2. AGENDA INTRODUCTION LITERATURE REVIEW AND PROPOSITIONS 2.1. Tourism Image 2.2. Nation Image 2.3. Tourism Cognitive Image and Nation Cognitive Image 2.4. The Relational-behavioral Model 2.5. Role of Previous Visit 2.6. Nationality Effect METHODOLOGY RESULTS 4.1. Dimensions of Tourism Image and Nation Image 4.2. Linkages between Tourism Cognitive Image and Nation Cognitive Image 4.3. The Relational-behavioral Model 4.4. Role of Previous Visit 4.5. Nationality Effect CONCLUSIONS AND IMPLICATIONS
3. 1. INTRODUCTION “How many people can actually say getting through Mumbai Airport is an incredible experience?” http://www.spiceye.com/travel/incredible-india/
4. Tourism Image Relationship Behavioral Outcome Nation Image Objectives of the Study Previous Visit Nationality
6. Tourist Experience Tourist Generating Region Tourist Destination Region Tourist Destination Region Transit Region Destination Image Tourism Image
7. Proposition 1: Tourism image is a multidimensional construct comprised of a variety of tourism experiences. Hypothesis 1a: Marketing-derived and non-marketing-derived experiences form two distinct dimension of cognitive tourism image. Hypothesis 1b: A totality of tangible and intangible features of experiences forms a distinct dimension of cognitive tourism image. Hypothesis 1c: There are three distinct dimensions of cognitive tourism image resulting from core, peripheral, and miscellaneous tourism experiences at the destination. Hypothesis 1d: Experiences at the tourist origins and during transit form two distinct dimensions of cognitive tourism image.
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11. Proposition 3: Nation image and tourism image are interrelated. TOURISM IMAGE Non geographically-bounded Hypothesis 3a: Geographically-bounded cognitive tourism image is more associated with nation image than that not bounded geographically. Core Geographically-bounded Peripheral Miscellaneous Hypothesis 3b: Core and peripheral dimensions of cognitive tourism image is less associated with nation image than miscellaneous dimension. Soft-power oriented Hypothesis 3c: Cognitive tourism image shows a higher correlation with the soft-power dimension of nation image than hard-power dimension. Hard-power oriented NATION IMAGE
23. Cognitive Image 4. RESULTS F1 : TI_CORPER F2 : NI_INF F3 : NI_DEV F4 : TI_SER F5 : TI_MISC F6 : TI_POPULAR H1a: Marketing-derived and non-marketing-derived experiences…. H1b: A totality of tangible and intangible features of experiences …. H1c: There are three distinct dimensions of cognitive tourism image resulting from core, peripheral, and miscellaneous tourism experiences…. H1d: Experiences at the tourist origins and during transit…. … … … … … 10-8 10-17 11-12 11-29 11-2 11-17 10-29 10-34 10-20 10-23 10-2 10-4 10-3 (9 items) (9 items) (8 items) (6 items) (4 items) (3 items) (8 items) (8 items) (8 items) (4 items) (2 items) (3 items)
24. Cognitive Image F1 : TI_CORPER F2 : NI_INF F3 : NI_DEV F4 : TI_SER F5 : TI_MISC F6 : TI_POPULAR H2a: Perceived national characteristics including economic, political, social, and cultural advancement would form a distinct dimension of cognitive nation image. H2b: Soft and hard powers form two distinct dimensions of cognitive nation image. H2c: Communicative ability forms a distinct dimension of cognitive nation image. … … … … … 10-8 10-17 11-12 11-29 11-2 11-17 10-29 10-34 10-20 10-23 10-2 10-4 10-3 (9 items) (9 items) (8 items) (6 items) (4 items) (3 items) (8 items) (8 items) (8 items) (4 items) (2 items) (3 items)
25. Affective Image F2 : NAI_CALM F1 : TAI_EXCITE 13-9 13-10 … 13-28 12-4 12-5 (12 items) (2 items) (4 items) (2 items) H1e: Affective tourism image is a multidimensional construct reflecting the characteristics of affective place quality and consumption emotions. H2d: Affective nation image is a multidimensional construct reflecting the characteristics of affective place quality and consumption emotions.
26. Tourism Image and Nation Image F1 : TI_CORPER F2 : NI_INF F3 : NI_DEV F4 : TI_SER F5 : TI_MISC F6 : TI_POPULAR H3a: Geographically-bounded cognitive tourism image is more associated with nation image than that not bounded geographically. *Std. estimates p.121
27. Tourism Image and Nation Image F1 : TI_CORPER F5 : TI_MISC F2 : NI_INF F3 : NI_DEV F4 : TI_SER F6 : TI_POPULAR H3b: Core and peripheral dimensions of cognitive tourism image is less associated with nation image than miscellaneous dimension. *Std. estimates
28. Tourism Image and Nation Image F1 : TI_CORPER F2 : NI_INF F3 : NI_DEV F4 : TI_SER F5 : TI_MISC F6 : TI_POPULAR H3c: Cognitive tourism image shows a higher correlation with the soft-power dimension of nation image than hard-power dimension. *Std. estimates
29. Relationship Relational-behavioral Model Testing F2 : REL_INT F1 : REL_IND 14-1 14-2 … 14-15 14-22 14-23 … 14-26 (7 items) (5 items) (4 items) (4 items) H4a: There are five distinct dimensions of relationship: satisfaction, commitment and emotional attachment, trust, involvement, and social relationship. H4b: There are two distinct levels of relationship: individual-nation and nation-nation.
30. Behavioral Outcome Relational-behavioral Model Testing F2 : BO_NONECON F1 : BO_ECON 15-11 15-12 15-13 15-3 15-4 15-5 (3 items) (3 items) H5: Passive and active intentions form two distinct dimensions of behavioral outcome.
32. Relational-behavioral Model Testing Relationship Behavioral Outcome Nation Cognitive Image Tourism Cognitive Image AI-F1 : TAI_EXCITE AI-F2 : NAI_CALM H6a: There is a significant effect of cognitive image on affective image. H6b: There is a significant effect of image on relationship. H6c: There is a significant effect of relationship on behavioral outcome.
33. Mediation Analysis Cognitive Image Behavioral Outcome Relationship H6d: Relationship construct mediates linkages between image and behavioral outcome.
34. Mediation Analysis Affective Image Behavioral Outcome Relationship H6d: Relationship construct mediates linkages between image and behavioral outcome.
37. Relationship—BO (Non-tourist) H7: The associations among the constructs are stronger for tourists than non-tourists.
38. Group Difference—South Korean vs. Chinese H8: The associations among the constructs are significantly different between Chinese and South Koreans.
39. 5. CONCLUSIONS AND IMPLICATIONS Theoretical Contributions Suggestion of new concepts Development of relational-behavioral model
40. 5. CONCLUSIONS AND IMPLICATIONS Practical Implications Managing image associations of the U.S. Tourism branding and nation branding Brand architecture and the role of tourism
41. 5. CONCLUSIONS AND IMPLICATIONS Practical Implications Reconsideration of nation branding Image Behavioral Outcome Relationship One-way Image Formation (Traditional Nation Branding Function) Two-way Perceived Mutuality (New Nation Branding Function)
42. 5. CONCLUSIONS AND IMPLICATIONS Limitations Variation by individuals not considered Cross-sectional survey Focused on model building: Confirmatory studies needed in the future Samples from only two nations
