Department of Tourism, Event, & Sport Management

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    The Difference of Leisure Attitude according to between Korea and America Students’ Characteristics
    (2008) Park, Jang-Geun; Lee, Soonhwan; Lee, Yong-Ho; Lim, Ran-Hee
    The purpose of this study was to examine for the deference of leisure activities attitude compared with Korean and America university students' characteristics of leisure activities attitude in subcategory factors of leisure activities attitude include recognitive attitude, definitive attitude, behavioral attitude. 241 M,H,Y university students in Korea and 143 North Carolina N university students are responded survey for this study from 2007, May to August. The collected data based of survey are analyzed through frequency analysis, t- test, one-way ANOV A analysis by SPSS WIN ver 12.0. The result is following : First, there were statistical difference of leisure activities attitude in behavioral attitude between Korean students and America students. Second, there were statistical difference shows difference grade sector, own major, personal expenses in recognitive attitude. Third, the statistical difference shows grade sector, personal expenses in definitive attitude. Forth, the statistical difference shows grade sector, own major and personal expenses in of behavioral attitude.
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    Multiple groups confirmatory factor analysis of the motivational factors affecting individuals' decisions about participating in action sports and an inquiry into participant action sports participatory fandom
    (2008-02) Park, S. Roger; Lee, Soonhwan
    The purpose of this current study was to examine if the Participant Motivations Questionnaire (PMQ) (Gill et al., 1983) was still valid for action sports participants. This study also examined factorial invariance of motivational factors of action sports participation across genders. In other words, the study wanted to test the motivational factors of action sports participation assumed to underlie the motivational factors independently for the male and female college students. Based on the results of Confirmatory Factor Analysis (CFA), the PMQ motivational factors of action sports participation do fit both male and female college students. The results of the multiple t-tests showed that female college action sports participants had higher motivation levels for achievement (p < 0.001), miscellaneous reasons (p < 0.01), skills development (p < 0.01), friendships (p < 0.01) and fun (p < 0.01).
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    Consumer Decision-Making Styles for Singaporean College Consumers: An Exploratory Study
    (2010) Bae, Sungwon; Pyun, Do Young; Lee, Soonhwan
    The purpose of this study was to investigate Singaporean consumers' decision-making styles (shopping styles) for sports products. This study used a scale of the Purchaser Style Inventory for Sport Products (PSISP) to identify if the scale was reliable. An instrument, consisting of 42 items under 9 dimensions, was administrated to 234 college students in Singapore. This study computed data factor analysis and alpha coefficients for scale reliability. The results indicated the generality of some consumer decision-making styles. Some similarities and differences as well as managerial implications for marketing research will be discussed.
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    A Confirmatory Factor Analysis for Generation Y’s Online Consumption on Sport Products
    (2010) Kim, Dae-Hyun; Lee, Soonhwan; Han, Joon-Young
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    Identifying Sociological Motivation of Hispanic/LatinoSport Consumers Attending Sporting Events
    (2010) Lee, Soonhwan; Shin, Hongbum; Shinchi, Takahiro
    While Hispanic/Latino's population and purchasing power has been rapidly growing and they are expected to have the potential to be massive sport customers in the future (McCarthy, 1998; Humphreys, 2006), there are little information reported to identify motivation of Hispanic/Latino sport consumers' attending sporting events. This study was aimed to identify sociological motivation of Hispanic/Latino sport consumers by using modified existing motivation scales (i.e., SFMS by Wann, Brewer, & Royalty, 1999; SAM by Zhang, Pease, Lam, Bellerive, Pham, Williamson, Lee, and Wall, 2001). The findings of this study revealed Hispanic/Latino's demographic characteristics and particular sociological motivations for attending sporting events. This study also indicated several implications focusing on Hispanics/Latinos as potential future sport customers.
