文化熟悉度、國(guó)家形象感知與旅游意愿探討

——基于對(duì)韓國(guó)潛在訪(fǎng)華游客的調(diào)查

打開(kāi)文本圖片集

Exploring Cultural Familiarity，National Image Perception， and Travel Intention：A Survey of Potential South Korean Tourists to China

LI Lan

（Department of Hotel Management，Honam University，Gwangju ，South Korea）

Abstract;SincethefulliberalizationofSouth Korea'soverseastravelin1989，thenumberofoutboundKoreantouristshasgrown steadily at an annual rate of approximately 10% ，with China emerging as one of the key destinations.This study focuses on potential SouthKoreantouristsplanningtvisitChina.Bydesigninganddistrbutingquestioairesonculturalfamiliarity，ravelitetion andnationalimageperception，teesearchmplosultiimensioalstatisticalmetodsncludingcoelationanalysis，ultiple regresionanalysis，moderatedregressnanalysisndonwayANOVAtoinvestigatetheelatioshiptweenculturalfaility andtravelintentinwhileeamningtemoderatingectofatioalimageThefindingsevealtatclturalainitysiificantly andpositivelyinfluencestravelintentionAdditionally，nationalimageplaysanotablemoderatingroleintherelationshipbetwen culturalfamiliarityandtraelintentio.Furthermore，distinctagegroupshibitsinicantdfrencesinculuralfmiliarityased ontheseresults，thestudyproposes targeted marketingstrategies forpromoting Chinese tourismintheSouthKoreanmarket.

Key words：cultural familiarity；national image perception；travel intention

旅游是傳播文化和展示國(guó)家形象的重要途徑之一。（剩余10728字）