Exploring the impact of functional, symbolic, and experiential image on approach behaviors among state-park tourists from India, Korea, and the USA

Abstract

This study provides insights into the influence of state park image, visitor emotions, and place identity on visitors’ revisit intentions by considering the moderating impact of national culture. A quantitative process with the data collected in India, Korea, and the US was used. Hierarchical regression analysis evidences the moderating role of national culture, which is hardly explored in the state park context. Results confirm that most hypotheses are fully or partially accepted, which suggests that brand image and national culture influence visitor intention. This study helps practitioners better understand the relevance of national culture in developing appropriate visitor attraction/retention strategies.