The impact of cognitive and affective image and the perceived risks about recommendation and revisit intention to Ganghwa-do as a tourism destination (관광목적지로서 강화도의 인지적·정서적 이미지와 지각된 위험이 추천의도·재방문의도에 미치는 영향)

김진수; 손해경

The impact of cognitive and affective image and the perceived risks about recommendation and revisit intention to Ganghwa-do as a tourism destination

Journal of Tourism Sciences
Abbr : JTS
2010, 34(3), pp.215-236
Publisher : The Tourism Sciences Society Of Korea
Research Area : Social Science > Tourism

김진수 ¹, 손해경 ²

¹경인여자대학
²한양대학교

Accredited

ABSTRACT

The aim of this study is finding out how the cognitive and affective images and perceived risks to Ganghwa-do affect tourists' future behavior intention. The study materials are based on the questionnaires collected by 213 tourists who visit Ganghwa-do. The verified result is summarized as follows: first, the cognitive image has the positive influence on the willingness to recommend, while perceived risks have the negative influence. Second, the cognitive image and perceived risks have the indirect affection on the revisit intention through the willingness to recommend, not direct affection. Third, the affective image doesn't have direct influence on intention of revisiting or recommendation. In conclusion, tourists' cognitive image rather than affective image affects the willingness to recommend positively. And therefore the chances are good that this willingness can be connected with revisit intention. On the other hand, perceived risks which are directive factors for decreasing willingness to recommend can lower the chances of the revisit intention.

KEYWORDS

Affective image, Cognitive image, Perceived risks, Revisit Intention, Intention to recommend

Citation status

* References for papers published after 2023 are currently being built.

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