The Impact Of Familiarity On Tourist Destination Image

South Korea is China's largest international customer market and plays an important role in China's inbound tourism.Nowadays,with the increasingly fierce competition in the global tourism market,it is increasingly difficult to attract South Korean tourists to visit China.The destination image is an important factor that affecting tourists' decision making before travel,familiarity has an important role in the formation of images,and has a profound effect on the satisfaction of tourists.Nonetheless,based on the familiarity of the above research,the scholars did not pay enough attention.Therefore,this study attempts to use South Korean tourists as an example to discuss their familiarity with China,their perception of China's destination image,and their satisfaction with Chinese travel,so as the effectively market the relevant Korean tourism management department for the Korean market and attracting more tourists provide advice or reference.This study takes Korean tourists as the object of a questionnaire survey,and the target scope of sampling was limited to Korean residents who lived in Korea and visited China.The following four aspects are mainly explored;First,the relationship between familiarity and the image of tourism destinations;Second,what is the connection between Korean tourists' familiarity with tourist destinations and the selection of destinations;Third,some basic requirements for tourists from South Korea and China;Fourth,the relationship between the destination image and the satisfaction of the South Korean tourists.The results of the study show that:(1)the influence of familiarity factors on destination image factors includes its positive correlation with cognitive image factors;(2)cognitive image factors have a significant positive effect on emotional image factors,and there is a positive correlation;(3)the familiarity factor has more significant positive effect on the satisfaction of tourists,and there is a positive correlation;(4)cognitive image factors have a significant positive impact on tourists'satisfaction,and there is a positive correlation;(5)emotional image factors have a significant positive impact on tourists' satisfaction,and there is a positive correlation.Finally,based on the research results,this study proposes relevant strategies for China's marketing for the Korean market and discusses the research defects and future research directions.