This study has attempted to develop scales for measuring the quality of home-sharing lodging. Also, this study demonstrated the procedure of developing measurement scales. First, “Guest house for foreigners” appraisal items for Korea Tourism Quality Accreditation were used as the basis of the preliminary measurement scales. Second, basic articles in the field of service marketing, especially service quality theory, were reviewed. Authors have tried to apply lodging service quality research and home-sharing lodging literature to this work. Third, the authors have conducted a content analysis of customer reviews on the online accommodation reservation platform in order to develop a customer-oriented evaluation tool. Fourth, five steps of empirical efforts (item evaluation by discriminant group, exploratory factor analysis, confirmatory factor analysis, correlation analysis, and regression analysis) are conducted to ensure validity of the measurement scales. As a result, scales for measuring the quality of home sharing lodging, consisting of 20 items (3 dimensions: physical environment quality, outcome quality, and interaction quality), have been developed. These scales are distinguished from former lodging service quality scales in that process and outcome quality have been equally balanced. The implications of these results are discussed.

This study has demonstrated the effect of shared accommodation consumption value on user satisfaction, intention to reuse, and image of the destination. For the empirical study, 233 questionnaires have been collected from recent users of shared housing. The following are the study's key findings. First, functional value and emotional value have positively affected user satisfaction, whereas economic value has had no significant impact. Second, it was discovered that the functional value, economic value, and emotional value of shared accommodation consumption value all had a significant positive (+) effect on the intention to reuse. The economic value dimension had the most significant effect on the intention to reuse. Only emotional value among the sub-dimensions of shared accommodation consumption value was found to have a significant positive (+) effect on the image of the tourist destination. Therefore, the greater the emotional value perceived by users of shared accommodation, the greater the likelihood that they will form a positive image of the tourist destination. Lastly, it was determined that satisfaction with shared accommodation had a significant positive (+) effect on the intention to return and the image of the tourist destination. Based on the findings of the study, it has been confirmed that the operation of high-quality shared accommodation in the region can result in a rise in the number of tourists as well as a rise in reuse, which is the result of local tourism businesses.

This study investigates the roles of self-image congruity and functional congruity of users in the airline brand loyalty formation process and verifies the difference between full-service airlines and low-cost carriers in the cause-effect relations of self-image congruity for airline brands, brand trust, and brand attachment. A total of 336 valid samples from consumers who had experienced flying with domestic airline companies in the previous three years were analyzed. The results of the study are as follows. First, it was found that both the functional congruity and self-image congruity had an impact on brand trust. Second, it was found that functional congruity did not affect brand attachment, while self-image congruity had an impact on forming brand attachment. Third, it was found that brand trust had an impact on brand attachment and brand loyalty. Fourth, it was found that there was no difference in the impact of self-image congruity on brand trust and brand attachment according to airline type. Based on the research results, implications on brand marketing for domestic low-cost carriers and full-service airlines are discussed.

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