Differences of Host Country-Destination Image Assessment for International Students According to Risk Perception in COVID-19 Tourism.

Publication date: Jul 14, 2023

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.

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Concepts Keywords
Covid COVID-19
Korea destination image
Marketers international students
Universities revised IPA
risk perception


Type Source Name
disease IDO host
disease IDO country
disease MESH COVID-19
drug DRUGBANK Riboprine
drug DRUGBANK Coenzyme M
disease IDO process
disease VO Gap
pathway REACTOME Reproduction
drug DRUGBANK Indoleacetic acid
drug DRUGBANK Diethylstilbestrol
drug DRUGBANK Dimercaprol
disease VO mouth
disease IDO quality
disease VO efficient
drug DRUGBANK Trestolone
drug DRUGBANK Cysteamine
drug DRUGBANK Proline
drug DRUGBANK Lamivudine
drug DRUGBANK Isoxaflutole
disease VO time
drug DRUGBANK Serine
disease VO population
drug DRUGBANK Dantron
drug DRUGBANK Ademetionine
disease MESH influenza
drug DRUGBANK Spinosad
drug DRUGBANK Iron

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