Korea's destination image formed by the 2002 World Cup

Mega events have many effects on host regions. Considering their influence on tourist behavior, image-related effects merit more attention. In spite of broad agreement among scholars regarding the influence of image on individual behavior, little empirical research has been conducted on this aspect. This study focuses on the influence of various dimensions of destination image on onsite experiences, of these on overall evaluation and behavioral intentions, and of the latter on behavioral intentions. The results show that the four dimensions of image have differential effects on these experiences, which in turn influence subsequent behavior.