Earticle

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.

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.

The objective of the present study is to investigate communication sources (i.e., DMO-generated and tourist-generated social media communication) and eWOM on destination awareness and image, and how these factors, in turn, influence Uzbek tourists’ attitudes toward South Korea and their behavioral intention to visit. Survey data were collected from 351 Uzbek tourists in October 2025. The proposed hypotheses were tested using structural equation modeling (SEM). The results show that both communication sources (i.e., DMO-generated and tourist-generated social media communication) and eWOM have a positive and significant impact on destination awareness and image. Furthermore, destination awareness and image positively and significantly shape tourists’ attitudes toward South Korea. Finally, attitude toward South Korea was found to positively influence tourists’ behavioral intention to visit Korea.

This study aims to investigate the role of destination image and destination-self image congruity in satisfaction in the context of tourism. Furthermore, it attempts to test the role of previous overseas experiences as a moderator suggested by Sirgy and Su (2000). An online survey was carried out in February 2010 in South Korea. Total of 300 valid respondents were used. To test the proposed framework, structural equation modelling was used. The results of this study show that both destination image and destination-self image congruity play important roles in the tourist's post-trip evaluations. Those who had positive images towards a destination and those who felt that their self images were similar to a destination were more likely to positively evaluate about their travel experiences. However, previous experiences were not found to be a moderator. Destination images and image congruity were significantly important in satisfaction formation in the context of South Korea, regardless of tourists' overseas experiences.

The aim of this study is to identify the mediating effect of lovemarks on overseas travel experience factors, image of destination, travel satisfaction and recommendation intention. More specifically, this study adopts Pine and Gilmore’s(1998) “the four realms of an experience”(i.e., entertainment, educational, escapist, and esthetic) as overseas travel experience factors and lovemarks(i.e., a marketing concept replacing the idea of brands), in order to examine the underlying relationships among experience factors, lovemarks of destination, travel satisfaction and recommendation intention. An on-site survey was conducted with Korean nationals who visited four popular Chinese destinations(i.e., Beijing, Shanghai, Guilin, and Jangjiajie) during 35 days in 2011. A structural equation modeling was performed to identify the relationships among the factors using SPSS 18.0 and Amos 18.0. The results indicate that (1) all experience factors except escapist have positive impacts on two aspects of lovemarks(i.e., love and respect) and (2) the relationships between three experience factors(i.e., entertainment, educational, and esthetic), travel satisfaction and recommendation intention are significantly medicated by lovemarks of destination. Managerial implications for tourism destinations will be suggested to design and customize the tourism service and experience.

This paper the proposed model involving the relationships among travel motivation, destination image, tourist expectation, satisfaction, and loyalty. The paper used the structural equation model (SEM) to test the proposed model. Data were collected from 270 tourists who visited Andong. Research results showed that travel motivation, especially cultural/educational travel motivation, was one of the determinants of destination image. Destination image and tourist expectation were critical factors that affected tourist satisfaction. Tourist satisfaction affected tourist loyalty significantly. upon these findings, this paper could make several recomendations to improve destination image and tourist satisfaction.

