Exploring touristic experiences on destination image modification

The importance of a destination's image is universally recognized in the tourism sector. This study attempted to examine the asymmetric and differential effects of experiential elements and destination image modifications from the perspective of the three-factor theory. The data were collected at major airports and ports in South Korea on international travelers who had completed their travel. We found that three factors influenced image modification in South Korea: excitement factors, which included food, security, and mobile/internet usage; performance factors, including public transportation and attractiveness; and communication, which is a basic factor in destination image modification. Based on the research results, this study provides practical marketing and development strategies for designing a touristic experience for foreign tourists.