Purpose - The purpose of this study is to estimate the sales volume and employee size of the event industry and to analyze the changes in sales volume and employee size caused by COVID-19
Design, data, and methodology - Based on standard industry classification code (exhibition, convention and event), a total of 5,657 event companies were included as study population. Secondary data of sales and the number of employees from 2018 to 2020 were collected from a reputable credit information company and online survey were also conducted simultaneously. Sales data of 1,435 in 2018, 1,487 in 2019, and 1,032 in 202 were collected and analyzed.
Result - The estimated sales of event industry were approximately 10.9 trillion won in 2018, 10.8 trillion won in 2019, and 7.6 trillion won in 2020. Regarding change in sales, it slightly decreased to -0.12% in 2019 compared to 2018, but decreased significantly by -29.7% in 2020 compared to 2019. A total of 81.5% (117 companies) of companies rely on the Event(Event agency) business for sales of more than 50%, indicating that they are very dependent on the Event (Event agency) business.
Conclusions - For the continuous growth of the industry, it is necessary to enact an industrial system and industry-related laws through the re-establishment of the concept and scope of the event industry. In line with this, implication and suggestions were discussed.

Purpose - This study aims to examine the effect of korean cultural contents experienced by Chinese residing in South Korea on their acculturation and Korea destination.
Research Design, data, and methodology -The data collection procedure focused on Chinese residing in Korea with resident visa. Through the online survey, a total of 315 Chinese people were sampled. After the elimination of incomplete, unusable, extreme outlying responses, a total of 302 responses were included for data analysis.
Result -To examine hypotheses, multi-regression analysis was performed. The video contents had significant influence on assimilation, segregation, and integration. The food contents significantly effect on assimilation and integration. fashion and beauty contents had significantly influence only on assimilation. Assimilation and integration had a significant influence on destination image.
Conclusions -This study revealed that korean cultural contents could play a significant role in supporting acculturation of Chinese people residing in Korea. In addition, Chinese would be able to have positive destination image of Korea, if they go through cultural assimilation and integration process experiencing korean cultural contents.

Purpose - The purpose of this study is to explore 1) what motivates people to visit ethnic restaurants, 2) to explore if there is any direct link between those motivations and travel intention to visit the origiin country of the restaurants and 3)if there is any influence of ethnic restaurant experience on the link between them.
Design, data, and methodology -Target population was those who had eaten in at least one of ethnic restaurants in Korea. The data was obtained through online survey and a total of 428 valid cases were obtained. Motivations to visit ethnic restaurant were measured by items adopted from previous studies, and factor analysis was performed. Stepwise regress ion analyses were performed to explore relationships between motivations and intention, and the influence of ethnic resturant experience.
Result - General restaurant attributes were found to be a critical factor that motivates people to visit the ethnic restaurants and that has influence on customers' intention to visit the origin country along with cultural elements.
Conclusions - The results offer some insights to owners of ethnic restaurants and marketer s in tourism indutry who hire food as their marketing tool. Theoretically, this study provides motivational factors that attract people to visit ethnic restaurants. This study attempted empi rical test to see if there is any direct link between motivational factors to visit ethnic restaur ants and travel intention.

Purpose - In order to suggest better strategies for improving the quality of city tour, this study developed empirical investigation to reveal competitiveness of attractions in Gwangju.
Design, data, and methodology - With correspondence analysis, this research developed positioning map for city attractions in Gwangju. 24 visiting points and 18 activities based on the frequency of visitors actual performance have been applied to mapping. For better understanding about the location of each attraction on the map, it also investigated their relationships with characteristics of visitors such as demographic and touristic nature.
Result - Cultural and historical assets have been located in opposite side from city and industrial attractions. Meanwhile, natural assets have been located in middle of map. Besides, positioning map based on activities provided further information about the relationship between characteristics of visitors and attractions than others.
Conclusions - The results offer insights into developing the strategies for promoting attract ions in Gwangju city. In spite of exploratory nature of this research due to its statistical approach, correspondence analysis, it still worthwhile for supporting city tour at the point of providing visible and easy access information.

Purpose - The purpose of this study empirically verifies the effect of the characteristics of online word-of-mouth information on word-of-mouth acceptance.
Design, data, and methodology -Based on literature research, a theoretical system was established for the concept of online word-of-mouth information characteristics, reliability, usefulness, word-of-mouth acceptance of individual travel and the influential relationships between these factors. This study was conducted on 375 individual travelers who searched online travel information reviews and SPSS 23.0 statistical analysis of frequency, factor, reliability, and regression analysis.
Result - The results of this study showed that the characteristics of online word-of-mouth information of individual travel have a significant effect on word-of-mouth acceptance.
Conclusions - Based on these results, it is hoped that the study will be conducted under various perspectives so that the online word-of-mouth information of individual travel can grow from quantity to quality and help individual travelers.

