Chinese tourists’ cognitive image of infrastructure, accessibility and service levels can
evoke their affective perception and satisfaction toward Korea. In addition, the
emotional content of the experience and satisfaction with destination attributes have an
impact on tourist loyalty.
Finally, this study revealed that tourist satisfaction significantly leads to tourist loyalty. This
finding concurs with the previous literature (
Chen and Tsai, 2007
;
Chi and Qu, 2008
;
Lee
et al.
,
2011
;
Prayag, 2009
;
Prayag and Ryan, 2012
). It reveals the important role that satisfaction plays
in developing tourist’s behaviors related to loyalty, including revisiting a destination, as well as
spreading positive WOM. This study provided empirical evidence that satisfaction directly and
positively affects tourist loyalty. Therefore, as satisfaction levels increase, the propensity to
return and recommend increases, which are all critical for loyalty.
Implications
Due to the growing number of Chinese outbound tourists and lavish expenditure during
their trip, a better understanding of Chinese tourists’ destination choices and loyalty is
critical for the Korean Government, the Korea Tourism Organization and tourism operators.
The present study can contribute to the knowledge of Chinese tourists in Korea and provide
insightful implications for the Korean tourism industry. First, our findings suggest that
destination image is a multi-faceted concept with certain formation mechanisms. That is,
the distinct roles of cognitive and affective images should be considered in the formation
process of the destination image. Thus, Korean destination managers must improve the
cognitive aspect of image which can also enhance tourists’ affective image. For example,
the Korean tourism industry should establish a more friendly tourism environment for
Chinese tourists, including direction signs in Chinese and Chinese docents in historical
sites. In that way, Chinese tourists might feel more comfortable and pleasant during their
trip to Korea and indeed enhance their future travel behaviors, such as repeating visitor
WOM. Second, satisfaction also plays a critical role in building loyalty. Thus, the Korean
tourism industry must understand and satisfy the demands of Chinese tourists. For
example, establishing regular satisfaction surveys at the airport or popular tourist sites can
be conducted for Chinese tourists. Once they are satisfied, they are more likely to revisit or
advocate Korea as a tourist destination. Finally, tourism marketers should develop various
actions to promote the strengths of the tourist destination. Hence, communication through
mass media such as TV dramas or movies may be included in these actions. Filming TV
dramas or movies at popular tourist sites can be a natural way to promote the tourist
destination and build its favorable image.
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