DX(Digital Transformation) 시대 대응을 위한 관광소비자의 OTT 관광콘텐츠 경험적 가치와 행동 의도 = Experiential Value and Behavioral Intention of OTT Tourism Contents by Tourism Consumers to Respond to the Digital Transformation (DX) Era

다국어 초록 (Multilingual Abstract)

Purpose – This study aims to explore how consumers’ experiential values gained from watching tourism content on OTT (Over-the-Top) platforms affect their emotional and behavioral immersion, as well as their later behavioral intentions in the era of digital transformation (DX).
Design, data, and methodology – The survey was distributed and collected 366 responses from individuals who had watched tourism-related content on OTT platforms at least once in the past year. Data analysis was conducted using SPSS and AMOS, employing frequency analysis, confirmatory factor analysis (CFA), correlation analysis, and structural equation modeling (SEM).
Result – The results show that among the four types of experiential value, only escapist and economic values had statistically significant positive effects on both emotional and behavioral immersion. Moreover, both emotional and behavioral immersion significantly influenced word-of-mouth intention, which in turn positively affected visit intention. These findings support the idea that immersive OTT-based tourism content can lead to meaningful behavioral responses, such as sharing content and visiting actual destinations.
Conclusions – The theoretical and practical implications are discussed.