The purpose of this study was to investigate a causal relationship to draw measurement items to be based on preceded research which were Grnroos(1990), Butler(1991), Morgan and Hunt(1994), Moorman, Zaltman, & Deshpande(1992), Sang Hyun Kim(1995), and ...

The purpose of this study was to investigate a causal relationship to draw measurement items to be based on preceded research which were Grnroos(1990), Butler(1991), Morgan and Hunt(1994), Moorman, Zaltman, & Deshpande(1992), Sang Hyun Kim(1995), and Doney & Cannon(1997) for testing the constitutive relationship of influence on our model that the cognition on LOHAS Korean wave effects to image in nation and tourism , attitude regarding Korea and visit intention.
In order to achieve the research purpose, 350 research questionnaires were distributed to people who have experience on Korean wave China(Beijing, Sanghai, Dalian, Simsu, and Shimyang), Hong Kong, and Taiwan and 328 questionnaires were collected for statistical analysis purpose. The research findings were as follows.
First, the cognition of LOHAS affected to image in Korea and tourism but the cognition of Korean wave was not affected. Second, the image in Korea and tourism affected to the attitude regarding Korea namely, to be having good impression and emotion to Korea. Third, the image in Korea was not affected but the image in tourism affected to visit intention. Forth, the relationship of the attitude regarding Korea and visit intention was not affected.