유튜브 음식관광 콘텐츠의 특성이 지각된 유용성, 행동의도에 미치는 영향 : 일본인을 대상으로 = The effects of the Characteristics of YouTube Food Tourism on Perceived Usefulness and Behavioral Intention : Targeting Japanese

다국어 초록 (Multilingual Abstract)

Recently, YouTube has become an important resource for obtaining tourism-related information. In particular, consumers search for food tourism content on YouTube. However, research on YouTube in the field of tourism is relatively limited compared to studies on other social media platforms. Therefore, there is a need for further research based on YouTube.
Therefore, the purpose of this study is to understand the relationship between the reliability, consent, and playfulness of YouTube's food tourism content characteristics on perceived usefulness and behavioral intention for Japanese people. Through the study, theoretical and practical implications were presented, and basic data for food tourism content production and marketing to Japanese people were provided.
This study was conducted for two months from July 1 to August 31, 2024, and an online survey was conducted using Google Form for Japanese residents who have watched food tourism contents related to Korea on YouTube within the last 6 months. A total of 191 collected data were subjected to frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, multiple regression analysis, and simple regression analysis through the SPSS27.0 program.
The results of the empirical analysis are as follows. Among the characteristics of YouTube food tourism contents, consent and playfulness had a significant influence on perceived usefulness. Second, among the characteristics of YouTube food tourism contents, reliability did not significantly affect perceived usefulness. Third, the perceived usefulness had a significant influence on the intention to visit and recommend. The theoretical implications of this study through these results are as follows.
Among the characteristics of tourism content, representative characteristics of YouTube content include reliability, playfulness, and entertainment, but they are also major factors being measured in previous studies. In addition to reliability and playfulness, this study adopted consent, which was not covered a lot in previous studies, as measurement factors, and studied reliability, consent, and playability on perceived usefulness, and behavior on behavioral intentions. In other words, it is meaningful that the academic framework for transmitting tourism information through YouTube has been expanded.
The practical implications are as follows. In this study, among the characteristics of YouTube's food tourism contents, reliability, consent, and playability were measured based on previous studies. In this study, it was found that playability had a great influence on perceived usefulness. In other words, it makes it easy for viewers to feel the usefulness of YouTube's food tourism contents or the provision of content that stimulates curiosity. These results suggest that when creating food tourism contents, producers need to further strengthen playability. In other words, producers need to create content that can induce interest by composing food tourism contents based on stories rather than simply delivering information. In addition, it is necessary to produce participatory content such as quizzes and Q&As in consideration of not boring consumers.

국문 초록 (Abstract)

최근 유튜브는 관광 정보를 얻을 수 있는 중요한 자원이 되었다. 특히 소비자들은 유튜브를 통해 음식관광 정보를 검색한다. 그러나 관광 분야에서의 유튜브에 관한 연구는 다른 소셜미디어 관련 연구와 비교할 때 상대적으로 부족하다. 따라서 유튜브를 기반으로 한 연구가 더 많이 수행할 필요가 있다.
이에 본 연구의 목적은 일본인을 대상으로 하여 유튜브의 음식관광 콘텐츠 특성의 신뢰성, 동의성, 유희성이 지각된 유용성, 행동의도에 미치는 영향을 파악하고자 하는 것이다. 연구를 통해 이론적, 실무적 시사점을 제시하고 음식관광 콘텐츠 제작 및 일본인을 대상으로 한 마케팅의 기초자료를 제공하고자 하였다.
본 연구는 2024년 7월 1일부터 8월 31일까지 두 달 동안 진행하여 최근 6개월 이내에 유튜브에서 한국과 관련된 음식관광 콘텐츠를 시청한 경험이 있는 일본 거주 일본인을 대상으로 구글 폼을 이용해 온라인 설문조사를 실시하였다. 수집된 총 191부의 자료는 SPSS27.0 프로그램을 통해 빈도분석, 탐색적 요인분석, 신뢰도 분석, 상관분석, 다중 회귀분석, 단순 회귀분석을 실시하였다.
실증분석 결과는 다음과 같다. 유튜브 음식관광 콘텐츠의 특성 중 동의성, 유희성이 지각된 유용성에 유의한 영향을 미쳤다. 둘째, 유튜브 음식관광 콘텐츠의 특성 중 신뢰성이 지각된 유용성에 유의한 영향을 미치지 않았다. 셋째, 지각된 유용성이 방문의도와 추천의도에 유의한 영향을 미쳤다. 이러한 결과를 통해 본 연구의 이론적 시사점은 아래와 같다.
관광 콘텐츠 특성 중 대표적인 유튜브 콘텐츠의 특성으로는 신뢰성, 유희성과 오락성 등을 들 수 있으나 선행연구에서도 측정되고 있는 주요 요소이다. 본 연구에서는 신뢰성과 유희성 외에도 선행연구에서는 많이 다루어지지 않았던 동의성을 측정 요인으로 채택하여 신뢰성, 동의성, 유희성이 지각된 유용성, 행동의도에 미치는 영행에 대해 연구를 하였다. 즉 유튜브를 통한 관광 정보 발신의 학문적 틀을 확장한 데에 의의가 있다.
실무적 시사점은 다음과 같다. 본 연구에서는 유튜브의 음식관광 콘텐츠의 특성 중에서도 신뢰성과 동의성, 유희성을 선행연구를 바탕으로 측정하였다. 본 연구에서는 유희성이 지각된 유용성에 큰 영향을 미쳤음을 알 수 있었다. 다시 말해 유튜브 음식관광 콘텐츠의 내용이 재미있거나 호기심을 자극하는 콘텐츠의 제공이 시청자에게 있어서 유용성을 느끼기 쉽게 한다. 이러한 결과는 음식관광 콘텐츠 제작 시 제작자는 유희성을 더욱 강화할 필요가 있다는 것을 제시하고 있다. 즉 제작자는 음식관광 콘텐츠를 단순한 정보 전달보다는 이야기를 기반으로 콘텐츠를 구성해 흥미를 유발할 수 있는 내용을 만들 필요가 있다. 또한 퀴즈나 Q&A와 같은 참여형 콘텐츠를 제작하여 소비자가 지루하지 않게 고려하여 제작할 필요가 있다.

