2007 Annual International CHRIE Conference & Exposition
303
Table 2
Hierarchical Regression Results
Step1 Step2
Step in Hierarchical Regression
B Beta
p-value B Beta p-value
(constant) 2.916
.000
5.130
.000
Perceived Value (F1)
.528
.292
.000*
.019
.010
.919
Product
Information
(F2)
-.077
-.059
.350 .082 .063 .466
Step1
Site Properties (F3)
.191
.121
.050*
.082
.053
.536
Loyalty Program Use
-3.227
-1.486
.001*
Interaction*F1
.887
1.847
.000*
Interaction*F2
-.328
-.528
.043*
Step2
Interaction*F3
.084
.162
.665
(DV: Overall Satisfaction)
R
2
=.114 (F=12.808, p=.000)
R
2
=.163 (F=8.128, p=.000)
(constant) 1.719
.001
4.008
.000
Perceived Value
.803
.405
.000*
.324
.164
.089
Product
Information -.088
-.062
.308 .133 .093 .265
Step1
Site
Properties
.217
.126
.033*
.009
.005
.948
Loyalty Program Use
-3.367
-1.403
.001*
Interaction*F1
.793
1.492
.002*
Interaction*F2
-.432
-.627
.012*
Step2
Interaction*F3
.302
.522
.136
(DV: Complaint intention)
R
2
=.199 (F=24.418, p=.000)
R
2
=.226 (F=20.383, p=.000)
(constant) 2.378
.003
3.186
.026
Perceived Value
-.428
-.148
.035*
-.435
-.150
.165
Product Information
.335
.159
.016*
.208
.099
.286
Step1
Site Properties
.342
.136
.035*
.301
.120
.192
Loyalty Program Use
-1.217
-.348
.481
Interaction*F1
-.061
-.079
.884
Interaction*F2
.300
.299
.282
Step2
Interaction*F3
.038
.046
.908
(DV: Switching intention)
R
2
=.039 (F=3.945, p=.009)
R
2
=.057 (F=2.480, p=.017)
*p <.05
2007 Annual International CHRIE Conference & Exposition
304
EXAMINING THE RELATIONSHIP BETWEEN JEJU ISLAND’S IMAGE AND TOURISTS’ POST-
VISIT BEHAVIOR
Yumi Park
Oklahoma State University, School of Hotel & Restaurant Administration
Stillwater,
Oklahoma, USA
and
David Njite
Oklahoma State University, School of Hotel & Restaurant Administration
Stillwater, Oklahoma, USA
ABSTRACT
The purposes of this study were to examine the relationship of dimensions of destination image to tourists'
satisfaction and post-visit behavior on Jeju Island, Korea. The empirical study was carried out in Jeju Island, Korea
during summer in 2003. The Structure Equation Model (SEM) is used to understand and verify the relation of cause
and effect. The image of Jeju Island was assessed on four factors: “
Environment
”, “
Attractions
”,
“Value for
money”
, and
“Climate”
. Three factors “
Environment
”, “
Attractions
”, and
“Value for money”
, have a significant
effect on tourists’ satisfaction and post-visit behavior. The findings of this study contribute to development of the
marketing strategies to satisfy tourists’ needs
on Jeju Island, Korea.
Key words
: Destination image; Dimension of destination image; Satisfaction; Post-visit Behavior; Structure
Equation Model
INTRODUCTION
Despite its abstract nature, Image is one of the most important factors when tourists
choose a destination
(Chon, 1990) and many researchers have demonstrated that image has an influence on tourists’ attitudes, behaviors,
and motives, and on their selection of a tourism destination. Several studies reveal that destination image is part of
an overall impression concerning tourism destination attributes (Baloglu & McCleary, 1999), an affective response
to a tourism destination (Bigne, Sanchez & Sanchez, 2001), and an influence on preferences or visitation intentions
for a tourism destination (Boo & Busser, 2006; Milman & Pizam, 1995). It is, therefore, reasonable to
link image
and tourists’ behavior (MacKay & Fesenmaier, 1997); the more favorable the image of a tourism destination is, the
higher the satisfaction obtained from the experience of tourism (Bigne et al., 2001; Milman & Pizam, 1995). The
higher the satisfaction is, the higher the probability that the tourist will have the intention to revisit (Bigne et al.,
2001). Owing to the importance of image, various researchers have attempted to measure tourism destination
image in order to determine its relationship to satisfaction and behavior (Castro, Armario & Ruiz, 2007). Jeju
Island had been one of the most preferred destinations for Korea’s domestic tourists (Korea Tourism Organization,
2003) with honeymooners forming the greatest percentage of its visitors. However, Jeju
Island lost its position as
the most preferred honeymoon destination as well as the most preferred place to visit for other types of tourism
(KTO, 2003). Despite an increase in some types of tourism (
Groups, Family & Individual
, etc.), the number of
honeymooners has decreased consistently from 1993 to 2002 except the economic recession, 1997 to 1998. (Jeju
Tourism Association, 2003; Korea National Statistical Office, 2003). The major reasons for this downward trend
include limited attractions and cost factors (Jeju Tourism Association, 2003).
As
a result of this realization, Jeju Island must not only diversify its appeal to the convention and family
market based tourism, but also seek to improve its image as a destination. Therefore, this study is important and
helpful for experts or planners of tourism to improve Jeju Island’s tourism industry and to find some solutions in
order to overcome this situation.
The objectives of this study are 1) to examine the relationship between Jeju Island’s image and tourists’
satisfaction, 2) to examine the relationship between the tourists’ satisfaction and post-visit behavior, and s) to
suggest strategies that Jeju Island should adopt to improve its current marketing strategy.
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