초록 열기/닫기 버튼

More than 600 million people around the world watched "Feel the Rhythm of Korea" on YouTube using Pansori, traditional Korean music. This study focused on Korean traditional music and Tourism, and aimed to study the areas that have not attracted the attention of scholars so far. To address this gap, this research extended the VAB model. As an extension variable, Pansori Youtube attributes were divided into story, place, music, costume, and Pansori charm. This research was a study of relationship among Pansori Youtube attribute on utilitarian value, hedonic value, attitude, and behavior. For analysis, online surveys were conducted for 203 responses who watched Pansori on Youtube, and analyses were conducted using SPSS and Smart PLS. As a result of the study Pansori Youtube attribute had a significant positive effect on utilitarian value, hedonic value, and attitude. Moreover, utilitarian value and hedonic value had significant impacts on attitude. The attitude was then verified to have a significant positive effect on behavior. This study proposed implications that are academically and practically beneficial to the field of Korean traditional music and Tourism.



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유튜브 영상 속성
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판소리
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이날치
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가치-태도-행동 모델
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Youtube Attribute, Pansori, Lee-Nal-Chi, Value Attitude Behavior Model