Tourists may have greater motivation or predisposition for visiting tourist destination when they consider, a priori, that the atributes of the places can meet their needs and make them achieve the desired benefits. This way, the images Will be more favourable when the attributes linked to the destinations coincide with the benefits sought by the tourists.Universidad de Málaga. Campus de Excelencia Internacional Andalucía Tech

Almeida-Garcia, Fernando

Mercade-Mele, Pere

Pérez Tapia, Gema

English

Repositorio Institucional de la Universidad de Málaga

Is Spain an alternative destination for South Korean tourists? Motivations and Destination Image

Pérez-Tapia, Gema

Almeida-García, Fernando

Repositorio Institucional Universidad de Málaga

“IS SPAIN AN ALTERNATIVE DESTINATIONFOR SOUTH KOREAN TOURISTS?MOTIVATIONS AND DESTINATION IMAGE”APTA 2019 Annual ConferenceDanang (Vietnam)Universidad de MálagaGema Pérez Tapia Ph.DPere Mercadé Melé Ph.DFernando Almeida García Ph.DStructure of thepresentationIntroductionWhy tourism?Current situationObjetive of the researchLiterature ReviewDestination imageTourist MotivationMethodologyResultsConclusions and implicationsIndexGema Pérez TapiaPere Mercadé MeléFernando Almeida GarcíaUniversidad de Málaga (Spain)“IS SPAIN AN ALTERNATIVE DESTINATION FOR SOUTH KOREAN TOURISTS? MOTIVATIONS AND DESTINATION IMAGE”Why tourism?One of the most important employment, and economic income, generatinginstruments globally.It supposes, in not few occasions, the only alternative to the development of regions and countries.This global spread of tourism has produced economic and employment benefits in many related sectors - from construction to agriculture or telecommunications.IntroductionGema Pérez Tapia“IS SPAIN AN ALTERNATIVE DESTINATION FOR SOUTH KOREAN TOURISTS? MOTIVATIONS AND DESTINATION IMAGE”Gema Pérez TapiaIntroduction“IS SPAIN AN ALTERNATIVE DESTINATION FOR SOUTH KOREAN TOURISTS? MOTIVATIONS AND DESTINATION IMAGE”More tourist than ever!!!Gema Pérez Tapia“IS SPAIN AN ALTERNATIVE DESTINATION FOR SOUTH KOREAN TOURISTS? MOTIVATIONS AND DESTINATION IMAGE”IntroductionThe three mostimportant countriesin terms of emittingtourists are UnitedKingdom, France and Germany.Gema Pérez Tapia“IS SPAIN AN ALTERNATIVE DESTINATION FOR SOUTH KOREAN TOURISTS? MOTIVATIONS AND DESTINATION IMAGE”IntroductionGema Pérez Tapia“IS SPAIN AN ALTERNATIVE DESTINATION FOR SOUTH KOREAN TOURISTS? MOTIVATIONS AND DESTINATION IMAGE”Republic of KoreaArrivals of Korean tourist to Spain (2012-2016)YEARNumber ofTouristRate ofchange2012 91.048 20,4 %2013 110.016 20,8 %2014 167.048 51,8 %2015 236.936 41,84 %2016 341.104 44,00 %Fuente:FronturIn 2018, 490.631  Korean touristvisited Spain!!IntroductionGema Pérez Tapia“IS SPAIN AN ALTERNATIVE DESTINATION FOR SOUTH KOREAN TOURISTS? MOTIVATIONS AND DESTINATION IMAGE”high level of competitivenessDESTINATION IMAGEIntroductionGema Pérez Tapia“IS SPAIN AN ALTERNATIVE DESTINATION FOR SOUTH KOREAN TOURISTS? MOTIVATIONS AND DESTINATION IMAGE”Those destinations that have a stronger imageof agreement with the motivations of thepotential tourist, will have major possibilitiesof being chosen.DestinationselectionprocessWhat it depends on the selection of a tourist destination?There are a set of factors that influence in thedestination selection process.It is said that:Gema Pérez Tapia“IS SPAIN AN ALTERNATIVE DESTINATION FOR SOUTH KOREAN TOURISTS? MOTIVATIONS AND DESTINATION IMAGE”Destination