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온라인 여행커뮤니티 정보특성이 사용자의 수용과 확산에 미치는 영향
최동석(Dong Sok Choi),이태희(Tae Hee Lee),서일교(Il Gyo Suh) 한국관광연구학회 2014 관광연구저널 Vol.28 No.2
As the development of information technology and increasing new forms of individual travellers, latest qualified information gathering is more important. Therefore, this study analyzed any factors of information characteristics that is being shared in online travel community have played a role in choosing travel destination, purchasing packages, spreading of information. The result of study are that the vividness and synonymy of information, interactions and technical characteristics affect reliability and usefulness, people who visited online travel community decide travel destination, purchases packages by the information in the hypothesis testing. But, the reliability and usefulness do not significantly affect spreading of information, even though a survey on the status of online travel community utilization is showed 78% of those questioned have an experience about spreading of information. Rather personal disposition and experience on travelling may affect spreading of information. The main information of gathering is accommodation, food and preference information is detailed, latest vividness review about travel destination more than subjective complaints, recommendations in the survey. It can be seen that travellers are more reasonable consumption and acceptance of information. Based on the study, it will be able to reach travellers purchase packages by reliability and usefulness information even if company provides marketing information for selling.