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    A Brand Loyalty Model Utilitizing Team Identification and Customer Satisfaction in the Licensed Sports Product Industry
    (2010) Lee, Soonhwan; Shin, Hongbum; Park, Jung-Jun; Kwon, Oh-Ryun
    The purpose of this study was to investigate the relationship among the attitudinal brand loyalty variables (i.e., cognitive, affective, and conative components), team identification, and customer satisfaction by developing a structural equation model, based on Oliver's (1997) attitudinal brand loyalty model. The results of this study confirmed the study of brand loyalty stages by Oliver (1997) involving development of a brand loyalty process. Results supported the finding that consumers' strong beliefs about brand quality have increased the degree of "liking". In turn, results indicate a positive intention or commitment to repurchase a particular item. Therefore, this study emphasizes the importance of measuring attitudinal brand loyalty to identify attitudinal brand loyal customers and better understand their repurchasing intentions in the sports licensed product industry. Furthermore, this study showed the significant mediating effect of cognitive and affective brand loyalty in the relationship between customer satisfaction and conative brand loyalty.
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    Shoot, taste and post: an exploratory study of food and tourism experiences in an online image-share community
    (Texas A & M University Press, 2012) Liu, Bingjie; Norman, William C.; Backman, Sheila J.; Cuneo, Karen; Condrasky, Margaret
    This paper presents the results from an exploratory study of food and tourism experiences in the online image-share community Flickr.comTM. The purpose of this research was to provide a description of Flickr food group members' behaviour of taking pictures of food, as well as to better understand the role of food pictures in their travel experiences. The study found that members' travel experiences were recorded and shared socially through food photography. While food images could be regarded as a trip motivator, it is hard to regard it as the primary trip purpose.
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    Study on the Influencing Factors of Constraint on Attitude and Intention of Participation in Marine Sports Activities
    (2012) Lee, Soonhwan; Mun, Sun-Ho
    The purpose of this study was to identify the causal relationship between constraint factors (intrapersonal, interpersonal, and structural constraints) and attitude of participation also intention of participation in marine sports activities. A total of 172 questionnaires was used in this study and using a convenient sampling method in part of non-probability sampling method. The questionnaires consisted of four parts as factors of constraint, attitude of participation, intention of participation, and demography factors. An confirmatory factor analysis and structure equation model (SEM) were utilized by AMOS. The results of this study are followed; First, among the factors of constraint, only structural constraints were statistically negative causal relationship with attitude of participation. Even though other factors (intrapersonal and interpersonal) were not statistically significant, both factors were negatively affected on attitude of participation in marine sports activities. Second, the factor of attitude was statistically positive significant on intension of participation.
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    Verification of Disparity among Levels of Motivation and Satisfaction, and Revising Intention of Marine Sports Participants through Latent Mean Analysis
    (2013) Mun, Sun-Ho; Lee, Soonhwan
    This research is intended to verify the levels of participation motivation and satisfaction, and revisiting intention of marine sports participants of each age group, using a latent mean analysis. The purpose is to provide basic data necessary for various environments to be considered for marine sports development by verifying the level of participation motivation and satisfaction, and revisiting intention of marine sports participants of each age group, after evaluating their measurement variables through verification of equality in terms of forms, measurement and segments. As a result, the following facts were derived. First, compared to people in their 20s, participants in their 30s showed statistical similarities in ‘deviance’ (p<.001), ‘entertainment value’ (p<.001), ‘satisfaction level’ (p<.05), and ‘revisiting intention’ (p<.05). In terms of effect size (d), the ‘entertainment value’ was very substantial (.8 or above), and ‘deviance’ showed an intermediate-level of disparity (.5 or above). Meanwhile, ‘educational value’, ‘satisfaction level’, and ‘revisiting intention’, showed a small level of disparity (.2 or above). Second, participants in their 40s showed statistical similarities in ‘deviance’ (p<.001) and ‘entertainment value’ (p<.001), and showed an intermediate-level of disparity (.5 or above) in ‘deviance’ and ‘entertainment value’ in the effect size (d). Third, participants in their 50s showed statistical similarities in ‘deviance’ (p<.001), ‘entertainment value’ (p<.001), and ‘reliability’ (p<.05). In terms of effect size (d), a high level of disparity (.8 or above) in ‘deviance’, an intermediate-level of disparity (.5 or above) in ‘entertainment value’, and a small level of disparity (.2 or above) was found in ‘reliability‘.