박창환 Park Chang-hwan

DOI:10.21581/jts.2026.8.38.3.3 Vol.38(No.3) 3-26, 2026

This study examines whether ministry-divided startup support policies provide an institutionally suitable pathway for place-based tourism-content ventures. Using Yin’s (2018) comparative case approach, it compares general startup policy under the Ministry of SMEs and Startups with tourism startup policy under the Ministry of Culture, Sports and Tourism. The analysis identifies mismatches in evaluation standards, field-validation authority, and resource scale; tourism-content values such as place attachment, interpretation, and local relationships are not independently represented in general startup criteria. These conditions do not prove that resources actually leave the tourism ecosystem, but they make technology-oriented reframing and cross-domain movement more likely. Tourism venture policy is therefore interpreted as a conflicted success: politically visible, yet vulnerable in process and programmatic coherence. The study proposes tourism-specific value criteria, field testbeds, and longitudinal support while clearly separating documented facts, observed patterns, and analytical inference.

지역관광창업, 관광콘텐츠, 제도적 불일치, 생태계 누수, 갈등적 성공, Local Tourism Entrepreneurship, Tourism Content Venture, Institutional Misfit, Ecosystem Leakage, Conflicted Success

양영순 Yang Yung-shoon

DOI:10.21581/jts.2026.8.38.3.27 Vol.38(No.3) 27-49, 2026

This study expands the conceptual scope of tourists’ transformative experiences beyond cognitive, emotional and existential changes to sustained behavioral change and its integration into daily life. Adopting a hermeneutic approach, this study develops a conceptual model based on John Dewey’s philosophy of experience and habit, explaining transformative experience as a process of disruption, existential reflection, meaning reconstruction, growth-oriented habit formation, and integration into a way of life. Through existential reflection, tourists reinterpret their experiences and reconstruct meaning frameworks, which may contribute to the formation of growth-oriented habits that guide subsequent judgments and actions. Therefore, transformative experience is conceptualized not as a one-time outcome but as a cyclical process in which evolving habits and lifestyles shape the interpretation of later experiences. By identifying growth-oriented habit formation as a key conceptual link connecting experience, meaning, and behavior, this study explains how tourists’ internal transformations can extend into everyday life and provides implications for the design and management of transformative tourism experiences.

전환 경험, 행동 변화, 존재적 성찰, 의미 틀의 재구성, 성장 지향적 습관 형성, 존듀이, Transformative experience, Behavioral change, Existential reflection, Reconstruction of meaning framework, Formation of growth-oriented habit, John Dewey

신철오 Shin Chul-oh , 오훈성 Oh Hoon-seoung

DOI:10.21581/jts.2026.8.38.3.51 Vol.38(No.3) 51-81, 2026

Korea’s inbound tourism experienced major shocks between 2015 and 2024, including MERS, THAAD-related restrictions on Chinese group tours, and COVID-19, which affected source markets differently; yet microdata evidence on cross-national differences in tourist expenditure remains limited. Using the Korea Culture and Tourism Institute’s Foreign Visitor Survey, this study analyzes the per-capita expenditure determinants of 62,357 visitors from eight major source markets over 2015-2024. Pooled OLS, nationality-by-period interaction, nationality-stratified regressions, and item-share analysis show that expenditure determinants differ significantly across markets (F=76.66, p<0.001). Length-of-stay elasticity is highest for Japan (0.56) and lowest for China (0.22). In the 2024 recovery period, per-capita expenditure in long-haul Western markets is about 100-160% above the pre-COVID baseline, whereas China's is about 20% lower; these single-year estimates are not interpreted as settled structural change. China and short-haul Asian markets are shopping-oriented, while long-haul Western markets are lodging-oriented. These findings provide micro-level evidence for source-market-specific policy design.

