Ling, Chen; Shin, Woo-Jin; B own, Alan
A icle
Tou ism des ina ion selec ion a ibu es, ou is sa is ac ion and
beha io al in en ions o mul icul u al amilies in Sou h Ko ea: Focusing
on sel -e icacy
Global Business & Finance Re iew (GBFR)
P o ided in Coope a ion wi h:
People & Global Business Associa ion (P&GBA), Seoul
Sugges ed Ci a ion: Ling, Chen; Shin, Woo-Jin; B own, Alan (2024) : Tou ism des ina ion selec ion
a ibu es, ou is sa is ac ion and beha io al in en ions o mul icul u al amilies in Sou h Ko ea:
Focusing on sel -e icacy, Global Business & Finance Re iew (GBFR), ISSN 2384-1648, People &
Global Business Associa ion (P&GBA), Seoul, Vol. 29, Iss. 3, pp. 174-188,
h ps://doi.o g/10.17549/gb .2024.29.3.174
This Ve sion is a ailable a :
h ps://hdl.handle.ne /10419/305978
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I. In oduc ion
The numbe o in e na ional esiden s in Ko ea
has inc eased apidly, ans o ming he coun y in o
Recei ed: Jan. 12, 2024; Re ised: Jan. 25, 2024; Accep ed: Feb. 12, 2024
† Co esponding au ho : Woo-Jin Shin
E-mail: sayu [email protected]
a mul i-e hnic and mul icul u al socie y, wi h discussions
ela ed o his 'mul icul u al socie y' en e ing in o
he discou se (Gong & Yang, 2011; Pa k, 2011).
O pa icula p ominence has been he he o ma ion
o 'mul icul u al amilies', which a e amilies wi h
includes a leas one spouse o non-Ko ean o igin
(Mul icul u al Families Suppo Ac , 2015). To enable
mul icul u al amilies o in eg a e in o Ko ean socie y,
GLOBAL BUSINESS & FINANCE REVIEW, Volume. 29 Issue. 3 (APRIL 2024), 174-188
pISSN 1088-6931 / eISSN 2384-1648∣H ps://doi.o g/10.17549/gb .2024.29.3.174
ⓒ 2024 People and Global Business Associa ion
GLOBAL BUSINESS & FINANCE REVIEW
www.gb jou nal.o g
o inancial sus ainabili y and people-cen e ed global business1)
Tou ism Des ina ion Selec ion A ibu es, Tou is Sa is ac ion and
Beha io al In en ions o Mul icul u al Families in Sou h Ko ea: Focusin
g
on Sel -E icacy
Chen Linga, Woo-Jin Shinb†, Alan Dixon B own
c
aRegional De elopmen , Chonnam Na ional Uni e si y, Gwangju, Sou h Ko ea
bDep . o Economics, Chonnam Na ional Uni e si y, Gwangju, Sou h Ko ea; CBA Bldg #2 no.314 77 Yongbong- o, Buk-gu, Gwangju, 61186, Ko e
a
cCen e o Regional De elopmen , Chonnam Na ional Uni e si y, Gwangju, Sou h Ko ea
A
B S T R A C T
Pu pose: Empi ically analyze he ou ism des ina ion selec ion a ibu es, ou is sa is ac ion and beha io al in-
en ions o mul icul u al amilies by coun y o o igin. Con i m he media ing e ec o sel -e icacy on he ela ion-
ship be ween ou ism des ina ion selec ion a ibu es, ou is sa is ac ion and beha io al in en ions.
Design/me hodology/app oach: Su ey among adul mul icul u al amily membe s in he Gwangju and Jeonnam
egions o Sou h Ko ea. The main analysis me hods we e con i ma o y ac o S uc u al Equa ion Modeling analysis.
Findings: Beha io s and p e e ences di e ed depending on he coun y o o igin o he esponden s, and we e
in luenced by ou ism des ina ion selec ion a ibu es. To p omo e cul u al exchange and unde s anding, he local com-
muni y should suppo ac i i ies ha os e cul u al exchanges and unde s anding be ween mul icul u al amilies and
esiden s, along wi h educa ion p og ams o p omo e he independence and social pa icipa ion o mul icul u al amilies.
