모바일 관광정보 상호작용성이 긍정적 감정반응, 관광만족, 재방문의도에 미치는 영향

Abstract

Smartphone which has almost unlimited internet access and location tracing functions with the recent rapid development has become a part of our life in modern society based on the advantages of mobility and portability. Smartphone expanded the previous internet environment limited only to wire to the mobile media environment and so allowed search, game, and SNS which were available only by cable in mobile media. In particular, smartphone is convenient, highly accessible, and available anywhere anytime, and the contents for smartphone can be produced and consumed by consumers. Accordingly, this study aims to identify how tourists can get information that is private and that they want as rapidly as possible and how the smartphone interactivity that tourists can feel solidarity each other can allow tourists to feel which positive emotional response and subsequently understand the satisfaction and revisit of customers.

The purpose of this study is as follows: First, this study aims to propose a research model on mobile tourists information interactivity. Second, this study aims to identify the impact of mobile tourists information interactivity on positive emotional response in tourists. Third, this study aims to the impact of the positive emotion that tourists feel on tourists' satisfaction and revisit.

The subjects of this study are 240 individuals who experienced Jeju Tourism Information search service by using smartphone among the tourists who visited Jeju. SPSS 18.0 was used to make a demographic analysis, reliability analysis, and correlation analysis of research subjects and Amos 18.0 was used to verify the adjustment effect with the confirmatory factor analysis that verifies the validity of scale and the regression analysis that verifies a causal relationship of variables.

The findings of this study can be summed up as follows: First, it is empirically found that the positive emotional response of the tourists who used the mobile tourists information service had a positive(+) impact on tourist satisfaction and revisit. Second, it is found that the mobile tourists information interactivity had a positive(+) impact on tourist satisfaction. Third, it is found that if the satisfaction of the tourists who used the mobile tourists information service is high, it has a positive(+) impact on revisit. Fourth, agencies or companies (or individuals) which provide tourists information will have to make efforts for the strategic management like frequent upgrade of related information so that the experience value of smartphone tourists information users(including tourists) can be optimized. Fifth, more tourists are likely to collect tourists information by using smartphone over time and accordingly, it is above all important to develop a reliable application as a means to deliver useful tourists information to tourists.

Finally, this study have the following limitations: First, it is difficult to generalize this study result to the other tourist destinations in other regions because this study targeted the tourists who visited Jeju only. Second, this is a cross-sectional study. An individual's positive or negative reaction on tourists information may depends on the changes in time, but this study could not reflect the fact that an individual's perception may be different at a different point of time because it collected the data at a particular point of time. Third, it is necessary to make the measurement items more elaborate by developing a scale depending on the characteristics of mobile tourists information interactivity in a follow-up study. Fourth, it is necessary to conduct a more detailed study on smartphone's unique tourists information service property factors that are different from wireless internet in the future.