Fang Fang Xiao* Sun Lyung Lee Bo Young Min* tourists to South Korea by questionnaire from September 1st to September 25th, ... was assumed that satisfied customers would buy more

호텔관광연구 2015 제17권 제3호 (통권60호) 한국호텔관광학회 2015년 5월 31일

39

Examining the Structural Relationships of Destination

Image, Perceived Value, Tourist Satisfaction and

Behavior Intention :

Focused on Chinese Tourists to South Korea

*

Fang Fang Xiao* ․ Sun Lyung Lee** ․ Bo Young Min***

ABSTRACT

This study examines the relationships between cognitive image, affective image,

perceived value, tourist satisfaction and behavior intention. Destination images play a

significant influencing role in destination selection. This study was conducted with the

specific goal of determining the destination images of South Korea as perceived by

Chinese travelers. A conceptual framework was developed to model these relationships,

which was validated with an empirical data set. The survey was conducted with Chinese

tourists to South Korea by questionnaire from September 1st to September 25th, 2014.

Based on the response of a total of 400 Chinese tourists obtained from the empirical

research, this study reviewed reliability and fitness of the research model and verified a

total of 5 hypotheses using Amos program. The hypothesized relationship in the model

were tested simultaneously by using a structure equation model(SEM). The results of

structural equation modeling show that cognitive and affective image as independent

variables had an effect on perceived value. The perceived value had influence on both

tourist satisfaction and behavior intention. Moreover, tourist satisfaction had effect on

perceived value and behavior intention. Finally, the implications and future research

suggestions were discussed in the conclusion section. This study identified the major

concepts in destination improvement and investigated their effects on tourist satisfaction

and positive behavior intention toward the destination. Thus, tourism organizations and

local government could establish a loyal tourism market in China by improving the

destination image and market strategies. Recommendations are provided to offer

valuable direction to Korean tourism offices and marketers to better promote South

Korea as a valuable destination for Chinese tourists.

Keywords : Cognitive Image, Affective Image, Perceived Value, Tourist Satisfaction,

Behavior Intention, Chinese Tourist, South Korea.

* This study is based on data and literature review of my doctoral thesis at the Woosong University.

* (1st author) Woosong University Hotel & Tourism management,Ph.D([email protected])

** Woosong University Hotel & Tourism management, Visiting professor([email protected])

*** (Corresponding author) Woosong University Hotel & Tourism management, Associate professor

([email protected])


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Ⅰ. Introduction

The tourism industry is significant and becoming a huge international industry with

tremendous potential growth. It is growing into an increasingly globalized and complex

phenomenon with sociological, behavioral, economic, political, cultural, environmental and

educational dimensions(Abdul, Ahasanul & Muhammad, 2013). For many countries, tourism is

an increasingly important source of income, employment and wealth, as well as to many related

industries' enrichment. Sheller and Urry(2004) considered that tourism is the largest industry all

over the world and affects everyone and everywhere. China is the country with the largest

population(1.35 billion) in the world, and it is the third largest in area. In 2013, the total

number of outbound trips organised for Chinese tourists rose to 97 million, overtaking the USA

as the world’s largest outbound market(China Tourism Academy, 2014), and Chinese outbound

tourists also overtook Germans and Americans as the world’s biggest spenders on international

travel(China Tourism Academy, 2014).

During a slowdown of inbound tourists from China, Chung and Chin(2008) examined the

differences in Chinese tourist's choice attributes and level of satisfaction according to their

demographic characteristics and tourism types, and also the causal relationship between

destination choice attributes and level of satisfaction. As Korean Wave trends spread around the

world, the number of inbound tourists from overseas, and China in particular, increased

remarkably(Travel and Tourism in South Korea, 2014). According to the Korea Tourism

Organization(KTO), 3.92 million Chinese tourists visited South Korea in 2013, up 40 percent

year-by-year. Chinese tourists spent US$2,155 per person on average in the country, compared

to the overall average of US$1,530 per person for all foreign visitors to the country. Chinese

tourists have provided a significant fillip to South Korea's economy, becoming the largest group

of foreign tourists in the country's tourism market(Korea Tourism Report, 2013). Moreover, 83

million Chinese traveled overseas in 2013(China Statistical Yearbook, 2013), which means that

the Chinese tourist market is potentially a very big market now. South Korea should try to

attract more and more outbound Chinese tourist to visit South Korea.

