중국 여행동기와 이미지가 목적지애호도에 미치는 영향

The purpose of this study is to understand the tourist destination loyalty of China in the Korean travel market, as well as the impact of their travel motivations and destination image when they were to select China as a repurchase destination. Specifically, this study explores the structural relationship among Korean tourists' perceived travel image, motivation and destination loyalty towards China, and what factors may influence their repurchase behavior towards China. To this end, authors collect data from 169 participants and test their hypotheses with structural equation modeling. The results of empirical study showed that the multiple factors of travel motivation have a direct effect on destination image, such as intellectual to cognitive image, competency/mastery and stimulus avoidance to negative affect image. Further, results revealed that the positive affect image toward China had direct positive impacts on destination loyalty. But contrary ok our expectation, results show that the cognitive image had no positive impact on destination loyalty, but they also showed an indirect effect on the relationship between the cognitive image and destination image through the positive affect image. The results of this study will contribute to a greater awareness of how the tourism industry can meet the needs of Korean travelers towards China. Finally, we conclude the study with implications for practitioners and directions for future research.