외래관광객, 관광지출, 결정요인, 국적별 이질성, 코로나19, International tourists, Tourism expenditure, Determinants, Cross-nationality heterogeneity, COVID-19

류나은 Ryu Naeun , 김재림 Kim Jae-leem , 김인신 Kim Insin

DOI:10.21581/jts.2026.8.38.3.83 Vol.38(No.3) 83-101, 2026

As global interest in K-Culture continues to grow, Bukchon Hanok Village and Gamcheon Culture Village have become popular destinations among international tourists. However, because both areas are primarily residential communities, tourism gentrification associated with increasing visitor numbers has become a persistent issue. This study investigates tourist experiences in these two destinations through text mining of 1,280 English online reviews collected from Google Maps and Tripadvisor. Word cloud analysis, LDA topic modeling, and sentiment analysis were conducted. The results showed that “traditional hanok landscape and historic residential experience” was the dominant topic for Bukchon, whereas “color, view, and tourism consumption experiences” characterized Gamcheon, demonstrating distinct differences in their core tourist experiences. Sentiment analysis revealed highly positive evaluations of both destinations, with no significant difference in overall sentiment. These findings provide empirical evidence of how tourists experience tourism gentrification areas and offer practical implications for their sustainable management.

관광 젠트리피케이션, 외국인 관광객 경험, 온라인 리뷰, 텍스트 마이닝, 북촌한옥마을, 감천문화마을, Tourism gentrification, International tourist experiences, Online reviews, Text mining, Bukchon Hanok Village, Gamcheon Culture Village

정채령 Jeong Chae-ryeong , 가정혜 Kah Jung-hye

DOI:10.21581/jts.2026.8.38.3.103 Vol.38(No.3) 103-131, 2026

This study applies the S-O-R framework to examine structural relations among tourists’ expectations, confirmation, satisfaction, and expenditure, while analyzing the moderating role of marketing communication. Using data from 314 foreign visitors in the 2024 Seoul Tourism Survey, regression and PROCESS Macro were conducted. Results showed prior expectations negatively affected confirmation, indicating higher expectations strengthen evaluation standards for actual experiences. Expectation confirmation fully mediated the relation between expectations and satisfaction. Conversely, satisfaction had no significant influence on most expenditure, except for a negative effect on cultural/entertainment spending. The double-mediation effect was not supported; moderating effects of marketing communication were limited to specific paths. These findings suggest cognitive and affective evaluations do not automatically translate into spending, which varies by context and information environment. This study extends satisfaction research into economic behavior and integrates Kano-based communication to explain the complex link between psychological evaluations and expenditures.

S-O-R 모델, 사전기대, 기대충족, 관광 만족, 관광 지출, Kano 모델, 관광 마케팅 커뮤니케이션, S-O-R model, Pre-travel expectations, Expectation confirmation, Tourism satisfaction, Tourism expenditure, Kano model, Tourism marketing communication

Dosumbaeva Agida , 신학승 Shin Hak-seung

DOI:10.21581/jts.2026.8.38.3.133 Vol.38(No.3) 133-161, 2026

Tourism sustainability depends on tourists’ voluntary responsible behaviors, yet prior research often examines environmental, social, and governance (ESG) actions separately and explains them mainly through attitudinal models. Drawing on Self-Determination Theory and Psychological Ownership Theory, this study examines relationships among tourism experiences, place attachment, destination psychological ownership, green self-identity, and tourist ESG engagement behavior using PLS-SEM and survey data from 500 Korean tourists. Results indicate that hedonic and eudaimonic experiences were positively related to place attachment. Place attachment was positively related to both green self-identity and destination psychological ownership. A contrasting pattern emerged for the two self-related constructs: green self-identity showed positive relationships across environmental, social, and governance engagement, whereas destination psychological ownership was positively related only to governance engagement. The findings suggest that place attachment and green self-identity showed more consistent relationships with ESG engagement than destination psychological ownership.

