Tourism destination selection attributes, tourist satisfaction and behavioral intentions of multicultural families in South Korea: Focusing on self-efficacy

Ling, Chen; Shin, Woo-Jin; Brown, Alan Article Tourism destination selection attributes, tourist satisfaction and behavioral intentions of multicultural families in South Korea: Focusing on self-efficacy Global Business & Finance Review (GBFR) Provided in Cooperation with: People & Global Business Association (P&GBA), Seoul Suggested Citation: Ling, Chen; Shin, Woo-Jin; Brown, Alan (2024) : Tourism destination selection attributes, tourist satisfaction and behavioral intentions of multicultural families in South Korea: Focusing on self-efficacy, Global Business & Finance Review (GBFR), ISSN 2384-1648, People & Global Business Association (P&GBA), Seoul, Vol. 29, Iss. 3, pp. 174-188, https://doi.org/10.17549/gbfr.2024.29.3.174 This Version is available at: https://hdl.handle.net/10419/305978 Standard-Nutzungsbedingungen: Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Zwecken und zum Privatgebrauch gespeichert und kopiert werden. 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Introduction The number of international residents in Korea has increased rapidly, transforming the country into Received: Jan. 12, 2024; Revised: Jan. 25, 2024; Accepted: Feb. 12, 2024 † Corresponding author: Woo-Jin Shin E-mail: [email protected] a multi-ethnic and multicultural society, with discussions related to this 'multicultural society' entering into the discourse (Gong & Yang, 2011; Park, 2011). Of particular prominence has been the the formation of 'multicultural families', which are families with includes at least one spouse of non-Korean origin (Multicultural Families Support Act, 2015). To enable multicultural families to integrate into Korean society, GLOBAL BUSINESS & FINANCE REVIEW, Volume. 29 Issue. 3 (APRIL 2024), 174-188 pISSN 1088-6931 / eISSN 2384-1648∣Https://doi.org/10.17549/gbfr.2024.29.3.174 ⓒ 2024 People and Global Business Association GLOBAL BUSINESS & FINANCE REVIEW www.gbfrjournal.org for financial sustainability and people-centered global business1) Tourism Destination Selection Attributes, Tourist Satisfaction and Behavioral Intentions of Multicultural Families in South Korea: Focusin g on Self-Efficacy Chen Linga, Woo-Jin Shinb†, Alan Dixon Brown c aRegional Development, Chonnam National University, Gwangju, South Korea bDept. of Economics, Chonnam National University, Gwangju, South Korea; CBA Bldg #2 no.314 77 Yongbong-ro, Buk-gu, Gwangju, 61186, Kore a cCenter for Regional Development, Chonnam National University, Gwangju, South Korea A B S T R A C T Purpose: Empirically analyze the tourism destination selection attributes, tourist satisfaction and behavioral intentions of multicultural families by country of origin. Confirm the mediating effect of self-efficacy on the relationship between tourism destination selection attributes, tourist satisfaction and behavioral intentions. Design/methodology/approach: Survey among adult multicultural family members in the Gwangju and Jeonnam regions of South Korea. The main analysis methods were confirmatory factor Structural Equation Modeling analysis. Findings: Behaviors and preferences differed depending on the country of origin of the respondents, and were influenced by tourism destination selection attributes. To promote cultural exchange and understanding, the local community should support activities that foster cultural exchanges and understanding between multicultural families and residents, along with education programs to promote the independence and social participation of multicultural families. Research limitations/implications: The study focused only on multicultural family members from three countries, limiting its generalizability to all multicultural populations. Future research on the position of vulnerable populations in tourism, and the economic effects of their tourism is recommended. Originality/value: By focusing on the experiences of multicultural family members, this research fills a gap on tourism for multicultural families living in Korea, placing an emphasis on self-efficacy, which has been overlooked in previous studies. Also, by comparing and analyzing the relationships between self-efficacy and the tourism behavioral intentions and satisfaction of families originating from China, Vietnam, and the Philippines, this research demonstrates how the psychological characteristics of multicultural families influence diverse tourism experiences. Keywords: Multicultural Families, Tourism Destination Selection Attributes, Self-Efficacy, Tourist Satisfaction, Behavioral Intention ⓒ Copyright: The Author(s). This is an Open