A Structural Relationship between Factors of Country Brand Image, Perceived Value, Satisfaction, and Behavioral Intention: Focused on Multinational Tourists

Ahyoung Yoon; Yoon Ji-Hwan

In today’s globalized society, many countries have taken advantage of their country brand image as a symbol of their country's competitive power. To manage country brand image effectively, it is needed to investigate an empirical research which factors most significantly effect country brand image. This study examined the relationship between each factor constructing country brand image and foreign tourists’ perceived values using the SEM. As a result, the factors shown to positively affect tourist's perceived values are culture and tourism, economy, people, and the relationship with their home country. Among the factors which influence country brand image, culture and tourism have the most significant power affecting tourist’s perceived value. However, political factors negatively influence the perceived value which implies that Korea’s political and welfare system should be more stable and improved. The perceived value influenced tourists’ satisfaction and behavioral intention, showing that satisfaction plays a key role as a mediator between perceived value and behavioral intention.

Citation status

KCI Citation Counts (17)
열림/닫힘 버튼
REFERENCES (51)
열림/닫힘 버튼
* 2021년 이후 발행 논문의 참고문헌은 현재 구축 중입니다.

[web] / 국가브랜드위원회 / http://www.koreabrand.net/gokr/kr/index.do

[journal] 김기호 / 2011 / The Effects of Island Tourism Destination on Experiences Quality, Perceived Value, Customer Satisfaction, Customer Defection, and Revisit Intention: The Case of GeoJe․TongYoung․GoSeong Tourist Destination / 관광학연구 / 한국관광학회 35(9) : 297~318

[journal] 김성필 / 2011 / The Effects of Exhibition’s Image On Visitors’ Perceived Value, Satisfaction, and Revisit Intention / 한국항공경영학회지 / 한국항공경영학회 9(1) : 3~26

[journal] 김유경 / 2008 / A Study on the effect of Attitude toward a Nation Brand to the Intentions of the Nation's Product Purchase :Focusing on the Chinese Hallyu (Korean Wave) / 커뮤니케이션학 연구 / 한국커뮤니케이션학회 16(2) : 35~56

[journal] 김유경 / 2011 / A study on antecedents for the evaluation of nation brand value : Components of nation brand equity and their causal structure / 광고학연구 / 한국광고학회 22(6) : 29~52

[journal] 박인규 / 2012 / Analysis on Effects of Chinese Students’ Images of Korea on Tourism Expectations / 관광연구 / 대한관광경영학회 27(5) : 219~236

[other] 삼성경제연구소 / 2012 / 2011국가브랜드지수결과 / SERI 이슈페이퍼

[journal] 안종석 / 2005 / Multifaceted Coutry Image and its Impact on Product Evaluation and Brand Attitude: A Case for Chinese Consumers / 국제경영연구 / 한국국제경영학회 16(2) : 63~90

[book] 우종필 / 2012 / 구조방정식모델 개념과 이해 / 한나래

[journal] 이명식 / 2012 / The Effect of Country Image on Tourist Destination Attitudes and Behavioral Intentions / 관광학연구 / 한국관광학회 36(1) : 157~178

[journal] 이연정 / 2008 / Influences of Globalization Strategy Factors of Korean Food on Country Image, Attitudes toward Korea and Product Buying Intention of Chinese and Japanese Customers / 호텔경영학연구 / 한국호텔외식경영학회 17(3) : 117~135

[journal] 이용희 / 2010 / The Effects of the Emotion on National Image, Tourist Attitude and Behavioral Intention. -Focus on French- / 호텔경영학연구 / 한국호텔외식관광경영학회 19(2) : 39~56

[journal] 이정학 / 2007 / The Impact of Restaurant Service Quality on Perceived Value, Satisfaction, and Behavior Intention / 관광학연구 / 한국관광학회 31(5) : 97~118

[journal] 이태희 / 2011 / Segmentation of Korean Domestic Tourism Market and Analysis of Satisfaction and Royalty of Each Segment / 관광학연구 / 한국관광학회 35(2) : 145~165

[journal] 임성택 / 2008 / A Study on the Country of Tourism and Consumer's Evaluation:The Effect of Channel, Product, Country Familiarity / 관광연구저널 / 한국관광연구학회 22(2) : 109~123

[journal] 전형규 / 2010 / A Study on the Structural of Characteristics in Tourism Site, Tourists' Perceived Value, Satisfaction and Behavioral Intention / 관광연구 / 대한관광경영학회 25(3) : 237~258

[journal] 주현식 / 2007 / The effect of LOHAS Korean Waves on Korea Images and Attitude towards Korea / 관광학연구 / 한국관광학회 31(4) : 305~324

[journal] 최병길 / 2012 / The Affects of Tourist's Perceived Value on Satisfaction and Behavioral Intentions in Jeju Tourists / 관광학연구 / 한국관광학회 36(4) : 101~119 / http://dx.doi.org/

[journal] Anholt. S. / 2005 / Anholt Nation Brands Index; How Does World SeeAmerica? / Journal of Advertising Research 45(3) : 296~304

[journal] Atilgan, E. / 2005 / Determinants of the BrandEquity; A Verification Approach in the Beverage Industry in Turkey / Marketing Intelligence & Planning 23(30) : 237~248

[journal] Baldauf, A. / 2003 / Performance Consequences ofBrand Equity Management : Evidence from Organizations in theValue Chain / Journal of Product and Brand Management 12(4) : 220~236

