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.
