducing passenger dissatisfaction and enhancing overall service satisfaction in the aviation tourism market.

Air Traveler’s Stress, Patience Exhaustion, Customer Complaining Behavior, Travel involvement, Ethical values, 항공 여행객, 스트레스, 인내심 고갈, 고객 불평 행동, 여행몰입, 윤리적 가치관

응웬쭝끄엉 Nguyen Trung Cuong , 박성빈 Park Sung-been

DOI:10.21581/jts.2026.2.38.1.151 Vol.38(No.1) 151-168, 2026

Drawing on agency theory and behavioral agency theory, this study investigates the relationship between CEO equity-based compensation and the speed of internationalization in the restaurant industry. Panel data analysis reveals a significant negative effect of CEO equity-based compensation on the speed of internationalization. Furthermore, the findings indicate that board independence negatively moderates the relationship between CEO equity-based compensation and internationalization speed, such that greater board independence strengthens the delaying effect of equity-based incentives on international expansion. Theoretically, this study extends agency and behavioral agency theories by demonstrating that CEO equity-based compensation influences not only strategic risk-taking but also the temporal dimension of strategic decisions, specifically the speed of internationalization. The findings suggest that loss aversion associated with equity incentives may lead CEOs to delay time-sensitive international expansion. Practically, the results imply that high levels of CEO equity incentives combined with strong board independence may unintentionally slow international growth. This highlights the importance of aligning executive compensation structures and board governance mechanisms with firms’ internationalization objectives.

CEO equity incentives, Internationalization speed, Board independence, Restaurant industry, CEO 지분 기반 보상, 국제화 속도, 이사회 독립성, 외식산업

김정미 Kim Jeong-mi

DOI:10.21581/jts.2026.2.38.1.169 Vol.38(No.1) 169-198, 2026

While existing research examines technological affordances or boundary strategies separately, how tourists actively construct smartphone-mediated phygital experiences remains unclear. This study develops a typology of tourist experiences constructed through 'digital boundary work'―tourists' management of boundaries between physical presence and digital connectivity via smartphones―and analyzes the characteristics of these experiences. Through a systematic integrative review synthesizing Affordance Theory and Boundary Theory, we identify four experiential types: Connected-Immersed, Connected-Distracted, Disconnected-Immersed, and Disconnected-Distracted. Each offers distinct value with specific trade-offs depending on tourists' goals; none is inherently superior. The multi-layered framework explains their formation across macro-structural, meso-relational, and micro-individual levels through boundary permeability and flexibility mechanisms, proposing four testable propositions for empirical validation. By moving beyond normative debates, this research offers a new theoretical perspective for understanding how tourists actively construct meaningful smartphone-mediated experiences.

Digital Boundary Work, Smartphone Affordances, Phygital Tourism, Boundary Theory, Tourist Experience Construction, Digital Connectivity, Systematic Literature Review, 디지털 경계 작업, 스마트폰 어포던스, 피지털 관광, 경계 이론, 관광객 경험 구성, 디지털 연결성, 체계적 문헌고찰