Resea ch limi a ions/implica ions: The s udy ocused only on mul icul u al amily membe s om h ee coun ies,
limi ing i s gene alizabili y o all mul icul u al popula ions. Fu u e esea ch on he posi ion o ulne able popula ions
in ou ism, and he economic e ec s o hei ou ism is ecommended.
O iginali y/ alue: By ocusing on he expe iences o mul icul u al amily membe s, his esea ch ills a gap on
ou ism o mul icul u al amilies li ing in Ko ea, placing an emphasis on sel -e icacy, which has been o e looked
in p e ious s udies. Also, by compa ing and analyzing he ela ionships be ween sel -e icacy and he ou ism beha -
io al in en ions and sa is ac ion o amilies o igina ing om China, Vie nam, and he Philippines, his esea ch
demons a es how he psychological cha ac e is ics o mul icul u al amilies in luence di e se ou ism expe iences.
Keywo ds: Mul icul u al Families, Tou ism Des ina ion Selec ion A ibu es, Sel -E icacy, Tou is Sa is ac ion, Beha io al In en ion
ⓒ
Copy igh : The Au ho (s). This is an Open Access jou nal dis ibu ed unde he e ms o he C ea i e Commons A ibu ion
Non-Comme cial License (h ps://c ea i ecommons.o g/licenses/by-nc/4.0/) which pe mi s un es ic ed non-comme cial use, dis ibu ion
,
and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed.
Chen Ling, Woo-Jin Shin, Alan Dixon B own
175
he e ha e been calls o policies o os e hei
accul u a ion, wi h ou ism being a p omising a enue
o his. Tou is sa is ac ion, which e e s o he
posi i e e alua ion o he a ibu es o he ou is
des ina ion ha in luence he cogni i e and a ec i e
aspec s o he ou is s' pe cep ion and expe ience o
he ou ism ac i i y when hey expe ience ou ism
se ices a he ou is si e, enhances human quali y
o li e and has a posi i e impac on social de elopmen
(Pa k, 2010), and is also a po en ial ool o esol ing
social con lic s and p omo ing social in eg a ion in
mul icul u al socie ies. I b ings abou psychological
well-being, which exe s a posi i e in luence on social
in e ac ions (Tesch, e al., 1981).
The cu en s udy add esses he ollowing gaps
in he li e a u e. Fi s , domes ic s udies on mul icul u al
amilies ha e ocused p edominan ly on mig an
wo ke s and mig an women, and deal wi h he human
igh s iola ions su e ed by hem, hei adap a ion
o li e in Ko ea, and con lic s a ising om cul u al
di e ences whe eas s udies ocusing on domes ic
ou ism ha e looked a Ko ean ou is s and o eign
ou is s en e ing he coun y. By ocusing on he
expe iences o mul icul u al amily membe s, his
esea ch ills a gap on ou ism o mul icul u al
amilies li ing in Ko ea. Second, his s udy analyzes
he ou ism beha io o mul icul u al amilies, placing
an emphasis on sel -e icacy, which has been
o e looked in p e ious s udies. This con ibu es o
a deepe unde s anding o ou ism beha io among
mul icul u al amilies. Fu he , by compa ing and
analyzing he ela ionships be ween sel -e icacy and
he ou ism beha io al in en ions and sa is ac ion o
amilies o igina ing om China, Vie nam, and he
Philippines, his esea ch is c ucial in demons a ing
how he psychological cha ac e is ics o mul icul u al
amilies in luence di e se ou ism expe iences.
This s udy, he e o e, in es iga es he in luence
o Jeju Island ou ism des ina ion selec ion a ibu es
on he sa is ac ion and beha io al in en ions o
mul icul u al amilies o Chinese, Vie namese, and
Phillipine o igin. Addi ionally, i examines whe he
sel -e icacy media es he ela ionship be ween
des ina ion selec ion a ibu es and ou is sa is ac ion,
as well as be ween des ina ion selec ion a ibu es
and beha io al in en ions. To achie e his, he s udy
applies Bandu a's (1977) sel -e icacy heo y and
dis inguishes des ina ion selec ion a ibu es in o
a ac i eness, his o ical and cul u al signi icance,
accessibili y, se ice quali y, easonable cos , and
pe cei ed isk. I empi ically e i ies he s uc u al
ela ionships among he cons uc s. This s udy
selec ed Jeju Island, a wo ld- amous ou is des ina ion,
as he s udy si e, ollowing he COVID-19 pandemic.
