On the destination image of Korea by Russian tourists

Abstract

This study investigates the importance of destination image as a determinant for the choice of a tourist destination. The inbound market examined is Korea while perceptions are captured from current and prospective Russian tourists. Empirical results show that a difference exists between visitors and non-visitors in terms of their perceived image of Korea. The study also finds that the relationship between overall image and loyalty to a destination is statistically significant. Regression results show in particular that Russians with a positive view of Korea are more likely to recommend Korea to others as a tourist destination.