중국 소비자의 한국 재방문 유도를 위한 관광 및 유통 전략에 관한 연구: 모바일 사용의 조절 효과를 중심으로 = Motivating Chinese Consumers to Revisit Korea: Moderating Effect of Mobile Usage

다국어 초록 (Multilingual Abstract)

With the rise of mobile users, destination images are widely promoted through mobiles in China. Destination images have two components: affective and cognitive. Between the two images, which one should be highlighted to attract more Chinese visitors through mobiles? Answering this question is timely and relevant as the number of Chinese visitors to Korea has begun to decline. Yet, less is known about how mobile usage influences destination images. A survey of 2,100 Chinese, who had visited Korea, was analyzed using a structural equation model. The results show that affective(vs. cognitive) destination images lead to a higher intention to revisit Korea. In addition, the effects become stronger to high(vs. low) mobile users. Theoretical contribution mainly concerns examining the revisit intention as an outcome variable. Also, this paper highlights a role of mobile touchscreen which can induce a feeling-based thinking orientation in the domain of tourism. A major practical contribution to managers in marketing, tourism, and service industries are that it is important to highlight affective images of Korea through mobiles. Our results also show that promoting cognitive images of Korea are still important as they serve as antecedents to affective images.

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