Abstract
Tourism is a pillar industry of South Korea"s national economy, and China is its largest source of inbound tourists. This study aimed to model the decision-making process for Chinese tourists who had travelled to South Korea. This study utilizes the Theory of Planned Behavior (TPB) with self-consistency and satisfaction variables integrated into the TPB model to explore visitors’ revisit and recommendation intentions. The study found that: 1) Satisfaction was the mediating variable in the TPB model to explain outbound tourists" post-experience intentions to revisit or make recommendations; 2) all TPB factors including attitude, subjective norms, and perceived behavioral control had a significant positive influence on tourist satisfaction; and 3) self-consistency had a significant positive influence on tourist satisfaction. At present, the South Korean government is actively promoting the restoration of a China-Korea strategic partnership and the recovery and development of the tourism industry. This study provides a reference for South Korea for tourism-related policies by emphasizing the importance of destination remarketing and branding.
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