소셜미디어 관광정보가 관광객의 제주도 방문의도에 미치는 영향

Abstract

The innovation of network technology and the continuous improvement of functions drive the development of social media. In the information age, the emergence of social media has provided convenience for tourists, changed the traditional one-to-many information transmission mode, and formed a new many-to-many information transmission mode. Changed the traditional marketing model, so that tourists from the receiver of information into information disseminator. Changed the way for tourists to obtain tourism information, provided a platform for tourists to exchange and share information, and influenced tourists' visit intention and decision-making behavior. Based on this, this article to use social media to obtain tourism information of Chinese tourists as investigation object, to Jeju island as the study area, based on the relevant academic research foundation, this research analyzes the tourists of different strength of social media use confidence in social media, and tourism information, based on the theory of S - O - R model, explore the confidence in social media, for cognitive image, of the affective image and sightseeing tourism to the influence of the access intent. This study uses SPSS software to analyze the collected samples and draws the following conclusions: First, the higher the intensity of tourists' use of social media, the higher their trust of tourism information on social media. Second, social media tourism information has a positive and significant impact on tourists' cognition of the tourist sites. Third, social media tourism information has a positive and significant impact on tourists' affective towards the tourist sites. Fourthly, tourists' cognition of the tourist site has a positive and significant influence on tourists' affective of the tourist site. Fifth, the cognition and affective of tourists to the sightseeing site have a positive and significant influence on the intention of visiting the sightseeing site, and directly affect the decision-making of tourists and the behavior of visiting the sightseeing site. Finally based on the research conclusions, it is suggested that tourism operators should actively participate in the marketing activities of social media and the information management of tourist destinations, so as to further improve tourists' positive cognition and affective towards the tourist destinations, and then generate tourist behaviors. Key words: Social Media, Social Media Travel Information, Visit Intention, Cognition, Affective