소셜미디어 관광 마케팅 활동이 지역이미지와 방문의도에 미치는 영향 연구

• 영문명: The Effects of Social Media Tourism Marketing on Local Image and Visit Intention
• 발행기관: 관광경영학회
• 저자명: 이종현 이재섭
• 간행물 정보: 『관광경영연구』제24권 제7호, 781~800쪽, 전체 20쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2020.12.31

영문 초록

The purpose of this study is to investigate the relationship among Social media marketing, local image and visit intention. The study obtained the following results : Hypothesis 1, All factors of social media tourism marketing had significant effects on the local image. Hypothesis 2, Only usefulness and timeliness the sub-factors of social media tourism marketing had a significant impact on the intention of the visit. Hypothesis 3, The local image also had significant effects on the visit intention. Hypothesis 4, All factors of social media tourism marketing had positive effects on the visit intention and this was mediated by the local image. The results of this study confirmed that the tourism information and tourism products provided through social media tourism marketing can directly influence the local image and the visit intention, which can amplify a revitalization or recession of the local tourism. This study aims to suggest the operational and theoretical implications for the increased management demands of the social media tourism marketing, the local image, and visit intention in the modern era in which local tourism acts as a local brand.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 실증분석

Ⅴ. 결 론

참고문헌

키워드

Social Media Social Media Marketing Social Media Tourism Marketing Local Image Visit Intention