SNS 관광콘텐츠 시청에 따른 관광지 방문의사결정에 대한 연구: AIDA, MGB모델의 통합을 중심으로

Recently, SNS marketing in the tourism market has attracted attention, and it is expected that SNS tourism content will gradually increase in the tourism marketing market in the future. However, compared to the impact of SNS tourism content, research on the effect of SNS tourism content on viewers' decision-making is still insufficient. Therefore, this study attempted to examine the effect of SNS tourism content viewing on consumers' decision-making to visit tourist destinations through a theoretical system in which the MGB and AIDA models are integrated. In order to verify the hypothesis of the study, an online survey was conducted on consumers aged 20 or older who had experience watching SNS tourism content on YouTube, Instagram, and blogs, and a total of 288 copies were used for the final analysis. As a result of empirical analysis, it was found that behavioral intention through the use of SNS tourism content was mainly determined by desire, and desire was influenced by MGB's exogenous variables (negative expected emotions for consumer attitudes and behaviors, perceived behavior control). In addition, there was a significant relationship between attention and interest, which means that consumers who carefully watched SNS tourism content are interested in tourist attractions or information about tourist attractions provided by tourism content. A close relationship between interest and desire has also been revealed, which means that interest in SNS tourism content has an effect on the formation of behavioral intentions to visit tourist attractions. Through these analysis results, this study provides meaningful insights on successful tourism marketing strategies to practitioners related to SNS tourism content.