Destination Images of Korea: An Alaskan Perception

Brandon Walcutt


Image plays a significant influencing role in destination selection. This study was conducted with the specific goal of determining the destination images of Korea as perceived by both Alaskan travelers and travel agents as a proxy for the general American population. Components of the image construct were identified through the collection of structured and unstructured data. The results showed that both groups possess somewhat different images of the same region of which are, to a degree, contrary to the images promoted by the marketers of Korea. Recommendations are provided to offer valuable direction to Korean tourism officials and marketers to better promote the region to Alaskans and Americans overall.

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