Access journal distributed under the terms of the Creative Commons Attribution Non-Commercial License (https://creativecommons.org/licenses/by-nc/4.0/) which permits unrestricted non-commercial use, distribution , and reproduction in any medium, provided the original work is properly cited. Chen Ling, Woo-Jin Shin, Alan Dixon Brown 175 there have been calls for policies to foster their acculturation, with tourism being a promising avenue for this. Tourist satisfaction, which refers to the positive evaluation of the attributes of the tourist destination that influence the cognitive and affective aspects of the tourists' perception and experience of the tourism activity when they experience tourism services at the tourist site, enhances human quality of life and has a positive impact on social development (Park, 2010), and is also a potential tool for resolving social conflicts and promoting social integration in multicultural societies. It brings about psychological well-being, which exerts a positive influence on social interactions (Tesch, et al., 1981). The current study addresses the following gaps in the literature. First, domestic studies on multicultural families have focused predominantly on migrant workers and migrant women, and dealt with the human rights violations suffered by them, their adaptation to life in Korea, and conflicts arising from cultural differences whereas studies focusing on domestic tourism have looked at Korean tourists and foreign tourists entering the country. By focusing on the experiences of multicultural family members, this research fills a gap on tourism for multicultural families living in Korea. Second, this study analyzes the tourism behavior of multicultural families, placing an emphasis on self-efficacy, which has been overlooked in previous studies. This contributes to a deeper understanding of tourism behavior among multicultural families. Further, by comparing and analyzing the relationships between self-efficacy and the tourism behavioral intentions and satisfaction of families originating from China, Vietnam, and the Philippines, this research is crucial in demonstrating how the psychological characteristics of multicultural families influence diverse tourism experiences. This study, therefore, investigates the influence of Jeju Island tourism destination selection attributes on the satisfaction and behavioral intentions of multicultural families of Chinese, Vietnamese, and Phillipine origin. Additionally, it examines whether self-efficacy mediates the relationship between destination selection attributes and tourist satisfaction, as well as between destination selection attributes and behavioral intentions. To achieve this, the study applies Bandura's (1977) self-efficacy theory and distinguishes destination selection attributes into attractiveness, historical and cultural significance, accessibility, service quality, reasonable cost, and perceived risk. It empirically verifies the structural relationships among the constructs. This study selected Jeju Island, a world-famous tourist destination, as the study site, following the COVID-19 pandemic. The number of tourists visiting Jeju dropped sharply in early 2020 due to the impact of the COVID-19 Furthermore, perceptions of tourism programs was negatively affected (Han & An, 2022). During the COVID-19 pandemic, the number of tourists in the Jeju area declined less than other parts of the country, meaning major shocks have little impact on the choice of tourist attractions and tourist intentions. This made it a suitable study area. II. Literature Review A. Multicultural Family Due to the diverse nature of culture, both the term 'multicultural', and similarly, multicultural families are challenging to define (Kim & Kim, 2007). Multicultural families are a family type formed through marriage between individuals with different nationalities (Kim K., 2017). The formation of multicultural families in Korean society has increased rapidly since the 2000s, leading to a corresponding growth in research on multiculturalism (Choi, 2013). Initial studies focused on adaptation issues, cultural conflicts, and identity conflicts. However, research topics have expanded to include the health of immigrant women, childbearing, and childcare policies (Ahn, et al., 2010; Kim, 2009). Furthermore, associated research has gradually expanded to include studies on the constraints on leisure activities, psychological well-being, and improvement in the quality of life of foreign migrant workers and their cultural adaptation GLOBAL BUSINESS & FINANCE REVIEW, Volume. 29 Issue. 