2026-06-08T16:09:50Zhttps://riuma.uma.es/rest/oai/request

oai:riuma.uma.es:10630/334402026-02-03T11:28:41Zcom_10630_2254col_10630_37953

Corporate image and destination image: the moderating effect of the motivations on the destination image of Spain in South Korea Pérez-Tapia, Gema Mercade-Mele, Pere Almeida-García, Fernando Imagen corporativa Corporate image Destination image Motivation South Korea Spain Structural equation model The research objective is to analyse the destination image and corporate image of Spain among the Korean university population. We study the moderating effect of the motivation between two potential groups of tourists, escapers (tourists who travel for relaxation) and seekers (tourists who travel for seeking culture). Information was collected in South Korea via a questionnaire and the data were analysed using structural equation and multi-group analysis. For both groups, the results show that the corporate image has influence on the cognitive component of the destination image, motivation impacts on the cognitive and affective dimensions, and the cognitive component effects the affective component. This work was supported by Campus Excelencia Internacional (CEI) Andalucía Tech. 2024-09-26T10:42:53Z 2024-09-26T10:42:53Z 2019 journal article SMUR Tapia, G. P., Mercade Mele, P., & Almeida-García, F. (2019). Corporate image and destination image: the moderating effect of the motivations on the destination image of Spain in South Korea. Asia Pacific Journal of Tourism Research, 24(1), 70-82. https://hdl.handle.net/10630/33440 https://doi.org/10.1080/10941665.2018.1541913 10.1080/10941665.2018.1541913 eng Attribution-NonCommercial-NoDerivatives 4.0 Internacional http://creativecommons.org/licenses/by-nc-nd/4.0/ open access application/pdf Rouledge. Taylor and Francis Group