Corporate image and destination image: the moderating effect of the motivations on the destination image of Spain in South Korea

ABSTRACT

The research objective is to analyse the destination image and corporate image of Spain among the Korean university population. We study the moderating effect of the motivation between two potential groups of tourists, escapers (tourists who travel for relaxation) and seekers (tourists who travel for seeking culture). Information was collected in South Korea via a questionnaire and the data were analysed using structural equation and multi-group analysis. For both groups, the results show that the corporate image has influence on the cognitive component of the destination image, motivation impacts on the cognitive and affective dimensions, and the cognitive component effects the affective component.

KEYWORDS:

• Corporate image
• destination image
• motivation
• South Korea
• Spain
• structural equation model

Disclosure statement

No potential conflict of interest was reported by the authors.

ORCID

Gema Pérez Tapia http://orcid.org/0000-0003-3841-5001

Pere Mercadé Melé http://orcid.org/0000-0002-6002-0930

Fernando Almeida-García http://orcid.org/0000-0002-1414-9856

Additional information

Funding

This work was supported by Campus Excelencia Internacional (CEI) Andalucía Tech.