3 (APRIL 2024), 174-188 176 (Choi, 2015). In multicultural and multiethnic countries, research on leisure activities and tourism among minority ethnic groups has been actively conducted in the field of ethnic leisure studies. Particularly, studies on the leisure patterns and constraints of minority groups have provided insights into tourism and leisure policies (Ko, 2010). B. Tourism Destination Selection Attributes, Tourist Satisfaction, and Behavioral Intentions Tourist destination selection attributes are the characteristics that can attract and satisfy tourists' desires or motivations when choosing a tourist destination (Chung, 2017). They comprise a complex set of factors that are important considerations when tourists select a destination based on what they see, experience, and feel in the tourist site (Noh & Cho, 2011). Tourist destination selection attributes are crucial elements in the decision-making process of potential tourists or those planning to utilize tourist sites, as they shape overall beliefs about the desired tourist destination (Kim & Shin, 2020). During the process of selecting a tourist destination, these attributes play the most significant role in determining the final destination (Kim, 2022). Tourist satisfaction is the psychological outcome of fulfilled needs, resulting in satisfaction (Mannel & Iso-Ahola, 1987), and an evaluation of individuals' experiences during their tourism trips (Ross, 1993). A contrasting approach focuses on the outcomes of tourism activity experiences, with tourist satisfaction as an overall evaluation by tourists of their tourism activity experience (Lounsbury & Polik, 1992) and their positive emotional state during the tourism activity (Pizam & Reichel, 1978). The selection attributes of tourism influence tourist satisfaction (Jang, 2012). Service quality, accessibility, program, and physical attributes significantly influence perceived value and tourist satisfaction with a positive effect (He, 2018), and tourism brand legitimacy affects tourism destination loyalty (Chen & Lee, 2021). Kim & Kim (2012) revealed that tourism destination selection attributes have an impact on both tourist satisfaction and destination selection. We therefore hypothesise that tourism destination selection attributes have a significant positive impact on tourist satisfaction. Research Hypothesis 1: Tourism destination selection attributes will have no positive impact on tourist satisfaction. H1-1: Attractiveness will have no positive impact on tourist satisfaction. H1-2: Historical and cultural significance will have no positive impact on tourist satisfaction. H1-3: Accessibility will have no positive impact on tourist satisfaction. H1-4: Reasonable cost will have no positive impact on tourist satisfaction. H1-5: Service quality will have no positive impact on tourist satisfaction. H1-6: Perceived risk will have no negative impact on tourist satisfaction. Behavioral intention is an important predictor of social behaviors (Fishbein, & Ajzen, 1975). It refers to people's intention to engage in a particular behavior, indicating a high likelihood of its occurrence (Norman, et al., 2005). The intention to revisit refers to the intention to use a service again based on previous experience(s) of using it (He, 2018). It includes the intentions of individuals to re-visit based on their previous tourism experiences, and their intentions becoming actions (Brady, et al., 2001). The intention to recommend, in other words word of mouth, refers to communication between two or more individuals, such as customers and salespeople (Jo, et al., 2009). Therefore, behavioral intentions include both the intention to revisit and intention to recommend. Previous research on the attributes of tourist destination selection and behavioral intention, finds that selection attributes significantly influence revisitation (Han, 2013). Furthermore, customer satisfaction also positively influences behavioral intentions (Lee, 2018). The findings align with those of Park (2015), Chen Ling, Woo-Jin Shin, Alan Dixon Brown 177 which indicate that selection attributes significantly impact the intention to recommend and revisit. Previous studies on the relationship between tourism destination selection attributes and behavioral intentions have highlighted that activity and experiential factors, accessibility and cost factors, and familiarity factors (Kim & Kim, 2012), attractiveness and accessibility (Jung, 2020), and participant selection attributes (Kim & Shin, 2020) have a significant impact on behavioral intentions. We therefore hypothesise that selection attributes influence behavioral intentions. Research Hypothesis 2: Tourism destination selection attributes will have no significant impact on behavioral intention. H2-1: Attractiveness will have no positive impact on