韓國國家形象對旅遊目的地形象和旅遊意向的影響研究: 以中國潛在旅遊者為例
The Effects of South Korea Country Image Perception on Travel Destination Image and Tourists' Travel Intentions: A Case of Potential Chinese Tourists
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국가 이미지와 관광목적지 이미지 연구는 학문적으로 독립적으로 발전해온 경향이 있으나 또한 구성 개념 면에서 유사한 점과 겹쳐지는 부분이 많다. 본 연구는 한국 국가 이미지와 관광목적지 이미지를 결합하여 이들이 중국 잠재적 관광객의 한국 관광의도에 미치는 영향을 고찰하였다. 본 연구의 결과에서 국가 특성 이미지, 국가 경쟁력 이미지와 국가 정서 이미지는 관광객의 관광의도에 유의한 정의 영향이 있는 것으로 나타났다. 또한 관광 목적지 인지적 이미지와 정서적 이미지 역시 관광객의 관광의도에 유의한 영향을 미치는 것으로 나타났다. 한편으로 국가 특성 이미지, 국가 경쟁력 이미지, 국가 정서 이미지는 관광 목적지 인지적 이미지에 유의한 영향을 미쳤지만 국가 특성 이미지와 국가 정서 이미지만 관광 목적지 정서 이미지에 긍정적 영향을 미쳤다. 끝으로 본 연구는 이상의 실증분석 결과에 근거하여 학문적, 실무적 시사점을 제시하였다.
Abstract
Country image and travel destination image are two relatively independent as well as paralleled research fields, but these two constructs are similar and overlapped. This paper integrates both country image and travel destination image to explore the effects of potential Chinese tourists' travel intentions. Our research shows that country character image, country competence image and country affective image are positive significantly related to tourists' travel intentions. Travel destination cognitive image and affective image are also positive significantly associated to tourists' travel intentions. In addition, we find country character image, country competence image and country affective image are significantly related to travel destination cognitive image, but only country character image and country affective image are significantly associated to travel destination affective image. More results and their implications are discussed toward the end.
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