From branded exports to traveler imports: Building destination image on the factory floor in South Korea

摘要: Abstract In international marketing, it is believed that a positive image of an exporting country positively influences consumer behavior toward products from country. An emerging notion reverse effect may exist in which evaluations lead to equally the origin Based on sample 500 American purchasers South Korean relationship between product purchasing and intention visit explored using SEM model links evaluation with visit. The study confirmed consumers' willingness interact Korea based past was significant indicator their intentions