관광정보탐색관여가 만족 및 탐색의도에 미치는 영향

The purpose of this article was to investigate the effect of tourists’ searching involvement (i.e., usefulness and attractiveness) on their searching satisfaction and searching intention when searching for information related to tourism or travel destinations using the internet. Especially, this study focused on local and nation wide tourists, how much and how tourists search for tourism information before traveling, using online internet web-sites. Based on existing researches, this study formulated three hypotheses, and empirically analyzed the relationships among the following variables, information searching involvement, searching satisfaction, and searching intention. The survey was conducted with tourists with planned trips in the near future, with a total of 275 questionnaires distributed from July 1st to 30th in 2016. A total of 240 (87%) samples were used in the common factor analysis, reliability test, correlation analysis, and regression analysis utilizing the SPSS 21.0 program. The results of this study are as follows. First, information searching involvement (usefulness and attractiveness) was significantly and positively related to searching satisfaction and searching intention. In addition, information searching satisfaction was also significantly and positively related to searching intention. Implications of this article provide insightful theoretical and practical contributions.