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Examining the Structural Relationships of Destination Image, Perceived Value, Tourist Satisfaction and Behavior Intention : Focused on Chinese Tourists to South Korea
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Type
Academic journal
Author
Journal
The Academy of Korea Hospitality & Tourism Journal of Hospitality and Tourism Studies Vol.17 No.3 KCI Accredited Journals
Published
2015.5
Pages
39 - 57 (19page)

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Examining the Structural Relationships of Destination Image, Perceived Value, Tourist Satisfaction and Behavior Intention : Focused on Chinese Tourists to South Korea
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This study examines the relationships between cognitive image, affective image, perceived value, tourist satisfaction and behavior intention. Destination images play a significant influencing role in destination selection. This study was conducted with the specific goal of determining the destination images of South Korea as perceived by Chinese travelers. A conceptual framework was developed to model these relationships, which was validated with an empirical data set. The survey was conducted with Chinese tourists to South Korea by questionnaire from September 1st to September 25th, 2014. Based on the response of a total of 400 Chinese tourists obtained from the empirical research, this study reviewed reliability and fitness of the research model and verified a total of 5 hypotheses using Amos program. The hypothesized relationship in the model were tested simultaneously by using a structure equation model(SEM). The results ofstructural equation modeling show that cognitive and affective image as independentvariables had an effect on perceived value. The perceived value had influence on both tourist satisfaction and behavior intention. Moreover, tourist satisfaction had effect on perceived value and behavior intention. Finally, the implications and future research suggestions were discussed in the conclusion section. This study identified the major concepts in destination improvement and investigated their effects on tourist satisfaction and positive behavior intention toward the destination. Thus, tourism organizations and local government could establish a loyal tourism market in China by improving the destination image and market strategies. Recommendations are provided to offer valuable direction to Korean tourism offices and marketers to better promote South Korea as a valuable destination for Chinese tourists.
#Affective Image #Cognitive Image #South Korea #Behavior Intention #Tourist Satisfaction #Perceived Value #Chinese Tourist

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