Earticle

본 연구의 목적은 여행지 이미지가 여행자의 만족도와 애호도에 어떠한 영향을 미치는 가를 알아보는 것이다. 또한 한국과 베트남 여행자 사이에 영향요인에 유의적인 차이가 있는가를 파악하여 관광전략수립에 지침을 제공하고자 한다. 본 연 구는 여행지 이미지, 여행자의 만족도, 애호도의 관계에 대한 실증적이고 이론적인 자료를 검증함으로써 애호 도를 이해하는 방법을 제공하였다. 연구모형과 5개 연구가설을 설정하였다. 총 420개의 설문지가 수집되었고 연구목적에 따라 탐색적 요인분석(EFA: Exploratory Factor Analysis)과 확인적 요인분석(CFA: Confirmatory Factor Analysis)을 실시하였고 구조 방정식 모형(SEM: Structural Equation Modeling)을 사용하였다. 자료분석 결과는 다 음과 같다. (1) 여행지 이미지가 여행자의 속성 만족도에 영향을 미치며 (2) 여행지 이미지 와 속성 만족도는 여행자의 전반적인 만족도의 선행 요인이고 (3) 속성 만족도와 전반적인 만족도가 애호도에 긍정적인 영향을 미쳤다. (4) 한국과 베트남여행자 사이에 부분적으로 영향 요인에 차이가 있었다. 따라서 국가별로 관광객 유치 홍보 포지셔닝이 달라져야함을 알 수 있었다. 이 연구결과의 전략적 의미와 함께 연구의 한계와 미래 연구방향도 제시하였다.

This study is to investigate that the image of destination has an impact on the tourists' satisfaction and tourists' loyalty. The objective of this article was to examining the relationship between destination image, satisfaction and destination loyalty in both Korea and Vietnam. All relationships were tested together using structural equation model. After reviewing related literature, The research model was developed in which five hypotheses were suggested. A total of 420 questionnaires were collected and the data was analyzed using StructuralEquation Model(SEM). The results supported the proposed research model: all relationships among destination image, attribute satisfaction, tourists' overall satisfaction, and destination loyalty. and also this results showed that Vietnamese tourists are higher influenced than Korean tourists. It means that overall satisfaction and tourist loyalty will depend on many different factors. we also need to be caution of the fact that our findings could not be generalized to all the consumers and countries.

The purpose of this study is to verify both destination image and tourists' self image congruence on the tourists' satisfaction and behavioral intention. In order to accomplish this purpose, existing theories and literature review were studied. Based on this review, a questionnaire was developed to identify the connections among different variables. There are 4 hypotheses based on literature reviews. Then we tested the data from questionnaires using SPSS 14.0. Respondents who are over 16 years old and have visited Jeju Island were selected for this research. The data were collected for one month from July 20th to August 20th in 2008. Our findings indicate that both arousal and pleasantness in actual self congruence and ideal self congruence have strong influence on the tourists' satisfaction. And the tourists' satisfaction, in turn , influence tourists' revisit intention and recommendation intention. This study is meaningful in that marketer can utilize more segmented marketing strategies for potential tourists who have similar image to destination image.

