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In 2011 over 3–4 million tourists from Mainland China, Taiwan, Hong Kong, and Singapore visited South Korea. This study assumes that Chinese tourists are intraculturally different with respect to their tourist attitudes or behaviors, and attempts to determine the intracultural variances in the attitudes or behaviors of Chinese tourists amid an explosion of Mainland Chinese outbound tourist demand. Based on the results of empirical data analyses, two subcultural tourist groups, Mainland Chinese and Taiwanese, presented differences in their motivation to visit, their perceived image of Korea, their preferred attractions in Korea, their satisfaction level regarding their experiences in Korea, and tourist behaviors in Korea. [ABSTRACT FROM AUTHOR]

The goal of this study is to assess the effects the Korean food featured on the Korean TV drama seriesDaeganggeumhas on the perceptions of national image and intention to visit Korea by residents of Hong Kong, Taiwan, and Thailand. Estimates of structural equation models are used for samples from the three countries to produce information for comparing relationships between variables: on preferring Korean food, the national image of Korea, and the intention to visit Korea for food tourism. The results show similarities and differences between the three national groups. Virtually identical models are found for Hong Kong and Taiwan groups. However, the comparison of Hong Kong and Taiwan groups to the Thailand group demonstrate differences. Specifically, in the Thai sample, distinctiveness of Korean food culture significantly increases the intention to visit Korea for food tourism. All three national groups demonstrate that a strong relationship exists between the national image of Korea and the intention to visit Korea for food tourism. [ABSTRACT FROM AUTHOR]

This study develops a conceptual framework for destination brand equity that goes beyond image by adapting and expanding a multidimensional consumer-based brand equity scale for application within a tourism context. The empirical results, based on a consumer survey in Malaysia (n = 326) measuring the brand dimensions of Korea, identify the relational linkages between four principle brand equity dimensions (brand awareness, brand image, brand associations, and brand loyalty), and overall customer-based brand equity. The importance of brand image, associations, and awareness is confirmed, and the mediating role of brand loyalty in building destination brand equity is highlighted. [ABSTRACT FROM AUTHOR]

Cross-cultural understanding in tourism is a well-researched area, but in spite of great amount of time and money spent on cross-cultural training programs, this study suggests miscommunication continues to exist, caused by differences between expected and actual host or guest behavior. A gap, therefore, appears to exist between theory and practice. This article argues that much of this gap can be attributed to international tourists behaving in a manner that diverges from their expected cultural norms when they travel. They join a temporary 'tourist culture' that sanctions, and indeed, encourages alternate behavior. Tourist behavior, therefore, represents a combination of national and 'tourist' cultures. This proposition is tested by comparing the expected and actual behavior of Korean tourists visiting Australia. The study found that both tourists and frontline hotel staff noted that tourists behaved in a less restrained manner than expected. These findings have significant implications for cross-cultural training. [ABSTRACT FROM AUTHOR]

The goal of this study is to assess the influences that Korean pop culture has on Hong Kong residents' perceptions of Korea as a potential tourist destination. Among the 500 distributed questionnaires, 456 were collected. Finally, 440 usable surveys were used for data analysis after eliminating 16 questionnaires with multiple missing answers that were deemed unusable. Data analyses produced many meaningful results. For example, respondents who were less educated and tended to spend more on Korean cultural products had a higher intention to visit Korea after they tasted Korean food. Expenditures on Korean cultural products were a significant contributor to Hong Kong residents' intention to visit Korea after experiencing the three types of Korean pop culture used in this study. Results of this study confirm those of previous studies, which found that the media had a significant influence on a person's choice of tourist destination. [ABSTRACT FROM AUTHOR]

This study will focus on Japanese tourists who make up the largest international tourist market for Hawaiian tourism. The goal of this study was to explore the potential of the segmentation of Japanese tourists by their specific tour purpose. Respondents indicated five main purposes such as honeymoon tourism (10.8%), fraternal association tourism (17.8%), sports tourism (33.8%), tourism for rest and relaxation (7.6%), and business/VFR tourism (29.9%). According to results of one-way ANOVA test, chi-square test, and correspondence analysis, respondents' characteristics were differently shown on the basis of tour purpose-based segments. Thus, it is concluded that tour purpose-based segmentation is very useful and straightforward in practical application. Finally, the results of this study are expected to establish marketing strategies for attracting more Japanese tourists and providing satisfaction through differentiating demands according to the main purpose of their tour. [ABSTRACT FROM AUTHOR]