Differences of Host Country-Destination Image Assessment for International Students According to Risk Perception in COVID-19 Tourism

The study examined the comparative assessment of destination image according to the perception of COVID-19 and travel risk among international students. The online survey was administered to 786 international students enrolled in universities in Korea. Cluster analysis was performed, and three distinct clusters were identified based on risk perception. Destination image attributes were generated into four underlying dimensions: social environment, tourist environment, destination environment, and imagery, using the exploratory factor analysis. A revised Importance-Performance Analysis (IPA) method was utilized to assess the destination image of Korea and used to compare the expected performance of the attributes on each cluster. In addition, a revised IPA grid of each cluster was presented to unveil the satisfaction attributes of the destination image and suggest communication strategies. This study provides practical insights to destination marketers and organizations to design marketing strategies for international students. Further practical and theoretical implications are discussed.