behavioral intention. H2-2: Historical and cultural significance will have no positive impact on behavioral intention. H2-3: Accessibility will have no positive impact on behavioral intention. H2-4: Reasonable cost will have no positive impact on behavioral intention. H2-5: Service quality will have no positive impact on behavioral intention. H2-6: Perceived risk will have no negative impact on behavioral intention. Tourist satisfaction has been shown in previous studies to impact continued participation and convey a positive image to others of scuba diving (Yoo, et al., 2020), the intention to revisit and recommend a theme park (Han, 2014), and the intention to revisit Park (2016). We therefore hypothesise that tourist satisfaction has a significant positive impact on behavioral intention. Research Hypothesis 3: Tourist satisfaction will have no significant positive impact on behavioral intention. H3-1: Tourist satisfaction will have no positive impact on intention to revisit. H3-2: Tourist satisfaction will have no positive impact on intention to recommend. C. Tourism Destination Selection Attributes, Tourist Satisfaction, Behavioral Intentions, and Self-Efficacy Self-efficacy refers to a belief in one's own capabilities rather than relying solely on objective abilities or external conditions (Gardner & Pierce, 1998; Ko, 2010). Similar psychological factors such as psychological empowerment affect tourism outcomes (Jeong, et al., 2018). If an individual has high self-efficacy increases the likelihood of successful problem-solving, low self-efficacy results in low levels of engagement and reduced likelihood of achieving goals (Bandura, 1977). Self-efficacy is related to the selection of behaviors, asserting that individuals with strong self-efficacy set challenging goals and exert effort to achieve them (Lazarus & Folkman, 1984). Previous research determined that self-efficacy is an important mediating or causal variable for satisfaction, behavioral intentions, and self-realization. It also had a significant impact on satisfaction and behavioral intentions. Therefore, we expand on previous literature and explore the relationships between the selection attributes of tourist destinations, satisfaction, and self-efficacy. Tourism destination attributes have a significant impact on tourists' choices and decision-making processes, and provide direction for tourists' behavior, serving as motivators for individual choices. The evaluation of these behavioral outcomes can be considered an individual's value judgment, with self-efficacy being the most common concept in this regard. Ko & Kim (2013) suggested that belief in one's ability to successfully perform travel tasks in the travel acceptance orientation represents travel self-confidence (self-efficacy). Service quality has a positive impact on self-efficacy (Kwak, et al., 2007), with Ko (2010) confirming the relationship for Chinese tourists. We therefore hypothesise that tourism destination attributes have a significant positive impact on self-efficacy. GLOBAL BUSINESS & FINANCE REVIEW, Volume. 29 Issue. 3 (APRIL 2024), 174-188 178 Research Hypothesis 4: Tourism destination attributes will have no significant positive impact on self-efficacy. H4-1: Attractiveness will have no positive impact on self-efficacy. H4-2: Historical and cultural significance will have no positive impact on self-efficacy. H4-3: Accessibility will have no positive impact on self-efficacy. H4-4: Reasonable cost will have no positive impact on self-efficacy. H4-5: Service quality will have no positive impact on self-efficacy. H4-6: Perceived risk will have no negative impact on self-efficacy. Ko (2021) measured the mediating effects of perceived value and self-efficacy between tourist destination selection attributes and tourist satisfaction, clarifying the causal relationships. Self-efficacy was confirmed not to have a significant impact on tourist destination selection attributes and tourist satisfaction. However, Kim (2015) found that self-efficacy has a partial mediating effect between interpersonal service quality and customer satisfaction, as well as between physical service quality and customer satisfaction. We therefore hypothesise the following relationships between tourism destination selection attributes, tourist satisfaction, behavioral intentions, and self-efficacy. Research Hypothesis 5: Self-efficacy will have no significant positive impact on tourist satisfaction. Research Hypothesis 6: Self-efficacy will have no significant positive impact on behavioral intention. Research Hypothesis 7: Self-efficacy will not mediate the relationship between tourism destination attributes and tourist satisfaction. Research Hypothesis 