학술논문
SNS 관광정보특성이 관광지이미지, 관광지애착, 관광행동에 미치는 영향 : MZ세대를 대상으로 / A Study on the Influence of SNS Tourism Information Characteristics on Tourist Site Image, Tourist Attachment, and Tourism Behavior:For the MZ generation
Document Type
Dissertation/ Thesis
Source
Subject
Language
Korean
Abstract
오늘날 모바일, 클라우드, 사물인터넷(IOT), AI 등과 같은 혁신적 기술과 코로나19로 인한 비대면의 선호가 증가하면서 산업의 전반적인 구조가 디지털 경제로 빠르게 변화하고 있다. 그 중 정보 집약도가 높은 관광산업은 정보통신기술의 발전과 스마트 폰 사용의 증가로 인해 인터넷 기반의 온라인 산업으로 점차 확대되면서 그 지속성장에 대한 가능성은 무한한 것으로 판단된다. 인터넷의 발달과 실시간으로 제공되는 관광 정보가 유기적으로 결합하면서 관광 정보의 다양성과 품질이 확대되고 있기 때문에 관광 소비자들은 시간적, 공간적 제한없이 더 폭넓고 다양한 관광 정보를 제공받을 수 있게 되었다. 또한 코로나19로 인해 가속화된 언택트 시대에 SNS(Social Network Service)를 이용한 관광 정보가 부상하고 있다. 오프라인상의 관광정보과 달리 온라인상에서 다양한 정보를 제공받고 공유하는 상호작용을 통해 관광정보를 탐색하는 SNS이용자들은 관광소비자인 동시에 관광생산자이다. 이로인해 관광기업들은 디지털 환경에 익숙하고 트렌드를 이끄는 MZ세대가 SNS 관광정보를 지속적으로 이용하도록 하는 특성을 파악하여 SNS를 마케팅 수단으로 적극적으로 활용하고 관광상품의 활성화를 위한 노력이 지속되어야 한다. SNS에 관한 연구는 많이 이루어지고 있지만 SNS관광정보특성에 관한 연구를 살펴보면 SNS 관광정보특성이 만족, 관광지 선호도 및 관광자 행동의도에 관한 연구가 대부분인 가운데 SNS정보특성에 관한 연구가 그 중요성에 비하여 연구가 미비하고 SNS를 주로 이용하고, SNS를 기반으로 유통시장에서 강력한 영향력을 발휘하는 소비 주체인 MZ세대를 대상으로 연구한 국내연구는 부족한 실정이다. 또한 관광자들이 관광지 선택에 있어서 관광지이미지는 가장 중요한 요인임에도 불구하고 SNS 관광정보특성과 관광지이미지에 관한 연구또한 부족한 실정이다. 따라서 본 연구에서는 SNS관광정보 특성이 관광지이미지, 관광지애착, 관광행동의도에 미치는 영향을 파악하고, SNS관광정보가 지역의 이미지 개선과 관광객이 갖는 지역에 대한 애착을 구성하는 요인들을 분석하여 효과적인 관광객 유치와 지역사회발전을 위한 도구로서 활용될 수 있는 방안을 제시하고자 한다. 또한, 디지털 환경에 익숙하고 트렌드를 이끄는 MZ세대가 SNS관광정보를 지속적으로 이용하도록 하는 특성을 파악하여 SNS를 마케팅 수단으로 적극적으로 활용하는 관광기업들에게 관광상품의 활성화를 위한 마케팅 방안 및 시사점을 도출하고 연구 수행과정에서 발생된 연구의 한계점도 제시하고자 한다. 본 연구의 실증적 자료 수집을 위한 조사는 2022년 9월 15일부터 10월10일까지 실시하였고, 연구의 대상적 범위인 조사대상은 MZ 세대 중 SNS를 통해 관광지 또한 관광자원을 탐색해 보거나 정보를 얻고 공유해본 경험이 있는 사람을 대상으로 온라인 설문조사를 실시하였다. 설문지는 총 306부를 온라인을 통해 배포하였고, 응답률이 낮거나 응답이 편중된 불성실한 응답을 한 설문지 11부를 제외하고 총 295부를 실증분석에 활용하였다. 수집된 자료의 통계처리는 데이터 코딩과 데이터 클리닝 과정을거쳐, SPSS 22.0 통계 패키지 프로그램을 활용하여 빈도분석, 신뢰성분석, 요인분석, 상관관계분석, 다중회귀분석 등을 적용하였다. 분석결과 각각의 변수들은 신뢰성과 타당성이 검증되었고, 연구모형의 적합성이 검증되었으며, 가설검증 결과는 다음과 같다. 첫째, SNS관광정보특성은 관광지이미지(인지적 이미지,정서적 이미지)에 부분적으로 영향이 미치는 것으로 나타났다. 둘째, 관광지이미지는 관광지애착에 유의한 영향을 미치는 것으로 나타났는데 관광지이미지가 클수록 관광지에 가고싶고 애착을 많이 느끼는 것으로 나타났다. 셋째, 관광지애착은 관광행동의도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 결과적으로 SNS를 통해 형성된 관광지이미지, 관광지애착은 재방문의도, 추천의도와 같은 관광행동의도에 영향을 미치는 것으로 나타났다. 본 연구는 SNS관광정보특성이 관광지이미지, 관광지애착, 관광행동의도에 미치는 영향연구를 통하여 SNS관광정보가 지역의 이미지 개선과 효과적인 관광객 유치와 지역사회발전을 위한 도구로서 활용될 수 있다고 판단되며, 디지털 환경에 익숙하고 트렌드를 이끄는 MZ세대가 SNS 관광정보를 지속적으로 이용하도록 하는 특성을 파악하여 SNS를 마케팅 수단으로 적극적으로 활용하는 관광기업들에게 관광상품의 활성화를 위한 마케팅에 조금이나마 기여할 것으로 생각된다. 그러나 연구를 수행하는 과정에 부족한 부분들을 발견하였으며 향후 연구에서는 본 연구를 활용하여 SNS관광정보 분야에서 학문적 논의를 통하여 이론적 체계의 구축과 실무적 논의를 통한 높은 SNS관광정보 수준으로 관광자들의 만족도를 높이는데 기여하고 SNS를 통한 관광정보 활성화에 대한 이론적, 실증적인 연구가 필요하며 이러한 연구들은 향후 관광발전에 의미 있는 연구가 될 것으로 사료된다.
Today, the overall structure of the industry is rapidly changing to the digital economy as innovative technologies such as mobile, cloud, Internet of Things (IoT), and AI increase their non-face-to-face preferences due to COVID-19. Among them, the tourism industry with high information intensity is gradually expanded to the Internet-based online industry due to the development of information and communication technology and the increase in the use of smartphones, and the possibility of sustainable growth is infinite.As the development of the Internet and the real-time tourism information are organically combined, the diversity and quality of tourism information is expanding, allowing tourism consumers to receive wider and diverse tourism information without time and space restrictions. In addition, tourism information using social network services (SNS) is emerging in the era of untact accelerated by COVID-19.Unlike offline tourism information, SNS users who search for tourism information through interactions that receive and share various information online are both tourism consumers and tourism producers. As