The Effects of South Korea’s National Image on Revisit Intention among Africans: The Moderating Role of Gender and Age

Abstract

Although the African tourism industry develops have increasingly, there is still little research in terms of Korea’s national image by Africans. The purpose of this study was to examine the relationships between a national image of Korea and revisit intention in light of the moderating effects of Africans’ gender and age. The data were collected from Africans who studying in Korea. A total of 215 usable surveys were analyzed using structural equation modeling. Based on the results, we found that there is a positive relationship between Korea’s national image and revisit intention by Africans, especially K-Culture and K-Economy. Moreover, we found the moderating roles of Africans’ age and gender between national image and revisit intention. This study provides implications of Africans’ research, especially the market segmentation approach.