In order to attract visitors, the South Korean government eased visa issuance regulations, and

encouraged popular retailers to offer convenient payment and communication services for

Chinese inbound tourists. The development of unique and memorable tour products for Chinese

inbound tourists is also underway in order to communicate a friendly image and encourage them

to revisit South Korea(Hwang, 2008). In recent years, South Korea's tourism marketing focused

on outbound Chinese tourists. Many Chinese tourists travel to South Korea very often.

Examining the Structural Relationships of Destination Image, Perceived Value, Tourist Satisfaction and Behavior Intention :

41

Hwang(2008) suggested that South Korea is able to take advantage of geographical bonds and

cultural identities to invest in Chinese tourists and it is necessary to ensure the extensive

improvement of the Visa system which limits Chinese tourists in visiting South Korea. In

addition to this, many researchers paid attention to the Korean Wave(such as K-Pop stars,

romantic dramas and so on) influencing Chinese tourist visiting decisions(Kim, 2007; Sang &

Choi, 2010; Yoo, Choi & Cheon, 2009). Moreover, they considered motivation to play a very

important role in future behavior intention. There is no one integral destination image

improvement and positive behavior intention conducting system for South Korea tourism

marketers and the South Korean government.

For a long time, destination image has been one of the most popular topics in tourism

literature(Pike, 2002; Tasci, Gartner & Cavusgil, 2007). Hence, it is necessary to develop

positive destination images(cognitive image and affective image) of the tourism destination in

target markets to achieve a real competitive advantage. At the same time, perceived value of the

destination image plays a significant role in customers' decision-making processes(Dodds,

Monroe & Grewal, 1991; Mechinda, Serirat & Gulid, 2009; Velazquez, Saura & Molina, 2011;

Zhang & Mao, 2012), and it has a positive effect on customer satisfaction and positive

intentions to recommend or/and revisit after visiting the destination(Parasuraman & Grewal,

2000). Customer satisfaction has always been considered an important business goal because it

was assumed that satisfied customers would buy more. The link between customer satisfaction

and company success has historically been a matter of faith(Petrick, 2004; Reid & Reid, 1993).

Another main challenge for tourism managers is to understand the behavior intention model of

tourists. If a positive behavior intention model could be established, this could help destinations

to ensure future sources of income and can also create informal channels of relationships

whereby potential tourists can be attracted to specific destinations(Petrick, 2004; Reid & Reid,

1993). However, a review of previous research reveals a lack of discussion on the relationship

between destination images, perceived value of South Korea, Chinese tourist satisfaction and

their behavior intention.

This study aimed to identify the important items of destination image and perceived value

perceived by outbound Chinese tourists traveling to South Korea and to test the proposed

relationships of each variable in cognitive image, affective image, perceived value, tourist

satisfaction and behavior intention. This study is trying to discuss the theoretical contribution of

this study and provide managerial implications.


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Ⅱ. Literature Review

1. Destination Image

Destination image is a total impression of cognitive and affective evaluations(Baloglu, 1997;

Baloglu & Mangaloglu, 2001; Baloglu & McCleary, 1999; Hosany, Ekinci & Uysal, 2007;

Mackay & Fesenmaier, 2000; Stern & Krakover, 1993; Uysal, Chen & Williams, 2000). These

two components are widely accepted as influential indicators of destination image(Baloglu,

1996; Baloglu & Mangaloglu, 2001; Baloglu & McCleary, 1999; Hosany et al., 2007; Mackay

& Fesenmaier, 2000; Stern & Krakover, 1993; Uysal, Chen & Williams, 2000). Cognitive image

reflects a person's information or beliefs about a destination(Baloglu, 2001), while, affective

image describes a person's emotions or feelings about a destination(Kim & Richardson, 2003).