a result, tourism companies should identify the characteristics that allow the MZ generation, which is familiar with the digital environment and leads the trend, to continue to use SNS as a marketing tool and continue to make efforts to revitalize tourism products. There are many studies on SNS, but most of the studies on SNS tourism information characteristics are satisfactory, tourist preferences, and tourist behavioral intentions. Compared to the importance of SNS in 2010, domestic studies on the MZ generation, who mainly use SNS, and have a strong influence in the distribution market based on SNS are insufficient. In addition, although tourists' image of tourist destinations is the most important factor in choosing tourist destinations, research on the characteristics of SNS tourism information and the image of tourist destinations is also insufficient. Therefore, this study aims to understand the effect of SNS tourism information on tourist image, tourist attachment, and recommendation intention, and to analyze the factors that make up the image improvement of the region and tourists' attachment to the region to suggest a method that can be used as a tool for effective tourist attraction and community development. In addition, by identifying the characteristics of allowing the MZ generation, which is familiar with the digital environment and leads the trend, to actively use SNS as a marketing tool, marketing measures and implications for revitalizing tourism products are derived, and research limitations are presented in the research process. The survey for the collection of empirical data of this study was conducted from September 15 to October 10, 2022, and an online survey was conducted on MZ generation who have experience in exploring, obtaining, and sharing tourism resources through SNS. A total of 306 copies of the questionnaire were distributed online, and a total of 295 copies were used for empirical analysis, excluding 11 copies of the questionnaire that gave insincere responses with low response rates or biased responses. The statistical processing of the collected data was performed through data coding and data cleaning, and frequency analysis, reliability analysis, factor analysis, correlation analysis, and multiple regression analysis were applied using the SPSS 22.0 statistical package program. As a result of the analysis, the reliability and validity of each variable were verified, the suitability of the research model was verified, and the hypothesis verification results are as follows. First, it was found that the characteristics of SNS tourism information partially affected the image of tourist attractions (cognitive image, emotional image). Second, it was found that the image of a tourist destination had a significant effect on the attachment of a tourist destination, and the larger the image of a tourist destination, the more I wanted to go to a tourist destination and felt attached. Third, it was found that attachment to tourist destinations had a significant positive (+) effect on tourism behavior (recommended intention). As a result, it was found that the image of tourist attractions formed through SNS and the attachment of tourist attractions affect tourism behaviors such as revisit intention and recommendation intention. This study believes that SNS tourism information can be used as a tool for improving local image, attracting tourists, and developing local communities through research on the influence of SNS tourism information characteristics. However, we found some deficiencies in the research process, and in future studies, we need to contribute to the establishment of a theoretical system through academic discussions in the field of SNS tourism information, and theoretical and empirical studies on activating tourism information through SNS are needed.
