A case study of Korean outbound travelers’ destination images by using correspondence analysis

Abstract

This study delineates destination–country images perceived by Korean travelers to Asia/Pacific, North America, and Europe, respectively. The results from the frequency analysis show that travelers to Asia/Pacific and North America felt their travel destinations possessed an "adventuresome" image, while those who traveled to Europe perceived it had "many interesting places". To further reveal the unique images of Asia/Pacific, North America, and Europe, a correspondence analysis on 17 image attributes was employed. Various suggestions are provided to help practitioners launch effective strategies to entice future tourist demand, as well as meeting needs concerning the study of "image".