Dimensionality and associations of country and destination images and visitor intention

The present study provides a model of country-of-origin effect in tourism based on the reconceptualisation of destination image and country image. For destination image, a non-geographically bounded service component from the country-of-origin is included as a dimension in addition to the traditional destination image about core and marginal experience. For country image, the level of development and the perceived international influence of the host country are proposed as its two dimensions for the model. An empirical study was conducted with the samples collected in China and in South Korea to test the images about the United States as well as the visit intention to the country. Results from the structural equation modelling show significant relationships between the two dimensions of country image and the three dimensions of destination image. Different patterns of country-of-origin effect as well as those of the way each dimension of destination image is associated with visit intention are also found. An alternative model, with the three different aspects of perceived international influence as separate variables, is statistically worse; thus, the original model is maintained. The results suggest the importance of cooperation among stakeholders involved in destination management and country branding.