초록 열기/닫기 버튼
This study examines the effects of information sources in terms of controlled communication and word-of-mouth (WOM) communication on tourists' evaluation of destinations and investigates the role of recollection in the relationship between this destination evaluation and customer citizenship behavior. For an empirical test, a questionnaire was distributed to tourists from Busan, Korea, who traveled abroad. Data were collected from 203 Korean tourists and analyzed using structural equation modeling. Both WOM communication and controlled communication had positive effects on destination evaluation, but WOM communication had a greater effect than controlled communication. Destination evaluation had a significant effect on recollection but not on citizenship behavior. Recollection had a positive effect on citizenship behavior and mediated the relationship between destination evaluation and citizenship behavior. The results demonstrate that visitors played a role as an information source and fostered their active citizenship behavior as co-creators in the evaluation of destinations.