본 연구는 전국 시도군구 지자체의 지역캐릭터 특성과 활용현황을 지역단위별로 파 악하여, 향후 지역캐릭터 연구와 지역캐릭터를 활용한 지역 홍보 전략에 있어서 방향성 과 시사점을 제공하고자 한다. 지역캐릭터의 특성, 지자체에서 운영하는 홈페이지에서 의 지역캐릭터 활용, 지자체에서 운영하는 공식 소셜미디어에서의 지역캐릭터 활용과 효과에 대하여 알아보았다. 연구결과, 전국 시도군구의 지역캐릭터는 지역단위별로 특 성의 차이가 있다는 것 확인하였다. 특히 지역단위별로 지자체가 지역캐릭터를 통해 전 달하고자 하는 지역이미지가 다르게 나타났다. 그리고 지자체 공식 홈페이지에서의 지 역캐릭터 활용 및 지역캐릭터 이미지 제공 현황을 파악하였다. 지자체의 소셜미디어 운 영현황과 지역캐릭터 활용현황을 파악한 결과 지역캐릭터 활용이 원활하지 않다는 것 을 알아내었다. 또한, 소셜미디어에서의 지역캐릭터 활용은 수용자의 의사소통에 영향 을 주고 있음을 밝혀내었다. 본 연구 결과를 바탕으로 각 지자체에서는 전국을 기준으 로 현 지역캐릭터 활용 정도를 파악하고, 향후 지역캐릭터 활용전략을 세울 수 있으며, 이러한 결과들은 앞으로의 지역캐릭터에 대한 기초연구로서 활용될 수 있다.

This study aims to provide insights and implications for future research on local mascots and destination marketing strategies that utilize them by examining the characteristics and current usage of local government mascots at the city, province, county, and district levels nationwide. The research analyzes the traits of these mascots and how they are used on local government websites and official social media platforms. In addition, the study examines the impact of mascot-related social media posts on audience interaction, based on actual data. The findings reveal that the characteristics of local mascots vary by regional division. Notably, the regional images that local governments intend to convey through their mascots also differ. The study indicates that many mascots are not being utilized effectively. Furthermore, the results show that the use of mascots on social media influences audience engagement. These findings enable local governments to assess the current state of mascot utilization nationwide and to develop more effective strategies for their application. Moreover, the results can serve as foundational research for future studies on local mascots.

Almost all Koreans recognize the Dolhareubang as a representative symbol of Jeju. However, as the development of online technology progressed, the image and perception of the Dolhareubang is also expected to change. Thus, this study explored the perceived images of Dolhareubang by focusing on residents in Seoul, Korea using Q methodology. The goal of this research was to evaluate this iconic representation of Jeju as an important component of the island’s online tourism destination image. The Q-set was developed from existing literature and defined conceptually in terms of ‘value’, ‘resource’, ‘story’, and ‘image’. Thirty five respondents were recruited as P set. Findings indicated four distinctive clusters that perceived the Dolhareubang differently and differences in perceptions were observed in terms of age. The examination of destination image and the exploration of the perceptions of Dolharuebang as a representative of Jeju could contribute to online destination image management or development, which is a crucial component of smart tourism.

Research on destination image has been a main theme in the travel context. The study on convention destination image, especially focusing on Asian cities received little attention in the literature. This study empirically investigated the attendees’ perceived image of Beijing as a convention destination, the relationships between perceived image and overall impression and the intention of revisit in the future. The results show that the perceived image is composed of four dimensions, named organizer and venue capability, hotel facility, humanistic atmosphere and natural environment. Using multiple regression analyses, it is found that humanistic atmosphere, natural environment and organizer and venue capability have positive impact on overall impression; all four factors have positive impact on intention of revisit. It is also found that humanistic atmosphere, natural environment and organizer and venue capability are the key factors determining the attendees’ overall impression and revisit intention. However, the average perceived satisfactory level of natural environment, especially the air quality is much lower than other image attributes. It can be concluded that the air quality in Beijing must be improved significantly to improve the perceived image among all participants, and encourage convention attendees to visit Beijing again. Other suggestions and managerial implication are given too.

The pandemic has caused significant blows to the global economy, including the Chinese economy, with the tourism industry bearing a heavy brunt. Drawing from prospect theory, the purpose of this study is to find the effect of the post-pandemic destination image of China and risk perception on attitudes and approach behaviors toward China. The survey was conducted on potential tourists in South Korea, and structural analysis and fuzzy-set qualitative comparative analysis (fsQCA) techniques were utilized to assess the relationships between variables. The results highlight positive China's destination image among tourists primarily concerning destination safety, natural environment, cultural richness, infrastructure, and local products and services. However, there persists a perceived psychological and health and safety risk regarding attitudes toward traveling to China and associated approach behaviors. Particularly, current research findings discover that the importance of perceived risk for approach behaviors outweighs that of destination image. Theoretical and practical contributions with future research inquiry are also provided.

