유튜브 여행콘텐츠 특성과 이용자 만족, 여행의도 간의 관계 : 이용자 특성에 따른 변수 간 차이에 대한 추가검증


Relationships among Characteristics of Tourism Contents on YouTube, User Satisfaction and Travel Intention : Additional test of differences among the variables by user characteristics


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YouTube, the popular UCC-based social networking platform, provides variable contents and live streaming service in many field. The purpose of this study is to investigate the relationship among the characteristics of tourism-related contents, users’ satisfaction and travel intention. Furthermore, the study also examines the differences among the variables by user's characteristics. A total of 309 users who have watched the tourism contents on YouTube within six months participated in the study. Specifically, the respondents have watched the contents at least one year, more than once a month and once a week. The analysis results showed that the three factors of the contents had a significantly positive influence on users’ satisfaction and travel intention. Among them, the entertainment factor was the most powerful factor for YouTube users. Users’ satisfaction significantly and positively influenced their intention to travel. Lastly, the differences by user’s characteristics were significant results, depending on whether they were married or not, the level of education, the duration and frequency of use, whether they were subscribed or not, and the number of subscribed channels. Thus, the study will contribute to expanding the tourism content-related research and help develop practical strategies for the market.


Ⅰ. 서론
Ⅱ. 이론적 배경
1. 유튜브 여행콘텐츠 특성
2. 이용자 만족과 향후 여행의도
3. 여행콘텐츠 특성과 이용자 만족, 여행의도 간의 관계
Ⅲ. 연구설계
1. 설문구성
2. 자료수집 및 분석방법
Ⅳ. 분석결과
1. 표본의 특성
2. 측정변수의 타당성 및 신뢰성
3. 측정변수 간의 상관관계
4. 연구가설 검증
Ⅴ. 결론


  • 박은경 Eunkyung Park. 대구대학교 호텔관광학과 조교수


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