image:The destination image is defined as the sum of beliefs, ideas,and impressions that people have of a place or destination(Crompton, 1979; Konenik, 2004).LiteratureReviewGema Pérez Tapia“IS SPAIN AN ALTERNATIVE DESTINATION FOR SOUTH KOREAN TOURISTS? MOTIVATIONS AND DESTINATION IMAGE”Destination image is a concept formed by the consumer´s reasoned and emotional interpretation as the consecuence of two interrelated components:The cognitiveevaluations referringto the beliefs and personal knowledgeabout thedestination.The affectiveapproximation relatingto the individual feelingstowards the destination.LiteratureReviewGema Pérez Tapia“IS SPAIN AN ALTERNATIVE DESTINATION FOR SOUTH KOREAN TOURISTS? MOTIVATIONS AND DESTINATION IMAGE”We have already seen the concept of destination image... Now we are going to see the tourist motivations...LiteratureReviewThose destinations that have a stronger imageof agreement with the motivations of thepotential tourist, will have major possibilitiesof being chosen.Gema Pérez Tapia“IS SPAIN AN ALTERNATIVE DESTINATION FOR SOUTH KOREAN TOURISTS? MOTIVATIONS AND DESTINATION IMAGE”Motivations are the inner state of a personor certain needs of a person, which forcesthem to act in a specific way to satisfied it.Travel motivations relates to why peopletravel. Motivations for travel cover a broadrange of human behaviors and humanexperiences.LiteratureReviewGema Pérez Tapia“IS SPAIN AN ALTERNATIVE DESTINATION FOR SOUTH KOREAN TOURISTS? MOTIVATIONS AND DESTINATION IMAGE”Travel motivations:LiteratureReviewGema Pérez Tapia“IS SPAIN AN ALTERNATIVE DESTINATION FOR SOUTH KOREAN TOURISTS? MOTIVATIONS AND DESTINATION IMAGE”Outline Summary:DestinationimageTravelmotivationDecisionand choiceover thetraveldestinationSummaryGema Pérez Tapia“IS SPAIN AN ALTERNATIVE DESTINATION FOR SOUTH KOREAN TOURISTS? MOTIVATIONS AND DESTINATION IMAGE”Main objetive of the study:ObjetiveTo know (1) the image of Spain as a tourist destinationfor Korean citizens, to know (2) the travel motivations ofthem and then check (3) if Spain is a suitable/alternativedestination to the motivations of Korean tourist. Gema Pérez Tapia“IS SPAIN AN ALTERNATIVE DESTINATION FOR SOUTH KOREAN TOURISTS? MOTIVATIONS AND DESTINATION IMAGE”ResultsDestination Image Travel MotivationsFactorial Analysis:Infraestructure, natural enviroment, atmosphere, cultural enviroment and affective image.Groups of tourist based ontheir motivations(regardless of destination):Culture, relax and socializationIs Spain a suitable/alternativedestination for South Korean tourists?Multivariate analysismethod (MANOVA)Gema Pérez Tapia“IS SPAIN AN ALTERNATIVE DESTINATION FOR SOUTH KOREAN TOURISTS? MOTIVATIONS AND DESTINATION IMAGE”ResultsGema Pérez Tapia“IS SPAIN AN ALTERNATIVE DESTINATION FOR SOUTH KOREAN TOURISTS? MOTIVATIONS AND DESTINATION IMAGE”Spain has beautiful landscapes 5,14Spain is a pleasant place to visit 5,1Spain is a exciting place to visit 5,05Beaches are attractive 5,01Spain is a funny place to visit 4,95Weather is pleasant 4,89Spain offers interesting cultural activities 4,87Spain has a lot of cultural attactions to visit 4,83Spain has a beautiful parks and areas 4,82It´s nice to learn about the local customs 4,74Gastronomy is rich and varied 4,71Spain is a relaxing place to visit 4,63Spain is a very appropiate place to rest 4,57Spain is a peaceful destination 4,48Spain offers many opportunities for the adventurous 4,46People are friendly and