몽골인들의 한류에 대한 인식이 국가이미지, 관광지이미지 및 관광지 선택의도에 미치는 구조관계 분석

Analyzing Structural Relationships among Mongolians' Perception of the Korean Wave, National Image, Tourism Destination Image and Choice-Intention

The purpose of this study is to investigate effects of Mongolians' perception of Korean Wave on the structural relationships among national image, tourism destination image and choice-intention to tourism destination. To accomplish the purposes, the data were collected by the questionnaire survey from Monglians living in both South Korea and Mongolia from July 25 to August 26, 2015. The data were analyzed by such statistical tests as factor analysis, reliability test, multivariate analysis, and Baron & Kenny(1986)'s method for validating the mediating effects. The results showed that the relationships among the korean wave, national image, tourism destination image and choice-intention are statistically significant, but each relations are not strongly significant. Results also revealed that there exists the mediation effects of Korean Wave on the structural relationship among the three variables. The findings suggest that Korean Wave should be more considered as a key factor in developing strategies to increase Mongolian tourists in Korea. The government would be run for the first to set up developing the globalization and modernization image of the Korean national brand that cause of a decisive influence on the favorable or positive recognition of Korean Wave. For doing so, the government and tourism industries should actively invest in building up a positive image of Korea both nationally and socially, as well as in reinforcing competitive advantages over the competitors as one of tourism destinations in the world.