Kyung Hee University · Social Sciences
Professor Gyehee Lee's research lab specializes in tourism and leisure behavior, with a focus on understanding traveler motivations, destination image, and the socio-psychological factors influencing participation in cultural and recreational events. The lab investigates diverse tourism segments—such as VFR travelers, festival attendees, and park visitors—using mixed-methods approaches, including survey research, social media analysis, and structural modeling. Key research directions include behavioral intention, identity salience, perceived values in natural spaces, and the role of digital media in shaping travel experiences.
Figures are computed from collected data and may differ slightly.
The economic contribution of the VFR (visiting friends and relatives) market to host destinations has been underestimated, largely due to a lack of accurate data and research on this segment. This underestimation seems to be linked to the noncommercial accommodation usage and assumed within-group homogeneity of VFR travellers. Using a large-scale national survey among French travellers visiting 17 different destination countries, this study aimed to re-evaluate the financial value of VFR travell
In order to better understand tourists’ multi-attraction travel behavior, the present study developed a research model by combining the social network analysis technique with the structural equation model. The object of this study was to examine the structural relationships among destination image, tourists’ multi-attraction travel behavior patterns, tourists’ satisfaction, and their behavioral intentions. The data were gathered via an online survey using the China panel system. A total of 468 r
Abstract In destination market positioning, the destination image plays a pivotal role. Due to the interrelationship between destination choice behavior and image, there is an increased interest in the destination image as a predictor variable in a destination choice model. The research presents a binary logistic model to evaluate factors affecting the propensity of potential German travelers visiting the U.S. The overall impression, perceptive image, sociodemographic variables and previous visi
Male and female consumers differ in terms of decision-making. This is also true for inexperienced and experienced consumers. Although the extant research delineates studies that have centered on the interrelationships between perceived ease of use (PEU), perceived enjoyment (PE), perceived usefulness (PU), attitude toward using social media (ATUSM), and users’ behavioral intentions, there is still a dearth of empirical research about gender and prior experience as the two potential moderators. W
The objective of this study was to determine the effects of wine and different meat bones added in brown sauce. Sensory evaluation of brown sauce showed that brown stock and brown sauce made by adding wine and replacing some of veal bones with chicken bones were preferred most, and the brown sauce made by brown stock and burre manie in the ratio of 12:1 was preferred most. Sensory properties of palatability, flavor and gloss were positively correlated with the overall preference. The brown sauce
This paper examines several central constructs regarding leisure behaviors and the dynamic relationships among these key variables to develop a social psychological model that explains participation at the Busan International Film Festival. Moreover, by examining identity salience (IS), this study develops a comprehensive socio-psychological model for film festival participation. Using data from the Busan International Film Festival participants, the study discloses the prominent role that IS pl
Due to the lockdown and restrictions on public activities and gatherings amid COVID-19, parks received renewed attention because of their importance and irreplaceable functions as healthy outdoor recreation. This study aims to explore the values reflected in Twitter content that discussed parks amid COVID-19 through a qualitative content analysis of text and images using ATLAS.ti. Specifically, a qualitative data (visual and textual) set of Twitter posts amid COVID-19 (from February 2020 to Sept
Researchers have found that consumer loyalty is an important source of competitive advantage of a business. This concept has been widely tested in reference to various objects, ranging from package goods, retail and service providers to recreational activities. To date, however, few researchers have addressed the issues on destination loyalty in terms of construct definition and measurement, and its related antecedents. The present study suggested and empirically tested a tourism destination loy
The purpose of this study is to investigate causal relationships among interpretation satisfaction, environmental attitudes, place attachment, destination loyalty, and perceived value of ecotourism for tourists visiting the Chengdu Panda Base (CPB) in China. An online and an on-site field survey were administered to respondents aged 50 years old and older who use the Internet relatively little. A total of 243 questionnaires were collected and analyzed. The results drawn from the structural model
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