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Relationships among Country Image, Tour Motivations, Tour Quality, Tour Satisfaction, and Attitudinal Loyalty: The Case of Chinese Travelers to Korea

Author

Listed:
  • Jinsoo Hwang

    (The College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwanjin-Gu, Seoul 143-747, Korea)

  • Muhammad Asif

    (School of Public Affairs, Zijingang Campus, Zhejiang University, Hangzhou 310058, China)

  • Kwang-Woo Lee

    (Department of Tourism Management, College of Economics and Business Administration, Daegu University, 201, Daegudae-ro, Gyeongsan-si, Gyeongsangbuk-do 712-714, Korea)

Abstract

This study examined the antecedents and the consequences of tour motivations. More specifically, this study proposed how two sub-dimensions of a country’s image, such as the cognitive and the affective destination images, affect tour motivations. In addition, it was proposed that tour motivation helps to enhance tour quality and tour satisfaction. Lastly, this study examined the effect of tour quality the tour satisfaction on word-of-mouth. A total of 623 samples were employed in order to test the seven hypotheses. This study employed the AMOS program to conduct confirmatory factor analysis and structural equation modeling. The results of the data analysis showed that the cognitive and the affective destination images play an important role in the formation of the tour motivation. This study also found that tour motivation has a positive influence on tour quality. Additionally, the current study confirmed the effect of tour quality on tour satisfaction. Lastly, the influences of tour quality on tour satisfaction and word-of-mouth were identified.

Suggested Citation

  • Jinsoo Hwang & Muhammad Asif & Kwang-Woo Lee, 2020. "Relationships among Country Image, Tour Motivations, Tour Quality, Tour Satisfaction, and Attitudinal Loyalty: The Case of Chinese Travelers to Korea," Sustainability, MDPI, vol. 12(8), pages 1-19, April.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:8:p:3182-:d:345695
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    References listed on IDEAS

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    Cited by:

    1. Jinsoo Hwang & Kyuhyeon Joo & Joonho Moon, 2023. "Relationships among Experience Economy, Tour Quality, Tour Satisfaction, and Word-of-Mouth in the Senior Tourism Context in Korea: The Moderating Role of Tour Guiding Services," Sustainability, MDPI, vol. 15(8), pages 1-13, April.
    2. Sooyoung Choi & Young-joo Ahn & Insin Kim, 2020. "The Roles of Perceived Innovativeness in Creating Visitors’ Citizenship Behaviors at an International Game Exhibition," Sustainability, MDPI, vol. 12(12), pages 1-18, June.
    3. Abid Hussain & Mingxing Li & Shahida Kanwel & Muhammad Asif & Arif Jameel & Jinsoo Hwang, 2023. "Impact of Tourism Satisfaction and Service Quality on Destination Loyalty: A Structural Equation Modeling Approach concerning China Resort Hotels," Sustainability, MDPI, vol. 15(9), pages 1-15, May.
    4. Muhammad Ali Raza & Noor Ul Hadi & Muhammad Muazzem Hossain & Ishtiaq Ahmed Malik & Muhammad Imran & Bahaudin G. Mujtaba, 2022. "Impact of Experienced Workplace Incivility (EWI) on Instigated Workplace Incivility (IWI): The Mediating Role of Stress and Moderating Role of Islamic Work Ethics (IWE)," Sustainability, MDPI, vol. 14(23), pages 1-15, December.
    5. Min-Yuan Zheng & Chao-Chien Chen & Hsiao-Hsien Lin & Chih-Hung Tseng & Chin-Hsien Hsu, 2021. "Research on the Impact of Popular Tourism Program Involvement on Rural Tourism Image, Familiarity, Motivation and Willingness," Sustainability, MDPI, vol. 13(9), pages 1-19, April.
    6. Estela Marine-Roig, 2021. "Measuring Online Destination Image, Satisfaction, and Loyalty: Evidence from Barcelona Districts," Tourism and Hospitality, MDPI, vol. 2(1), pages 1-17, January.

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