The effects of perceived relevance of YouTube content on the behavioral intention of Korean University Students to visit Mongolia

다국어 초록 (Multilingual Abstract)

This study suggests that YouTube is subjectively perceived to be relevant to their information needs and concentrate on this limited information to build a destination image. The information attributes of YouTube content exert considerable influences on destination selection. YouTube can influence destinations to seek new methods to attract tourists. Geographical proximity and nations’ population being considered, the tourist number of Republic of Korea for Mongolia is regarded as relatively bigger than the tourist number of China, of Japan, and of Russian Federation. This research is the part of effort to understand its social phenomenon how to get information about Mongolia through YouTube. Reliability, therefore, is most importantly determined by YouTube content. Novelty means that information of the destination in YouTube is new to the user. The user of novelty of YouTube contents was influenced by new culture and lifestyles, curiosity, and discovering a new place for traveling. Similarly, marketers for destination marketing always think how to make YouTube contents vivid, involved, and affective psychological states. Based on the concept of information relevance, a model is proposed for interrelating various attributes specific to YouTube’s content and perceived enjoyment, an intrinsic motivation of information systems usage, to mitigate the above-mentioned gap. Results show that reliability, novelty, understandability affect perceived enjoyment and perceived enjoyment affects visit intention and place attachment. Finally, theoretical and practical implications are proposed.

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