The numbe o ou is s isi ing Jeju d opped sha ply
in ea ly 2020 due o he impac o he COVID-19
Fu he mo e, pe cep ions o ou ism p og ams was
nega i ely a ec ed (Han & An, 2022). Du ing he
COVID-19 pandemic, he numbe o ou is s in he
Jeju a ea declined less han o he pa s o he coun y,
meaning majo shocks ha e li le impac on he choice
o ou is a ac ions and ou is in en ions. This made
i a sui able s udy a ea.
II. Li e a u e Re iew
A. Mul icul u al Family
Due o he di e se na u e o cul u e, bo h he e m
'mul icul u al', and simila ly, mul icul u al amilies
a e challenging o de ine (Kim & Kim, 2007).
Mul icul u al amilies a e a amily ype o med
h ough ma iage be ween indi iduals wi h di e en
na ionali ies (Kim K., 2017). The o ma ion o
mul icul u al amilies in Ko ean socie y has inc eased
apidly since he 2000s, leading o a co esponding
g ow h in esea ch on mul icul u alism (Choi, 2013).
Ini ial s udies ocused on adap a ion issues, cul u al
con lic s, and iden i y con lic s. Howe e , esea ch
opics ha e expanded o include he heal h o immig an
women, childbea ing, and childca e policies (Ahn,
e al., 2010; Kim, 2009). Fu he mo e, associa ed
esea ch has g adually expanded o include s udies
on he cons ain s on leisu e ac i i ies, psychological
well-being, and imp o emen in he quali y o li e
o o eign mig an wo ke s and hei cul u al adap a ion
GLOBAL BUSINESS & FINANCE REVIEW, Volume. 29 Issue. 3 (APRIL 2024), 174-188
176
(Choi, 2015).
In mul icul u al and mul ie hnic coun ies, esea ch
on leisu e ac i i ies and ou ism among mino i y
e hnic g oups has been ac i ely conduc ed in he
ield o e hnic leisu e s udies. Pa icula ly, s udies
on he leisu e pa e ns and cons ain s o mino i y
g oups ha e p o ided insigh s in o ou ism and leisu e
policies (Ko, 2010).
B. Tou ism Des ina ion Selec ion A ibu es,
Tou is Sa is ac ion, and Beha io al
In en ions
Tou is des ina ion selec ion a ibu es a e he
cha ac e is ics ha can a ac and sa is y ou is s'
desi es o mo i a ions when choosing a ou is
des ina ion (Chung, 2017). They comp ise a complex
se o ac o s ha a e impo an conside a ions when
ou is s selec a des ina ion based on wha hey see,
expe ience, and eel in he ou is si e (Noh & Cho,
2011). Tou is des ina ion selec ion a ibu es a e
c ucial elemen s in he decision-making p ocess o
po en ial ou is s o hose planning o u ilize ou is
si es, as hey shape o e all belie s abou he desi ed
ou is des ina ion (Kim & Shin, 2020). Du ing he
p ocess o selec ing a ou is des ina ion, hese
a ibu es play he mos signi ican ole in de e mining
he inal des ina ion (Kim, 2022).
Tou is sa is ac ion is he psychological ou come
o ul illed needs, esul ing in sa is ac ion (Mannel
& Iso-Ahola, 1987), and an e alua ion o indi iduals'
expe iences du ing hei ou ism ips (Ross, 1993).
A con as ing app oach ocuses on he ou comes o
ou ism ac i i y expe iences, wi h ou is sa is ac ion
as an o e all e alua ion by ou is s o hei ou ism
ac i i y expe ience (Lounsbu y & Polik, 1992) and
hei posi i e emo ional s a e du ing he ou ism
ac i i y (Pizam & Reichel, 1978).
