The Interplay between Communication Sources, Electronic Word of Mouth, Destination Image and Awareness, Tourist Attitude, and Uzbek Tourists’ Travel Intention

초록

The objective of the present study is to investigate communication sources (i.e., DMO-generated and tourist-generated social media communication) and eWOM on destination awareness and image, and how these factors, in turn, influence Uzbek tourists’ attitudes toward South Korea and their behavioral intention to visit. Survey data were collected from 351 Uzbek tourists in October 2025. The proposed hypotheses were tested using structural equation modeling (SEM). The results show that both communication sources (i.e., DMO-generated and tourist-generated social media communication) and eWOM have a positive and significant impact on destination awareness and image. Furthermore, destination awareness and image positively and significantly shape tourists’ attitudes toward South Korea. Finally, attitude toward South Korea was found to positively influence tourists’ behavioral intention to visit Korea.

키워드