This study investigates the effects of tourism storytelling on the tourism destination brand value, lovemarks and relationship strength. The survey data was collected from 259 respondents who had experienced tourism storytelling in South Korea. Among the determinants of tourism storytelling, uniqueness, interestingness and educability have significant effect on tourism destination brand value. Sensibility, descriptiveness and interestingness have significant effect on the lovemarks formation. Both brand value and lovemarks are found to affect relationship strength. The study further found that the rational factor has more influence on the brand value whereas the emotional factor has more influence on the lovemarks. The study made a theoretical contribution by examining whether tourism storytelling affects lovemarks and could boost relationship strength. The managerial implication of this study is that DMO should make efforts to form a lovemarks for tourism destinations.

This study investigated the effects of the corporate social responsibility (CSR) of franchise coffee shops on their corporate image and their customers’ behavioral intention. From 5 October 2017 to 26 October 2017, a total of 300 survey questionnaires were distributed, out of which 285 were analyzed. Accordingly, among the dimensions of CSR, only the economic, discretionary, and legal responsibilities had significant effects on corporate image. Moreover, corporate image had a significant effect on customers’ behavioral intention. Therefore, the CSR of franchise coffee shops is an important antecedent of corporate image, while corporate image is an important antecedent of behavioral intention. With respect to the pyramid of CSR, economic responsibilities should be first fulfilled prior to other social responsibilities. In addition, CSR programs will become the core task of corporate sustainable management because CSR can potentially influence consumers to have a positive behavioral intention and can result in product preferences by conveying a particular corporate image.

The purpose of this study was to analyze foodservice operation, dietary life education, and nutrition counseling tasks of nutrition teachers and dietitians in elementary, middle, and high schools in Jeju, Korea, and to provide effective ways to implement dietary life education and nutrition counseling in schools. This study surveyed 94 nutrition teachers and 46 dietitians working at elementary, middle, and high schools in Jeju during 7–14 May 2015. The importance and performance of 16 tasks of nutrition teachers and dietitians were measured using questionnaires. The data was analyzed by using the SPSS software and Importance–Performance Analysis (IPA). Importance was ranked in the order of foodservice operation (4.72), dietary life education (4.37), and nutrition counseling (4.24); and performance was ranked in the order of foodservice operation (4.48), dietary life education (3.70), and nutrition counseling (3.22). The importance–performance matrix showed that in Quadrant 4, the “Concentrate Here” item was “nutrition and dietary life education for students”, while in Quadrant 2, the “Possible Overkill” item was “cost control and office management”. These findings suggest that it is important to reduce unnecessary administrative and office management tasks in order for nutrition teachers and dietitians to implement effective nutrition education, dietary life education, and nutrition counseling programs.

This study aims to analyze variations in the willingness to pay more for fair trade coffee between South Korea and Vietnam. Employing the theory of planned behavior (TPB), the research delves into consumer attitudes, subjective norms, and perceived behavioral control related to increased expenditure on fair trade coffee. The investigation centers on two coffee-centric nations: South Korea, known for its substantial coffee consumption, and Vietnam, a global powerhouse in both coffee production and consumption. In this study, hypothesis testing was conducted using SmartPLS 4.0.9.5, and CFA (confirmatory factor analysis) and SEM (structural equation modeling) were used to assess each initial and second stage. In the second stage, moderating effects were examined through multi-group analysis. This study particularly explores how moral responsibility, knowledge, and involvement in fair trade coffee shape individuals’ attitudes toward FTC. Additionally, it aims to validate potential moderating effects between the two countries. While previous studies have emphasized the significance of ethical consumption, especially in business ethics, this research expands on these insights by examining fair trade coffee within the broader context of the coffee industry, encompassing both coffee-consuming and coffee-producing nations. The practical implications highlight that merely increasing knowledge about fair trade coffee is insufficient to foster a positive attitude. Instead, it underscores the importance of moral responsibility, which significantly influences attitudes toward fair trade coffee among both Koreans and Vietnamese.