The purpose of this study is to identify factors of cognitive image of Daegu city and affective image of Daegu city from foreign visitors to participate in IAAF World Championships Daegu 2011.The hypotheses were verified through statistics, exploratory factor analysis and moderate regression analysis using SPSS 12.0k package program with 231 valid responses from the empirical research.The result of this study showed influence of tourism attraction and tourism infrastructure on loyalty was moderated by gender. However, affective image of Daegu had no influence on loyalty to re-visit Daegu.It implies that tourism marketing related people of Daegu city need to develop aggressive marketing strategies on re-visitors and non-visitors who have different knowledge and image of Daegu city, especially focusing on moderateeffects of gender.
The purpose of this study is to identify factors of cognitive image of Daegu city and affective image of Daegu city from foreign visitors to participate in IAAF World Championships Daegu 2011.The hypotheses were verified through statistics, exploratory factor analysis and moderate regression analysis using SPSS 12.0k package program with 231 valid responses from the empirical research.The result of this study showed influence of tourism attraction and tourism infrastructure on loyalty was moderated by gender. However, affective image of Daegu had no influence on loyalty to re-visit Daegu.It implies that tourism marketing related people of Daegu city need to develop aggressive marketing strategies on re-visitors and non-visitors who have different knowledge and image of Daegu city, especially focusing on moderate effects of gender.
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