8: Self-efficacy will not mediate the relationship between tourism destination attributes and behavioral intention. III. Methods A. Research Model This study explores the travel selection attributes of adult multicultural family members who have participated in Jeju Island tourism activities. It empirically analyzes the impact of the activities on the travel self-efficacy, satisfaction, and behavioral intention of the tourists. Various attributes considered in choosing a tourist destination, such as attractiveness, history and culture, accessibility, service quality, reasonable cost, and perceived risk, are included. Bandura (1977)'s self-efficacy and satisfaction are considered, and the structural relationship with behavioral intention is verified. In particular, in the process of hypothesis verification, the validity of the hypothesis is analyzed by country of origin. The model set up in this study is as follows (Figure 1). B. Sample A survey was conducted from September 27, 2022, to December 12, 2022 among adult multicultural family members in the Gwangju and Jeollanam-do regions. The selection of multicultural family members as the research subjects was based on the ranking of countries with the highest influx of multicultural families in South Korea (Ministry of Gender Equality and Family, 2021), China, Vietnam, and the Philippines. The survey was conducted in churches or institutions. Prior training was provided to multicultural center staff, Korean language teachers, and employees of the relevant organizations. To ensure that respondents were adequately informed and able to understand the survey questions, the questionnaire was translated into Chinese, Vietnamese, and English by professional translators. A total of 450 questionnaires were distributed, and 424 usable responses were gathered, giving a response rate of 94%. Cases with missing values were dropped for the analyses. The socioeconomic and demographic Chen Ling, Woo-Jin Shin, Alan Dixon Brown 179 characteristics of the sample are presented in Table 1 below. Figure 1. Research model Vietnam (n=120) (%) China (n=117) (%) the Philippines (n=105) (%) Sex Male 41 (34.2%) 24 (20.5%) 36 (34.3%) Female 79 (65.8%) 93 (79.5%) 69 (65.7%) Age 18-30 72 (60%) 41 (35.2%) 60 (57.2%) 31 to 40 years old 45 (37.5%) 65 (55.6%) 41 (39.1%) 51 to 60 years old 3 (2.5%) 11 (9.4%) 4 (3.8%) Marital status Married/Couple 73 (61.6%) 111 (94.8%) 91 (86.7%) Divorced/ Widowed 46 (38.3%) 6 (5.2%) 6 (5.8%) Other 0 (0%) 0 (0%) 8 (7.6%) Education Less than high school graduate 41 (34.2%) 15 (12.8%) 15 (14.3%) High school graduate 40 (33.3%) 32 (27.4%) 10 (9.5%) Tertiary graduate 35 (29.2%) 70 (59.9%) 80 (76.2%) Other 4 (3.3%) 0 (0%) 0 (0%) Monthly household income 2.000,000 won or less 65 (54.1%) 39 (33.3%) 26 (23.7%) 2,000,010-4,000,000 won 38 (31.6%) 52 (44.4%) 53 (50.4%) 4,000,010 or more 17 (14.2%) 26 (22.2%) 26 (24.7%) Period of residence Less than 2 years 40 (33.4%) 23 (19.7%) 64 (61.0%) 2 years to less than 4 years 37 (30.9%) 30 (25.6%) 22 (20.9%) 4 years or more 43 (35.8%) 6 4 (54.7%) 19 (18.1%) Table 1. Descriptive statistics GLOBAL BUSINESS & FINANCE REVIEW, Volume. 29 Issue. 3 (APRIL 2024), 174-188 180 C. Questionnaire Development and Analysis The questionnaire for this study was developed based on previous research (e.g. Duan, 2020; Jeon, et al., 2010; Kim W., 2022; Kim & Shin, 2020). The researcher restructured the questionnaire based on theoretical foundations and completed it by modifying and supplementing some items according to expert advice. In addition, a pilot survey targeting multicultural family tourists of Chinese origin was conducted to ensure that the meaning of the measurement items used in the primary survey was properly conveyed. The questionnaire consists of a total of 58 items, including 23 items on tourist destination selection attributes related to multicultural family members' travel in Jeju Island, 6 items on self-efficacy, 6 items on satisfaction, 7 items on behavioral intentions, 9 items on demographic characteristics, and 7 items on tourism experience characteristics. Items measuring Tourist attraction selection attribute, Self efficacy, Tourist satisfaction, and Behavioral intention were all measured on 5-point Likert scales. SPSS Ver 26.0 was used to conduct confirmatory factor analysis and reliability analysis for the constructs. Next, AMOS 24.0 was used to validate the unidimensionality between tourist destination selection attributes and each concept. A structural equation model was then used to investigate the influence of all structures. IV. Results A. Confirmatory Factor Analysis, Validity, and Reliability of Measurement Scales Confirmatory factor analysis revealed four factor