Korea: Perceptual Image as Travel Destination

The number of Philippine tourists who have visited to Korea was 337, 276 in 2011. Although it was relatively low level as 3.4% of total arrivals, but it was ranked third place in Asia followed Japan(33.6%), China(22.7%) and Taiwan(4.4%). Nevertheless the implication has not yet been fully recognized. This study determines Philippine travelers' perceptual image of Korea as travel destination. About 200 sample data was analyzed. To determine the image, factor analysis was used, and to know the difference between socio-demograhic and travel characteristics ANOVA was applied. According to the findings of this study, Korea is perceived by Philippine travelers as a country which offers culture, excite, and atmosphere. Change and Amusement also were regarded as strengths. Some of them were observed highly significant differences between different socio-demographic and travel characteristics. In socio-demographic characteristics, Marital Status, Age and Profession were significant different in Culture, Sex, Marital Status and Age were significant different in Excite. In travel characteristics, Accommodation and Information Methods were significant in Atmosphere. On the other hand, Sex was significant different in Change and Travel Type was significant in Amusement. Thus it is suggested that Korea should reinforce its position in terms of where it is positive and the difference of segment profiles should be considered in tourism development strategies and marketing implications.