The purpose of this study was to derive the visit motivations of wellness tourists and to derive strategies for the wellness tourism market through market segmentation based on visit motivations. First, this study derived seven motivators through a literature review with a discussion of experts: relaxation/healing/escape from everyday life, health improvement, novelty, luxury and prestige, self-examination/education, nature-friendly motivation, and social relations improvement. Then, in order to derive differentiated characteristics by motivation according to market segmentation, a difference analysis was conducted with the satisfaction, behavioral intention, and flow of wellness tourism participants. Data collection was carried out with the users of Chungcheongbuk-do wellness tourism products, and was supported by the Ministry of Culture, Sports, and Tourism (South Korea) from 2 September to 4 December 2021. Through the analysis in this study, it was first found that the wellness tourism motivations of wellness tourists were divided into a total of six factors (relaxation/healing/health improvement, novelty, luxury and prestige, self-examination/education, nature-friendly motivations, and social relation improvement). Then, as for market segmentation according to the visit motivations of wellness tourists, it was found that the markets were divided into “novelty-seeking type, comprehensive motivation-seeking type, neutral wellness-seeking type, and exploratory wellness-seeking type.” Finally, it was determined that there were significant differences in satisfaction, behavioral intention, and flow among those types of wellness tourist groups, and the average levels of satisfaction, behavioral intention, and flow were commonly lower in the neutral wellness-seeking type than in the comprehensive motivation-seeking type and the exploratory wellness-seeking type. This study derived the necessity to conceive differentiated strategies for the wellness tourism motivation group with the development of a wellness tourism motivation scale and a market segmentation study, and provided practical implications according to the characteristics of individual groups.

Due to the importance of the positive effects of urban forests on urban dwellers and the limitations of prior studies, which have mainly dealt with motivations involving rural or tourism-oriented forests, this study aims to develop a scale of visit motivation for an urban forest specifically as a way to deal with more diverse and specific motivations. The first step is to develop a draft version of the Urban Forest Visit Motivation Scale (UFVMS) through experts’ discussions of important factors from prior studies and the analysis of Big Data. Then, to confirm the reliability and validity of these items, 878 valid data of visitors of urban forests living in Seoul and Incheon were collected to conduct EFA and CFA to validate the final version of the scale. As a result of factor analysis, seven dimensions (Experience Activities, Healing and Rest, Health, Environmental Experience, Daily Leisure, Family, Eco-Friendly) with 24 items for the UFVMS were drawn after deleting 5 items that had a low standard regression weight on CFA or were unsuitable for the characteristics of a dimension. The results of this study are expected to provide academic and practical implications for urban forest visit motivation. In particular, unlike common purposes such as healing and health, the results indicate that the purpose of daily leisure-related activities is a notable factor of visiting urban forests, showing that there is also a high need for good-quality facilities such as food suppliers, toilets, and so on. This study will contribute to the academic development of research on UFVMS and the practical development for managers of urban forests in terms of planning a better management of the urban forest with a full understanding of visitors’ motivations. This improving management will contribute to the development of the social sustainability of urban citizens while giving various benefits.

This study aimed to develop a scale for measuring the online convention service quality (OCSQ) for the effective management of conventions held online. This study followed three steps to develop the measurement scale of OCSQ. First, a literature review of existing research relating to convention service quality was conducted to generate initial OCSQ items. Next, the Delphi method was used to assess the suitability of items for the scale (from 7 May to 10 June 2021). Finally, a survey of attendees of online conventions was conducted (from 26 July to 6 August 2021) to prove the reliability and validity of the items. As a result, in this study, the dimension of security, initially in the category platform service, is separated from it. The results show that online convention service quality has five main components (human services, program services, platform services, security, and interaction services). In the conclusion, we propose the final measurement scale of online convention service quality, with five dimensions and 25 categories. This study has its own value for the initial exploration of online convention service quality, which has emerged as a significant area of convention research. It contributes to academic research and the management of online convention by addressing unique aspects.