The cognitive component usually appears as a result of an assessment of the physical

characteristics of a place and the people living there. Affective image deals with the emotional

response of tourists to a place, product or service(Pike & Ryan, 2004). In measuring cognitive

images, other researchers have taken different dimensions(Wang, Lin & Xia, 2012). However,

affective images are usually measured with dynamic cities, and exciting and interesting

places(Baloglu & Mangaloglu, 2001; Martin & Bosque, 2008; Moon, Kim & Lee, 2011; Savaş,

Burcin & brahim, 2013). Moreover, affective image had shown more important that cognitive

image(Kim & Yoon, 2003).

2. Perceived Value

Perceived Value is defined as 'the customer’s assessment of the services based on the

perceptions of what is received and what is given'(Zeithaml, 1988). It directly impacts on the

satisfaction of the customers. According to the study of Sweeney and Soutar(2001), perceived

value is developed more extensively as dimensions of functional value and emotional value in

a tourism product. Several researchers(Chen & Chen, 2010; Huang & Su, 2010; Song, Veen, Li

& Chen, 2012) suggested that when tourists perceive that the quality of services and the

destination image, which is given to them, is greater than the amount of money they paid, then

they were satisfied. The classical view of perceived value is that it is a trade-off between cost

and benefit or between price and quality(Wang, Lin & Xia, 2012). Callarisa et al.(2006)

developed perceived value as more extensive than dimensions of functional value and

emotional value in a tourism package product. In this research, the items of perceived value


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have been identified as forms of emotional value and functional value which could be applied

to measuring tourists’ perceived value for destinations.

3. Tourist Satisfaction and Behavior Intention

Recent research tends to adopt an integrated view on customer satisfaction. Customer

satisfaction is defined as the extent of overall pleasure or contentment felt by tourists, resulting

from the ability of the travel experience to fulfill tourists' desires, expectations and needs in

their visits(Chen & Tsai, 2007). Specifically, tourist satisfaction is created by the comparison of

pre-travel expectations and post-travel experiences(Chen & Chen, 2010). Several authors such as

Huang and Su(2010) attempted to investigate whether satisfaction leads to loyalty or not.

Further, it is frequently confirmed that the satisfied tourist would like to visit the place again

and also encourage other tourists to visit it(Hui et al., 2007).

In modern marketing activities, tourist behavior intention has played a determined role in

destination image. Positive behavior intention involves tourist loyalty and word-of mouth

intention(Jang & Feng, 2007). Behavior intention research has increasingly focused on previous

behavioral experience of post-visit tourists. For example, Joe, Lai and Wang(2009) suggested

that behavior intention was constructed by three dimensions: a)destination revisit intention,

b)word-of-mouth recommendation, and c)alternative choices of destinations.

4. Related Researches

This study found that familiarity had a significantly positive impact on destination image

formation for Chinese domestic tourists; as their familiarity with a destination increased, their

destination image perceptions were likely to become more positive. This is consistent with

findings of previous studies(Baloglu, 2001; Chen & Lin, 2012; Hu & Ritchie, 1993; Lee, Scott

& Kim, 2008; Milman & Pizam, 1995). As Prentice(2004) suggested, inclusion of familiarity

into models that investigate the relationship between image and loyalty is likely to improve the

predictive power of the model, which is the case in this study. This study also indicated that

destination image significantly affected satisfaction which in turn led to loyalty, confirming

findings from previous research(Chen & Tsai, 2007). Perceived value significantly affected

tourist satisfaction which was an antecedent to destination loyalty. These findings are consistent

with results reported by previous studies(Chen & Tsai, 2007; Lee et al., 2007; Patterson &

Spreng, 1997; Velazquez et al., 2011). Kim, Holland and Han(2013) suggested that there are

statistically significant relationships between destination image and service quality, destination

image and perceived value, service quality and satisfaction, service quality and destination


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loyalty, perceived value and satisfaction, perceived value and destination loyalty and satisfaction

and destination loyalty.

Ⅲ. Methodology

1. Research Model

The operational model(see figure 1) consists of five constructs, including two independent

variables(cognitive image and affective image) and three dependent variables(perceived value,

tourist satisfaction and behavior intention).