정보통신기술의 발달로 인해 잠재 관광객은 인터넷으로 여행 정보를 수집한다. 관광 객들은 온라인 플랫폼에서 여행과 관련된 계획, 전략 등을 포스팅하고 여행 경험을 공 유한다. 이러한 온라인 텍스트는 관광객의 경험과 느낌을 주관적으로 설명한다. 본 연 구는 이러한 텍스트를 기반으로 목적지 이미지를 분석하고자 하였다. 본 연구는 Ctrip.com에 게시된 여행 관련 텍스트 중 베이징의 사례를 수집하여 정리하였다. ROST CM6 소프트웨어를 사용하여 빈도가 높은 특징 단어를 추출하고, 네트워크 텍스트 분석 을 사용하여 베이징의 인지적 이미지, 정서적 이미지 및 추천의도를 분석하였다. 연구 결과, 관광객은 목적지의 관광명소에 대한 인지적 이미지가 가장 강하게 나타나 는 것으로 나타났다. 정서적 이미지는 관광객의 긍정적인 감정에 영향을 주지만, 추천 의도를 명확하게 나타내지는 않았다. 분석된 결과를 바탕으로 베이징의 관광지 이미지 제고를 위한 시사점을 제시하였다.

With the development of internet, potential tourists began to search travel information of destination through the internet. At the same time, tourists also share their travel experiences by publishing travel notes and tips on online social platforms. These online texts from tourists describe their experiences and feelings of the destination from a subjective perspective, are also providing original data of destination image for researchers. This paper takes Beijing as a case study site, collected travel notes on Ctrip.com, used ROST CM6 to extract high-frequency feature words, and used network text analysis to analyze Beijing’s cognitive image, emotional image, and recommendation intentions. It can be found that the tourists have the strongest perception of the tourist attractions in the cognitive image, and shown a positive emotional image. Otherwise, the recommendation intention is not very clear. According to the results, relevant destination strategies to enhance the image of Beijing’s are proposed.

This paper specifically delineated the methodological application of constructivism in smart tourism studies. It explained what constructivism is and how this methodology could be applied in the study of smart tourism. In this study, residents of Seoul participated in constructivist research using the Q method to identify their subjectivities toward Seoul based on photographs most commonly found in tourism promotional material. Residents are concerned with good governance and cultural integrity, and they are aware of their role as stakeholders in tourism in their communities. However their potential contribution to destination image formation has been usually overlooked by researchers and marketers. Three clusters of subjectivities were revealed after 42 photographs of Seoul were sorted by 37 respondents. The results show how respondents perceived Seoul’s destination image. The three clusters agreed that symbolic monuments were the key representations of Seoul. The paper recommends that tourism marketers and policy makers should focus on understanding and coordinating with residents’ perceived image of Seoul as a destination when planning and decision making, especially in promoting Seoul as a destination market. This study, in conjunction with other constructivist research offers insight into how destination image is, especially with the rise of smart tourism, a complex social construction.

This study is focused on the investigation of the utilization of tourism information quality in social media with respect to destination image formation. To fulfill the objectives of the study, the paper uses two methods; literature review and empirical analysis. The literature review refers to existing studies, and reestablishes the concept of tourism information quality in social media, and identifies the cognitive, affective and conative aspects of tourism destination image. On the other hand, the empirical analysis is based on the questionnaire given to the users provided with tourism information in social media. The results of the questionnaire make use of the sample size of 212 Chinese respondents who have experience of utilizing tourism information in social media. The results indicate that vividness and mutual interaction as the contextual characteristics of tourism information in social media show a meaningful positive relationship with cognitive image and affective image, and those images shows a meaningful positive relationship with conative image related with behavioral factors such as intention to visit. This study will contribute theoretically to confirming empirically the relationship between tourism information quality in social media and destination image. In addition, this provides empirical evidence supporting former studies about destination image formation. In terms of practical contribution, this study will help to build tourism marketing strategies utilizing social media to attract more tourists and construct new tourism business models or strategies related with social media.

