Dynamic Nature of Destination Image and Influence of Tourist Overall Satisfaction on Image Modification

The objective of this study is to examine the dynamic nature of tourist destination image and the influence of tourists’ overall satisfaction on image modification. The empirical data were collected in Seoul, a major tourism destination in South Korea. A total of 520 usable survey data were analyzed using paired t-test and analysis of variance. The results supported the proposed research hypotheses: (1) there were statistically significant differences with respect to all image dimensions between their pretrip and posttrip images at the α = .01 level, and (2) tourists’ satisfaction was statistically related to the extent of destination image modification. Theoretical and practical implications were discussed based on the study findings, and recommendations for future research were presented.