Exploring Cultural Familiarity,National Image Perception,and Travel Intention:A Survey of Potential South Korean Tourists to China
LI Lan;
Since the full liberalization of South Korea's overseas travel in 1989,the number of outbound Korean tourists has grown steadily at an annual rate of approximately 10%,with China emerging as one of the key destinations.This study focuses on potential South Korean tourists planning to visit China.By designing and distributing questionnaires on cultural familiarity,travel intention,and national image perception,the research employs multidimensional statistical methods—including correlation analysis,multiple regression analysis,moderated regression analysis,and one-way ANOVA-to investigate the relationship between cultural familiarity and travel intention,while examining the moderating effect of national image.The findings reveal that cultural affinity significantly and positively influences travel intention.Additionally,national image plays a notable moderating role in the relationship between cultural familiarity and travel intention.Furthermore,distinct age groups exhibit significant differences in cultural familiarity.Based on these results,the study proposes targeted marketing strategies for promoting Chinese tourism in the South Korean market.
CAJViewer7.0 supports all the CNKI file formats; AdobeReader only supports the PDF format.