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Examining the Relationships of Image and Attitude on Visit Intention to Korea among Tanzanian College Students: The Moderating Effect of Familiarity

Sung-Bum Kim () and Ki-Joon Kwon ()
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Sung-Bum Kim: College of Business Administration, Inha University, 421B Building #6, Incheon 22201, Korea
Ki-Joon Kwon: Division of Food & Culinary Science, Howon University, Gunsan 54058, Korea

Sustainability, 2018, vol. 10, issue 2, 1-15

Abstract: The aim of this study was to investigate country image and attitudes on Tanzanian tourists’ intention to visit Korea. It also aimed to examine the moderating effects of destination and product familiarities in the relationship between country image and attitudes on future visit intention. We utilized data collected from 350 college students in Tanzania and found that participants’ cognitive image of Korea significantly influenced their affective image, in turn affecting attitudes toward country, products, and cuisine. Attitudes toward country, products, and cuisine, in turn, had positive effects on visit intention. We also showed the moderating effects of destination and product familiarities among the interrelationships.

Keywords: affective and cognitive images; attitude; destination and product familiarities; South Korea; Tanzanian college tourists (search for similar items in EconPapers)
JEL-codes: Q Q0 Q2 Q3 Q5 Q56 O13 (search for similar items in EconPapers)
Date: 2018
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