이 연구는 여행지의 다차원 이미지를 자동으로 측정하여 종단연구와 횡단연구에 활용할 수 있도록 대규모 여행블로그 코퍼스를 활용한 비지도 학습 기반의 탐색적 방법론을 제안하는 것을 목적으로 한다. 이를 위해서 우선 해석수준이론을 바탕으로 여행 경험자의 여행지 해석 수준과 잠재 여행자의 여행지 선택 의사결정 사이의 관계를 고찰하고, 여행경험자의 여행지 해석이 기록된 여행 블로그가 설문조사를 대신하여 여행지의 다차원 이미지의 자동 측정에 유용한 데이터 자원으로써 활용 가치가 있음을 논하였다. 다음으로 웹 크롤링, 자연어 처리 기술을 적용하여 여행 블로그로부터 여행지 개체명을 자동 추출하고, 여행지 개체명 – 주관형용사 쌍의 동시출현빈도에 대해 비지도 학습 기반 머신러닝 알고리즘주성분분석을 적용하여 개별 여행지의 다차원 이미지 해석의 긍정적⋅부정적 심상 정보를 추출 및 벡터화하여 정량적으로분석하고, Echtner and Ritchier (2003)의 장소 이미지 측정 속성을 참조하여 네트워크 중심성 분석을 통해 개별 여행지의 이미지 속성구조를 시각화하는 방법론을 제시하였다. 마지막으로 이 연구 방법론을 창원특례시 사례에 적용하여 연구방법론의 유효성을 검토하였다. 그 결과 하나의 여행지가 여러 개의 다차원 이미지를 복합적으로 가지고 있으며, 긍정적심상 표현은 추상적인 속성을 매개로 여행지를 해석하는 반면, 부정적 심상 표현은 세부적인 속성을 매개로 해석하는것을 확인하였다. 이 결과는 실무적으로는 여행지의 현시적 다차원 이미지의 긍정적⋅부정적 심상을 객관적으로 파악하여여행지 이미지 개선 방향에 대한 메시지 디자인에 대한 통찰을 제공함으로써 수요 탄력적 지역 관광 정책 의사결정을지원하고 학술적으로는 설문조사를 대신하여 대규모 여행 블로그를 활용한 코퍼스 기반 융복합 후속 연구에 활용할 수있을 것으로 기대한다.

The aim of this study is to propose an exploratory methodology for automatically estimating multi-dimensional images of travel destinations based on unsupervised learning using a large-scale travel blog corpus so that it can be used for longitudinal and cross-sectional studies. First literature reviews on the construal level theory conducted to clarify the relationship between the travel experiencer's level of travel destination interpretation and potential travelers' travel destination selection decision-making and instead of surveys, the value of travel blogs as message information on the travel experiencer's travel destination interpretation are useful data resource for automatically estimating multi-dimensional images was discussed. Next, by applying web crawling, natural language processing technology and the unsupervised learning-based machine learning algorithm principal component analysis, the frequency of co-occurrence of the travel destination named entity-subjective adjective pair is vectorized to estimate the multi-dimensional images of travel destinations, and visualize the image property structure of individual travel destinations through network centrality analysis by referring to the destination image attributes of Echtner and Ritchier (2003). Finally, the validity of this methodology was demonstrated by applying to the case of Changwon. The results of this study can contribute to gaining insight in making demand-oriented regional tourism vitalization policy decision-making and can be used for large-scale travel blogs corpus-based convergence follow-up studies.

위험은 일상생활에서 우리의 주변에 상존하고 있으며 주거 공간을 떠나 관광지라는 공간이동 후에는 문화적 이질감과 생소한 생활 공간의 변화 등으로 예기치 못한 위험에 처할 수 있다. 관련 연구에 의하면 관광객 들은 관광 목적지에서 심리적, 사회적, 금전적, 신체적, 시간적 위험을 느끼고 있다고 한다. 이런 위험 지각은 관광객의 관광지 이미지에 변화를 줄 수 있고 이러한 변화는 관광객의 태도에 영향을 미칠 수 있다. 본 연구는 호주를 방문한 팩키지 여행객을 대상으로 실증 조사를 했다. 호주는 한국인이 선호하는 대표적인 해외여행지이다. 하지만 한국시장에서 본 본 관광 목적지로서의 호주는 지정학적인 불리함으로 인해 동남아시아 권과 관광 목적지로서 경쟁을 해야 한다. 특히 1997년 IMF 이후 많은 아시아 권 인바운드 업체의 호주시장 진출은 호주 인바운드 시장에 급격한 변화를 불러 왔다. 수려한 자연과 미지의 세계라는 이상적 카테고리에서 덤핑과 바가지 상혼이 섞여 있는 혼란한 시장으로 변화되었다. 이에 호주 정부에서는 KITOCA로 불리우는 인바운드 업체 협의회를 발족했으나 만족할 만한 결과를 얻을 수 없었다. 조정 후에도 여전한 노 투어피의 여행 행태가 극심해졌고, 많은 인바운드 업체가 부침을 거듭하고 있다. 이러한 불안한 시장 환경은 호주를 방문한 한국인 관광객들에 의해 인터넷 상에서 회자되기 시작했으며 관광객의 급감을 불러오는 계기가 되었다. 따라서 본 논문에서는 비교적 안전한 관광지로 여겨졌던 호주 시장에 대해 한국인 관광객이 지니고 있는 위험 지각은 무엇이며, 위험지각이 관광지 이미지와 관광객의 태도에 어떠한 영향을 미쳤는가 파악하고자 했다.

