미국관광객이 한국방문의사를 결정하는데 있어 영향을 미치는 요인에 대한 연구 = Research Articles : Factors Influencing American`s Intentions to Vacation in South Korea

다국어 초록 (Multilingual Abstract)

The aim of this research was to develop, and to empirically test, a model explaining Americans` intentions to vacation for the first time in South Korea. Based on a review of the relevant literature, key factors influencing travelers` intention to visit South Korea were identified as information source usage, cognitive and affective destination image, and perceived risks were identified. The results of the SEM (Structural Equation Modeling) analyses showed that respondents reporting both a high cognitive destination image and a high affective destination image of South Korea, as well as low perceived risks of vacationing in this country, had greater intention to visit it. Similarly, respondents reporting a high cognitive image of South Korea and low perceived risks of vacationing in South Korea also reported having high affective image. Additionally, respondents who frequently obtained information on South Korea were found to have a high cognitive image of this country and low perceived risks of vacationing there.

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