The selec ion a ibu es o ou ism in luence ou is
sa is ac ion (Jang, 2012). Se ice quali y, accessibili y,
p og am, and physical a ibu es signi ican ly in luence
pe cei ed alue and ou is sa is ac ion wi h a posi i e
e ec (He, 2018), and ou ism b and legi imacy a ec s
ou ism des ina ion loyal y (Chen & Lee, 2021). Kim &
Kim (2012) e ealed ha ou ism des ina ion selec ion
a ibu es ha e an impac on bo h ou is sa is ac ion
and des ina ion selec ion. We he e o e hypo hesise
ha ou ism des ina ion selec ion a ibu es ha e a
signi ican posi i e impac on ou is sa is ac ion.
Resea ch Hypo hesis 1:
Tou ism des ina ion selec ion
a ibu es will ha e no posi i e impac on ou is
sa is ac ion.
H1-1:
A ac i eness will ha e no posi i e impac
on ou is sa is ac ion.
H1-2:
His o ical and cul u al signi icance will ha e
no posi i e impac on ou is sa is ac ion.
H1-3:
Accessibili y will ha e no posi i e impac
on ou is sa is ac ion.
H1-4:
Reasonable cos will ha e no posi i e impac
on ou is sa is ac ion.
H1-5:
Se ice quali y will ha e no posi i e impac
on ou is sa is ac ion.
H1-6:
Pe cei ed isk will ha e no nega i e impac
on ou is sa is ac ion.
Beha io al in en ion is an impo an p edic o o
social beha io s (Fishbein, & Ajzen, 1975). I e e s
o people's in en ion o engage in a pa icula beha io ,
indica ing a high likelihood o i s occu ence
(No man, e al., 2005). The in en ion o e isi e e s
o he in en ion o use a se ice again based on p e ious
expe ience(s) o using i (He, 2018). I includes he
in en ions o indi iduals o e- isi based on hei
p e ious ou ism expe iences, and hei in en ions
becoming ac ions (B ady, e al., 2001). The in en ion
o ecommend, in o he wo ds wo d o mou h, e e s
o communica ion be ween wo o mo e indi iduals,
such as cus ome s and salespeople (Jo, e al., 2009).
The e o e, beha io al in en ions include bo h he
in en ion o e isi and in en ion o ecommend.
P e ious esea ch on he a ibu es o ou is
des ina ion selec ion and beha io al in en ion, inds ha
selec ion a ibu es signi ican ly in luence e isi a ion
(Han, 2013). Fu he mo e, cus ome sa is ac ion also
posi i ely in luences beha io al in en ions (Lee,
2018). The indings align wi h hose o Pa k (2015),
Chen Ling, Woo-Jin Shin, Alan Dixon B own
177
which indica e ha selec ion a ibu es signi ican ly
impac he in en ion o ecommend and e isi .
P e ious s udies on he ela ionship be ween ou ism
des ina ion selec ion a ibu es and beha io al in en ions
ha e highligh ed ha ac i i y and expe ien ial ac o s,
accessibili y and cos ac o s, and amilia i y ac o s
(Kim & Kim, 2012), a ac i eness and accessibili y
(Jung, 2020), and pa icipan selec ion a ibu es (Kim &
Shin, 2020) ha e a signi ican impac on beha io al
in en ions. We he e o e hypo hesise ha selec ion
a ibu es in luence beha io al in en ions.
Resea ch Hypo hesis 2:
Tou ism des ina ion selec ion
a ibu es will ha e no signi ican impac on
beha io al in en ion.
H2-1:
A ac i eness will ha e no posi i e impac
on beha io al in en ion.
H2-2:
His o ical and cul u al signi icance will ha e
no posi i e impac on beha io al in en ion.
H2-3:
Accessibili y will ha e no posi i e impac
on beha io al in en ion.
H2-4:
Reasonable cos will ha e no posi i e impac
on beha io al in en ion.
H2-5:
Se ice quali y will ha e no posi i e impac
on beha io al in en ion.
H2-6:
Pe cei ed isk will ha e no nega i e impac
on beha io al in en ion.
