Perceived tourist values of the Museum of African Art

Abstract

This study investigated the effects of perceived values (personal, artistic, and sociocultural) of tourists’ attitude and behavioural intention to visit Africa. Participants were tourists (176 men and 124 women) who visited the Museum of African Art based on Jeju Island in the Republic of Korea. Results, following hierarchical analysis, suggest personal value and sociocultural value rather than artistic value to predict tourists’ attitude and behavioural intention to visit Africa. The findings of this study imply that personal and sociocultural predispositions lead to the tourists’ likely adoption of a tourist destination beyond familiarities with artistic works associated with the destination. Tourism promotion campaigns aimed at promoting African as a destination should customise messages to address the personal and sociocultural predispositions of would-be international tourists.