TY - JOUR

T1 - From branded exports to traveler imports

T2 - Building destination image on the factory floor in South Korea

AU - Ryu, Jay Sang

AU - L'Espoir Decosta, Patrick

AU - Andéhn, Mikael

PY - 2016/2/1

Y1 - 2016/2/1

N2 - In international marketing, it is believed that a positive image of an exporting country positively influences consumer behavior toward products from that country. An emerging notion is that a reverse effect may exist in which positive evaluations of products lead to equally positive image of the origin country. Based on a sample of 500 American purchasers of South Korean products the relationship between product purchasing and intention to visit is explored using SEM in a model that links product evaluation with an intention to visit. The study confirmed that consumers' willingness to interact with South Korea based on past product purchasing was a significant indicator of their intentions to visit the country.

AB - In international marketing, it is believed that a positive image of an exporting country positively influences consumer behavior toward products from that country. An emerging notion is that a reverse effect may exist in which positive evaluations of products lead to equally positive image of the origin country. Based on a sample of 500 American purchasers of South Korean products the relationship between product purchasing and intention to visit is explored using SEM in a model that links product evaluation with an intention to visit. The study confirmed that consumers' willingness to interact with South Korea based on past product purchasing was a significant indicator of their intentions to visit the country.

U2 - 10.1016/j.tourman.2015.07.004

DO - 10.1016/j.tourman.2015.07.004

M3 - Article

VL - 52

SP - 298

EP - 309

JO - Tourism Management

JF - Tourism Management

SN - 0261-5177

ER -