Tou is sa is ac ion has been shown in p e ious
s udies o impac con inued pa icipa ion and con ey
a posi i e image o o he s o scuba di ing (Yoo,
e al., 2020), he in en ion o e isi and ecommend
a heme pa k (Han, 2014), and he in en ion o e isi
Pa k (2016). We he e o e hypo hesise ha ou is
sa is ac ion has a signi ican posi i e impac on
beha io al in en ion.
Resea ch Hypo hesis 3:
Tou is sa is ac ion will
ha e no signi ican posi i e impac on beha io al
in en ion.
H3-1:
Tou is sa is ac ion will ha e no posi i e
impac on in en ion o e isi .
H3-2:
Tou is sa is ac ion will ha e no posi i e
impac on in en ion o ecommend.
C. Tou ism Des ina ion Selec ion A ibu es,
Tou is Sa is ac ion, Beha io al In en ions,
and Sel -E icacy
Sel -e icacy e e s o a belie in one's own
capabili ies a he han elying solely on objec i e
abili ies o ex e nal condi ions (Ga dne & Pie ce,
1998; Ko, 2010). Simila psychological ac o s such
as psychological empowe men a ec ou ism
ou comes (Jeong, e al., 2018). I an indi idual has
high sel -e icacy inc eases he likelihood o success ul
p oblem-sol ing, low sel -e icacy esul s in low
le els o engagemen and educed likelihood o
achie ing goals (Bandu a, 1977). Sel -e icacy is
ela ed o he selec ion o beha io s, asse ing ha
indi iduals wi h s ong sel -e icacy se challenging
goals and exe e o o achie e hem (Laza us &
Folkman, 1984). P e ious esea ch de e mined ha
sel -e icacy is an impo an media ing o causal
a iable o sa is ac ion, beha io al in en ions, and
sel - ealiza ion. I also had a signi ican impac on
sa is ac ion and beha io al in en ions. The e o e, we
expand on p e ious li e a u e and explo e he
ela ionships be ween he selec ion a ibu es o ou is
des ina ions, sa is ac ion, and sel -e icacy.
Tou ism des ina ion a ibu es ha e a signi ican
impac on ou is s' choices and decision-making
p ocesses, and p o ide di ec ion o ou is s' beha io ,
se ing as mo i a o s o indi idual choices. The
e alua ion o hese beha io al ou comes can be
conside ed an indi idual's alue judgmen , wi h
sel -e icacy being he mos common concep in his
ega d. Ko & Kim (2013) sugges ed ha belie in
one's abili y o success ully pe o m a el asks in
he a el accep ance o ien a ion ep esen s a el
sel -con idence (sel -e icacy).
Se ice quali y has a posi i e impac on
sel -e icacy (Kwak, e al., 2007), wi h Ko (2010)
con i ming he ela ionship o Chinese ou is s. We
he e o e hypo hesise ha ou ism des ina ion
a ibu es ha e a signi ican posi i e impac on
sel -e icacy.
GLOBAL BUSINESS & FINANCE REVIEW, Volume. 29 Issue. 3 (APRIL 2024), 174-188
178
Resea ch Hypo hesis 4:
Tou ism des ina ion
a ibu es will ha e no signi ican posi i e impac
on sel -e icacy.
H4-1:
A ac i eness will ha e no posi i e impac
on sel -e icacy.
H4-2:
His o ical and cul u al signi icance will ha e
no posi i e impac on sel -e icacy.
H4-3:
Accessibili y will ha e no posi i e impac
on sel -e icacy.
H4-4:
Reasonable cos will ha e no posi i e impac
on sel -e icacy.
H4-5:
Se ice quali y will ha e no posi i e impac
on sel -e icacy.
H4-6:
Pe cei ed isk will ha e no nega i e impac
on sel -e icacy.
Ko (2021) measu ed he media ing e ec s o
pe cei ed alue and sel -e icacy be ween ou is
des ina ion selec ion a ibu es and ou is sa is ac ion,
cla i ying he causal ela ionships. Sel -e icacy was
con i med no o ha e a signi ican impac on ou is
des ina ion selec ion a ibu es and ou is sa is ac ion.
