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From branded exports to traveler imports: Building destination image on the factory floor in South Korea
Institution:1. Texas Christian University, 2722 West Berry Street, Fort Worth, TX 76109, USA;2. Australian National University, 26 Kingsley Street, Acton 2601, ACT, Australia;3. Aalto University School of Business, P.O. Box 21210, FI-00076 Aalto, Finland;1. National Institute of Applied Sciences and Technology (INSAT), Department of Biology, Laboratory of Plant Biotechnology, North Urban Center, BP 676, Cedex 1080 Tunis, Tunisia;2. 6′Com Laboratory, ENIT, El Manar University. BP 37, Le Belvedere, 1002 Tunis, Tunisia;3. National Institute of Physico-chemical Research and Analysis, Laboratory of Natural Substances, Sidi Thabet, 2020 Ariana, Tunisia;1. Agrophysical Research Institute, Saint Petersburg, Russia;2. Institute of Landscape Systems Analysis, Leibniz-Centre for Agricultural Landscape Research (ZALF), Müncheberg, Germany;1. School of Management, Jinan University, Guangzhou 510632, China;2. School of Management, University of South Australia, Adelaide, South Australia 5000, Australia;1. Dedman School of Hospitality, Florida State University, 288 Champions Way, UCB 4114, Tallahassee, FL 32306, United States;2. Eli Broad College of Business, The School of Hospitality Business, Michigan State University, Eppley Center, 645 N. Shaw Lane, East Lansing, MI 48824, United States
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
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