국가 이미지가 관광지 태도와 행동의도에 미치는 영향 연구

The Effect of Country Image on Tourist Destination Attitudes and Behavioral Intentions

This goal of study is to enquire how tourism correlates with a country’s image as indicated in recent marketing literature, a majority of tourists will rely one’s image of a country rather than the travel itself or one’s economic benefit from the travel. The purpose of this study is to verify the effect that a country’s image has upon tourist attitudes and behavioral intentions. In this aim, the targets of the survey were Chinese tourists which comprise a large majority of Jeju foreign tourists as per the results released by the Korea Tourism Organization and Jeju Tourism Association in 2009. The results of the study indicate that, as long as there is an interdependent and complementary relationship among the country image, the tourist destination attitude and tourist behavioral intentions, cooperation and diversified efforts are required to induce positive attitudes and behavioral intentions of tourists. As tourist destination attitudes are very important factors for tourist behavioral intentions, efforts to increase favorable perceptions of destinations are required as a means of create greater visitation demand.