유튜브 음식관광 콘텐츠의 정보특성이 지각된 정보 유용성과 방문의도에 미치는 영향: 정보추구성향의 조절효과

In the tourism industry, YouTube is used as an effective marketing communication tool. This study examined the perception of food tourism consumers on the YouTube content. The objectives of this study were to investigate the relationships among information attributes of food tourism content on YouTube, perceived usefulness of information, and visit intentions and to identify the moderating effect of individuals' information-seeking tendencies. In October 2022, an online survey was conducted on food tourism consumers in Seoul and Gyeonggi regions, and a total of 307 questionnaires were used to test the research hypothesis. Multiple regression analysis and hierarchical regression models were used for the analysis. The results of this study are as follows. First, four factors representing the information attributes were identified as information comprehensiveness, accuracy, neutrality and vividness. The information comprehensiveness and vividness had a positive effect on individuals' perceived information usefulness. Second, perceived usefulness had a significant positive effect on visit intention. Third, it was confirmed that an individual’s informationseeking tendencies had a significant moderating effect on the relationship between information vividness, one of the information characteristics, and perceived information usefulness. The results of this study could provide basic data and managerial implications for food tourism industry practitioners.