UNDERSTANDING CASINO VISITORS\u27 DECISION-MAKING PROCESSES WITHIN THE PERSPECTIVE OF RESPONSIBLE GAMBLING: AN APPLICATION OF THE MODEL OF GOAL-DIRECTED BEHAVIOR

There has been relatively little theory-based research focusing on casino visitors\u27 behavior. The Theory of Planned Behavior (TPB) has been criticized for not considering the effect of past behavior and for not incorporating emotional factors in its theoretical frame. In this regard, the purpose of this study was to examine casino visitors\u27 behavioral intention for casino gambling using the Model of Goal-directed Behavior (MGB) as a new theoretical framework to understand visitors\u27 behavioral intentions to gamble in casinos. This study also aimed to not only compare the Extended MGB (EMGB) with the original MGB, TPB, and Theory of Reasoned Action (TRA), but also to examine the role of responsible gambling strategy in the casino visitors\u27 decision-making processes for casino gambling by adding the concept to the original MGB. An onsite survey of casino visitors was conducted at Kangwon Land Casino in South Korea. Structural equation modeling was employed to identify the structural relationships between latent variables. The results of the EMGB indicated that \u27desire\u27 had the strongest relationship with casino visitors\u27 intentions to gamble, followed by positive anticipated emotion, perceived behavioral control, perceptions of a responsible gambling strategy, negative anticipated emotion, and attitude. The perception of a responsible gambling strategy was also a significant (direct) predictor of both desire and behavioral intention, as casino visitors had positive perceptions of casinos that implemented responsible gambling strategies. Casino managers should consider a responsible gambling strategy as an important long-term business activity to increase casino visitors\u27 intentions to gamble

Drivers of brand loyalty in the chain coffee shop industry

The present study aimed to examine patrons’ loyalty generation process for a chain coffee shop brand by considering the role of cognitive drivers, affective drivers, brand satisfaction, and relationship commitment. A field survey was conducted in chain coffee shops located in the popular shopping districts of a metropolitan city in South Korea. The proposed model was evaluated by using a structural equation analysis. The results revealed that cognitive and affective factors were in general significantly interrelated; such associations along with brand satisfaction and relationship commitment significantly influenced brand loyalty; and, the brand satisfaction was the most important contributor to building brand loyalty. In addition, the mediating role of study variables was identified. Overall, the proposed theoretical framework contained a sufficient level of explanatory power for brand loyalty. With a lack of research about coffee shop customers’ purchasing behavior, the findings can be meaningfully used for the enhancement of customer loyalty

Impact of functional/cognitive and emotional advertisements on image and repurchase intention

In this study, we attempted to explore the role of chain steakhouse image (functional, symbolic, and experiential), pleasure, arousal, and brand satisfaction in building customer repurchase intention and to uncover the moderating impact of functional/cognitive and emotional advertisements (ads). A field survey was conducted for data collection. A quantitative approach was employed to analyze the data. Findings from the structural analysis showed that image, emotions, and satisfaction played a significant role in generating intention, both pleasure and satisfaction acted as mediators, and hypothesized associations were mostly supported. Moreover, the relationships among functional image, pleasure, and brand satisfaction within the proposed theoretical framework were significantly moderated by functional/cognitive and emotional ads. Implications for researchers and practitioners are discussed. Current research provides chain steakhouse management a better understanding of the underlying complicated mechanism of customers’ repurchase decision generation process

A Study on the Structural Relationships between COVID-19 Coping Strategies, Positive Expectations, and the Behavioral Intentions of Various Tourism-Related Behaviors

The purpose of this study was to investigate the impact of coping strategies, attitudes, and positive anticipated emotions on the positive expectations and behavioral intentions of Korean tourists during the COVID-19 pandemic. An integrated model was proposed and tested, and the results indicate that effective coping strategies, attitudes, and positive anticipated emotions have a positive effect on the positive expectations of tourism during the pandemic, which in turn positively influences behavioral intentions. Practical suggestions were also provided based on the findings. This research has implications for understanding the ways in which individuals cope with and adapt to travel during times of crisis, and for identifying strategies that may facilitate positive expectations and behavioral intentions in the tourism industry

Brand Behavioral Intentions of a Theme Park in China: An Application of Brand Experience

Despite theme parks being a research hotspot, there is a paucity of research to understand the forming process of brand behavioral intentions (i.e., the intention of revisiting a theme park and the visit intentions of other theme parks under the same brand). For identifying the developing process of brand behavioral intentions from the perspective of experience, the current study developed a theoretical framework in which brand experience and memory affect visitors’ satisfaction and behavioral intentions to revisit a particular theme park as well as to visit other theme parks of the same brand. The empirical results of current study showed that visitors’ theme park experiences were good enough antecedents of their memories and satisfaction. It was also found that, when visitors’ memory and satisfaction are high, they are likely to have stronger impact on intentions to revisit the theme park and to visit theme parks of the same brand than did memory

