Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

Figure 2 
Tourists by categories (1993-2002) 
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
Group
Excursion
Honeymoon
Family & Individual
Foreigner
Source: Jeju Tourism Association (2003). 
 
METHODOLOGY 
The survey was carried out in two phases. The initial study (pilot study) was a questionnaire administered 
to thirty (30) tourists. The purpose of the pilot study was to establish the content validity and the reliability of the 
survey instrument. The empirical study was carried out in Jeju Island, Korea between the dates of July 30
th
to 
August 3
rd
in 2003 at the Jeju international airport and the Jungmun Tourism Complex, Jeju. This is a period of time 
when Korean domestic tourism is at its peak. Convenient sampling of a nonprobability sample was used in this 
study. Convenient sampling of a nonprobability sample was used in many previous studies about destination image 
(Chen & Tsai, 2007; Bigne, et al., 2001; MacKay & Fesenmaier, 1997). Applying the convenient sampling, a total 
of 339 tourists which are 147 tourists at the Jeju International Airport and 192 tourists at the Jungmun Tourism 
Complex, Jeju completed the distributed self-administered questionnaires to be the most reliable way to obtain 
responses (Lee, et al., 2005; Kozak, 2001; Baloglu & McCleary; 1999). The questionnaires consist of sixteen items 
that measure image adapted from Baloglu and McCleary (1999), and Milman and Pizam (1995) works. Of these 339 
response questionnaires, 310 respondents were usable (91.44%). Data were analyzed using SPSS and AMOS. T-test 
and One-way ANOVA were carried out to establish differences. Through structural equation modeling, the 
relationship among destination image, satisfaction, and post-visit behavior (intention to revisit and to recommend) 
was examined.
RESULTS 
The demographic profiles of the respondents indicated that the gender of the respondents was almost 
equally distributed, with 47.7 % male and 52.3% female. The age of the respondents was categorized into 19 and 
less years old (2.3%), 20 to 29 years old (27.7%), 30 to 39 years old (41.6%), 40 to 49 years old (12.9%), and 50 and 
over years old (15.5%). A majority of the respondents had a College/University (66.5%) education, followed by 
graduate school (10.6%).

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