The Influence of the Service Quality and Image of the Free Trade Island on Tourists' Purchase Intention: A Comparative Study of Hainan Island and Jeju Island

Abstract

Zhang, Y.N.; Tang, X.R.; Liu, Z.Y., and Xiong, G.X., 2020. The influence of the service quality and image of the free trade island on tourists' purchase intention: A comparative study of Hainan Island and Jeju Island. In: Li, L. and Huang, X. (eds.), Sustainable Development in Coastal Regions: A Perspective of Environment, Economy, and Technology. Journal of Coastal Research, Special Issue No. 112, pp. 279-284. Coconut Creek (Florida), ISSN 0749-0208.This research analyzes how the service qualify and image of the free trade island affect tourists' purchase intention by launching comparative study with Hainan Island of China and Jeju Island of South Korea. Data is collected by conducting questionnaires and analyzed through structural model in this study. SPSS is used to verify the reliability and validity of the questionnaire data and AOMS is used to construct equation analysis. The main results are as follows: (1) Service quality in the Hainan Free Trade Island has no significant effect on emotional value but has an impact on functional value. Service quality has a positive impact on functional value and emotional value in Jeju Free Trade Island. (2) The image of Hainan and Jeju Free Trade Island has a positive impact on emotional value and functional value. (3) The importance of customer value is observed. Functional value and emotional value have a positive impact on purchase intention for both Hainan and Jeju Island. The purchase intention can be improved by increasing customer value. (4) Through this research, we can know the influence of service quality and the image of free trade island on tourists' purchase intention. Although both Hainan and Jeju Island are free trade island, the correlation between those variables is different due to different culture, nature and physical environment of the two islands. The local government can improve the customer value by improving the service quality and image of the free trade island, so as to enhance the purchase intention of tourists and thus promote the economic and tourism development of the two islands.