Comparative Study on Tourism Image of China and Japan for the Promotion of Visitation of Korean Travelers

Abstract

Purpose – The image of destination has an influence on the satisfaction of tourists therefore, DMO (Destination Management Organization) try to find perceived image of own destination for the visitors. This study examined to understand the image of popular tourism destination of Korean outbound market. Design/Methodology/Approach – To conceptualize the image of destination of China and Japan using destination attributes which was suggested by the studies on push and pull factor theory of tourists motivation. According to push-pull theory, choosing a certain destination is the result of the tourists choice based on the interaction between push and pull factors. 24 destination image attributes were adopted for importance-performance analysis. The research was conducted by 220 questionnaires to convention attendees. Findings – According to the survey, it was found that Korean travelers who want to travel to China or Japan prefer destinations that provide intellectual information about rich history and culture, low travel costs and local prices, exciting tourist attractions, beautiful natural scenery, and history and culture. In the regression analysis, respondents were satisfied with natural beauty, historical and cultural places, and low travel expenses in China, and in case of Japan, they were satisfied with various regional festivals and cuisine. Research Implications – This research on image based on the tourism destination attributes give us understanding to understand the motivation of Korean travelers to China and Japan in the perspective of what kind of experience they pursuit in.