ScholarWorks@숙명여자대학교

초록

This study aims to provide an in-depth understanding of how hypothetical cultural festivals/events affect destination image before and after indirect experiences of them, particularly with detailed affective destination images in pandemic situations. The study examines the perceptions young adult tourists obtain from Twitter and an official homepage, the two backgrounds used for context priming. The sample comprised 248 potential tourists aged 20-39 years, 124 of whom were in the Twitter experiment group and 124 were in the official homepage group. The findings reveal significant differences in destination image before and after exposure to the hypothetical cultural festivals/events and different degrees of improved destination image between the Twitter and official homepage subjects. The importance of cultural festivals/events for destination image and the younger generation's heuristic reactions as context priming effects are discussed.

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