Howe e , Kim (2015) ound ha sel -e icacy has
a pa ial media ing e ec be ween in e pe sonal
se ice quali y and cus ome sa is ac ion, as well as
be ween physical se ice quali y and cus ome
sa is ac ion. We he e o e hypo hesise he ollowing
ela ionships be ween ou ism des ina ion selec ion
a ibu es, ou is sa is ac ion, beha io al in en ions,
and sel -e icacy.
Resea ch Hypo hesis 5:
Sel -e icacy will ha e
no signi ican posi i e impac on ou is
sa is ac ion.
Resea ch Hypo hesis 6:
Sel -e icacy will ha e
no signi ican posi i e impac on beha io al
in en ion.
Resea ch Hypo hesis 7:
Sel -e icacy will no
media e he ela ionship be ween ou ism
des ina ion a ibu es and ou is sa is ac ion.
Resea ch Hypo hesis 8:
Sel -e icacy will no
media e he ela ionship be ween ou ism
des ina ion a ibu es and beha io al in en ion.
III. Me hods
A. Resea ch Model
This s udy explo es he a el selec ion a ibu es
o adul mul icul u al amily membe s who ha e
pa icipa ed in Jeju Island ou ism ac i i ies. I
empi ically analyzes he impac o he ac i i ies on
he a el sel -e icacy, sa is ac ion, and beha io al
in en ion o he ou is s. Va ious a ibu es conside ed
in choosing a ou is des ina ion, such as
a ac i eness, his o y and cul u e, accessibili y,
se ice quali y, easonable cos , and pe cei ed isk,
a e included. Bandu a (1977)'s sel -e icacy and
sa is ac ion a e conside ed, and he s uc u al
ela ionship wi h beha io al in en ion is e i ied. In
pa icula , in he p ocess o hypo hesis e i ica ion,
he alidi y o he hypo hesis is analyzed by coun y
o o igin. The model se up in his s udy is as ollows
(Figu e 1).
B. Sample
A su ey was conduc ed om Sep embe 27, 2022,
o Decembe 12, 2022 among adul mul icul u al
amily membe s in he Gwangju and Jeollanam-do
egions. The selec ion o mul icul u al amily
membe s as he esea ch subjec s was based on he
anking o coun ies wi h he highes in lux o
mul icul u al amilies in Sou h Ko ea (Minis y o
Gende Equali y and Family, 2021), China, Vie nam,
and he Philippines. The su ey was conduc ed in
chu ches o ins i u ions. P io aining was p o ided
o mul icul u al cen e s a , Ko ean language
eache s, and employees o he ele an o ganiza ions.
To ensu e ha esponden s we e adequa ely in o med
and able o unde s and he su ey ques ions, he
ques ionnai e was ansla ed in o Chinese, Vie namese,
and English by p o essional ansla o s. A o al o
450 ques ionnai es we e dis ibu ed, and 424 usable
esponses we e ga he ed, gi ing a esponse a e o
94%. Cases wi h missing alues we e d opped o
he analyses. The socioeconomic and demog aphic
Chen Ling, Woo-Jin Shin, Alan Dixon B own
179
cha ac e is ics o he sample a e p esen ed in Table
1 below.
Figu e 1. Resea ch model
Vie nam
(n=120) (%)
China
(n=117) (%)
he 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 o 40 yea s old 45 (37.5%) 65 (55.6%) 41 (39.1%)
51 o 60 yea s old 3 (2.5%) 11 (9.4%) 4 (3.8%)
Ma i al s a us
Ma ied/Couple 73 (61.6%) 111 (94.8%) 91 (86.7%)
Di o ced/ Widowed 46 (38.3%) 6 (5.2%) 6 (5.8%)
O he 0 (0%) 0 (0%) 8 (7.6%)
Educa ion
Less han high school g adua e 41 (34.2%) 15 (12.8%) 15 (14.3%)
High school g adua e 40 (33.3%) 32 (27.4%) 10 (9.5%)
Te ia y g adua e 35 (29.2%) 70 (59.9%) 80 (76.2%)
O he 4 (3.3%) 0 (0%) 0 (0%)
Mon hly
household
income
2.000,000 won o 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 o mo e 17 (14.2%) 26 (22.2%) 26 (24.7%)
Pe iod o
esidence
Less han 2 yea s 40 (33.4%) 23 (19.7%) 64 (61.0%)
2 yea s o less han 4 yea s 37 (30.9%) 30 (25.6%) 22 (20.9%)
4 yea s o mo e 43 (35.8%) 6 4 (54.7%) 19 (18.1%)
Table 1. Desc ip i e s a is ics
GLOBAL BUSINESS & FINANCE REVIEW, Volume. 29 Issue. 3 (APRIL 2024), 174-188
180
C. Ques ionnai e De elopmen and Analysis
The ques ionnai e o his s udy was de eloped
based on p e ious esea ch (e.g. Duan, 2020; Jeon,
e al., 2010; Kim W., 2022; Kim & Shin, 2020).
