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From branded exports to traveler imports: Building destination image on the factory floor in South Korea

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  • Ryu, Jay Sang
  • L'Espoir Decosta, J.N. Patrick
  • Andéhn, Mikael

Abstract

In international marketing, it is believed that a positive image of an exporting country positively influences consumer behavior toward products from that country. An emerging notion is that a reverse effect may exist in which positive evaluations of products lead to equally positive image of the origin country. Based on a sample of 500 American purchasers of South Korean products the relationship between product purchasing and intention to visit is explored using SEM in a model that links product evaluation with an intention to visit. The study confirmed that consumers' willingness to interact with South Korea based on past product purchasing was a significant indicator of their intentions to visit the country.

Suggested Citation

  • Ryu, Jay Sang & L'Espoir Decosta, J.N. Patrick & Andéhn, Mikael, 2016. "From branded exports to traveler imports: Building destination image on the factory floor in South Korea," Tourism Management, Elsevier, vol. 52(C), pages 298-309.
    • Handle: RePEc:eee:touman:v:52:y:2016:i:c:p:298-309
    DOI: 10.1016/j.tourman.2015.07.004
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    References listed on IDEAS

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    2. Simon Fauser & David Agola, 2021. "The influence of regional Italian images on consumer behaviour: a study of consumers in Germany," Italian Journal of Marketing, Springer, vol. 2021(1), pages 129-158, June.
    3. Han, Heesup & Meng, Bo & Kim, Wansoo, 2017. "Bike-traveling as a growing phenomenon: Role of attributes, value, satisfaction, desire, and gender in developing loyalty," Tourism Management, Elsevier, vol. 59(C), pages 91-103.
    4. Sung-Bum Kim & Ki-Joon Kwon, 2018. "Examining the Relationships of Image and Attitude on Visit Intention to Korea among Tanzanian College Students: The Moderating Effect of Familiarity," Sustainability, MDPI, vol. 10(2), pages 1-15, January.
    5. Wu, Hung-Che & Ai, Chi-Han & Cheng, Ching-Chan, 2019. "Experiential quality, experiential psychological states and experiential outcomes in an unmanned convenience store," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 409-420.

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