This article, using the traveller behaviour model presented by Gunn1in 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.
ASJC Scopus subject areas
- Tourism, Leisure and Hospitality Management
- Strategy and Management