Based on the previous literature on the perceived risk in the context of travel and tourism, destination image and attitude, this study proposed a structural model among the perceived risk of travel products, destination image and attitude. The data were collected via email and mail survey from 102 Korean visitors to Australia in 2008. Results of factor analysis generated four different factors of perceived rsik of travel products(i..e, functional risk, social psychological risk, monetary risk, bodily risk). Results also showed that the structural model partially fit the data. In particular, the respondents' perceived risk of money and body were negatively associated with their image on Australia as a tourism destination. However, the respondents' image on Australia both as a tourism destination and a country were all positively related to their attitude toward Australia. Practical implications and limitations of the study were also discussed.

무선 인터넷의 속도 향상과 스마트폰의 보편적인 보급으로 인하여 페이스북, 트위터, 인스타그램 등 SNS의 이용자가 급증하고 있으며, 이제는 SNS가 개인 간의 사회적 연결망 역할에서 더 발전하여 기업과 개인 간의 중요한 소통 채널로 활용되면서 기업에서도 SNS를 이용하여 고객들과 적극적인 소통을 하고 있다. 기존의 주요한 마케팅 수단인 TV, 라디오, 신문, 잡지 등에서 이제는 온라인에서 플랫폼을 활용하는 방식으로 전환되었고, 여기에 발맞춰 기존의 오프라인 마케팅 커뮤니케이션과 다르게 SNS 마케팅 커뮤니케이션에 대한 연구가 필요하게 되었다. 그래서 본 연구에서는 지방자치단체의 여행목적지에 대한 SNS 마케팅 커뮤니케이션이 여행목적지 브랜드 이미지와 태도 및 충성도에 미치는 영향관계를 실증연구하여 효율적인 SNS 마케팅 커뮤니케이션의 방향을 제시하고자 한다. 본 연구의 실증검증을 위해 지방자치단체에서 운영하고 있는 SNS 마케팅을 경험한 적이 있는 사람들을 대상으로 설문조사를 하였고, 총 211부의 설문지를 실증분석에 이용하였다. 요인분석 결과 지방자치단체의 SNS 마케팅 커뮤니케이션은 참여형 이벤트, 구전, 정보제공, 판매촉진, 광고의 5요인으로 구분되었고, 브랜드 이미지와 브랜드 태도 및 브랜드 충성도는 각각 단일차원으로 구분되었다. 가설검증 결과 지방자치단체의 SNS 구전과 정보제공이 브랜드 이미지에 유의한 영향을 미치고, SNS 구전과 정보제공 및 광고가 브랜드 태도에 유의한 영향을 미치는 것으로 나타났다. 또한 SNS 구전과 정보제공 및 판매촉진이 브랜드 충성도에 유의한 영향을 미치는 것으로 나타났다. 끝으로 브랜드 이미지는 브랜드 태도와 브랜드 충성도에 유의한 영향을 미치고, 브랜드 태도 역시 브랜드 충성도에 유의한 영향을 미치는 것으로 연구되었다. 또한 SNS 마케팅 커뮤니케이션과 브랜드 충성도의 관계에서 브랜드 이미지와 브랜드 태도는 부분적으로 매개역할을 하는 것으로 연구되었다.

