A Model of International Product and International Destination Relationships

Abstract

Potential synergies between international trade and tourism are viewed optimistically by governments, yet research to assess their association is limited. To gain an understanding of trade and tourism relationships, this paper reports on a study which examines both product-related and tourism-related place image effects on consumer behavior simultaneously. Using the U.S. as the country of focus, key product and travel relationships are measured by structural equation modeling of consumer data from South Korea. Findings support the cross-over effect between one's beliefs about a country as a destination and as a producer, and one's willingness to travel to it and/or buy its products, and most strongly, that product beliefs affect views of travel destinations.