Purpose - The purpose of this study is to examine the effects of the motivation of wellness tourism on satisfaction and revisiting intention.
Design, data, and methodology -Based on extensive literature, this study chose 6 motivation dimensions: 'rest/healing/escape', 'education', 'nature-friendly', 'luxury/reputation', 'improvement of social relation', and 'novelty'. Data were collected from the participants of wellness tourism program operated in Chungju city, South Korea from September, 3 to October, 28, 2021. A total of 226 samples were used for hypotheses test by using regression analysis.
Result-As findings, the 'rest/healing/escape' and 'nature-friendly' motivations exerted significant impacts on satisfaction. 'nature-friendly' and 'novelty' motivations had significant effects on revisiting intention.
Conclusions - This study informed the importance of nature-friendly motivation in increasing the participants' satisfaction and revisit-intention. Based on findings, the practical and the ocratical implications were discussed.

Purpose - The purpose of study is to identify the relationship between management commitment to internal branding and brand leadership's influence on internal brand assets of a hotel, and influence on brand citizenship and customer orientation on employees.
Design, data, and methodology -To accomplish this purpose, the survey for employers of hotels in Seoul was progressed. A total of 400 people were surveyed, and 380 sincere respondents among the collected responses were used for anlaysis.
Result - Management commitment amd bramd leadership had a positive effect on internal brand assets. Internal brand assets had a positive effect on customer orientation and brand citizen behavior.
Conclusions - The results suggest that the role of Management for Internal Branding is a success factor. Based on these results, It provides basic data on the Internal Branding of hotel companies in the future.

Purpose - In this study, the purpose of the study is to empirically verify the influence relationship between university students by categorizing the factors of perception of COVID- 19 and categorizing the tourism behavioral intention accordingly.
Research Design, data, and methodology - To achieve the goal of the study, total of 200 surveys were distributed to the field survey. The data were analyzed using the SPSS 24.0 version program. Frequency, Factor analysis and Multiple regression analysis were used.
Result - The results showed that perception of COVID-19 was divided into four factors(emotional anxiety, social anxiety, involvement and access to information), and tourism behavior al intention was divided into three factors(positive, transitional and negative behavioral intention). It was found that university students' perception of COVID-19 had a significant effect on tourism behavior intention.
Conclusions - It was found that only the information accessibility factor had a significant effect on the positive behavioral intention, and the social anxiety factor and the involvement factor had a significant effect on the transitional behavioral intention. Finally, it was confirmed that the emotional anxiety factor had a significant effect on the negative behavioral intention. These findings are expected to help the government and tourism-related companies establish marketing plans and specific basic data on consumer-oriented policies.

Purpose - This study purposes to study the effects and factors on the airline customer's conversion intention focusing on the PPM model and status quo bias.
Research Design, data, and methodology -The selected customers with 2 years of airline experience before the COVID-19 pandemic were used for the survey through the online survey company, and 324 cases were used for the analysis among a total of 400 cases. The analysis had used SPSS 25.0 and AMOS 25.0 statistical analysis programs. Result -As a result of structural equation analysis, all three factors (Push, Mooring, Pull) were found to have a statistically significant effect on conversion intention, and the result of moderating effect by the status quo bias had verified to have a significant moderating effect between the Push and the conversion intention.
Conclusions - irlines should develop a new service and products to prevent the customer's convers ion to the other airlines, and do not have negative service quality and satisfaction reliability by customers. Also, airlines should consider the characteristics of customers' behaviors and develop and pro mote various benefits for airline customers who travel with their friends, families, and colleagues.

Purpose -In Korea, cars are a mostly used transportation for the tourism purposes rather than public transportations, such as bus, train, and so on. However, the number of users for the high-speed rail in Korea have been rapidly increased since KTX opened in 2004. Thus, the purpose of this study is to examine the effect of opening high-speed rail on tourism demand and investigate the extent of high-speed rail's opening effect on tourism demand by time line. Research Design, data, and methodology -The research design for this study is fold two parts. First, Reg-ARIMA was used to examine the causal relationship between the opening high-speed rail and the tourism demand in destination. Second, the size of effect due to the opening high-speed rail was identified by performing the counterfactual analysis, comparing the difference between the forcasted and real-measured number of tourists. The monthly time series data from January 2013 to December 2019 was used to conduct the empirical analysis.
Result -The empirical results showed that the opening high-speed rail positively increased the tourism demand in destination with seasonal difference.
Conclusions -The opening high-speed rail not only increases the tourism demand in the destination, but also disperses the demand for tourism during the off-season.