유튜브 관광콘텐츠 품질과 정보원 특성이 시청 만족, 지속적 시청 의도 및 미래 방문 의도에 미치는 영향

The purpose of this study is to explore the main quality factors of YouTube tourism contents and information source characteristics and to empirically analyze the structural influence relationship between viewing satisfaction, continuous viewing intention, and future visit intention. Based on previous research, tourism content quality factors were derived as timeliness, playfulness, brevity, vividness, and newness, and information source characteristics were classified into interactivity, trustworthiness, expertise, and attractiveness. To test the hypothesis, a survey was conducted on users who had experience watching tourism content on YouTube, and a total of 380 valid samples were used for the analysis. As a result, it was found that timeliness, playfulness, brevity, and newness among the quality factors of YouTube tourism content, and trustworthiness and attractiveness among the characteristics of information sources had a positive effect on viewing satisfaction. In addition, it was found that viewing satisfaction had a positive relationship with continuous viewing intention and future visit intention; in this process, continuous viewing intentions were found to partially mediate between viewing satisfaction and future visit intention. Through the results of this study, we provided an understanding of the behavioral mechanisms of tourists watching tourism content, and suggested practical strategies for effective tourism contents production and sharing in the future.