외국인 유학생이 인식한 한국의 관광수용태세와 경제적·문화적 국가 이미지가 유학 후 한국 재방문 의도에 미치는 영향

초록

Purpose - This study aims to examine, among Uzbek international students studying in Korea, whether tourism readiness affects economic and cultural country images, and whether these country images, in turn, affect their intention to revisit Korea after completing their studies. Design/methodology/approach - The sample comprised Uzbek nationals enrolled at Korean universities who had traveled to destinations in Korea. Data were collected from April 10 to May 20, 2025, through both online and offline surveys, yielding 186 valid responses. Structural equation modeling was employed to test the hypotheses. Findings - Specific attributes of tourism readiness—i.e., tourism transportation, tourism promotion, and tourism convenience facilities—had significant positive effects on the economic country image, with convenience facilities showing the strongest effect; tourist information and hygiene were not significant. Tourist information, tourism promotion, and convenience facilities had significant positive effects on the cultural country image, whereas hygiene had a significant negative effect; tourism transportation was not significant. Both economic and cultural country images significantly and positively influenced intention to revisit Korea after completing their studies. Research implications or Originality - This study extends tourism research by conceptualizing international students as long-stay visitors and future potential tourists. By decomposing country image into economic and cultural dimensions, it clarifies how specific attributes of tourism readiness differently relate to each image dimension.

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