Differences of Host Country-Destination Image Assessment for International Students According to Risk Perception in...

Area of Science:

• Tourism research
• Marketing
• International education

Background:

• Understanding international students' perceptions of destination image is crucial for effective marketing.
• The COVID-19 pandemic significantly impacted travel risk perceptions and destination choices.
• Korea's attractiveness as an educational destination for international students requires updated assessment.

Purpose of the Study:

• To comparatively assess the destination image of Korea among international students based on their COVID-19 and travel risk perceptions.
• To identify distinct clusters of international students based on risk perception levels.
• To provide actionable insights for destination marketers targeting international students.

Main Methods:

• Online survey administered to 786 international students in Korean universities.
• Cluster analysis to identify groups based on risk perception.
• Exploratory factor analysis to determine destination image dimensions (social, tourist, destination environment, imagery).
• Revised Importance-Performance Analysis (IPA) to evaluate destination image attributes and cluster-specific satisfaction.

Main Results:

• Three distinct clusters of international students were identified based on their risk perceptions.
• The revised IPA revealed varying importance and performance levels of destination image attributes across clusters.
• Specific satisfaction attributes were identified for each cluster, highlighting areas for targeted communication.

Conclusions:

• Destination image perception is significantly influenced by COVID-19 and travel risk perceptions among international students.
• Tailored marketing strategies, informed by cluster-specific attribute satisfaction, are essential for enhancing Korea's appeal to international students.
• The study offers practical guidance for destination marketers and educational institutions to improve recruitment and retention of international students.