http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.
변환된 중국어를 복사하여 사용하시면 됩니다.
eWOM과 관광지 이미지 그리고 방문의도의 관계에 관한 연구
강재은(Jaeeun Kang),김두경(Doogyung Kim) 한국인터넷전자상거래학회 2014 인터넷전자상거래연구 Vol.14 No.6
This study is designed to recognize the importance of the Electronic Word of Mouth or eWOM, especially that of SNS in destination marketing, through which the relationship with destination image and intention to visit as major factors in selecting destinations is to be analyzed and demonstrated. The findings of this study targeting on visitors to Jeju demonstrated that eWOM taking advantage of SNS has a significant effect on the cognitive and emotional image of destination and the cognitive image of destination also does on the emotional image. Additionally, rather than emotional image, the cognitive image is more likely to significantly affect the intention to visit. These results make sense in that the information about destinations being posted on SNS mainly comprises cognitive images based on the physical properties of destinations rather than emotional responses. Therefore it is expected that such results have meaningful implications for destination marketers.