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Affiliation(s)

University of Malaga, Malaga, Spain

ABSTRACT

The present work aims to explain more deeply the theory of the image of tourist destination and its process of formation, specifically regarding the factors that influence the above-mentioned process. For this purpose, the knowledge of two fields of study, the image of the tourist destination and the corporate image, is combined in order to analyse their possible interdependent relationship. To explore the possible relations between both elements, a theoretical model has been developed and confirmed using a survey carried out on a sample of 307 Korean citizens. The results reveal that the degree of familiarity of the Spanish companies in South Korea can be considered to be a more influential factor in the image of Spain as a tourist destination. This fact might have important economic implications, since tourism is turning into a key driver of socio-economic progress.

KEYWORDS

tourism, destination image, corporate image, culture, distant destination

Cite this paper

Journal of Tourism and Hospitality Management, May-June 2017, Vol. 5, No. 3, 95-105 doi: 10.17265/2328-2169/2017.06.001

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