<Figure 1> Research Model

2. Instrument Development

A survey questionnaire was designed for the purpose of primary data collection. The

Questionnaire survey is comprised of 6 sections(the respondents' profile, cognitive image-3

items, affective image-3 items, perceived value-6 items, tourist satisfaction-3 items and behavior

intention-3 items). The selection of survey items are based on the review of literature for each

research construct. According to the previous studies, there are 3 items in cognitive image:

'variety of heritage attractions', 'variety of culture activities(e.g. festival, fairs, events,

exhibitions)' and 'variety of night time entertainment'(Prayag, 2007; Qu, Kim, & Im, 2011).

Affective image was constructed by 'everyday is different', 'so many new things' and 'irregular

schedule'(Kim & Richardson, 2003). According to the study of Sweeney and Soutar(2001),

perceived value is developed more extensively as dimensions of functional value and emotional

value in a tourism product(De Ruyter et al., 1997).

The functional value for visiting South Korea could be measured by the following items—


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‘compared to travel expenses, I got reasonable quality from visiting South Korea,’ ‘compared to

other tourism destinations, visiting South Korea is good value for the money’ and 'visiting

South Korea is a good quality tourism product'. Tourists can evaluate the emotional value of

visiting tourism destinations by means of items such as 'after visiting Korea, my image of

South Korea was improved', 'South Korea is a destination that I enjoy' and ‘visiting South

Korea was fun’. Tourist satisfaction was constructed by 'I am satisfied with the activities and

events', 'I am satisfied with the environment' and 'I am very satisfied with the overall

travelling experience'.

Positive behavior intention could be viewed as tourist loyalty and brings good word-of mouth

referrals(Jang & Feng, 2007). Numerous studies have confirmed behavior intention from a

tourist motive perspective(Wong & Yeh, 2009). In this study, behavior intention was evaluated

by three items: 'I will encourage friends and relatives to visit South Korea', 'I will say

positive things about South Korea to other people' and 'I will recommend South Korea to

anyone who seeks my advice'.

3. Hypotheses

Sun et al.(2013) suggested that destination image significantly affected perceived value,

confirming findings from previous research. Chen and Tsai(2007) reported that destination image

was likely to have significant effect on post-visit assessment, for instance, perceived value,

satisfaction and future behavior intentions(Lee, Lee & Lee, 2005). Mahasuweerachai and

Qu(2011) suggested that destination image has significant effect on perceived value. Chen and

Tsai's(2007) also reported that destination image has a positive effects on perceived value.

There are few similar studies about Chinese Mainland tourists to South Korea. Moreover, in a

study about Taiwan wetland tourism, Lee(2009) found that there was the existence of positive

relationships between destination image, perceived value and tourist satisfaction. Based on the

preceding discussion, the two hypotheses(H1 and H2) are proposed:

Hypotheses 1-1(H1-1). Cognitive image positively influences on emotional value.

Hypotheses 1-2(H1-2). Cognitive image positively influences on functional value.

Hypotheses 2-1(H2-1). Affective image positively influences on emotional value.

Hypotheses 2-2(H2-2). Affective image positively influences on functional value.

Kim et al.(2013) suggested that there is a statistically significant relationships between

perceived value and tourist satisfaction. Therefore, it can be said that tourists' satisfaction was

affected by perceived value. Perceived value influenced satisfaction and intentions to recommend


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and repurchase at the post-purchase stage(Parasuraman & Grewal, 2000). Gallarza and

Saura(2006) reported the existence of a quality-value-satisfaction-loyalty chain for tourism

products. Bojanic(1996) suggested a significant positive relationship between perceived value

and tourist satisfaction in a tourism context. In the study, which examined tourist satisfaction

with organized Korean Demilitarized Zone(DMZ) tours, Lee et al.(2005) suggested that tourist

perceived value have a significant effect on their satisfaction with the travel. Their findings also

indicated the value of word-of-mouth recommendations. Chen and Chen(2010) suggested similar

results, that perceived value is likely to have significant impacts on tourist satisfaction and

tourist behavior intention.

Due to recent research about Chinese outbound tourists(Li, Lai, Harrill, Kline & Wang, 2011;

Zhang & Murphy, 2009), perceived value is one determinant factor in tourist satisfaction

evaluation and future behavior intention. Thus, there are two hypotheses(H3 and H4) which are

presented as following:

Hypotheses 3-1(H3-1). Emotional value positively influences on tourist satisfaction.

