유튜브 여행 콘텐츠의 시청 만족과 대리 만족이 여행의도에 미치는 영향

초록

This study investigated the effects of watching satisfaction and surrogate satisfaction for YouTube travel contents on travel intentions. As a result of statistical analysis of a total of 323 valid questionnaires, entertainment, immersion, diversity, information transmission, and sufficiency had positive effects on satisfaction, re-watching intentions, and travel intentions. Interestingly, watching satisfaction had a positive effect on re-watching intentions, but did not have significant effects on travel intentions. Conversely, surrogate satisfaction did not have significant effects on re-watching intention, but had a positive effect on travel intentions. This study has academic significance in that satisfaction was measured in the watching and surrogate dimensions, and their different effects were verified. In addition, the results of this study provided practical implications by suggesting that improving the quality of YouTube travel contents can be effective in increasing tourists at destinations.

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