Due to the increase in the speed of wireless Internet and the universal spread of smartphones, the number of users of SNSs such as Facebook, Twitter, and Instagram is increasing rapidly. Companies are also actively communicating with customers using SNS. TV, radio, newspapers, and magazines, which are the main existing marketing tools, have now switched to using online platforms. Therefore, it is necessary to study SNS marketing communication differently from the existing offline marketing communication. The purpose of this study is to empirically study the effect of local governments’ SNS marketing communication on travel destination brand image, attitude, and loyalty. For the empirical verification of this study, a survey was conducted targeting people who had experienced SNS marketing operated by local governments, and a total of 211 questionnaires were used for the empirical analysis. As a result of factor analysis, local governments’ SNS marketing communication was divided into five factors: participatory event, word-of-mouth, information provision, sales promotion, and advertisement. As a result of hypothesis testing, it was found that word-of-mouth and information provision by local governments had a significant effect on brand image, and SNS word-of-mouth, information provision, and advertisement had a significant effect on brand attitude. Also, SNS word-of-mouth, information provision, and sales promotion had a significant effect on brand loyalty. Finally, it was determined that brand image had a significant effect on brand attitude and brand loyalty, and brand attitude also had a significant influence on brand loyalty. The results of the analysis of the mediating effect of brand image and brand attitude in the relationship between SNS marketing communication and brand loyalty were found to have a partial mediating effect.

Destination travel marketers at local and/or national level use the travel poster as one of effective promotional tools. Message of the travel poster consists of verbal and visual components. The primary purpose of this study is to examine the impacts of verbal and visual components of city's travel poster on destination image.A combination of secondary research and experimental design was used. A pretest-postest design was employed. Local university students participated in the experimental study and the study object was Daegu City's travel poster. The respondents were divided into two groups.In conclusion, travel marketers should focus on visual component when developing travel poster.

This paper is to investigate an effect of the travel service satisfaction on destination images by the individual values. For this, firstly, tourists are segmented according to individual values, and then, it is examined that there are significant differences in travel service satisfaction which they chose and travel service satisfaction on regional images and country images by the individual value groups. In order to conduct this study, Japanese tourists who have visited Jeju ware selected as subjects. From the survey, a total of 671 useful samples were collected and analyzed in SPSS 12.0 for Window. As a result of the research, it appeared that individual value factors are divided into internal and external. Findings are showed that the effect of the travel service satisfaction on destination images by the individual values were significant differences.

China is now Korea's major trading country including tourism. There has been a dramatic increase in number of students' travel to China during the past few years and it is estimated that the market will continuously grow in rapid speed. Despite the international market size and its growth, student travel market has been a neglected area in tourism research. The focus of this study was in understanding the relationship of China's image as a tourism destination, sought attraction sites and actual travel interest of potential student market. Using 426 university student samples collected from Daegu region, the study found out that the students show different interest toward travelling to China and prefer different attraction sites to visit according to different images they possess on China.

본 연구는 한려해상국립공원 방문객을 중심으로 관광비용에 대한 인식을 중심으로 세분시장을 파악하고 각각의 세분시장별 한려해상국립공원의 이미지, 방문만족도, 관광지로서의 한려해상국립공원에 대한 브랜드 인식에 대한 차이를 분석하고자 하였다. 선행연구를 중심으로 관광비용에 대한 인식을 정리하였고, 일반적인 관광지 이미지, 관광객 만족도, 관광지 브랜드에 대한 이론적 고찰을 시도하였다. 본 연구의 목적을 달성하기 위하여 설문지를 활용한 실증분석을 시도하였는데 조사 응답자는 한려해상국립공원을 방문한 관광객으로 한정하였으며, 총 353개의 유효표본크기를 확보하였다. 통계분석으로는 한려해상국립공원에 대한 인식된 비용을 중심으로 군집분석을 실시하였고, 각 군집별 관광지에 대한 이미지, 관광만족도, 및 관광지 브랜드 인식에 대한 차이를 검증하고자 MANOVA 분석을 실시하였다. 분석결과 총 4개의 군집해법이 가장 적절한 세분시장으로 결정되었으며, 각각의 세분시장별 차이가 있는 것으로 나타났다. 분석결과에 따라 이론적 실무적 시사점을 제시하였다.