Hypotheses 3-2(H3-2). Functional value positively influences on tourist satisfaction.

Hypotheses 4-1(H4-1). Emotional value positively influences on behavior intention.

Hypotheses 4-2(H4-2). Functional value positively influences on behavior intention.

Tourist satisfaction has a positive influence on behavior intention(Chen & Tsai, 2007; Oliver,

1980). Ehsan et al.(2012) considered tourist satisfaction as a key factor in the tourist industry

and tried to explain the relationship between satisfaction and tourist behavior intension. The

satisfied tourists not only will revisit the destination, but also will recommend it to others(Chi,

2011, 2012; Chi & Qu, 2008; Prayag & Ryan, 2012; Yoon & Uysal, 2005).

However, reviewing a few of the studies that looked into Chinese outbound tourists(Lee, Jeon

& Kim, 2011), the relationship between tourist satisfaction and behavior intention was found to

be insignificant. Is this finding sample specific, does it occur accidentally or are Chinese

tourists different from other countries' tourists? For finding an answer to this question, the

hypotheses is presented as follow:

Hypotheses 5(H5). Tourist satisfaction positively influences on behavior intention.

4. Research Design and Data Collection

In this study, the tourists from Chinese Mainland to South Korea were chosen as the target

population in order to test the conceptual model and research hypotheses. Only visited tourists


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were selected for this survey. In the questionnaire investigation, a systematic probability

sampling technique was used in the questionnaire survey in order to increase the randomness of

the survey sample. Systematic probability sampling is a statistical method involving the

selection of every element from a sampling frame. This survey was conducted in the tourist

destination(Myeongdong ,Seoul City, Korea). The data collection started on the 1st of

September, 2014 and was completed on the 25th of September, 2014. 470 questionnaires were

given out. As a result, 418(89%) surveys were received. A conceptual framework was

developed to model these relationships, which was validated with an empirical data set. Based

on a total of 400 Chinese tourists obtained from the empirical research, this study reviewed the

reliability and fitness of the research model and verified a total of 5 hypotheses using Amos

program, testing simultaneously by using a structure equation model.

Ⅳ. Results and Discussion

1. Profiles of Respondents

<Table 1> Profile of Respondents

Characteristics n % Characteristics n %

GenderMale 185 46.3

Main Reason

of Visit

The delicious food 48 12.0

Female 215 53.8 Beautiful scenery 21 5.3

Education

High School or less 19 4.8 Shopping 70 17.5

Associate degree/technical

certificate45 11.3 The different culture 213 53.3

Bachelor's 247 61.8 Others_______ 48 12.0

Master's 79 19.8

Trip Duration

1-2 days 5 1.3

Ph.D/Doctoral 10 2.5 3-5 days 80 20.0

Monthly

Household

Income

Less than $600 13 3.3 A week 147 36.8

$600-$1000 62 15.5 More than a week 78 19.5

$1001-$2000 150 37.5 More than a month 90 22.5

$2001-$3000 103 25.8

Travel Party

By yourself 103 25.8

More than $3000 72 18.0 With your spouse 29 7.3

Age

Less than 20 years 45 11.3 With your family and children 47 11.8

With your friends/relatives 66 16.521-30 years 234 58.5

31-40 years 101 25.3With a tour group 117 29.3

41-50 years 16 4.0With business associates 38 9.5

More than 50 years 4 1.0


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Table 1 summarized the profiles of the survey respondents. Among the 400 respondents, male

tourists were 46.2% and female tourists were 53.8%. The majority of the respondents were in

the age group of 21-30 years(58.5%). In terms of education, more than half(61.8%) of the

respondents held a bachelor's degree. The Ph.D/doctoral levels were the least(2.5%). Monthly

household income was divided into 5 levels. The lowest household income were less than

$600(3.3%) and the highest was more than $3000(18.0%). As would be expected, leisure

pleasure was quoted as the major purpose of the trip for the majority of (50.3%) the

respondents(201 people). It was found that Chinese tourists tended to spend one week in South

Korea. According to the data, 36.8%(147 people) of them had stayed in South Korea for one

week and 20.0%(80 people) spent 3 to 5 days in South Korea. 117 people(29.3%) visited South

Korea with a tour group, while 103 people(25.8%) respondents were travelling alone.

