文化熟悉度、国家形象感知与旅游意愿探讨

——基于对韩国潜在访华游客的调查

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Exploring Cultural Familiarity，National Image Perception， and Travel Intention：A Survey of Potential South Korean Tourists to China

LI Lan

（Department of Hotel Management，Honam University，Gwangju ，South Korea）

Abstract;SincethefulliberalizationofSouth Korea'soverseastravelin1989，thenumberofoutboundKoreantouristshasgrown steadily at an annual rate of approximately 10% ，with China emerging as one of the key destinations.This study focuses on potential SouthKoreantouristsplanningtvisitChina.Bydesigninganddistrbutingquestioairesonculturalfamiliarity，ravelitetion andnationalimageperception，teesearchmplosultiimensioalstatisticalmetodsncludingcoelationanalysis，ultiple regresionanalysis，moderatedregressnanalysisndonwayANOVAtoinvestigatetheelatioshiptweenculturalfaility andtravelintentinwhileeamningtemoderatingectofatioalimageThefindingsevealtatclturalainitysiificantly andpositivelyinfluencestravelintentionAdditionally，nationalimageplaysanotablemoderatingroleintherelationshipbetwen culturalfamiliarityandtraelintentio.Furthermore，distinctagegroupshibitsinicantdfrencesinculuralfmiliarityased ontheseresults，thestudyproposes targeted marketingstrategies forpromoting Chinese tourismintheSouthKoreanmarket.

Key words：cultural familiarity；national image perception；travel intention

旅游是传播文化和展示国家形象的重要途径之一。（剩余10728字）