방한 중국인 관광객의 관광목적지 이미지가 관광만족과 행동의도에 미치는 영향

초록

This study examines the structural relationships among destination image, tourist satisfaction, revisit intention, and recommendation intention among Chinese tourists visiting Korea. Destination image is conceptualized as a five-dimensional construct consisting of cognitive, affective, unique, social, and cultural images. Data were collected through an online survey conducted from February 10 to February 25, 2026, and a total of 304 valid responses were analyzed using SPSS 29.0 and AMOS 29.0. The results show that cognitive, affective, social, and cultural images have significant positive effects on tourist satisfaction, whereas unique image does not have a statistically significant effect. Tourist satisfaction, in turn, exerts significant positive effects on both revisit intention and recommendation intention. These findings suggest that the post-visit behavioral intentions of Chinese tourists are influenced less by perceived uniqueness itself than by functional quality, emotional appeal, social environment, and cultural attractiveness. This study contributes to the literature by empirically verifying the multidimensional effects of destination image on tourist satisfaction and subsequent behavioral intentions in the context of Chinese inbound tourism to Korea. It also provides practical implications for destination marketing and management strategies.

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