관광콘텐츠 특성이 기대일치, 지각된 유용성, 만족, 공유의도에 미치는 영향: 기대일치모델의 적용을 중심으로

The purpose of this study is to apply the tourism content characteristics to the expectation-confirmation model to identify the impact. This finding is ultimately aimed at informing not only users but also providers of important things for the production and use of tourism content in the tourism content field and providing useful materials for future tourism content sharing. The empirical analysis was conducted using the SPSSWIN Ver 22.0 Statistical Package Program after the survey was collected for approximately one month from 30 November 2020 to 30 December 2020. Analysis of Hypothesis 1 showed that the characteristics of tourism contents were partially adopted in accordance with expectations. Hypothesis 2, Tourism content characteristics have been shown to affect perceived usefulness. Hypothesis 3 shows that expectancy confirmation affects perceived usefulness, and that expectancy confirmation and perceived usefulness have a significant effect on utilization satisfaction and finally, utilization affects shared intentions. In conclusion, the characteristics of tourism contents are judged to have a positive impact on users' expectations, perceived usefulness, and further on their satisfaction and sharing intentions. Consequently, in order to use reliable tourism content, the focus should be on considering what should be noted in the future and providing reliable information.