2. Reliability and Confirmatory Factor Analysis

A confirmatory factor analysis was undertaken to assess the fit of the research model,

consisting of cognitive image, affective image, perceived value(emotional value and functional

value), tourist satisfaction and behavior intention.

<Table 2> Reliability and Confirmatory factor analysis

Constract EstimateStandardised

loadingS. E t-value CCR AVE

cognitive image

(.767)a

1.000 .661 fixed

.805 .5511.352 .874 .110 12.270

1.043 .673 .093 11.234

affective image

(.806)

.824 .700 .062 13.382

.853 .5961.015 .835 .066 15.421

1.000 .776 fixed

emotional value

(.774)

.727 .582 .063 11.543

.741 .5991.102 .827 .064 17.176

1.000 .880 fixed

functional value

(.821)

1.000 .750 fixed

.859 .6091.089 .807 .073 14.839

1.134 .784 .078 14.513

tourist satisfaction

(.800)

1.000 .678 fixed

.855 .5781.176 .773 .088 13.324

1.156 .824 .083 13.982

behavior intention

(.854)

1.000 .797 fixed

.898 .665.989 .847 .056 17.739

1.077 .802 .064 16.779

χ2 264.544(df 120), CMIN/df 2.205, RMR .033, GFI .932, AGFI .903, NFI .930, CFI .960, RMSEA .055

Note: α= Cronbach's alpha; CCR=composite construct reliability; AVE=average variance extracted.


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As shown in Tabel 2, the level of internal consistency in each construct was acceptable with

Cronbach' alpha estimates ranging from .767 to 854(Nunnally J, 1978). CCR ranging from .741

to .898， were considered acceptable(Fornell C& Larcker DF, 1981). In addition, all

AVE(cognitive image=.805; affective image=.853; emotional value=.741; functional value=.859,

tourist satisfaction=.855; behavior intention=.898) exceeded the recommended .50

threshold(Fornell C & Lacker DF, 1981). Convergent validity was observed since all

standardized loadings exceeded .58 and were significant(Anderson and Gerbing, 1988).

Discriminant validity was evident since the AVE ranging from .551 to .665, exceeded all

squared correlation for each pair of constructs, ranging from .001 to .599(See Table 3).

These results suggested that the six-factors were distinct and unidimensional. The

confirmatory measurement models also demonstrated the soundness of measurement

properties(X2=264.544; df=120; CMIN/df=2.205; RMR .033, GFI .932, AGFI .903, NFI .930,

CFI .960, RMSEA .055).

<Table 3> Correlation Analysis

Construct 1 2 3 4 5 6

1. cognitive image 1 0.216b

0.272 0.298 0.247 0.260

2. affective image 0.465a 1 0.491 0.314 0.398 0.311

3. emotional value 0.522 .701 1 0.462 0.720 0.522

4. functional value 0.546 .561 .680 1 0.419 0.368

5. tourist satisfaction 0.497 .631 .849 .648 1 0.599

6. behavior intention 0.510 .558 .723 .607 .774 1

Note: a. Pearson corelation coefficient, p<.001(2-tailed)

b. Squared correlation

3. Structural Parameter Estimates

Structural equation modeling was conducted to test the validity of the proposed model and

the hypotheses. The chi-square statistic indicated that the overall model fit the data well(χ

2=360.513; df=126; p<.001). Goodness-of-fit indices proved that the structural model reasonably

fit the data(RMR .094, GFI .911, AGFI .880, NFI .904, CFI .935, RMSEA .068).


