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*, Mikael Andehn

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

15 Citations (Scopus)

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. (C) 2015 Elsevier Ltd. All rights reserved.

Original languageEnglish
Pages (from-to)298-309
Number of pages12
JournalTourism Management
Volume52
DOIs
Publication statusPublished - Feb 2016
MoE publication typeA1 Journal article-refereed

Keywords

  • Product-country image
  • Tourism-destination image
  • Commercial relevance of place
  • Country-of-origin effect
  • Country brand image
  • Desired interaction
  • Visit intention
  • COUNTRY-OF-ORIGIN
  • PRODUCT EVALUATIONS
  • ATTITUDE
  • MODEL
  • CONSTRUCT
  • ANIMOSITY
  • FASHION

Cite this