Title Page

Contents

CHAPTER I. Introduction 11

1.1. Background of the Study 12

1.2. Statement of the Research Problem 16

1.3. Purpose of the Study 22

1.4. Outline of the Dissertation 23

CHAPTER II. Literature Review 25

2.1. Destination Image 26

2.1.1. Definition and Concept of Destination Image 26

2.1.2. Literature Review of Destination Image 28

2.2. Components of Destination Image 33

2.2.1. Cognitive Image 38

2.2.2. Affective Image 41

2.2.3. The Relationship between Cognitive and Affective Image 44

2.2.4. Overall Destination Image 45

2.3. Formation of Tourist Destination Image 46

2.4. Behavioral Intention 49

2.4.1. The concept of Behavioral Intention 49

2.4.2. Relationship between Destination Image and Customer Behavior 55

CHAPTER III. Methodology 59

3.1. Research model and hypothesis 60

3.2. Research method 64

3.3. Qualitative Research Method 66

3.3.1. In-Depth Interview 66

3.3.2. Design Interview Questionnaires 67

3.3.3. Promotional Video 69

3.3.4. Selection of Study Participants and Data Collection 70

3.4. Quantitative Research Method 73

3.4.1. Data Collection 73

3.4.2. Questionnaire and Instrument 74

3.5. Data Analysis 75

CHAPTER IV. Results 76

4.1. Qualitative Analysis Results 77

4.1.1. Interview for Who have No Visiting Experience 77

4.1.2. Interview for Who have Visiting Experience 87

4.1.3. The Impact of Promotional Video 96

4.2. Quantitative Analysis Results 113

4.2.1. Demographic Profiles 113

4.2.2. Mean Ratings of Attributes 116

4.2.3. Exploratory Factor Analysis 122

4.2.4. Construct Properties and Correlations 126

4.2.5. Differences between Visitors and Non-Visitors on Destination Image 128

4.2.6. Multiple Regression Analysis 129

4.2.7. The Results of ANOVA Analysis 132

CHAPTER V. Conclusion 137

5.1. Summary and Discussions 138

5.2. Implications 139

5.3. Limitations and Suggestions for Future Study 143

References 144

Abstract 161

APPENDIX 163

Table 1. Status of overseas travelers in Kazakhstan 19

Table 2. Visits to the top 10 countries for Kazakhstan overseas travel destinations in 2019 19

Table 3. Definitions of destination image 27

Table 4. Research summary on destination image 31

Table 5. Definitions of cognitive image 38

Table 6. Factors and items of cognitive image 39

Table 7. Definitions of affective image 41

Table 8. Factors and items of affective image 42

Table 9. Interview questions 68

Table 10. Interview questions after showing promotional video (non-visitors, visitors) 70

Table 11. Interview participants characteristics 72

Table 12. Words derived from respondents on the destination image of South Korea (non-visitors) 79

Table 13. Words derived from respondents on the expectations of a visit to South Korea (non-visitors) 84

Table 14. Words derived from respondents on the destination image of South Korea (visitors) 88

Table 15. Words derived from the respondents on the expectations of a visit to South Korea (visitors) 93

Table 16. Sources of variables delivered 112

Table 17. Demographic profiles of respondents 114

Table 18. Travel-related features of visitors 115

Table 19. Travel-related features of non-visitors 116

Table 20. Descriptive statistics of the cognitive image attributes 117

Table 21. Descriptive statistics of the affective image attributes 118

Table 22. Descriptive statistics of behavioral intention attributes 119

Table 23. Differences between visitors and non-visitors on destination image attributes 120

Table 24. Factor analysis of cognitive image 123

Table 25. Factor analysis of affective image 125

Table 26. Factor analysis of intention to visit and recommend 126

Table 27. Construct properties and correlation matrix 127

Table 28. Differences between visitors and non-visitors on destination image 128

Table 29. Multiple regression analysis of overall image by cognitive image 130

Table 30. Multiple regression analysis of overall image by affective image 131

Table 31. Multiple regression analysis of intention to visit 132

Table 32. Multiple regression analysis of intention to recommend (Kazakhstan respondents) 132

Table 33. Analysis of destination image attributes between genders 133

Table 34. Analysis of cognitive and affective image factors between genders 133

Table 35. Analysis of destination image attributes between ages 134

Table 36. Analysis of cognitive and affective image factors between ages 135

Table 37. Summary of the results of hypothesis testing 135

Figure 1. Path model of the determinant of tourism destination image before visitation 35

Figure 2. Factors influencing the formation of the image of tourism destinations. 36

Figure 3. General framework of destination image formation. 48

Figure 4. Research model 60

Figure 5. Process of the research method 64