관광정보와 관광 소비자 행동 연구

초록

This research examined the effect of Social network service (SNS) information on tourist behavior as it becomes more popular sources of information. This study researched three SNS related attributes to account for the satisfaction. These include usefulness, reliability, and interactivity. Also, this research investigated the association between the satisfaction and behavioral intention. For the data collection, this research employed online survey instrument and the participants is the 20’s age group. Google online survey was the main instrument to collect the data. The main instrument of this research is survey. For the data analysis, this study adopted confirmatory factor analysis, and path analysis in structural equation modeling. The results indicated that satisfaction is positively influenced by three attributes (usefulness, reliability, and interactivity). Also, this study found the significant relation between behavioral intention and satisfaction. The information of this research could be used to tourism Internet marketing domain managers.

키워드