관광이미지 형성에 관한 연구

Toward a Dynamic Model of Destination Image Formation: Examination of the Role of Expectation and Direct Experience on Image Formation

This study is to develop and test a model of destination image formation. Data for the study came from a self-administered questionnaire survey of Korean outbound package tourists. Corresponding to travel experience phases advocated by Clawson and Knetsch(1966), authors collected the data at three different points, i.e. en route by airplane to destinations, during the on-site phase of the trip, and during return flight. Results indicated that the model variables were dynamic constructs. Model variables showed significant mean difference across measurements. Further, they found that the large variation in images decreases as the travel experience phases proceed. Finally, the relative influence of the same determinant factors varied depending on the travel phases of the trip. In particular, the influence of expectation was founded increasing as the travel experience proceeds.