초록 열기/닫기 버튼
Social networking sites become one of the major information sources for tourists. Reviews, pictures and comments from friends are influencing tourist's decision on where to go and what to do. It should be noted that the rise of frequently independent traveler or FIT has a great impact on tour inflow from China to Korea recently. Sanke (散客) in Sina Weibo(新浪微博) also searches SNS contents to get informed. In this study, we focus on what factors influence secondary information sharing in SNS about tour experiences in Korea. Based on Sina Weibo's data, we found that official certification affects the probability of tour information sharing. Also we support previous findings on the effect of Like or Comment. By understanding the characteristics of Sanke in Chinese SNS, not only the company's marketing activities but also policy maker's effectiveness can be enhanced. As such, this study provides ideas and knowledge on maximizing the opportunity.
