A Comparative Study of Pre- and Post-visit Destination Image Variations of Jeju among Foreign Residents in South Korea.

Abstract

Tourism is a spatial phenomenon. The destination is an essential geographical element of tourism where various kinds of tourist activities take place. Destination image meanwhile is an important factor that has a significant impact on potential and actual travelers' decision of choosing a specific place to travel as well as their future intentions regarding it. The formation of the destination image is a constant and continuous process that changes under various factors and circumstances. All travelers before their actual visit have certain expectations from the destination, based on perceived knowledge they obtain from several sources. Satisfaction formation happens after traveling to the destination and having on-site experience. The probability that tourists' return will increase if visitors were satisfied and their expectations have been met. Moreover, the chance that the person will recommend the destination they have visited to others or leave positive feedback on social media platforms increases as well. Foreign residents of any country are important investors to the economic and social life of the countries they reside in. Besides living an ordinary life, they travel within the country for work, leisure, and educational purposes. Jeju Island with its mild climate, beautiful, lush nature, honorable UNESCO Natural heritage site designation, and affordable flights from 12 cities within South Korea attracts both Koreans and foreigners who reside in South Korea. The number of foreign residents in South Korea keeps growing due to the increasing number of international students, professional and non-professional legal employees, and international marriages. For many foreigners who reside in South Korea, Jeju is a must-visit destination. Jeju island is popular to extent that advertisements and photographs of it can be seen in airports, subway stations and many other public places all around South Korea. This creates a specific image in people's minds that makes them want to travel to Jeju. Therefore, during long weekends or regular holidays, many foreign residents from different parts of South Korea travel to Jeju Island. Based on previous studies and literature this research investigates pre- and post-trip destination image variations of Jeju that expat residents who live in different regions in South Korea, except Jeju Island. Data were obtained from social media platform groups for expats in South Korea as well as Instagram by distributing an online questionnaire. Overall, 217 samples were collected. The final results of this study will assist to create proper strategic plans and marketing tactics that will make Jeju Island more attractive to foreign residents in South Korea and also make the trip around the island more comfortable.