Differences of Host Country-Destination Image Assessment for International Students According to Risk Perception in COVID-19 Tourism
The study examined the comparative assessment of destination image according to the perception of COVID-19 and travel risk among international students. The online survey was administered to 786 international students enrolled in universities in Korea. Cluster analysis was performed, and three disti...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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SAGE Publishing
2023-07-01
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| Series: | SAGE Open |
| Online Access: | https://doi.org/10.1177/21582440231181592 |
| _version_ | 1827905807772024832 |
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| author | NaHyun Lee Bong-Seok Kim |
| author_facet | NaHyun Lee Bong-Seok Kim |
| author_sort | NaHyun Lee |
| collection | DOAJ |
| description | The study examined the comparative assessment of destination image according to the perception of COVID-19 and travel risk among international students. The online survey was administered to 786 international students enrolled in universities in Korea. Cluster analysis was performed, and three distinct clusters were identified based on risk perception. Destination image attributes were generated into four underlying dimensions: social environment, tourist environment, destination environment, and imagery, using the exploratory factor analysis. A revised Importance-Performance Analysis (IPA) method was utilized to assess the destination image of Korea and used to compare the expected performance of the attributes on each cluster. In addition, a revised IPA grid of each cluster was presented to unveil the satisfaction attributes of the destination image and suggest communication strategies. This study provides practical insights to destination marketers and organizations to design marketing strategies for international students. Further practical and theoretical implications are discussed. |
| first_indexed | 2024-03-13T00:47:17Z |
| format | Article |
| id | doaj.art-44df9a639ba44252b501b3f47b1f76ff |
| institution | Directory Open Access Journal |
| issn | 2158-2440 |
| language | English |
| last_indexed | 2024-03-13T00:47:17Z |
| publishDate | 2023-07-01 |
| publisher | SAGE Publishing |
| record_format | Article |
| series | SAGE Open |
| spelling | doaj.art-44df9a639ba44252b501b3f47b1f76ff2023-07-08T16:03:41ZengSAGE PublishingSAGE Open2158-24402023-07-011310.1177/21582440231181592Differences of Host Country-Destination Image Assessment for International Students According to Risk Perception in COVID-19 TourismNaHyun Lee0Bong-Seok Kim1Department of Hospitality Management, College of Hotel & Tourism Management, Kyung Hee University, Seoul, KoreaDepartment of Hospitality Management, College of Hotel & Tourism Management, Kyung Hee University, Seoul, KoreaThe study examined the comparative assessment of destination image according to the perception of COVID-19 and travel risk among international students. The online survey was administered to 786 international students enrolled in universities in Korea. Cluster analysis was performed, and three distinct clusters were identified based on risk perception. Destination image attributes were generated into four underlying dimensions: social environment, tourist environment, destination environment, and imagery, using the exploratory factor analysis. A revised Importance-Performance Analysis (IPA) method was utilized to assess the destination image of Korea and used to compare the expected performance of the attributes on each cluster. In addition, a revised IPA grid of each cluster was presented to unveil the satisfaction attributes of the destination image and suggest communication strategies. This study provides practical insights to destination marketers and organizations to design marketing strategies for international students. Further practical and theoretical implications are discussed.https://doi.org/10.1177/21582440231181592 |
| spellingShingle | NaHyun Lee Bong-Seok Kim Differences of Host Country-Destination Image Assessment for International Students According to Risk Perception in COVID-19 Tourism SAGE Open |
| title | Differences of Host Country-Destination Image Assessment for International Students According to Risk Perception in COVID-19 Tourism |
| title_full | Differences of Host Country-Destination Image Assessment for International Students According to Risk Perception in COVID-19 Tourism |
| title_fullStr | Differences of Host Country-Destination Image Assessment for International Students According to Risk Perception in COVID-19 Tourism |
| title_full_unstemmed | Differences of Host Country-Destination Image Assessment for International Students According to Risk Perception in COVID-19 Tourism |
| title_short | Differences of Host Country-Destination Image Assessment for International Students According to Risk Perception in COVID-19 Tourism |
| title_sort | differences of host country destination image assessment for international students according to risk perception in covid 19 tourism |
| url | https://doi.org/10.1177/21582440231181592 |
| work_keys_str_mv | AT nahyunlee differencesofhostcountrydestinationimageassessmentforinternationalstudentsaccordingtoriskperceptionincovid19tourism AT bongseokkim differencesofhostcountrydestinationimageassessmentforinternationalstudentsaccordingtoriskperceptionincovid19tourism |