This research was designed to investigate potential tourists’ perceptions of blog content and blogger in the tourism context. More specifically, this study explored how social presence of others (locals vs. international tourists) on a travel blog influenced potential tourists’ visiting intention toward a destination. It also examined how perceived blog content credibility and blogger credibility influenced destination image and visiting intention. This study collected a total of 237 responses through an online research panel using an experimental design and analyzed the data by performing t-test and multiple regression. As a result of the analysis, when a travel blog presented social presence of international tourists who interacted with a blogger positively enhanced potential tourists’ visiting intention toward a destination, compared to a case of blogger-only. In addition, both blog content and blogger credibility positively influenced potential tourists’ visiting intention, while only blogger credibility enhanced positive destination image in their mind. Based on these results, this study suggested that marketing professionals in tourism should make efforts to expose social interactions between visitors and international tourists more effectively and frequently by asking visitors to post travel blogs in an authentic and reliable manner.

관광목적지 이미지는 관광객들의 관광목적지 선택의 의사결정 과정에서 고려하는 중요한 요 인이다. 따라서 긍정적인 관광객의 관광목적지 이미지 확립은 관광목적지의 관광마케팅에서 관광매력성을 크게 증가시킬 수 있다. 2005년 이래로 중국에 입국하는 한국 관광객들이 꾸준 하게 증가하여 주요 방문국 중의 하나가 되었다. 2011년에는 중국 방문 한국 관광객 수는 4,185,400명을 기록함으로서 지금까지 최고를 기록하였다. 중국에서 가장 크고 번화한 항구도 시인 상하이에 한국 관광객들은 최대 관광국 3국 중 하나를 구성하고 있다. 한국 관광객들이 가져올 수 있는 잠재력이 크기 때문에 그들이 상하이에 관한 도시 이미지에 대해 어떻게 지각 하고 있는가를 연구하는 것은 중요하다고 하겠다. 본 연구는 연구대상으로 한국 관광객을 대 상으로 하여 확률표본추출방식과 실증연구조사기법을 사용한 결과 첫째, 한국 방문객들의 사 회 인구통계학 변수들은 부분적으로 그들이 지각하는 상하이의 이미지에 영향을 미치는 것으 로 나타났으며, 둘째, 그들이 지각하는 상하이의 이미지는 그들의 전반적인 만족도에 부분적으 로 영향을 미치는 것으로 나타났다. 이러한 연구결과를 바탕으로 한국 방문객들의 상하이에 대한 전반적인 만족도에 영향을 미치는 이미지 각 속성들이 평가되었으며, 미래의 마케팅 전략이 논의되었다.

The research objectives of this study are firstly, to test whether visit times, traveling method, travel purpose, stay period, information sources, will significantly affect South Korean tourists’ image about Shanghai and secondly, to test whether gender, age, marital status, education level, income, occupation, will significantly affect South Korean tourists’ image about Shanghai and thirdly to test whether the factors of Shanghai’s city image will significantly affect the overall satisfaction of tourist visiting Shanghai. This research shows firstly that Shanghai is a destination for South Korean tourists to enjoy their leisure activities. Therefore, in order to attract more South Korean tourists, it is necessary to propagate Shanghai’s destination image through the travel agency. Secondly, Shanghai should focus on women around 40 to 50 years old and establishing a positive culture metropolis image could attract these kinds of consumers’ interesting. Thirdly, culture attributes of Shanghai’s destination image have the most influential effects on satisfaction and facilities environment attributes and the leisure attributes rank second and third. If managers could set a marketing strategy at the core of these attributes, it is beneficial to improve the tourist destination image of Shanghai.

