원문정보
The Effects of Social Media Tourism Marketing on Local Image and Visit Intention
초록
영어
The purpose of this study is to investigate the relationship among Social media marketing, local image and visit intention. The study obtained the following results : Hypothesis 1, All factors of social media tourism marketing had significant effects on the local image. Hypothesis 2, Only usefulness and timeliness the sub-factors of social media tourism marketing had a significant impact on the intention of the visit. Hypothesis 3, The local image also had significant effects on the visit intention. Hypothesis 4, All factors of social media tourism marketing had positive effects on the visit intention and this was mediated by the local image. The results of this study confirmed that the tourism information and tourism products provided through social media tourism marketing can directly influence the local image and the visit intention, which can amplify a revitalization or recession of the local tourism. This study aims to suggest the operational and theoretical implications for the increased management demands of the social media tourism marketing, the local image, and visit intention in the modern era in which local tourism acts as a local brand.
목차
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 소셜미디어 관광 마케팅
2. 지역이미지
3. 방문의도
Ⅲ. 연구설계
1. 연구모형 및 가설의 설정
2. 조작적 정의 및 설문지 구성
3. 조사방법과 조사기간
Ⅳ. 실증분석
1. 연구대상자의 인구사회학적 특성
2. 신뢰도와 타당도 분석
3. 가설의 검증
Ⅴ. 결론
참고문헌