목차 (Table of Contents)

• Ⅰ. 서론 ················································································································1
• 1. 연구의 배경 ···········································································································1
• 2. 연구의 목적 ···········································································································3
• 3. 연구의 방법과 법위 ·····························································································4
• 4. 논문의 구성 ···········································································································4
• Ⅱ. 이론적 배경 ·································································································6
• 1. 음식관광 ·················································································································6
• 1) 음식관광의 개념·····························································································6
• 2. 유튜브 음식관광 콘텐츠 ·····················································································7
• 1) 유튜브 음식관광 콘텐츠의 현황·································································7
• 2) 유튜브 음식관광 콘텐츠의 개념·································································8
• 3) 유튜브 음식관광 콘텐츠 특성 ·····································································8
• 3. 기술수용모델 ·······································································································12
• 1) 기술수용모델의 배경 ···················································································12
• 2) 기술수용모델의 개념 ···················································································13
• 3) 기술수용모델에 관한 선행연구 ·································································14
• 4. 행동의도 ···············································································································15
• 1) 행동의도 개념 ·······························································································15
• Ⅲ. 연구 설계 ···································································································17
• 1. 연구모형 및 가설 ·······························································································17
• 1) 연구모형 ·········································································································17
• 2) 연구가설 ·········································································································17
• 2. 변수의 조작적 정의 및 설문지 구성·····························································20
• 1) 변수의 조각적 정의·····················································································20
• 2) 설문지 구성 ···································································································22
• 3. 자료수집 및 분석방법·······················································································23
• 1) 조사대상 및 자료수집·················································································23
• 2) 분석방법 ·········································································································24
• Ⅳ. 분석 결과 ···································································································25
• 1. 조사대상자 분석·································································································25
• 1) 인구통계학적 특성 ·······················································································25
• 2) 유튜브 이용 특성 ·························································································26
• 2. 측정척도의 타당성 및 신뢰성 ·········································································27
• 1) 타당도 분석 및 신뢰도 분석 ···································································27
• 2) 유튜브 음식관광 콘텐츠 특성 ···································································28
• 3) 지각된 유용성 ·······························································································29
• 4) 행동의도 ·········································································································29
• 3. 연구가설검증 및 분석결과 ···············································································30
• 1) 변수 간의 상관관계 분석···········································································30
• 2) 연구가성의 검증···························································································31
• 4. 연구가설의 검증 결과의 요약 ·········································································33
• Ⅴ. 결론 ··············································································································34
• 1. 연구결과의 요약 및 시사점·············································································34
• 1) 연구결과의 요약···························································································34
• 2) 연구의 시사점 ·······························································································34
• 3) 연구의 한계점 및 향후 연구 방향 ···························································37
• 참고문헌 ·············································································································38
• 영문초록 ·············································································································46
• 부 록 ·············································································································48