부산대학교 도서관

Through the survey on Vietnamese tourists visiting Korea on a packaged tour, this study aims to measure how the image of the destination-Korea- changed in the time before and after visiting Korea, and how the change will affect their future behavior in relation to tourism to Korea. The survey was created in June, 2019 and the survey answers were collected for two months from July to September, 2019. To make sure the validity and reliability of the variables, exploratory factor analysis, reliability analysis and correlation analysis were conducted first, and the research model was verified through Linear Regression Test and Paired Sample t – Test. The affective image with 10 items were categorized into 2 factors called “Positive image” and “ Negative image” while the cognitive image with 12 items into 2 factors called “ Economy image” and “ Tourism Resources”. The whole image including affective and cognitive image analysis for time before and after the tourists’ visit to Korea results that they have turned into the positive from before to after visiting.