Corporate image and destination image: the moderating effect of the motivations on the destination image of Spain in South Korea

The research objective is to analyse the destination image and corporate image of Spain among the Korean university population. We study the moderating effect of the motivation between two potential groups of tourists, escapers (tourists who travel for relaxation) and seekers (tourists who travel for seeking culture). Information was collected in South Korea via a questionnaire and the data were analysed using structural equation and multi-group analysis. For both groups, the results show that the corporate image has influence on the cognitive component of the destination image, motivation impacts on the cognitive and affective dimensions, and the cognitive component effects the affective component.     

The role of information sources and image on the intention to visit a medical tourism destination: a cross-cultural analysis

This paper intends to analyze: 1) how information sources, eWOM, and image influence the intention to visit a medical tourism destination;2) the moderating role of culture and 3) cross-cultural differences based on Hofstede’s individualism and uncertainty avoidance. A total of 534 responses were collected using a panel of internet users from six different countries and data were analyzed using structural equation modeling and a series of t-tests. The results show that information sources influence cognitive impressions and in conjunction with overall image and medical cognitive image influence the intention to visit a medical tourism destination. Furthermore, individualism and uncertainty avoidance have a moderating effect among these variables and cross-cultural differences exist in the degree of importance given to information sources, eWOM, image perceptions, and intention.