觀光地 親熟度의 差異認識에 관한 探索硏究

Perceived Differences of Destination Familiarity: Perspectives of Australians toward Korea, China, and Japan

This study examined the perceptions of Australians as to how they differ in terms of their perceived level of familiarity toward Korea, Japan, and China as a tourism destination. This study further investigated the influence of various information sources on their perceived familiarity toward each country. Data were collected from 374 Australians at Adelaide, Australia in 2007. The results of study showed that Australians tend to have a lower degree of familiarity toward Korea compared to Japan and China. For each country, there also existed a discriminating influence of information sources on the level of perceived familiarity. The impact of word of mouth and books on constructing the perceived familiarity was found to be the most significant for all three countries although the influence of DM was found to be more significant for Korea than the other two countries.