박상원 교수

Despite the growing prevalence of smartphones in daily life and travel context, travelers still perceive an extent of risk associated with using their smartphone to book travel products. In order to alleviate or reduce perceived risk, it is important to better understand the dimensions of and the factors that contribute to perceived risk. This study analyzed 411 responses from an online panel to examine perceived risk in mobile travel booking and identified the following facets: time risk, finan

Using tourists’ stories to promote destinations is believed to be an innovative approach in destination marketing. This study conceptualizes and investigates the effectiveness of such an approach. This study supports the underlying premise of introducing narrative in marketing, that is, the narrative reasoning that human beings possess with which they can retrieve information better through a story. Furthermore, it is argued that the increased knowledge of a destination will have a stronger effe

As peer-to-peer (P2P) accommodation service often involves multistage interactions between hosts and guests in online and offline settings, trust between the parties involved is of the utmost importance. In particular, the possibility of interacting offline in P2P service delivery highlights the significance of interpersonal trust between hosts and guests. Accordingly, this study examines the formation of trusting beliefs in hosts, comprising prospective guests’ perception of the ability, benevo

The objective of this article is to analyze travel expenses across and within types. The empirical application examines the determinant factors of total expenses, controlling for potential endogeneity, and relies on quantile regression to analyze the effects of information search behavior on the distribution of total expenses as well as accommodation, shopping, food and beverages, and local transportation expenses. The role of information sources in predicting travel spending behaviors is a new