알래스카에 대해 한국인이 가지고 있는 인식

Korean Image Perceptions of Alaska: Implications for Tourism Marketing

Image has been shown to have a powerful influence on destination selection. This study was conducted with the specific goal of determining the destination images of Alaska as perceived by both Korean tourists and travel agents. Structured and unstructured information was collected to identify components of the image construct. The results showed that both groups possess the same image of the region that is contrary to what is promoted by the marketers of Alaska and an almost identical lack of destination knowledge. This study offers valuable direction to Alaska tourism officials and marketers to better promote the region to Koreans.