인터넷 개인방송의 숙박산업 마케팅적용에 대한 사용자 수용도에 관한연구

The study conducted a research on a personal internet broadcasting, which has been a focus of a large number of consumers and companies recently. This study strived to understand how the personal internet broadcasting content is perceived by the users in the Chinese market, how it is possible to utilize it from a marketing perspective, and last whether there is a continuous possibility for its development. The study examined the effects of the selection factors of tourism related products, the evaluation of the personal broadcasting service, and attitudes toward personal broadcasting revenue model on the acceptance of the marketing application of hotel products by the content viewers. The results showed that, in addition to the usefulness of the personal internet broadcasting content, content’s expertise, attractiveness of the broadcaster, interactivity with the broadcaster, broadcaster’s professionalism, and convenience while watching had a statistically significant effect on the users’ evaluation. Also, among the sub-factors of content selection factors, content’s expertise, attractiveness of the broadcaster, and the convenience while watching had a statistically significant effect on the users’ evaluation. Lastly, users’ evaluation of the personal broadcasting has a statistically significant effect on the users’ acceptance of the application of the hotel marketing products in personal broadcasting. The study revealed that users’ feedback on personal broadcasting revenue model has a statistically significant effect on users’ acceptance of application of hospitality marketing in personal broadcasting.