셜미디어 이용이 여행태도에 미치는 부정적 영향에 대한 탐색적 연구: 태국인의 K-ETA 관련 포커스그룹 인터뷰를 중심으로

• 영문명: An Exploratory Study on Negative Influence of the Social Media on Travel Attitudes: Focus Group Interviews with Thai Regarding K-ETA
• 발행기관: 강원대학교 경영경제연구소
• 저자명: 장서연(Seo-Yeon Jang) 황주영(Joo-Young Hwang)
• 간행물 정보: 『아태비즈니스연구』제16권 제3호, 387~402쪽, 전체 16쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2025.09.30

국문 초록

Purpose - The purpose of this study was to explore the negative influence of social media on travel attitudes. Design/methodology/approach - To achieve this objective, a comprehensive literature review was conducted, examining the impact of social media not only within the tourism field but also across related domains such as politics, marketing, and communication. While the positive effects of social media on travel related behavior and attitudes have been extensively studied, research focusing on its negative influence remains limited within the tourism context. This study aims to address this gap through an exploratory approach. Focus group interviews were conducted with Thai participants residing in Thailand focusing on K-ETA. Findings - Based on the findings from both the literature review and interview data, three primary factors were identified as having a negative influence on travel attitudes: (1) the dissemination of fake news and misinformation, (2) unrealistic expectations created by social media and the resulting gap between expectation and reality, and (3) the amplification of perceived risks. Research implications or Originality - The study suggests that stakeholders in the tourism industry should develop and implement strategic responses to mitigate the adverse effects of social media on travelers’ decision-making processes.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법론

Ⅳ. 분석 결과

Ⅴ. 결 론

References

키워드

Social Media Negative Influence Travel Intention K-ETA