Measurement of Korean Tourists’ Perceived Images of Overseas Destinations

This article identifies image attributes measuring the total attractiveness of overseas destinations to Korean tourists and investigates image attributes affecting Korean tourist choice behaviors of trip planning time frame, budgeted travel costs, and length of trip. The attractiveness of a destination was found to be defined by its adventurous atmosphere, scenery, environmental friendliness, availability of tourist information, and architectural style. Respondents’ perceptions of travel cost, destination lifestyle, availability of quality restaurants, freedom from language barriers, and availability of interesting places to visit affected their choice behaviors.