An Examination of the Relationship between Jeju Olle Tourists' Motivation and Pre-visit Image

An Examination of the Relationship between Jeju Olle Tourists' Motivation and Pre-visit Image

The relationship between Jeju Olle tourists' motivation and pre-visit image was examined in this study. Data were collected 292 Olle tourists at the five courses of Jeju Olle from October to November 2009. Canonical correlation analysis was used to investigate the relationship between the motivations of Olle visitors and their pre-visit images on the Olle. Results showed that Jeju Olle tourists' motivation positively influenced their pre-visit image on Jeju Olle. Specifically, tourists who had Jeju experience, nature, self-improvement, and escape motivations were likely to have education/environment experience, attraction, excitement images on Jeju Olle. In contrast, tourists who had prestige, Jeju experience, social motivations were likely to have shopping and food images on Jeju Olle. Results from this study imply that in order to improve destination images tourism marketers should investigate potential tourists' motivations.