Verification of Destination Attachment and Moderating Effects in the Relationship Between the Perception of and Satisfaction with Tourism Destinations: A Focus on Japanese Tourists

In this study, a model is presented and verified using the concepts of risk factor, destination image, destination attachment, and destination satisfaction as they are perceived by international tourists. The relationships between these concepts were analyzed among 435 Japanese tourists who visited Seoul Korea. The Structural Equation Model (SEM) analysis results reveal: (1) physical risk, health risk, and psychological risk perceived by Japanese tourists have negative effects on the destination image; (2) destination image improves destination satisfaction; (3) destination attachment has a moderating effect on the relationship between two risks (physical and health) and destination image. The results of this study are discussed in terms of theoretical and practical suggestions for destination marketing and management.