Purpose The purpose of this paper is to explore both the cognitive and affective images and examine the effects of destination image through both aspects on satisfaction levels and tourist loyalty. Design/methodology/approach Data collection was conducted using the convenience sampling method. The on-site survey was carried out with Chinese tourists at the popular tourist sites in Seoul City. Findings The results showed that the cognitive image had a direct influence on the affective image and confirmed the formation process of the destination image. Both cognitive and affective images had positive influences on satisfaction, and in turn, satisfaction predicted tourist loyalty. Moreover, the relationship between destination image and loyalty revealed that the affective image had a direct influence on tourist loyalty. Although the cognitive image showed no direct linkage to tourist loyalty, the authors found that it had an indirect influence on tourist loyalty through affective image and satisfaction. Originality/value The findings of this study provide a better understanding of the process that determines Chinese tourists’ destination choices and loyalty. Moreover, it provides insightful implications for the Korean Government, the Korea Tourism Organization and tourism operators.

We examined South Korea's destination image for Chinese tourists and compared the differences between visitors who had come to that destination because of exposure to movies or television dramas filmed at their destination (film tourists) and those who were nonfilm tourists. A survey of 311 Chinese tourists, consisting of film tourists (n = 132) and nonfilm tourists (n = 179) revealed that South Korea is perceived as a safe, friendly, and clean tourism destination, and that Chinese tourists feel happy and relaxed during their trip. We also found that Chinese tourists believe that Korea lacks food variety and historical attractions, and is not easy to get around. Moreover, we also found that there was a difference between film and nonfilm tourists in regard to cognitive image of the destination, in that film tourists had a more positive image than did nonfilm tourists. However, there was no significant difference in affective destination image between film and nonfilm tourists. Our findings contribute to understanding of Chinese tourists' perceptions and behaviors in regard to South Korea as a tourism destination. In addition, the implications for film and tourism destination marketers are discussed.

Abstract-The aims of this study were to investigate the influences of destination image, place attachment and satisfaction on Chinese tourists' loyalty and compare the differences between film and non-film tourists. The results revealed that film tourists have significant higher values of cognitive image, place identity, place dependence, social bonding, satisfaction and tourist loyalty. As for the determinant factors of Chinese tourists' loyalty to Korea, the social bonding and satisfaction significantly predict to film tourists' loyalty; whereas the affective image, place dependence, social bonding and satisfaction significantly lead to non-film tourists' loyalty. The findings of the study contribute to the understanding of Chinese tourists' perceptions and behaviors. Moreover, the implications for film and destination marketers were also discussed.

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