[journal] Baloglu, S. / 2001 / Image Variations of Turkey by Familiarity Index : Informational and Experiential Dimensions / Tourism Management 22(2) : 127~133

[journal] Boksberger, P. E. / 2011 / Perceived Value : A CriticalExamination of Definitions, Concepts and Measures for the ServiceIndustry / Journal of Service Marketing 25 : 229~240

[journal] Caldwell, N. / 2004 / The Differences between Branding aCountry, a Region and a City : Applying the Brand Box Model / Journal of Brand Management 12 : 50~61

[journal] Chen, C. / 2010 / Experience Quality, Perceived Value, Satisfactionand Behavioral Intentions for Heritage Tourists / Tourism Management 31(1) : 29~35

[journal] Chen, C. F. / 2007 / How Destination Image and EvaluativeFactors Affect Behavioral Intentions? / Tourism Management 28(4) : 1115~1122

[journal] De Chernatony, L. / 2001 / Cooperative Branding for RuralDestinations / Annals of Tourism Research 29(3) : 720~742

[journal] Fetcherin, M. / 2010 / The Determinants and Measurement of a CountryBrand : the Country Brand Strength Index / International MarketingReview 27(4) : 466~479

[journal] Fan, Y. / 2006 / Branding the Nation: What Is Being Branded? / Journal ofVacation Marketing 12(1) : 5~14

[journal] Gallarza, M. G. / 2006 / Value Dimension, Perceived Value, Satisfaction and Loyalty : an Investigation of University Students’Travel Behaviour / Tourism Management 27(3) : 437~452

[journal] Hui, T. K. / 2010 / Tourists’ Satisfaction, Recommendationand Revisiting Singapore / Tourism Management 28(4) : 965~975

[journal] Hutchinson, J. / 2009 / Understanding the Relationshipsof Quality, Value, Equity, Satisfaction, and Behavioral Intentionsamong Golf Travelers / Tourism Management 30(2) : 298~308

[journal] Kim, W. / 2009 / Influence of International DINESERV onCustomer Satisfaction, Return Intention, and Word-of-Mouth / International Journal of Hospitality Management 28(1) : 10~17

[book] Kleppe, I. / 2006 / Company versus country branding, ‘same, same but different’ / Copenhagen business school press : 217~246

[journal] Kotler, P. / 2002 / Country as Brand, Product, and Beyond:A Place Marketing and Brand Management Perspective / Journal of Brand Management 9(4/5) : 249~261

[journal] Lee, C. / 2007 / Investigating the Relationships amongPerceived Value, Satisfaction, and Recommendations : The Case ofthe Korean DMZ / Tourism Management 28(1) : 204~214

[journal] Lee, T. / 2009 / A structural model to examine how destination image, attitude, and motivation affect the future behavior of tourists / Leisure science : An interdisciplinary journal 31(3) : 215~236

[journal] Maklan, S. / 1997 / Reinventing the Brand : Bridging the Gapbetween Customer and Brand Value / Journal of Product and BrandManagement 6(2) : 119~129

[journal] Martin, I. / 1993 / Measuring a multi-dimensional construct : country image / Journal of business research 28 : 191~210

[journal] Milman, A. / 1995 / The Role of Awareness and Familiaritywith a Destination : The Central Florida Case / Journal of TravelResearch 33(3) : 21~27

[book] Nunnally, J. C. / 1978 / Psychometric Theory / McGraw Hill

[journal] Oliver, R. L. / 1981 / Measurement and Evaluation of Satisfaction Processesin Retail Settings / Journal of Retailing 57(3) : 25~48

[journal] Petrick, J. F. / 2002 / Development of a Multi-Dimensional Scale forMeasuring the Perceived Value of a Service / Journal of LeisureResearch 34(2) : 119~134

[journal] Roth, K. P. / 2008 / Home Country Image, Country Brand Equity andConsumer’s Product Preferences : An Empirical Study / ManagementInternational Review 48(5) : 577~602

[journal] Ryu, K. / 2008 / The Relationships Among OverallQuick-Casual Restaurant Image, Perceived Value, CustomerSatisfaction, and Behavioral Intentions / International journal ofhospitality management 27 : 459~469

[journal] Ryu, K. / 2012 / The Influence of the Quality of thePhysical Environment, Food, and Service on Restaurant Image, Customer Perceived Value, Customer Satisfaction, and BehavioralIntentions / International Journal of Contemporary HospitalityManagement 24(2) : 200~223

[journal] Sheth, J. N. / 1991 / Why We Buy What WeBuy : A Theory of Consumption / Journal of Business Research 22(2) : 159~170

[journal] Stokburger, S. N. / 2011 / The Relevance of Visitors’ Nation Brand Embeddednessand Personality Congruence for Nation Brand Identification, VisitIntentions and Advocacy / Tourism Management 32(6) : 1282~1289

[journal] Sweeney, J. / 2001 / Consumer perceived value: The developmentof a multiple item scale / Journal of retailing 77 : 203~220

[journal] Wang, C. H. / 2012 / Country Image, Product Image and Consumer Purchase Intention : Evidence From anEmerging Economy / International Business Review 21(6) : 1041~1051

[journal] Zeithaml, V. A. / 1988 / Consumer Perception of Price, Quality and Value : AMeans-End and Synthesis of Evidence / Journal of Marketing 52(3) : 2~22

KJC Korea
Journal Central

Statistics

Tools

Sharing

Issue List

Citation status