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旅游目的地的形象,感知价值及游客满意度关系的分析 - 访韩中国游客为例

肖芳芳, 张耀熙, 金始中

관광경영학회 관광경영연구 제19권 제2호 통권 64호 2015.05 pp.31-44

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This study examines the relationships between cognitive image, affective image, perceived value and tourist satisfaction. 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 3 hypotheses using SPSS21.0 program. The hypothesized relationship in the model were tested simultaneously by using regression analysis. The results shows that cognitive and affective image as independent variables had an effect on perceived value. The perceived value had influence on tourist satisfaction. Moreover, perceived value, and tourist satisfaction are strongly influenced by destination image. Finally, the implications and future research suggestions were discussed in the conclusion section. 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.


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