This study was to investigate if there are any differences among segmented groups of perceived travel costs in terms of destination image, tourists travel satisfaction, destination brand value. The study area was Hallyeo national parks and the targeted study samples were tourists who are visiting this area. Hallyeo national parks consists of a abundant of tourism resources, beautiful oversee environment, and various well-equipped travel facility. a number of million people visit this area as travel destination in every year. Based on literature review, theoretical background was provided. A total of 363 useful sample were collected and analyzed in SPSS. From the cluster analysis, four segmented groups were determined and validated in MDA. MANOVA wre performed to examine the proposed research questions. Findings and implication were discussed in the conclusion.

본 연구는 관광포스터의 노출에 따른 관광지이미지 변화효과에 있어 광고태도가 영향을 미치는 변수가 될 수 있는지를 조사하였다. 관광포스터를 포함한 관광인쇄광고의 노출효과의 측정에 있어 광고태도 변수의 중요성을 규명하고, 나아가 긍정적인 광고태도를 형성하기 위한 관광포스터의 기획 및 제작에 시사점을 제시하는 데 도움을 준다. 이러한 목적에 따라 대구관광포스터를 대상으로 실험조사방법을 실시하였다. 동일그룹 대상의 사전·사후 테스트를 실시하였으며, 조사기간은 2001년 11월 16일에서 11월 30일까지였다. 피실험집단은 부산지역에 거주하는 대학생 103명을 선정하여 설문지를 이용하여 자료수집을 하였다. 실증분석의 주요결과는 다음과 같다. 첫째, 관광포스터의 노출은 관광지이미지 변화에 영향을 미치는 것으로 나타났다. 둘째, 관광포스터에 대한 태도에 따라 관광지이미지 변화에는 감정적 이미지의 환경성 요인을 제외한 모두에서 통계적으로 유의한 차이가 있었으며, 긍정적 태도집단이 그렇지 않은 집단(중립적/부정적)보다 긍정적인 방향으로 더 높은 변화를 보였다.

The purpose of this study is to provide insights into how the design of travel posters helps to form a positive attitude toward the destination. To show this, respondents were asked how their image of a destination changed using different types of the travel poster.Experimental design was used to examine the differences in image. A travel poster developed by the city of Daegu was used as the object of experimental study. Data were collected using a questionnaire. A total of 103 college students participated in this study.The respondents' attitude toward the travel poster were significantly influenced image change. The group with the positive attitude had a higher communication effect than the non-positive group. A significant difference in cognitive image between the two groups was also found.The results imply that forming a positive attitude among potential tourists by using travel posters is critical to the success of destination promotion. In order to form a positive attitude, the poster should emphasize tangible components in the message of the travel poster.

As the travel industry becomes competitive, food exploration regarded as representative of one's comprehensive culture acts as an important tourism motivation. This study explores to identify how Korean food image in the USA forms preference and dining frequency, and how that, in turn, affects visiting intention and recommendation. A total of 209 samples were obtained from American consumers. Structural equation modeling was employed to test six hypotheses. Findings indicate that Korean food image influences its preference,dining frequency, and ultimately intention to visit and to recommend Korea. Findings of this study will provide insight on how to attract tourists in the context of food image. Study results and implications for food marketers are included.

The purpose of the study was to examine the effect of the Pusan International Film Festival(PIFF) on the image of Pusan as a travel destination. Eighteen tourism destination image items were factor analyzed resulting in four factors: uniqueness/recreation; ease of access/loging·food facilities; natural attractions/ climate; cleanliness/safety. The paired-samples t-test was conducted to assess the differences between foreign tourists vs. domestic tourists in terms of tourism image factors. Compared to domestic tourists, foreign tourists had a more positive image of Pusan as a travel destination. Overall, the result showed that PIFF had a significant role in enhancing the tourism image of Pusan.

