Tourism destination image modification process: Marketing implications

Abstract This article, using the traveller behaviour model presented by Gunn 1 in conjunction with an empirical analysis of American tourists travelling overseas, examines how the tourist destination image and tourist perceptions are modified and enhanced through travel to that destination. A survey questionnaire of first-time travellers to South Korea revealed a positive change in attitude to factors such as safety and scenery, as a result of the touristic experience. Marketing implications for South Korea are drawn.

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