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<Table4> Structural Parameter Estimates

Hypothesized Path Standardized estimate S.E. t-value p-value Test Result

H1-1 cognitive image → emotional value .340 .056 6.304 *** supported

H1-2 cognitive image → functional value .423 .061 6.832 *** supported

H2-1 affective image → emotional value .468 .051 7.746 *** supported

H2-2 affective image → functional value .644 .054 10.526 *** supported

H3-1 emotional value → tourist satisfaction .727 .065 9.654 *** supported

H3-2 fuctional value → tourist satisfaction .200 .050 3.554 *** supported

H4-1 emotional value → behavior intention .199 .107 1.851 .064 Not supported

H4-2 functional value → behavior intention .162 .060 2.785 .005** supported

H5 tourist satisfaction → behavior intention .497 .140 4.129 *** supported

χ2 360.513(df 126), CMIN/df 2.861, RMR .094, GFI .911, AGFI .880, NFI .904, CFI .935, RMSEA .068

Note: *** p< .001, ** p< .01

The model's fit, as indicated by these indexes, was deemed satisfactory; therefore, it provided

a good basis for testing the hypothesized paths. The parameter estimates of the structural model

shows the direct effects of one construct on the other. Thereby, significant coefficients at a

certain level of alpha reveals a significant casual relationship among latent constructs.

<Figure 2> Structural Parameter Estimates

Table 4 and Figure 2 show the result of the model, illustrating the direction and magnitude


51

of the impact of the standardized path coefficients. To test how cognitive image works on

perceived value, H1(H1-1/H1-2) were verified and supported. Cognitive image had a significant

effect on emotional value(β=.340; t=6.304; p<.001) and functional value(β=.423; t=6.832;

p<.001). H2(H2-1; H2-2) were verified and supported. Affective image had a significant effect

on emotional value(β=.468; t=7.746; p<.001) and functional value(β=.644; t=10.526; p<.001).

Hypotheses 3(H3-1; H3-2), emotional value(β=.727; t=9.654; p<.001) and functional value(β

=.200; t=3.554; p<.001) had a significant effect on tourist satisfaction, was supported.

Hypotheses 4-1, functional value(β=.162; t=2.785; p<.005) had a effect on behavior intention,

was supported. However, Hypotheses 4-2 was not supported(β=.199; t=1.851; p=.064). In

addition, tourist satisfaction(β=.497; t=4.129; p<.001) had a significant effect on behavior

intention, therefore hypotheses 5 was supported. This study found that destination image had a

significant positive impact on perceived value of Chinese domestic tourists. This is consistent

with findings of previous studies(Chen & Tsai, 2007; Lee, 2009; Lee, Lee & Lee, 2005;

Mahasuweerachai & Qu, 2011; Sun et al., 2013). Perceived value significantly affected tourist

satisfaction which was an antecedent to behavior intention. These findings are consistent with

results reported by previous studies(Bojanic, 1996; Chen & Tsai, 2007; Chen & Chen, 2010;

Chi & Qu, 2008; Chi, 2011, 2012; Ehsan et al., 2012; Gallarza & Saura, 2006; Kim et al.,

2013; Lee et al., 2005; Lee, Jeon & Kim, 2011; Li, Lai, Harrill, Kline & Wang, 2011; Oliver,

1980; Parasuraman & Grewal, 2000); Prayag & Ryan, 2012; Yoon & Uysal, 2005; Zhang &

Murphy, 2009).

Ⅴ. Conclusions

This study evaluated the causal relationships among cognitive image, affective image,

perceived value, tourist satisfaction and behavior intention. Attracting tourists to revisit and/or

recommend the destination to others is critically important for the success of the destination in

tourism development. According to previous research, Sun et al.(2013) suggested that the

destination image significantly affected perceived value, confirming findings from previous

research(Mahasuweerachai & Qu, 2011). Moreover, in a study about Taiwan wetland tourism,

Lee(2009) found that there was an existence of a positive relationship between the destination

image, perceived value and tourist satisfaction. Kim et al.(2013) suggested that there is a

statistically significant relationship between perceived value and tourist satisfaction.　This study

confirmed that tourist satisfaction was the most important variable influencing behavior

intention. A satisfied tourist would be more likely to spread word-of-mouth information about


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the destination than to stay longer or revisit the destination. This study identified the major

factors influencing behavior intention. Tourist behavior intention is influenced by the perceived

value and a satisfactory experience in the destination. With the popularization of the internet in

Chinese families, people spread positive information of the destination not only by talking with

their friends and relatives but also by writing on the internet. Some people prefer to share their

travel experience through the internet after their trip. Another significant contribution of this

study is the measurement scale development for each research concept in the research model. A

thorough review of relevant literature was conducted to extract variables for each research

concept. The variable was modified to suit the research site and target population based on the

results of the pilot survey test with Chinese tourists to South Korea.

