유튜브 관광콘텐츠 특성이 몽골인의 관광지 선택에 미치는 영향

• 영문명: The influence of tourism content characteristics of YouTube on destination visit intentions
• 발행기관: 강원대학교 경영경제연구소
• 저자명: 바트바타르 바트자야 김영국
• 간행물 정보: 『아태비즈니스연구』제14권 제2호, 141~151쪽, 전체 11쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2023.06.30

영문 초록

Purpose - This study aims to determine whether four characteristics of tourism content on YouTube (i.e., entertainment; credibility; diversity; and informativeness) influence tourists' destination choices. Design/methodology/approach - A total of 201 Koreans and Mongolians who use YouTube were surveyed in the research. Validity and reliability, correlation, and regression analyze were performed in SPSS 29.0. Findings - As a result of the study, it was found that the features of YouTube tourism content, such as entertainment, credibility, and diversity, have a positive effect on tourists' choice of destination. Also, it was found that there is no difference in the perception of tourism content features between Korean and Mongolian YouTube users and it is not statistically significant. Research implications or Originality - Tourists' YouTube content shows that YouTube features such as entertainment, variety, and trustworthiness, influencing tourists' travel destination choices. The limitations of this study and suggestions for future research were discussed.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법론

Ⅳ. 실증분석 결과

Ⅴ. 결론

References

키워드

Credibility Diversity Entertainment Informativeness Destination visit intentions