Factors Contributing to Recommendation Intention of Foreign Tourists in Times of Crisis: A Moderated Moderation Analysis
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Published:2023-02-28
Issue:1
Volume:27
Page:42-59
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ISSN:
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Container-title:Journal of Korea Trade
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language:
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Short-container-title:J Korea Trade
Author:
Kim Ko-Woon,Hong Seung-Gee,
Abstract
Purpose - As a leading source of foreign exchange and investment, tourism has grown in importance as a component of international trade. Accordingly, in recent decades much attention has been directed toward attracting foreign tourists and, in turn, positively affecting the recommendation intentions of foreign tourists. Despite such interests, there remains a dearth of empirical research on this issue. Moreover, prior research has focused primarily on the simple main effect of a certain factor on recommendation intentions. Therefore, the present study aims to (1) investigate the effect of overall satisfaction on the recommendation intentions of foreign tourists, and (2) examine the potential moderating effects of personal factors (i.e., age and destination image) on the association between overall satisfaction and recommendation intention.
Design/methodology - Using a moderated moderation analysis of the data drawn from the 2018 International Visitor Survey conducted by the Korea Tourism Organization, this study proposes the three-way interaction effects of overall satisfaction, age, and destination image on recommendation intention.
Findings - The findings of the study indicate that overall satisfaction is positively associated with recommendation intention and this relationship becomes stronger among younger tourists. The findings further indicate that the moderating effect of age on the relationship between overall satisfaction and recommendation intention depends on changes in the image of the destination. Specifically, the destination image exerts a positive moderating impact on the influence of age that moderates the overall satisfaction and recommendation intention relationship.
Originality/value - Considering that the tourism economy has been severely affected by the current COVID-19 pandemic, this study contributes to a more accurate understanding of the factors affecting the recommendation intention, especially in times of crisis.
Publisher
Journal of Korea Trade
Subject
Condensed Matter Physics,Electronic, Optical and Magnetic Materials,Education,General Chemistry,Multidisciplinary,Pharmacy,Clinical Psychology,General Engineering,General Chemical Engineering,History and Philosophy of Science,Philosophy,Sociology and Political Science,Gender Studies,Materials Chemistry,Polymers and Plastics,General Chemistry,Orthodontics,Pharmaceutical Science,Pharmacology
Cited by
1 articles.
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