The esea che es uc u ed he ques ionnai e based
on heo e ical ounda ions and comple ed i by
modi ying and supplemen ing some i ems acco ding
o expe ad ice. In addi ion, a pilo su ey a ge ing
mul icul u al amily ou is s o Chinese o igin was
conduc ed o ensu e ha he meaning o he
measu emen i ems used in he p ima y su ey was
p ope ly con eyed. The ques ionnai e consis s o a
o al o 58 i ems, including 23 i ems on ou is
des ina ion selec ion a ibu es ela ed o mul icul u al
amily membe s' a el in Jeju Island, 6 i ems on
sel -e icacy, 6 i ems on sa is ac ion, 7 i ems on
beha io al in en ions, 9 i ems on demog aphic
cha ac e is ics, and 7 i ems on ou ism expe ience
cha ac e is ics. I ems measu ing Tou is a ac ion
selec ion a ibu e, Sel e icacy, Tou is sa is ac ion,
and Beha io al in en ion we e all measu ed on 5-poin
Like scales. SPSS Ve 26.0 was used o conduc
con i ma o y ac o analysis and eliabili y analysis
o he cons uc s. Nex , AMOS 24.0 was used o
alida e he unidimensionali y be ween ou is
des ina ion selec ion a ibu es and each concep . A
s uc u al equa ion model was hen used o in es iga e
he in luence o all s uc u es.
IV. Resul s
A. Con i ma o y Fac o Analysis, Validi y,
and Reliabili y o Measu emen Scales
Con i ma o y ac o analysis e ealed ou ac o
s uc u e: ou ism des ina ion selec ion a ibu es;
sel -e icacy; sa is ac ion, and in en ion o e isi
(Table 2).
Measu es o model i indica ed ha he X
2
/d
alue was 1.268, which is below 3.0; he CFI was
0.975, he IFI was 0.975, he NFI was 0.918, AGFI
was 0.923, and he GFI is 0.904, all o which a e
abo e 0.90. Fu he mo e, he RMSEA was 0.021,
which is below 0.08. These esul s indica e ha he
con i ma o y ac o analysis model o he esea ch
model is alid. The e o e, he esea ch model sa is ies
he concen a ion alidi y, disc iminan alidi y, and
model alidi y, con i ming i s o e all alidi y.
