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

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

Tourism Management, 2016, vol. 52, issue C, 298-309

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.

Keywords: Product-country image; Tourism-destination image; Commercial relevance of place; Country-of-origin effect; Country brand image; Desired interaction; Visit intention (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:touman:v:52:y:2016:i:c:p:298-309

DOI: 10.1016/j.tourman.2015.07.004

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