The uniqueness of this study also lies in its managerial implications to destination marketing

strategies and destination management. It is able to help the destination analyze its strengths and

weaknesses in destination image improvement, such as destination marketing strategies, tourism

product supply, service quality and its effectiveness in leading positive behavior intention. This

study identified the major concepts in destination improvement and investigated their effects on

tourist satisfaction and positive behavior intention toward the destination. South Korea should

try to distinguish itself from other competing destinations in items of attractiveness factors. The

Korean tourism marketers need to pay much attention on improving the positive image and

experience of attractiveness factors of the cognitive image, creating a competitive advantage for

South Korea in the Chinese tourism market. With its rich heritage of 5,000 years of history and

unique culture, to build South Korea's historical tourist attractions is a good way to make more

tourists visit South Korea, especially visiting the ancient capitals of Seoul, Gyeongju and Buyeo

and so on. There are more and more tourists who visit to South Korea, especially from 1998.

Thus, tourism organizations and local governments could establish a loyal tourism market in

China by improving the destination image and market strategies. Destination image-building is

important for South Korea to meet the expectations of Chinese tourists in order to win their

hearts. Their expectations include cognitive image and affective image. As mentioned before,

food is a significant factor in destination image. Thus, recent trends, in destination image

building are using regional food, realizing that food reflects a country’s culture and its people.

At the beginning of 2010, the Korean government launched a professional organization to

promote its food and announced they are willing to spend more than $90 million on several

projects to enhance tourism awareness through food. Regional food does not only add

competitiveness to a destination, but can also be treated as a branding tool and a benefit for

tourism marketers in terms of brand differentiation.


53

This study identified two dimensions of perceived value in the context of Chinese tourists to

South Korea: Emotional value and Functional value. According to the results, perceived value

significantly affected tourist satisfaction and behavior intention, confirming findings from

previous research. Tourists who developed a positive perception of South Korea were likely to

experience greater tourist satisfaction and likely to have a positive behavior intention to the

destination. These findings are consistent with results reported by previous studies(Chen & Tsai,

2007; Lee et al., 2007; Patterson & Spreng, 1997; Velazquez et al., 2011). Since Chinese

tourists are known to be value sensitive(Li et al., 2011; Zhang & Murphy, 2009), in order to

secure their satisfaction, South Korea tourism managers need to make sure that Chinese tourists

feel their trip to South Korea is a good choice. This study found tourists had a fairly positive

image perception of South Korea. More importantly, the study discovered two underlying

dimensions of tourists' perceived value.

This study has been limited by the theoretical background as well as analysis methodology.

As previously mentioned, there are not well-defined research concepts of this study in previous

research. No agreement has been reached on the conceptualization of cognitive image, affective

image, perceived value, tourist satisfaction and behavior intention. Therefore, exploratory

research was required to be conducted in order to test the research concepts of proposed

research model. This study used a cross-sectional survey; therefore the direction of causality in

the model should be interpreted with caution. Like other studies, this study also has some

limitations. Firstly, data was collected during a relatively short-time period in September.

Therefore, findings reported here could not have reflected seasonal variations. Seasonality

restricts the generalizability of tourism research findings, and should always be taken into

consideration in the interpretation stage. To overcome this limitation, future studies should

collect data throughout the year in order to compare the survey results to identify similarities

and differences in them. Secondly, the study mainly focused on the interrelationships of a few

research concepts, which could be operationalized by destinations(e.g. cognitive image, affective

image, perceived value, tourist satisfaction and behavior intention) in the causal relationship

between destination image and behavior intention. Other factors which are known to exist and

which affect the relationship between destination image and behavior intention(such as

hanyull-Korean stove, Korean drama, lifestyles) were not included in this study. Questionnaire

survey methods adopted by this study also entailed some limitations on the number of variables

and scales to avoid making the resulting questionnaire too long. Therefore, it would be

interesting to undertake further research that includes those types of variables or uses other

methods.


54

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