hospitable 4,37In general, Spain is good value for money 4,28Good quality accommodation 4,17Spain is a safe place to visit 4,12Spain offers many shopping facilities 4,07Spain has a great variety of fauna and flora 4,02Access to Spain from other countries is easy 3,9ResultsGema Pérez Tapia“IS SPAIN AN ALTERNATIVE DESTINATION FOR SOUTH KOREAN TOURISTS? MOTIVATIONS AND DESTINATION IMAGE”Travel motivations of South KoreansTo escape from everyday routine 5,65To discover new places 5,59To learn about their culture and way of life 5,23To know its natural enviroment 5,06To have an enjoyable time with family and/or friends 5,03To release estress and tension 5,02To explore historical and cultural heritage 4,90To live exciting experiences 4,81To take a rest/ to relax 4,61To get close to nature 4,61To meet people 4,6To seek diversion and entertainment 4,52To look for adventures 4,46To integrate yourself into the life and activities of local people 4,17ResultsGema Pérez Tapia“IS SPAIN AN ALTERNATIVE DESTINATION FOR SOUTH KOREAN TOURISTS? MOTIVATIONS AND DESTINATION IMAGE”Targets according to their motivationsTravelmotivationsCulture5,16 Socialization4,51Relax4,72ResultsGema Pérez Tapia“IS SPAIN AN ALTERNATIVE DESTINATION FOR SOUTH KOREAN TOURISTS? MOTIVATIONS AND DESTINATION IMAGE”Attributes relevant to measuring perceived image (Mean)Infrastructure NaturalenvironmentAtmosphere CulturalenvironmentAffectiveimageRelax 3,85 4,61 4,17 4,62 4,80Culture 4,46 5,13 4,93 5,17 5,33Socialization 3,21 3,44 3,13 3,38 3,28ResultsThe studies link the influence of the motivations to the affectivecomponent of the image (Gartner, 1993; Baloglu and McCleary, 1999) and this assumes that the motivations are related toemotional aspects (Yoon and Uysal, 2005)Gema Pérez Tapia“IS SPAIN AN ALTERNATIVE DESTINATION FOR SOUTH KOREAN TOURISTS? MOTIVATIONS AND DESTINATION IMAGE”Conclusions ImplicationsConclusionsGema Pérez Tapia“IS SPAIN AN ALTERNATIVE DESTINATION FOR SOUTH KOREAN TOURISTS? MOTIVATIONS AND DESTINATION IMAGE”References:Alegre, J., & Cladera, M. (2006). Repeat visitation in mature sun and sand holiday destinations. Journal of Travel Research, 44(3), 288-297. Baloglu, S., & McCleary, K. W. (1999). A model of destination image formation. Annals of tourism research, 26(4), 868-897. Del Bosque, I. R., & San Martin, H. (2008). Tourist satisfaction a cognitive-affective model. Annals of tourism research, 35(2), 551-573. Hawkes, E., & Kwortnik, R. J. (2006). Connecting with the Culture. A Case Study in Sustainable Tourism. Cornell Hotel and Restaurant Administration Quarterly, 47(4), 369-381. San Martín Gutiérrez, H. (2006). Estudio de la imagen de destino turístico y el proceso global de satisfacción: adopción de un enfoque integrador. Universidad de Cantabria. San Martín, H., & Del Bosque, I. A. R. (2008). Exploring the cognitive–affective nature of destination image and the role of psychological factors in its formation. Tourism Management, 29(2), 263-277. World Tourism Organization (2016), UNWTO World Tourism Barometer, UNWTO, Madrid.Instituto Nacional de Estadística (INE)ReferencesGema Pérez Tapia“IS SPAIN AN ALTERNATIVE DESTINATION FOR SOUTH KOREAN TOURISTS? MOTIVATIONS AND DESTINATION IMAGE”Thank you very much foryour attention!

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Is Spain an alternative destination for South Korean tourists? Motivations and Destination Image

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