하이퍼루프 홍보영상이 잠재 여행자들의 태도, 지각된 위험, 행동 의도에 미치는 영향 = Impact of promotional video of Hyperloop trains on potential travelers’ attitude, perceived risk, and behavioral intention

다국어 초록 (Multilingual Abstract)

In smart tourism cities, interest in Hyperloop rail, a futuristic ultra-high-speed transit mode, has increased significantly in recent years. The purpose of this study is to examine the impact of YouTube Hyperloop train coverage on potential travelers' attitudes, perceived risk, and the intention to use Hyperloop trains, using the Magic Bullet theory. A total of 417 Korean respondents were asked to view a Hyperloop-related YouTube video as part of an online survey. Using SmartPLS 3.0, the study discovered that while YouTube Hyperloop train coverage is a significant predictor of attitude, it has no effect on perceived risk. The study also demonstrates that attitude has a direct effect on perceived risk and the intention to use Hyperloop trains. However, there was no statistically significant relationship between perceived risk and behavioral intention. The findings of the study have theoretical as well as practical implications for smart tourism cities considering Hyperloop development.

국문 초록 (Abstract)

하이퍼루프 열차는 미래형 초고속 지상 교통수단으로써 최근 스마트 관광 도시에서 상당한 관심과 주목을 받고 있다. 이 연구는 마법의 탄환 이론을 바탕으로 하이퍼루프 기술에 대한 유튜브 영상이 잠재 여행자들의 태도, 하이퍼루프 열차에 대한 지각된 위험, 그리고 행동 의도에 어떠한 영향을 미치는지 분석하고자 하였다. 이를 위해 417명의 한국인들을 대상으로 온라인 설문 조사를 실시하였으며, 설문에 앞서 참가자들에게 하이퍼루프 관련 유튜브 동영상을 시청하도록 하였다. SmartPLS 3.0을 이용하여 분석한 결과, 하이퍼루프 유튜브 홍보영상은 태도에 유의한 영향을 미치는 것으로 나타났으나, 지각된 위험에는 유의한 영향이 없는 것으로 나타났다. 또한 하이퍼루프 열차에 대한 태도는 지각된 위험, 하이퍼루프 열차 이용 의도에 직접적인 영향을 미치는 것으로 확인되었다. 마지막으로, 지각된 위험과 행동 의도 간의 관계는 통계적으로 유의미한 관계가 발견되지 않았다. 이 연구에서 도출된 결과를 토대로 하이퍼루프 열차 개발을 계획하고 있는 스마트 관광 도시에 학술적, 실무적 시사점을 제시하였다.

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