Korean Domestic Tourists’ Decision-Making Process under Threat of COVID-19

The purpose of this study is to build a theoretical framework to explain Korean domestic tourists’ decision-making process under COVID-19 by applying an extended model of goal-directed behavior. The role of positive expectation of COVID-19, the effect of mass media, and perception of government policy were considered as new variables in the process of tourism decision-making. The results of this present study show that positive and negative anticipated emotion, positive expectation, and the frequency of past behavior positively influence the desire for travel domestically within the next three months, while the effect of mass media negatively affected the desire for travel domestically within the next three months. Two anticipated emotions and positive expectations were positive antecedents of the desire for travel domestically within this year. The anticipated emotions and the effect of mass media affected the desire to travel domestically next year. The results of this tourist’s decision-making research will offer government, the tourism sector, and policy decision-makers better insights for establishing tourism policy responses and create safe destinations to help an adequate recovery and development of the tourism industry

Determinants of Consumers’ Online/Offline Shopping Behaviours during the COVID-19 Pandemic

The COVID-19 pandemic has wreaked havoc in Korean society since the end of 2019. Unlike prior to the pandemic, when online and offline activities were conducted side-by-side, many aspects of consumers’ daily lives are only conducted online, especially shopping and meetings. This study analysed the characteristics of consumers who have used offline shopping channels during the pandemic. In addition, participants were asked how often they will use online and offline shopping channels after society stabilizes from COVID-19 in order to analyse what determinants will be used to select either online or offline shopping channels after the pandemic. This study will contribute to provide a deeper understanding of the consumption patterns of consumers (online vs. offline) during times of deep external impact, such as a pandemic

Tourists’ Motivation, Place Attachment, Satisfaction and Support Behavior for Festivals in the Migrant Region of China

This study aimed to explore the relationships among tourist motivation, place attachment, satisfaction and support behavior for hosting festivals in the migrant region of China. A self-administered questionnaire was used to conduct an on-site survey and a second-order structural equation modeling (SEM) technique was employed. The results of the current study showed that visitors’ general festival motivations had a positive influence on their place attachment and satisfaction. Visitors’ theme-related motivations had a positive influence on their place identity and satisfaction. Place dependence and place identity also positively affected their low-effort support behavior. In addition, visitors’ place identity was a positive antecedent of their high-effort support behavior. Visitors’ place attachment had a positive influence on their satisfaction and visitors’ satisfaction positively affected their support behavior. This study encouraged festival organizers to become aware that place attachment performs an important role in attracting tourists, and nostalgia is one of the most important motivations for hosting festivals in the migrant region of China. As a result, this study provides crucial insights that organizers should pay attention to place attachment and place identity in order to satisfy visitors and support festival activities

The Effect of Smog-Related Factors on Korean Domestic Tourists’ Decision-Making Process

The present study aims to explore Korean domestic tourists’ decision-making processes by utilizing an extended model of goal-directed behavior (EMGB) as a theoretical framework. Integrating government policy (PLY) and protection motivation for smog (PMS) with the original model of goal-directed behavior (MGB) makes it easier to better understand the formation process of tourists’ behavioral intentions for domestic travel. Structural equation modeling (SEM) is employed to identify the structural relationships among the latent variables. The results of the EMGB indicated that desire had the strongest effect on the behavioral intention of tourists to travel domestically; positive anticipated emotion is the main source of desire, followed by negative anticipated emotion. Government PLY on smog has a significant, positive and indirect effect on behavioral intentions of domestic or potential tourists through the protection motive theory. We found that desires are verified as a determinant of the behavioral intention’s formation, more significant than that of perceived behavioral control, frequency of past behavior and protection motivation. In addition, this study offers theoretical and practical suggestions

Roles of Tourism Involvement and Place Attachment in Determining Residents’ Attitudes Toward Industrial Heritage Tourism in a Resource-Exhausted City in China

An in-depth discussion of place attachment in the relationship between residents’ perceived tourism impacts and their support for tourism is still lacking. The predictor of tourism involvement in this relationship has also been underestimated and little attention has been paid to industrial heritage tourism in relation to residents’ attitudes toward tourism development. To fill this gap, we extend upon the existing studies of residents’ attitudes toward tourism with place attachment (both place identity and place dependence) and tourism involvement based on social exchange theory, attitude theory, and the theory of planned behavior. A self-administered survey was completed by 336 residents of Huangshi, a city undergoing a transition to industrial heritage tourism in China. The findings show that residents’ support for tourism is the result of a complete behavior generation process. This has gradually formed through tourism involvement, cognition, affection, and behavior intention, emphasizing the importance of participation and affective attitude in determining residents’ attitudes toward tourism. To maintain the sustainable development of industrial heritage tourism in the economic transition from an old industrial region to new sectors, local authorities should attach more importance to strengthening residents’ native emotional bonds and concentrate on how to encourage local residents to participate in tourism activities