한국 영상매체 접촉과 관광지이미지, 방문의도 간의 관계 －중국인 잠재 방한 관광자를 중심으로－

초록

The purpose of this study is to explore the relationship between visual media’s contact and intention to visit after watching Korean dramas and movies. Korean Wave became one of the important research project in tourism field. From the literature review, the authors propose a new model of destination image formation process including the familiarity. In order to analyze the new model, data were collected from 335 students. This study carried out descriptive statistical analysis, reliability analysis, factor analysis and path analysis to test the model. The findings of this study are as follows: 1) the visual media contact frequency had positive influence on familiarity, 2) The familiarity had positive influence on cognitive image, affectional image and overall image, 3) The cognitive image had positive influence on affectional image and on overall image, and affectional image also had positive influence on overall image, 4) cognitive image, affectional image and the overall image showed the positive influence on potential tourists’s intention to visit. Based on the results of this study, several points were made from the perspectives of international tourism marketing. The limitations of the study and the future research directions are also discussed.

키워드