유튜브 관광콘텐츠 특성이 행동의도에 미치는 영향: 텔레프레즌스의 매개효과를 중심으로

Abstract

The purpose of this study was to establish concepts about the characteristics of YouTube tourism content and to understand how the characteristics of YouTube tourism content affect telepresence and behavioral intent. For this study, a total of 306 questionnaires were used for the final analysis. As a result of the analysis, six factors (timeliness, playability, vividness, reliability, usefulness, and interaction) were derived for the tourism content characteristics of YouTube. It was confirmed that all the remaining factors other than timeliness of the characteristics of YouTube tourism content had a significant effect on telepresence, and that telepresence had a significant effect on behavioral intent. In addition, all characteristics of YouTube tourism contents were found to have a significant effect on behavioral intention, and telepresence showed a partial mediating effect in the remaining influence relations except for the double timeliness and behavioral intention influence relation. This research result is significant in that it expands the research on YouTube tourism content and provides a tourism marketing strategy.