Relationship between Destination Image and Tourists' Future Behavior: Observations from Jeju Island, Korea

The objectives of this study were to examine the influence of destination image of Jeju Island on tourists' satisfaction and future behavior as well as to suggest ideas Jeju Island should adopt to improve its current marketing strategy. The image of Jeju Island was assessed on four factors: “environment”, “attractions”, “value for money” and “climate”. Three factors, “environment”, “attractions” and “value for money”, have a significant effect on satisfaction and also influence future behavior. The structural equation model (SEM) was used to verify the relationship between image, satisfaction and future behavior. The SEMs were analyzed to find the differences between the four segments in relation to the perceived image of Jeju. Different segments have different image perceptions of Jeju Island. The different dimensions of Jeju Island image have different influences on the different segments of tourists. The findings of this study contribute to development of the marketing strategies to satisfy tourists' needs on Jeju Island, Korea.