SNS관광정보가 중국인 관광객의 행동의도에 미치는 영향

Abstract

Recently, through the internationalization of the Internet, it was creating an environment in which the SNS can easily access tourist information during the activity, as well as when, where, anyone, before the tourism activity. This will naturally affect people's choice of tourist destinations. SNS has a big impact on daily life, especially since the rapid development of SNS in China. The purpose of this study is to identify the relationship between Chinese tourists' SNS tourism information, tourism satisfaction, behavioral intent, and to verify the effect of tourism satisfaction from the effects of social media tourism information on behavioral intentions. The present study poses the following research problems. In the influence of SNS information of individual Chinese tourists on operational intention, tourism satisfaction have a mediating effect. In order to solve this research problem, it was investigated by the target of 433 Chinese individual tourists who visited Jeju. The survey was conducted by sending an electronic questionnaire by China's top SNS application WeChat. The period was held from April 20 to April 27, 2019 for a total of seven days. After SPSS 18.0 for Windows was utilized for analyses of frequency, correlation, and mediation effects, Sobel Test was implemented to attain the object of the research. Based on the results of this study, the results of the study are summarized as follows. First, it showed a showed the statistically significant and static correlations between all variables in the relationship between SNS tourism information and tourism satisfaction, behavioral intent. In particular, the behavioral intent in relation to SNS tourism information and behavioral intent is the intellectual property, technical characteristics, confident characteristics of the SNS tourism Info sub-factors showed a high correlation. Second, in the influence of the social media tourism information of individual tourists in China has been shown to be a part-mediated effect of tourism satisfaction. The research suggests that the SNS tourism information of the individual tourists in China in a path that directly affects the static direction of behavior, tourism satisfaction has been shown to show an indirect effect that affects the behavioral intentions in part mediated. Accordingly, these studies have expanded the previous study of the behavioral intent to reveal the parameters that act on the impact of social media tourism information on behavioral intent. The secondary factors of SNS tourism information cognitive characteristics, technical characteristics and trustworthy characteristics take tourism satisfaction as the medium to verify its influence on action intention. This helps to understand the characteristics of the SNS tourism information and to enable the tourism of Jeju Island to present the basic data of the building of useful SNS tourism Information network in the future.