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The primary purpose of this research is to investigate franchisees' satisfaction based on franchisors' pre‐opening support, central purchasing, congeniality and ongoing business support.

The sample was drawn from ice cream franchising operations in Seoul, South Korea, and its vicinity. Personal interviews were conducted, followed by a self‐administered questionnaire.

The franchisees learned about their business opportunities through friends and relatives. The brand recognition by the consumer is the major motive for franchisees to engage in franchising. While franchisees are least satisfied with their franchisors' ongoing business support, they are most satisfied with central purchasing support from the franchisor.

The study offers valuable insights for strategic management as to recruitment, selection, and ongoing support provided by franchisors.

This research is particularly valuable to franchisors who are contemplating expanding their franchising business internationally.

The purpose of this paper is to analyze the Korea tourism brand image in a popular tour guidebook, Lonely Planet Korea and to provide an objective insight for examining destination image.

To achieve this goal, this study used content analysis to analyze the Korea tourism brand image.

Overall, 200,435 words were selected. The frequency of words was highly related to transportation and famous attractions. Moreover, to evaluate the value of the Korea tourism brand image, only adjectives in context were extracted. In total, 2,716 adjectives in each category were examined. The Korea tourism brand image was positive in that “good” adjectives were the most frequently selected. Furthermore, value properties based on The Lasswell Value Dictionary were examined. The value of words also supported the results of the content analysis of adjectives. The results of correspondence analysis found that the “outdoor” category was separately positioned with “old” adjectives.

Based on the results of content analysis by category, selected adjectives reflected current Korean tourism and hospitality problems.

The paper suggests implications that can be used to improve the Korea tourism brand image.