A Comparison of the Image of Korea as Perceived by Foreign Tourists Before and After the Gyeongju World Culture EXPO

A Comparison of the Image of Korea as Perceived by Foreign Tourists Before and After the Gyeongju World Culture EXPO

  This research empirically examined changes in the images of Korea over three points in time among Japanese, Chinese, and U.S. visitors to South Korea. Between August 13 and October 23, 2003, about two to three months after the Gyeongju World Culture EXPO 2003 ended, 223 tourists from Japan, 143 from China, and 173 from the U.S. completed the survey instrument. The results from a General Linear Model (GLM) with repeated measures showed that tourists from all three countries had more positive images after the Gyeongju World Culture EXPO than before it. It was concluded that the Gyeongju World Culture EXPO 2003 appeared to have a significant positive effect in enhancing the image of South Korea. The study suggests that an internationally significant event can change the image of a tourism destination in a short time period.