동북아 수도도시의 관광이미지 비교 및 서울의 여행목적지 선택의도 영향요인의 연구

City Tourism Image Comparison of Capital Cities in Northeast Asian and Determinants of Intention of Tour Visitation in Seoul: Focused on Chinese Overseas Tourists of Qingdao International Airport

This study examined cognitive and affective city images which might attract to tourists as well as affect decision-making process of tourism visitation. City images were compared with nine categories of environmental assessment, attractiveness, accessibility, symbolic side, structural side, dynamics, traditionality, comfortability, and distinctiveness. Four capital cities of Northeast Asian such as Beijing, Seoul, Tokyo, and Pyongyang were analyzed for comparison study. Data were collected by a survey of 279 respondents in the Qingdao, China. ANOVA and regression analysis were performed to explore differences of city images and its effect on intention of visitation. The results show that the highest tourist’s cognitive and affective image were obtained in Beijing, followed by Seoul within cognitive and Tokyo within affective image. Regression coefficients indicated that only three(dynamics, traditionality, and comfortability) of the nine variables significantly contributed to the predictation model of intention of tour visitation in Seoul. Seoul destination marketing authority should implement a policy of the integrated marketing strategy by using Seoul's city brand's competitiveness.