SNS관광정보가 중국인 관광객의 행동의도에 미치는 영향 : 제주방문 중국인 개별관광객을 중심으로 = The effect of Chinese social network tourism information on behavioral intention : focusing on Chinese individual tourists to Jeju island

다국어 초록 (Multilingual Abstract)

Recently, through the internationalization of the Internet, it was creating an environment in which the SNS can easily access tourist information during the activity, as well as when, where, anyone, before the tourism activity. This will naturally affect people's choice of tourist destinations. SNS has a big impact on daily life, especially since the rapid development of SNS in China. The purpose of this study is to identify the relationship between Chinese tourists' SNS tourism information, tourism satisfaction, behavioral intent, and to verify the effect of tourism satisfaction from the effects of social media tourism information on behavioral intentions. The present study poses the following research problems. In the influence of SNS information of individual Chinese tourists on operational intention, tourism satisfaction have a mediating effect. In order to solve this research problem, it was investigated by the target of 433 Chinese individual tourists who visited Jeju. The survey was conducted by sending an electronic questionnaire by China's top SNS application WeChat. The period was held from April 20 to April 27, 2019 for a total of seven days. After SPSS 18.0 for Windows was utilized for analyses of frequency, correlation, and mediation effects, Sobel Test was implemented to attain the object of the research. Based on the results of this study, the results of the study are summarized as follows. First, it showed a showed the statistically significant and static correlations between all variables in the relationship between SNS tourism information and tourism satisfaction, behavioral intent. In particular, the behavioral intent in relation to SNS tourism information and behavioral intent is the intellectual property, technical characteristics, confident characteristics of the SNS tourism Info sub-factors showed a high correlation. Second, in the influence of the social media tourism information of individual tourists in China has been shown to be a part-mediated effect of tourism satisfaction. The research suggests that the SNS tourism information of the individual tourists in China in a path that directly affects the static direction of behavior, tourism satisfaction has been shown to show an indirect effect that affects the behavioral intentions in part mediated. Accordingly, these studies have expanded the previous study of the behavioral intent to reveal the parameters that act on the impact of social media tourism information on behavioral intent. The secondary factors of SNS tourism information cognitive characteristics, technical characteristics and trustworthy characteristics take tourism satisfaction as the medium to verify its influence on action intention. This helps to understand the characteristics of the SNS tourism information and to enable the tourism of Jeju Island to present the basic data of the building of useful SNS tourism Information network in the future.

목차 (Table of Contents)

• Ⅰ. 서 론 1
• 1. 연구의 배경 1
• 2. 연구의 목적 4
• 3. 연구의 방법 및 범위 5
• Ⅱ. 이론적 고찰 7
• 1. 중국 개별자유관광객 7
• 1) 개별관광객의 정의 7
• 2) 중국 개별관광객의 특성 8
• 2. SNS 관광정보 9
• 1) 관광정보의 개념 9
• 2) SNS관광정보의 개념 11
• 3) SNS관광정보의 특성 12
• 3. 행동의도 14
• 1) 행동의도의 개념 14
• 2) 행동의도의 구성요소 16
• 4. 관광만족 17
• 5. SNS관광정보, 행동의도 및 관광만족 간의 관계 18
• 1) SNS관광정보와 행동의도 간의 관계 18
• 2) SNS관광정보와 관광만족 간의 관계 19
• 3) 관광만족과 행동의도 간의 관계 19
• Ⅲ. 연구 설계 20
• 1. 연구모형 및 가설의 설정 20
• 2. 설문지 구성 21
• 3. 자료수집 및 분석 방법 24
• 1) 자료수집 24
• 2) 분석 방법 24
• 4. 용어의 조작적 정의 25
• 1) SNS 관광정보 25
• 2) 관광만족 25
• 3) 행동의도 26
• Ⅳ. 실증분석 27
• 1. 표본의 일반적 특성 27
• 1) 인구 통계적 특성 27
• 2) SNS 관련 일반적 특성 29
• 2. 측정항목의 타당성 및 신뢰성 31
• 1) 타당성 검증 31
• 2) 신뢰성 검증 31
• 3. 상관관계 분석 32
• 4. 가설 검증 33
• Ⅴ. 논의 및 결론 42
• 1. 연구의 결과 및 시사점 42
• 2. 연구의 의의 44
• 3. 연구의 한계점 및 향후 연구 방향 45
• 참고문헌 46
• ABSTRACT 50
• 설문지 53