러시아인이 지각하는 한국의 국가 이미지와 관광지 이미지가 방문의도에 미치는 영향 : 문화친숙도의 조절효과

Abstract

Since 2014, as the visa-free policy between Korea and Russia was implemented, the number of Russian tourists visiting Korea has continued to increase. Therefore, this paper aims to examine the relationships among national image, destination image, and Russian tourist''s intention to visit South Korea. Furthermore, this study investigates the moderating effect of cultural familiarity on the proposed relationships. The survey was conducted from January to February, 2022. A total of 299 valid samples were used for the final analysis. The results show that national image affects destination image and visit intention positively, and destination image also has a positive effect on visit intention. In addition, it was found that the cultural familiarity partly moderates the relationships between national and destination image, and national image and visit intention.