관광지 방문 후 이미지가 관광객의 태도와 구전의도에 미치는 영향

The effects of destination images after visit on tourists' attitude and word-of-mouth communication

Highly safe and comfortable long distance journey has become possible due to various factors in these days, so that people's interest and participation on tourism have increased, and tourism became one of the core life styles of people today. These booming trends of travel and tourism needs a careful scrutiny on how travelers and tourists have their attitudes and intentions through the perceptive image of the destinations. This paper examines the formation process of destination images based on the tourist behavior of oversea's tour, and attempts to investigate direct and indirect impact on tourist’s attitude toward destinations and the intension of word-of-mouth communication by employing the construct of cognitive and affective image about destination after visiting. The results show that there is an interrelation in terms of influences among cognitive image, affective image and tourists' attitude and the intension of word-of-mouth communications. An important implication is that it is crucial to not only equip with physical facilities and develop destinations' natural resources effectively, but also to device various events or festival-like programs for fulfilling tourists' affective image of the destination.