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Examining the Relationships of Image and Attitude on Visit Intention to Korea among Tanzanian College Students: The Moderating Effect of Familiarity

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  • Sung-Bum Kim

    (College of Business Administration, Inha University, 421B Building #6, Incheon 22201, Korea)

  • Ki-Joon Kwon

    (Division of Food & Culinary Science, Howon University, Gunsan 54058, Korea)

Abstract

The aim of this study was to investigate country image and attitudes on Tanzanian tourists’ intention to visit Korea. It also aimed to examine the moderating effects of destination and product familiarities in the relationship between country image and attitudes on future visit intention. We utilized data collected from 350 college students in Tanzania and found that participants’ cognitive image of Korea significantly influenced their affective image, in turn affecting attitudes toward country, products, and cuisine. Attitudes toward country, products, and cuisine, in turn, had positive effects on visit intention. We also showed the moderating effects of destination and product familiarities among the interrelationships.

Suggested Citation

  • Sung-Bum Kim & Ki-Joon Kwon, 2018. "Examining the Relationships of Image and Attitude on Visit Intention to Korea among Tanzanian College Students: The Moderating Effect of Familiarity," Sustainability, MDPI, vol. 10(2), pages 1-15, January.
    • Handle: RePEc:gam:jsusta:v:10:y:2018:i:2:p:360-:d:129488
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    References listed on IDEAS

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    Cited by:

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    2. Zulkarnain Siregar, 2022. "Resources Based View in Destination Image and Tourist Attitude Influence on Tourist Intention through Tourist Satisfaction to Visit Cultural Heritage in Indonesia," GATR Journals jmmr292, Global Academy of Training and Research (GATR) Enterprise.
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    5. Dangelico, Rosa Maria & Alvino, Letizia & Fraccascia, Luca, 2022. "Investigating the antecedents of consumer behavioral intention for sustainable fashion products: Evidence from a large survey of Italian consumers," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    6. Eriks Varpahovskis & Kadir Jun Ayhan, 2022. "Impact of country image on relationship maintenance: a case study of Korean Government Scholarship Program alumni," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 18(2), pages 52-64, June.
    7. Matiza Tafadzwa & Slabbert Elmarie, 2020. "Understanding the Country Image-Travel Motivation Nexus in Emerging Tourism Typologies for South Africa," Polish Journal of Sport and Tourism, Sciendo, vol. 27(3), pages 28-33, September.
    8. Alvino, Letizia & Dangelico, Rosa Maria, 2022. "Investigating the antecedents of consumer behavioral intention for sustainable fashion products: Evidence from a large survey of Italian consumers," Other publications TiSEM ed6b6a75-2a9f-4b6e-8076-9, Tilburg University, School of Economics and Management.
    9. Feng Xu & Xuejiao Lin & Shuaishuai Li & Wenxia Niu, 2018. "Is Southern Xinjiang Really Unsafe?," Sustainability, MDPI, vol. 10(12), pages 1-21, December.
    10. Lili Sun & Jong-Woo Jun, 2022. "Effects of Hallyu on Chinese Consumers: A Focus on Remote Acculturation," Sustainability, MDPI, vol. 14(5), pages 1-23, March.
    11. Agag, Gomaa & Aboul-Dahab, Sameh & Shehawy, Yasser Moustafa & Alamoudi, Hawazen O. & Alharthi, Majed D. & Hassan Abdelmoety, Ziad, 2022. "Impacts of COVID-19 on the post-pandemic behaviour: The role of mortality threats and religiosity," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    12. Suyeon Nam & Yejin Oh & Seungri Hong & Seungwon Lee & Woo-Hyuk Kim, 2022. "The Moderating Roles of Destination Regeneration and Place Attachment in How Destination Image Affects Revisit Intention: A Case Study of Incheon Metropolitan City," Sustainability, MDPI, vol. 14(7), pages 1-7, March.
    13. Singgih SANTOSO, 2019. "Examining Relationships between Destination Image, Tourist Motivation, Satisfaction, and Visit Intention in Yogyakarta," Expert Journal of Business and Management, Sprint Investify, vol. 7(1), pages 82-90.
    14. Shafaqat Mehmood & Changyong Liang & Dongxiao Gu, 2018. "Heritage Image and Attitudes toward a Heritage Site: Do They Really Mediate the Relationship between User-Generated Content and Travel Intentions toward a Heritage Site?," Sustainability, MDPI, vol. 10(12), pages 1-26, November.
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