소셜미디어 관광정보가 관광동기에 미치는 영향에 관한 연구: Pull-Push 동기이론을 중심으로

Abstract

Social media tourism information is changing the way tourists plan and book, how they share information. Daily information exploration through social media is a contributing factor to new tourism motivation. This study investigated the impact of social media's information characteristics on tourism motivation. To this end, social media information characteristics are classified into information providers, information types, and information characteristics, and structures affecting pull-push motivation are analyzed according to tourism motivation theory. 157 data were collected through online and offline surveys, and the results of the analysis revealed that different motives were affected by the nature of the sources, and that the type of information and the nature of the information had a different effect on tourism motives. These results are valuable as a basic study that understand the impact of social media tourism information, which can have a substantial and policy marketing impact on the role of future websites or social media.