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Hindi Journal of Tourism Research & HospitalityISSN: 2324-8807
Jaewook Kim Author
Subjects of specialization
Affiliation
Management Strategies, Casino and Gaming Management , Entrepreneurship
Conrad N. Hilton College of Hotel & Restaurant Management, University of Houston, Houston, TX, USA
Biography
Author of more than 16 peer-reviewed journal articles and conference proceedings, including Journal of Marketing Management, Journal of Travel & Tourism Marketing, Journal of Hospitality Marketing & Management, Journal of Tourism Research and Hospitality, and Hospitality Review; taught more than 10 courses in the past four years, including hospitality law, human resource management, gaming and casino operation management, F&B service management, and hospitality marketing strategies; diverse work experience over the past six years includes everything from the casino industry to diplomatic public services, all of which have been directly converted to research topics and teaching subjects.
Publications
Research Article Subscription
Forced Exposure and Psychological Reactance towards Online Advertising in the Tourism Industry
Author(s): Lanlung Luke Chiang, Jaewook Kim and Liang Rebecca Tang
Advertising has become a popular marketing activity in tourism industry. The purpose of the study was to examine consumers’ feedback towards online tourism advertising with the adoption of Psychological Reactance Theory (PRT). Specifically, we investigated the relationship between consumers’ reactance (freedom arousal & anxiety arousal) and its antecedent (forced use) and consequences (perceived value & behavioral intention). The results indicate that consumers’ forced use negatively influences freedom arousal, which in turn positively leads to perceived value. In contrast, consumers’ forced use positively impacts anxiety arousal, which consequently negatively generates perceived value. The present study provides the theoretical foundation for future stud... view more»
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