THADD로 인한 방한 쇼핑관광객의 부정적 감정이 재방문의도와 재구매의도에 미치는 영향 : 방한 경험이 있는 중국 관광객을 대상으로

THADD was one of the biggest issues in the relationship between South Korea and China within the past few years. Nonetheless, very little empirical research has been conducted on the topic of THADD in the hospitality and tourism industry. The present study was designed to fill this void. This research was an attempt to identify the role of the image of Korea generated by THADD in Chinese shopping travelers’ post-purchase behaviors. A quantitative approach with a survey methodology and structural equation modeling was used to attain the research purpose. An assessment of the measurement model indicated the adequate level of measurement quality. Results from the structural analysis with 320 usable cases revealed that the proposed theoretical framework satisfactorily accounted for Chineset ravelers intentions to revisit Korea for shopping and to purchase Korean products. Inaddition, results in general showed that the destination image of Korea generated by THADD significantly triggers negative emotions and decreases behavioral intentions. .Moreover, the mediating role of negative emotions was identified. Overall, findings of this research help destination and shopping practitioners in Korea invent useful strategies for minimizing the negative impact of THADD on customer retention.