Today, the overall structure of the industry is rapidly changing to the digital economy as innovative technologies such as mobile, cloud, Internet of Things (IoT), and AI increase their non-face-to-face preferences due to COVID-19. Among them, the tourism industry with high information intensity is gradually expanded to the Internet-based online industry due to the development of information and communication technology and the increase in the use of smartphones, and the possibility of sustainable growth is infinite.As the development of the Internet and the real-time tourism information are organically combined, the diversity and quality of tourism information is expanding, allowing tourism consumers to receive wider and diverse tourism information without time and space restrictions. In addition, tourism information using social network services (SNS) is emerging in the era of untact accelerated by COVID-19.Unlike offline tourism information, SNS users who search for tourism information through interactions that receive and share various information online are both tourism consumers and tourism producers. As a result, tourism companies should identify the characteristics that allow the MZ generation, which is familiar with the digital environment and leads the trend, to continue to use SNS as a marketing tool and continue to make efforts to revitalize tourism products. There are many studies on SNS, but most of the studies on SNS tourism information characteristics are satisfactory, tourist preferences, and tourist behavioral intentions. Compared to the importance of SNS in 2010, domestic studies on the MZ generation, who mainly use SNS, and have a strong influence in the distribution market based on SNS are insufficient. In addition, although tourists' image of tourist destinations is the most important factor in choosing tourist destinations, research on the characteristics of SNS tourism information and the image of tourist destinations is also insufficient. Therefore, this study aims to understand the effect of SNS tourism information on tourist image, tourist attachment, and recommendation intention, and to analyze the factors that make up the image improvement of the region and tourists' attachment to the region to suggest a method that can be used as a tool for effective tourist attraction and community development. In addition, by identifying the characteristics of allowing the MZ generation, which is familiar with the digital environment and leads the trend, to actively use SNS as a marketing tool, marketing measures and implications for revitalizing tourism products are derived, and research limitations are presented in the research process. The survey for the collection of empirical data of this study was conducted from September 15 to October 10, 2022, and an online survey was conducted on MZ generation who have experience in exploring, obtaining, and sharing tourism resources through SNS. A total of 306 copies of the questionnaire were distributed online, and a total of 295 copies were used for empirical analysis, excluding 11 copies of the questionnaire that gave insincere responses with low response rates or biased responses. The statistical processing of the collected data was performed through data coding and data cleaning, and frequency analysis, reliability analysis, factor analysis, correlation analysis, and multiple regression analysis were applied using the SPSS 22.0 statistical package program. As a result of the analysis, the reliability and validity of each variable were verified, the suitability of the research model was verified, and the hypothesis verification results are as follows. First, it was found that the characteristics of SNS tourism information partially affected the image of tourist attractions (cognitive image, emotional image). Second, it was found that the image of a tourist destination had a significant effect on the attachment of a tourist destination, and the larger the image of a tourist destination, the more I wanted to go to a tourist destination and felt attached. Third, it was found that attachment to tourist destinations had a significant positive (+) effect on tourism behavior (recommended intention). As a result, it was found that the image of tourist attractions formed through SNS and the attachment of tourist attractions affect tourism behaviors such as revisit intention and recommendation intention. This study believes that SNS tourism information can be used as a tool for improving local image, attracting tourists, and developing local communities through research on the influence of SNS tourism information characteristics. However, we found some deficiencies in the research process, and in future studies, we need to contribute to the establishment of a theoretical system through academic discussions in the field of SNS tourism information, and theoretical and empirical studies on activating tourism information through SNS are needed.