세계 4대 관광국가들의 이미지 차이 분석에 관한 연구: 한국․미국 대학생을 중심으로

The purpose of this study is to examine two universities students' tourism image differences among four countries, including the United States, Spain, China, and France. Data were collected for two different universities: 110 Korean and 110 American university students. Those subjects have previous tourism experiences and are enrolled in tourism-related classes in their university. Resulted of this study show that there existed affective and overall image differences among four countries. For Korean respondents perceived the United States as the strongest country, and perceived China as poor, traditional, unpleasant, and dirty country. For American respondents perceived the United States, France, and Spain as more diverse, clean, and happy countries than China. There were also significant differences between Korean and American respondents regarding affective image of the United States and affective and overall image of China. Findings from this study provided important implications and directions with tourism operators and marketers for developing tourism marketing strategies regarding four different countries. Additionally, future study may need to focus on qualitative approaches to measure tourism images and explore the relationship between tourism image and repeat visitation intentions.