본문 바로가기
  • Home

Reciprocal Relationships between Destination Image and Festival Image

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2009, 33(7), pp.355-378
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

Moon Youn Hee 1 채영석 2 Cho, Yong-Sang 1 Choi Jiho 1

1전남대학교
2주)농업회사법인 삼호중앙

Accredited

ABSTRACT

This study examined the reciprocal relationship between destination image and festival image. In order to do this, four different structural equation models, which specify different relationships between destination image, festival image and destination loyalty, has been developed. Data were collected from 131 visitors from the 2008 Gwangju Biennale. The results support partial mediation models of destination image and festival image. This suggests that even though destination loyalty might be directly influenced by both destination image and festival image, it also could be mediated by both variables. Particularly, the mediating effect of destination image was more significant than that of festival image in explaining destination loyalty. A discussion of the key findings and directions for future research were provided.

Citation status

* References for papers published after 2022 are currently being built.