To e i y he in e nal consis ency o he a iables/
ac o s in he esea ch model, as well as he cons uc
alidi y o la en ac o s, a alida ion using A e age
Va iance Ex ac ed (AVE) was conduc ed. The squa e
I ems S anda dized
Coe icien SE Ch onbach's αp
A ac i eness 0.855
X1_1: Jeju Island is a place wi h high awa eness and ecogni ion. 0.787 - -
X1_2: Jeju Island has unique landscapes. 0.824 0.072 0.000
X1_3: Jeju Island possesses a ious cha ming a ac ions. 0.721 0.070 0.000
X1_4: Jeju Island is pe cei ed wi h a posi i e image. 0.762 0.075 0.000
His o ical and cul u al signi icance 0.836
X2_1: His o ical a chi ec u e and exhibi s a e p ese ed on Jeju Island. 0.746 - -
X2_2: You can ha e unique cul u al expe iences on Jeju Island. 0.757 0.078 0.000
X2_3: Jeju Island holds signi ican his o ical alue. 0.727 0.078 0.000
X2_4: Jeju Island has i s own cul u al uniqueness. 0.761 0.080 0.000
X3_1: The e was no incon enience in anspo a ion om my place o esidence
o Jeju Island. 0.824 - -
Table 2. Con i ma o y ac o analysis
Chen Ling, Woo-Jin Shin, Alan Dixon B own
181
I ems S anda dized
Coe icien SE Ch onbach's αp
X3_2: Language-speci ic anspo a ion in o ma ion wi hin Jeju Island's ou is
a ac ions was well p o ided. 0.771 0.067 0.000
X3_3: The oad acili ies a Jeju Island's ou is a ac ions we e in good condi ion. 0.787 0.067 0.000
Reasonable cos 0.793
X4_1: The admission p ices a Jeju Island's ou is a ac ions we e easonable. 0.756 - -
X4_2: The cos o meals and accommoda ion on Jeju Island was easonable. 0.766 0.083 0.000
X4_3: The anspo a ion cos s on Jeju Island we e easonable. 0.727 0.084 0.000
Se ice quali y 0.862
X5_1: The s a wo king a Jeju Island's ou is a ac ions we e iendly. 0.740 - -
X5_2: Jeju Island's ou is a ac ions had good guidance o isi o s. 0.773 0.079 0.000
X5_3: The shopping acili ies on Jeju Island we e good. 0.706 0.082 0.000
X5_4: The e we e no di icul ies in language communica ion wi hin Jeju Island's
ou is a ac ions. 0.761 0.082 0.000
X5_5: Jeju Island's ou is a ac ions o e a a ie y o enjoyable ac i i ies. 0.750 0.084 0.000
Pe cei ed isk 0.880
X6_1: The e was a isk o no ecei ing eme gency ea men in case o an
eme gency si ua ion wi hin Jeju Island's ou is a ac ions. 0.835 - -
The e was a isk o na u al disas e s a Jeju Island's ou is a ac ions. 0.815 0.060 0.000
The e was a isk o exposu e o c ime wi hin he ou is a ac ions I isi ed
on Jeju Island. 0.781 0.062 0.000
The e was a isk o no ecei ing eme gency ea men in case o an eme gency
si ua ion wi hin Jeju Island's ou is a ac ions. 0.793 0.055 0.000
Sel -e icacy 0.889
I belie e I can explo e Jeju ou ism on my own. 0.754 - -
I belie e I can success ully comple e (comple ed) my Jeju ou ism. 0.782 0.064 0.000
I belie e I can handle e e y hing on my own du ing he Jeju ou ism ac i i ies. 0.753 0.070 0.000
M1_4: I belie e I am acqui ing he necessa y knowledge and skills o Jeju ou ism. 0.795 0.066 0.000
M1_5: I am con iden in my abili ies o explo e Jeju as a ou is des ina ion. 0.745 0.071 0.000
M1_6: This Jeju ou ism holds signi icance o me. 0.721 0.072 0.000
Sa is ac ion 0.893
M2_1: The Jeju ou ism p o ided a ime o es and eju ena ion, elie ing men al
and physical a igue. 0.768 - -
M2_2: I was sa is ied wi h my choice o isi Jeju Island. 0.785 0.066 0.000
M2_3: I was sa is ied wi h he unique na u al landscapes o Jeju Island. 0.836 0.067 0.000
M2_4: I was sa is ied wi h he cleanliness and hygiene o Jeju Island's ou is
a ac ions. 0.784 0.070 0.000
M2_5: I was sa is ied wi h he well-implemen ed epidemic p e en ion measu es a
Jeju Island's ou is a ac ions. 0.753 0.069 0.000
M2_6: O e all, I am sa is ied wi h my isi o Jeju Island. 0.662 0.067 0.000
Beha io al in en ion 0.843
YT_1: Beha io al in en ion 0.677 - -
YT_2: Beha io al in en ion 0.631 0.072 0.000
No es: C onbach's (Model): 0.905; KMO (Kaise -Meye -Olkin): 0.787; Ba le 's Tes o Sphe ici y: 0.000 α
Table 2. Con inued
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188
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