ESG 참여, 장소애착, 그린 자아정체성, 관광지 심리적 소유권, 헤도닉 경험, 유다이모닉 경험, 자기결정이론, 심리적 소유권 이론, ESG engagement, place attachment, green self-identity, destination psychological ownership, hedonic experience, eudaimonic experience, Self-Determination Theory, Psychological Ownership Theory

황진수 Hwang Jin-soo , 박성빈 Park Sung-been

DOI:10.21581/jts.2026.8.38.3.163 Vol.38(No.3) 163-186, 2026

This study investigated the expected benefits and behavioral intentions that are associated with robotaxi services in the tourism industry. The data was collected from American individuals about their experiences visiting South Korea. The results revealed that emotion, convenience, and compatibility significantly and positively influenced the attitudes of travelers toward robotaxi services, whereas trust propensity and social influence showed insignificant effects. Also, attitude positively affected intentions to use, word-of-mouth intentions, and willingness to pay more. The findings suggest that travelers develop favorable behavioral intentions toward robotaxi services when they perceive the services as being enjoyable, convenient, and compatible with their lifestyles and travel preferences. This study extends the literature on technology adoption and autonomous mobility services by applying the concept of expected benefits to the context of robotaxi services in tourism. Furthermore, the findings provide meaningful practical implications for practitioners and marketers who are seeking to promote the successful commercialization of robotaxi services within the tourism industry.

로보택시 서비스, 기대혜택, 방한 외국인 관광객, 태도, 이용의도 Robotaxi services, Expected benefits, Inbound foreign tourists, Attitude, Behavioral intentions

이승용 Lee Seung-yong

DOI:10.21581/jts.2026.8.38.3.187 Vol.38(No.3) 187-208, 2026

The purpose of this study is to verify the influence of membership resort selection attributes on resort place attachment and the influence of resort place attachment on resort satisfaction and loyalty. The survey was conducted from December 23 to December 27, 2022 targeting domestic membership resort tourists. Exploratory factor analysis was used to verify the reliability and validity of the variables, and multiple regression analysis and path analysis were conducted to analyze the relationship among membership resort selection attributes, place attachment, satisfaction and loyalty. Membership resort selection attributes were found to have some positive effects on place attachment, and resort facility factors were found to have very meaningful influence on place attachment. Membership resort place attachment was found to have a positive effect on satisfaction. In addition, membership resort place attachment was found to have some positive effects on loyalty. This study suggested implications that membership resort place attachment can be improved by improving resort facilities, service quality, and cost/benefit factors, and that by increasing resort place attachment, resort satisfaction and loyalty can be improved.

회원제 리조트, 리조트 선택속성, 장소애착, 만족도, 충성도, Membership resort, Resort selection attributes, Place attachment, Satisfaction, Loyalty

단효주 Dan Hyo-ju , 최린 Choi Lin , 조민호 Cho Min-ho

DOI:10.21581/jts.2026.8.38.3.209 Vol.38(No.3) 209-241, 2026

The purpose of this study is to understand the integrated work experience of early-career employees in the hotel industry. Specifically, it aims to derive a substantive theory explaining what internal resources they form through job performance, in what contexts, and through what process. Data were collected through in-depth interviews with 10 early-career employees with one to five years of hotel industry experience until theoretical saturation was reached. The data were analyzed following the procedures of Corbin and Strauss (2015). The results were as follows: 1) 60 concepts, 25 sub-categories, and 8 categories were derived through open coding. 2) The formation of internal resources occurred within macro, meso, and micro levels and the interactions among internal resources. 3) The integrated work experience unfolded as a flow from crisis upon job entry, through the onset and integration of internal changes, to temporary departure and reintegration. 4) The core category was constructed as ‘the integrated work experience in which the internal resources of emotion, thinking, presence, self-understanding, agency, self-respect, and interpersonal relationships come to form a coherent system.’ Based on this, a substantive theory comprising a storyline and ten propositions was derived. This study contributes to work experience research by conceptualizing early-career employees' work experience as a process of forming internal resources. It also suggests ways to support this formation in the hotel industry.

