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http://dx.doi.org/10.5392/JKCA.10.10.378

Impacts of Familiarity on Preference, Perceived Risks, and Tourist Activities  

Qu, Xiao-Long (세종대학교 관광대학원)
Kim, Hyoung-Gon (세종대학교 관광대학원)
Lee, Soo-Jin (경기개발연구원 문화관광연구센터)
Publication Information
The Journal of the Korea Contents Association / v.10, no.10, 2010 , pp. 378-388 More about this Journal
Abstract
This study examines Korean tourists visiting China as to their perceived familiarity, and its impacts on the degree of preference toward China as a tourism destination, perceived risk, and the preferred tourist activities. A survey was conducted to the Korean tourists departing to China at the In-Cheon international airport, which results in collecting 305 usable questionnaires. The results show that the perceived familiarity toward China positively affects the degree of preference to China as a tourism destination. As to the impacts of familarity on the perceived risks, the results reveal that the degree of familarity is negatively associated with several risk perceptions. Lastly, the degree of perceived familiarity is positively related to the one type of preferred tourist activity, visiting nature historical sites. The results of this study support the role of familiarity as a significant factor in understanding other tourist perceptions.
Keywords
Familiarity; Preference; Tourist Activity; Perceived Risk;
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