The purpose of this study was to examine the effects of residents’ perception of tourism destination regeneration on the tourism destination image and place attachment. In addition, this study proposed the mediating effect of tourism destination image on the relationship between residents’ perception of tourism destination regeneration and place attachment. The empirical analysis was analyzed using the SPSS WIN Ver. 22.0 statistical package program after the questionnaire was collected, and the survey was conducted to 250 residents in Joenju-si, Jeollabuk-do from October 27 to October 28 in 2018 and 213 questionnaires were used for empirical analysis. The results are as follows. First, the effect of residents’ perception of tourism destination regeneration on the tourism destination image was partially adopted, and the residents seemed to emphasize particularly the perception of environmental factor in creating the positive tourism destination image. Second, the effect of residents’ perception of tourism regeneration on the place attachment was partially adopted, and the residents’ perception of economic regeneration seemed to be the most important factor affecting the place attachment. Third, the tourism destination image mediated the relationship between residents’ perception of tourism destination regeneration and place attachment. In conclusion, it is important to create the positive tourism destination image and place attachment by promoting the economic and environmental tourism destination regeneration performance to the residents.

As a precedent study on tourism destinations, there has been a study on the causal relationship between attributes and roles of tourist destination or sources of tourist destination information and causality of tourist satisfaction, but the case of tourism destination information focused on supplier (marketer) There is no situation. The purpose of this study is to develop and test a comprehensive theoretical model for the brand of destination for the purpose of branding, brand image, brand attachment, satisfaction and intention to visit again. Based on the above concept, this study hypothesized the relationship between the reliability of mobile tourism information, the image of tourist destination, the attachment of tourist destination, the satisfaction of tourist destination, and the intention to visit again, that is, the five structures. 370 questionnaires were sampled through tourists visiting Ganghwa Island, which has a history of modern history that is accessible to Jeju Island and the metropolitan area designated as seven of the world's most scenic landscapes. The results of this study are as follows.

Country image and travel destination image are two relatively independent as well as paralleled research fields, but these two constructs are similar and overlapped. This paper integrates both country image and travel destination image to explore the effects of potential Chinese tourists' travel intentions. Our research shows that country character image, country competence image and country affective image are positive significantly related to tourists' travel intentions. Travel destination cognitive image and affective image are also positive significantly associated to tourists' travel intentions. In addition, we find country character image, country competence image and country affective image are significantly related to travel destination cognitive image, but only country character image and country affective image are significantly associated to travel destination affective image. More results and their implications are discussed toward the end.

The purpose of this study is to analysis of changing destination image about tourism destination regeneration by using text mining. For this, this study collected data containing ’Jeonju hanok village’ keywords from blogs, news and webpages on Naver, Daum, Twitter and Facebook during twelve years, 2007 through 2018. Data were collected by using TEXTOM, a data collecting and processing program and from those data, density, degree centrality were analyzed by utilizing packaged NetDraw along with UCINET. As a result of the analysis, the amount of positive data increased steeply after the urban regeneration. it was found that the Image of tourism destination regeneration was improved. Based on the results of this analysis, the following implications are suggested. this study has expanded methodologies used in the tourism field. The main limitation of this study is that the subject of the research was limited to blogs and cafés based on the Korean portal site Naver, Daum and Google. This online data collects in targeting only Korean, it can’t generalize too much except other target. Second, It is difficult to generalize as the research is conducted around Jeonju Hanok Village. In future research, it is deemed necessary to check the change in perception caused by the tourism regeneration more comprehensively.

