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

 
2007 Annual International CHRIE Conference & Exposition 
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future behavioral intentions. Owing to the importance of these factors, anyone interested in tourism advertising, 
tourist information offices, public relations, and promotional instruments should consider image as a factor of 
tourists’ satisfaction and future behavior (Bigne et al., 2001).
Kolter, Bowen, and Makens (1996) have found the inter-relationship between image, quality, satisfaction, 
and post-purchase behavior. Also, several researchers focused on the inter-relationship between quality, satisfaction, 
and behavioral intentions (Baker & Crompton, 2000; Cronin, Brady & Hult, 2000). Perceived value, quality, and 
satisfaction are predictors of future behavioral intentions (Petrick, 2004; Tam, 2000). Bloemer and Ruyter (1998) 
explored the positive relationship between image and future behavior (after-purchase behavior) but also discussed 
service quality and customer satisfaction as a mediator. Also, Bigne et al. (2001) supported the influence of tourism 
image on consumer behavior. Chen and Tsai (2006) proposed that destination image is directly and indirectly related 
to perceived value, that is, “quality-satisfaction-behavioral intentions”. For example, in their study findings, Chen 
and Tsai (2006)’ showed that destination image and satisfaction have a direct influence on behavioral intentions. In 
this study, post-visit behavior is used interchangeably with other terms as: future behavior, post-purchase behavior, 
behavioral intentions, and future behavioral intentions which are mentioned in previous studies. 
Continuous research has provided evidence to show the importance of destination image and post-visit 
behavior. Therefore, destination image has a direct or indirect effect on post-visit behavior and has satisfaction as a 
mediator to clarify the relationship between destination and post-visit behavior. Based on the literature review, 
hypotheses of the study are as follows; 
Hypothesis 1
. There is a significant relationship between the image of Jeju Island and tourists’ satisfaction.
H1a
. There is a significant relationship between “
Environment
” and tourists’ satisfaction. 
H1b
. There is a significant relationship between “
Attraction
” and tourists’ satisfaction. 
H1c
. There is a significant relationship between 
“Value for money”
and tourists’ satisfaction. 
H1d
. There is a significant relationship between 
“Climate”
and tourists’ satisfaction. 
Hypothesis 2
. There is a significant relationship between customers’ satisfaction and post-visit behavior.