structure: tourism destination selection attributes; self-efficacy; satisfaction, and intention to revisit (Table 2). Measures of model fit indicated that the X 2 /df value was 1.268, which is below 3.0; the CFI was 0.975, the IFI was 0.975, the NFI was 0.918, AGFI was 0.923, and the GFI is 0.904, all of which are above 0.90. Furthermore, the RMSEA was 0.021, which is below 0.08. These results indicate that the confirmatory factor analysis model of the research model is valid. Therefore, the research model satisfies the concentration validity, discriminant validity, and model validity, confirming its overall validity. To verify the internal consistency of the variables/ factors in the research model, as well as the construct validity of latent factors, a validation using Average Variance Extracted (AVE) was conducted. The square Items Standardized Coefficient SE Chronbach's αp Attractiveness 0.855 X1_1: Jeju Island is a place with high awareness and recognition. 0.787 - - X1_2: Jeju Island has unique landscapes. 0.824 0.072 0.000 X1_3: Jeju Island possesses various charming attractions. 0.721 0.070 0.000 X1_4: Jeju Island is perceived with a positive image. 0.762 0.075 0.000 Historical and cultural significance 0.836 X2_1: Historical architecture and exhibits are preserved on Jeju Island. 0.746 - - X2_2: You can have unique cultural experiences on Jeju Island. 0.757 0.078 0.000 X2_3: Jeju Island holds significant historical value. 0.727 0.078 0.000 X2_4: Jeju Island has its own cultural uniqueness. 0.761 0.080 0.000 X3_1: There was no inconvenience in transportation from my place of residence to Jeju Island. 0.824 - - Table 2. Confirmatory factor analysis Chen Ling, Woo-Jin Shin, Alan Dixon Brown 181 Items Standardized Coefficient SE Chronbach's αp X3_2: Language-specific transportation information within Jeju Island's tourist attractions was well provided. 0.771 0.067 0.000 X3_3: The road facilities at Jeju Island's tourist attractions were in good condition. 0.787 0.067 0.000 Reasonable cost 0.793 X4_1: The admission prices at Jeju Island's tourist attractions were reasonable. 0.756 - - X4_2: The cost of meals and accommodation on Jeju Island was reasonable. 0.766 0.083 0.000 X4_3: The transportation costs on Jeju Island were reasonable. 0.727 0.084 0.000 Service quality 0.862 X5_1: The staff working at Jeju Island's tourist attractions were friendly. 0.740 - - X5_2: Jeju Island's tourist attractions had good guidance for visitors. 0.773 0.079 0.000 X5_3: The shopping facilities on Jeju Island were good. 0.706 0.082 0.000 X5_4: There were no difficulties in language communication within Jeju Island's tourist attractions. 0.761 0.082 0.000 X5_5: Jeju Island's tourist attractions offer a variety of enjoyable activities. 0.750 0.084 0.000 Perceived risk 0.880 X6_1: There was a risk of not receiving emergency treatment in case of an emergency situation within Jeju Island's tourist attractions. 0.835 - - There was a risk of natural disasters at Jeju Island's tourist attractions. 0.815 0.060 0.000 There was a risk of exposure to crime within the tourist attractions I visited on Jeju Island. 0.781 0.062 0.000 There was a risk of not receiving emergency treatment in case of an emergency situation within Jeju Island's tourist attractions. 0.793 0.055 0.000 Self-efficacy 0.889 I believe I can explore Jeju tourism on my own. 0.754 - - I believe I can successfully complete (completed) my Jeju tourism. 0.782 0.064 0.000 I believe I can handle everything on my own during the Jeju tourism activities. 0.753 0.070 0.000 M1_4: I believe I am acquiring the necessary knowledge and skills for Jeju tourism. 0.795 0.066 0.000 M1_5: I am confident in my abilities to explore Jeju as a tourist destination. 0.745 0.071 0.000 M1_6: This Jeju tourism holds significance for me. 0.721 0.072 0.000 Satisfaction 0.893 M2_1: The Jeju tourism provided a time of rest and rejuvenation, relieving mental and physical fatigue. 0.768 - - M2_2: I was satisfied with my choice to visit Jeju Island. 0.785 0.066 0.000 M2_3: I was satisfied with the unique natural landscapes of Jeju Island. 0.836 0.067 0.000 M2_4: I was satisfied with the cleanliness and hygiene of Jeju Island's tourist attractions. 0.784 0.070 0.000 M2_5: I was satisfied with the well-implemented epidemic prevention measures at Jeju Island's tourist attractions. 0.753 0.069 0.000 M2_6: Overall, I am satisfied with my visit to Jeju Island. 0.662 0.067 0.000 Behavioral intention 0.843 YT_1: Behavioral intention 0.677 - - YT_2: Behavioral intention 0.631 0.072 0.000 Notes: Cronbach's (Model): 0.905; KMO (Kaiser-Meyer-Olkin): 0.787; Bartlett's Test of Sphericity: 0.000 α Table 2. 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