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

Jinsoo Hwang, Muhammad Asif and Kwang-Woo Lee
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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

Sustainability, 2020, vol. 12, issue 8, 1-19

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.

Keywords: country image; tour quality; attitudinal loyalty; tour satisfaction; tour motivations; word-of-mouth; Korea; Chinese tourists (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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