The Moderating Effect of Travel Experience in a Destination on the Relationship Between the Destination Image and the Intention to Revisit

摘要

This article is the first outcome of a two-part study examining American college students' perceptions of South Korea as a travel destination. The study, as a whole, verifies whether students' destination image formation is affected differently by their travel experience in a destination. In other words, this article investigates whether students' travel experience during college reinforces their image formation in a destination and affects their future travel decision making and choices. A total of 770 valid questionnaires were collected from 4-year educational institutions in the United States through an online survey. Factor analysis and hierarchical multiple regression were used to determine the moderating effect of travel experience to a destination on the relationship between the destination image and the intention to revisit. The results of this study showed that the travel experience reinforced individuals' image of a destination collectively and positively affected the intention to revisit; however, findings revealed that students' travel experience at the destination has negatively influenced on their image if it is related to the cultural factor.View full textDownload full textKeywordsdestination image, moderating effects, travel, American college students, South KoreaRelated var addthis_config = { ui_cobrand: "Taylor & Francis Online", services_compact: "citeulike,netvibes,twitter,technorati,delicious,linkedin,facebook,stumbleupon,digg,google,more", pubid: "ra-4dff56cd6bb1830b" }; Add to shortlist Link Permalink http://dx.doi.org/10.1080/19368623.2012.626745