본 연구에서는 여행콘텐츠 유튜브 인플루언서의 특성이 관광객의 팬쉽 및 관광지 브랜드 이미지 그리고 관광객 행동의도에 미치는 영향을 알아보고자 하였다. 기존의 문헌을 바탕으로 작성한 설문지를 가지고 여행콘텐츠 유튜브 채널을 시청한 경험이 있는 관광객을 대상으로 온라인상으로 설문조사를 실시하였다. 표본추출방법은 스노우볼 기법 (snowballing process)을 활용해 연구 대상을 확보하였고, 이들을 대상으로 서베이를 실시하였다. 서베이 결과, 유튜브 시청 경험이 있는 한국의 성인남녀228명에 대한 자료를 수집하였다. 수집된 설문지를 통해 분석한 결과는 다음과 같다. 먼저, 여행콘텐츠 유튜브 인플루언서의 특성 중 신뢰성, 전문성, 즐거움은 관광객의 팬쉽 형성에 유의미한 영향을 미치는 것으로 나타났으나, 매력성은 유의미한 영향을 미치지 않는 것으로 나타났다. 둘째, 여행유튜브 인플루언서의 특성 중 매력성과 신뢰성은 관광지의 브랜드 이미지에 유의미한 영향을 미치는 것으로 나타났으나, 전문성과 즐거움은 유의미한 영향을 미치지 않는 것으로 나타났다. 셋째, 관광객의 팬쉽은 관광지 브랜드 이미지에 유의한 영향을 주었고, 관광객의 팬쉽과 관광지 브랜드 이미지는 관광객 행동 의도에 유의한 영향을 주었다.이 결과는 기존 sns 채널과 다른 영상 플랫폼인 유튜브 인플루언서의 특성에 의해 영향을 받는 관광객의 행동을 분석하고 여행사 마케팅 방안과 시사점을 도출했다는 점에서 그 의의를 가진다고 할 수 있다.

The purpose of this study was to investigate the influence of travel content YouTube influencer characteristics on tourist fan-ship, tourist destination brand image, and tourist behavioral intentions. An online survey with questions based on existing literature was conducted using the snowballing method targeting tourists who had experience watching travel content YouTube channels. Data were collected from 228 Korean adult men and women who had watched YouTube. The results of the analysis showed that among the characteristics of travel content by YouTube influencers, reliability, expertise, and joy were found to have a significant effect on the formation of tourists’ fan-ship, but attractiveness did not appear to have a significant effect. Second, among the characteristics of travel YouTube influencers, attractiveness and reliability were found to have a significant effect on the brand image of tourist destinations, but expertise and joy did not have a significant effect. Third, the tourist fan-ship had a significant effect on the tourist destination brand image, and the tourist fan-ship and tourist destination brand image had a significant effect on behavior intention. This result is meaningful in that it analyzed the behavior of tourists affected by the characteristics of YouTube influencers, a video platform different from the existing SNS channels, and can influence marketing plans and implications for travel agencies.

The objective of this study is to assess the relationship amo ng environment cues, travel agent's role, image, and satisfaction of overseas destination. The results of hypothesis testing suggested that most of environment cues affected destination image and overall satisfa ction; destination image affected overall satisfaction. The moderate effect of travel agent's role was not significant but the indirect effect of destination image was. Therefore the results of this study support the proposed c onceptual framework on the whole. Destination image has a positive effect on behavioral variables as well as evaluation variable. An improve ment in the overall image of a place held by an individual will enhance his or her intention to revisit and to recommend it in the future. Since d estination image is an immediate antecedent of satisfaction, its measurement and improvement are a crucial aspect for those in charge of a touri st destination.

The travel bubble is attracting attention as an alternative for the recovery of the international tourism industry in With-Corona era, but empirical research has not yet been approached. The purpose of this study was to verify the relationship between perceived safety of the travel bubble on image and trust of tourism destination, and safe tourism behavior intention. Among the collected questionnaire data, 476 samples were used for empirical analysis, excluding inappropriate data, and structural equation model analysis was performed to verify the hypothesis. The results of the study are as follows. First, perceived safety of the travel bubble had a significant effect on image and trust of tourist destination. Second, tourism destination image of the travel bubble had a significant impact on trust. Third, tourism destination image and trust of the travel bubble had a significant effect on visit intention of a safe tourism destination. Fourth, visit intention of a safe tourism destination had a significant effect on the intention to pay price premium for safe tourism. This study presented policies and strategic implications for the recovery of the international tourism industry according to the travel bubble and safety behavior of tourists in With-Corona era.