Along with economic growth, people are paying more attention to improving the quality of life as national income increases and leisure time becomes more important. In order to build a positive tourism image of Korean tourism for foreign students, increase satisfaction with Korean tourism, and maximize the attraction of foreign students, in this study, foreign students find out what the purpose of tourism is when they choose to visit Korea, The purpose of this is to select a tourist destination based on what criteria when visiting, and to clarify the image and revisit intention of the tourist destination after the tour. In order to achieve the purpose of the study, a research hypothesis was established and a questionnaire survey was conducted for foreign student tourists who had visited tourist destinations in Korea from March 20 to May 28, 2021. The study results can be summarized as follows. First, except for the safety and convenience factor among the tourist destination selection attributes, three factors of facility, service, and hospitality were found to have a significant effect on the tourist image and revisit intention. Second, 4 factors of experience quality, attractiveness, environment, and accessibility according to the tourist destination image had a significant effect on the intention to revisit. Based on these important findings, the policy implications, limitations, and future directions of the study were also discussed.

This study aims at verifying the effect of destination attractiveness for national park on tourist satisfaction and behaviour intention. It also measures the relationships among destination attractiveness, tourist satisfaction and behavior intention using destination image of functional and psychological perspective as moderating variable. A survey was conducted to tourists of Gyeryong Mountain National Park. Based on hypothesis testing, tourism environments and tourism conditions have significant influence on tourists' satisfaction in terms of destination attractiveness and tourist satisfaction for Gyeryong Mountain National Park. In addition, tourism environment and tourism guide affected revisit intention in terms of destination attractiveness and revisit factors. Meanwhile, tourism guide had significant effect on destination attractiveness and visitor recommendation. Finally, functional and psychological destination image had significant effects on destination attractiveness, satisfaction, revisit, and recommendation.

The purpose of this study is to investigate effects of Mongolians' perception of Korean Wave on the structural relationships among national image, tourism destination image and choice-intention to tourism destination. To accomplish the purposes, the data were collected by the questionnaire survey from Monglians living in both South Korea and Mongolia from July 25 to August 26, 2015. The data were analyzed by such statistical tests as factor analysis, reliability test, multivariate analysis, and Baron & Kenny(1986)'s method for validating the mediating effects. The results showed that the relationships among the korean wave, national image, tourism destination image and choice-intention are statistically significant, but each relations are not strongly significant. Results also revealed that there exists the mediation effects of Korean Wave on the structural relationship among the three variables. The findings suggest that Korean Wave should be more considered as a key factor in developing strategies to increase Mongolian tourists in Korea. The government would be run for the first to set up developing the globalization and modernization image of the Korean national brand that cause of a decisive influence on the favorable or positive recognition of Korean Wave. For doing so, the government and tourism industries should actively invest in building up a positive image of Korea both nationally and socially, as well as in reinforcing competitive advantages over the competitors as one of tourism destinations in the world.

This study examined the difference between east and west tourists regarding the influence of sensory heritage perception on tourism destination image, tourism satisfaction, and intention to revisit Vietnam as a tourism destination that recently emerged as Asia's new tourism destination. To accomplish the purposes, data were collected by conducting on-site survey for tourists who visited Da Nang and Hoi An areas, which are the representative tourist destinations of Vietnam from October 31 to November 3, 2018. To analyze the data many statistical tests were used such as descriptive statistics, exploratory factor analysis, reliability test, PLS-SEM, and Multi-Group Analysis(MGA). This study reveled that the relationship between variables (i.e. the perception of sensor heritage and tourism image and satisfaction, tourism image and satisfaction) have significantly related each other. However, there was no significant relationship between variables (i.e. the sensory of heritage and revisit intention(RI), tourism image and RI, tourism satisfaction and RI). The results also showed that the difference in the relation among the study variables between east and west tourists partially. Thus, these findings suggested that the differentiated products and services should be developed by reinforcing with tourists’ perception of the sensory heritage. The experts and professionals of tourism development should essentially be trained to understand tourists' specific character based on nationality or culture areas to secure tourism competitiveness.