호텔산업, 사회초년생, 통합적 직무경험, 내적자원, 질적연구, 근거이론, Hotel Industry, Early-Career Employees, Integrated Work Experience, Internal Resource, Qualitative Research, Grounded Theory

조휘주 Cho Hwiju , 김동환 Kim Dong-hwan , 이환의 Lee Hwaneui

DOI:10.21581/jts.2026.8.38.3.243 Vol.38(No.3) 243-262, 2026

This study examines how five dimensions of Asian values―collectivism, conformity to norms, emotional self-control, family recognition through achievement, and humility―influence customer patience among Asian airline passengers. Data were collected from 270 passengers who had taken an international flight within the previous six months and analyzed using confirmatory factor analysis and structural equation modeling. The results show that collectivism, conformity to norms, emotional self-control, and family recognition through achievement significantly increase customer patience, whereas humility has no significant effect. Customer patience, in turn, reduces complaint behavior, while face concern moderates the relationships between Asian values and customer patience. These findings extend research on the role of cultural values in airline service contexts and highlight the importance of culturally sensitive service strategies and mechanisms for identifying unexpressed customer complaints.

동양인 가치, 집단주의, 규범준수, 감정조절, 가족중심주의, 겸손주의, 고객 인내심, 불평행동, 체면민감성, Asian Values, Collectivism, Conformity to Norms, Emotional Self-Control, Family Recognition, Humility, Customer Patience, Complaint Behavior, Face Concern

오정근 Oh Jeong-keun

DOI:10.21581/jts.2026.8.38.3.263 Vol.38(No.3) 263-280, 2026

This study analyzed the meaning of the working holiday maker's local travel experience through in-depth interviews based on Giorgi's phenomenological research method to examine the meaning of local travel experience for 8 working holiday makers who have experienced local travel during the working holiday period. As a result of the study, 22 semantic units, 7 sub-topics, and 3 essential themes were derived, and the essential themes were classified into three categories: 'living and environmentally friendly travel experiencing urban culture, living culture, and natural environment in working holiday countries', 'preparing an opportunity for self-growth through various cultural experiences and learning in local travel', and 'the process of self-awareness and enhancing one's competitiveness through culturalization'. The working holiday travel experience is differentiated from the existing public tourism in the parallel dimension of work and travel, and tourism demand for young people is continuously increasing. In a situation where working holiday travel is expanding to major tourism markets for both purposes, additional research at the level of serious leisure as an academic perspective and practical perspective should be paid attention to by the government and industry at the level of tourism policy and tourism industry.

워킹홀리데이, 여행체험, 의미분석, Giorgi, 현상학적 연구방법, Working holiday, Travel experience, Meaning analysis, Phenomenological research method

장태현 Jang Tae-hyeon , 강주현 Kang Ju-hyun

DOI:10.21581/jts.2026.8.38.3.281 Vol.38(No.3) 281-306, 2026

This study examines how perceived film content characteristics―entertainment, aesthetics, and informativeness―shape destination image and travel intention among prospective tourists, drawing on the Stimulus-Organism-Response (S-O-R) framework. Film content characteristics represent the stimulus, cognitive and affective destination images the organism, and travel intention the response. Data were collected from 281 viewers of the Korean film The Man Who Lives with the King, which depicts King Danjong’s exile in Yeongwol, Gangwon-do. Regression and bootstrap mediation analyses revealed that informativeness significantly enhanced both cognitive and affective destination images, whereas aesthetics enhanced only cognitive image and entertainment enhanced only affective image. Both image dimensions significantly increased travel intention, with affective image exerting a stronger effect. Furthermore, cognitive and affective images mediated the effects of film content characteristics on travel intention through their respective pathways. These findings demonstrate how distinct film content attributes shape travel intention through different destination image formation processes and offer practical guidance for marketing history-based film tourism destinations.

지각된 영화콘텐츠특성, 여행지 이미지, 인지적 이미지, 감정적 이미지, 여행의도, 영화관광, S-O-R 모형, Film content characteristics, Destination image, Cognitive image, Affective image, Travel intention, Film-induced tourism, S-O-R model