Structural Modeling of Cruise Destination Image, Travel Experience, and Behavioral Intention: A Case of Jeju Island
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The present research investigated cruise travel perceptions of Asian cruise destinations using Jeju Island as an example. The study also examined the hypothetical relationships among key constructs such as destination image, onboard cruise experience, cruise experience at destination, overall satisfaction, and behavioral intention, using Structural Equation Modeling (SEM). According to the survey results, the destination image of Jeju Island consisted of five domains: ‘Safety and Cleanliness’, ‘Natural Environment and Weather’, ‘Culture and Heritage’, ‘Convenience’, and ‘Leisure Activities’. The cruise travel experience also consisted of two domains: onboard cruise experience and cruise experience at destination. SEM results showed that overall image of cruise destination affected cruise travelers’ perceptions concerning onboard cruise experience and cruise experience at destination. Travelers’ perceptions directly affected travelers’ overall satisfaction. It also affected travelers’ behavioral intention.
Abstract
The present research investigated cruise travel perceptions of Asian cruise destinations using Jeju Island as an example. The study also examined the hypothetical relationships among key constructs such as destination image, onboard cruise experience, cruise experience at destination, overall satisfaction, and behavioral intention, using Structural Equation Modeling (SEM). According to the survey results, the destination image of Jeju Island consisted of five domains: ‘Safety and Cleanliness’, ‘Natural Environment and Weather’, ‘Culture and Heritage’, ‘Convenience’, and ‘Leisure Activities’. The cruise travel experience also consisted of two domains: onboard cruise experience and cruise experience at destination. SEM results showed that overall image of cruise destination affected cruise travelers’ perceptions concerning onboard cruise experience and cruise experience at destination. Travelers’ perceptions directly affected travelers’ overall satisfaction. It also affected travelers’ behavioral intention.
참고문헌 (73)
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