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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.

Citation status

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