해양관광지의 SNS 마케팅 특성이 관광지이미지와 행동의도에 미치는 영향

The Effects of SNS Marketing Characteristics of Marine Tourism Sites on Tourist Destination Image and Behavioral Intention

This study statistically analyzed the impact of social marketing s SNS marketing characteristics recognized by tourists visiting Fukuoka (Nagasaki, Shimonoseki), a Japanese leading marine tourist destination, on tourist image and behavior. A total of 250 surveys were conducted to achieve the purpose of the research by using convenience sampling out of the non-probability sampling method. The survey was conducted for about 2 weeks from August 10, 2020, to August 23, 2020, after Briefly explaining the purpose of the survey to the subjects. 235 valid surveys were used excluding 15 unscrupulous responses. As a result of the study, first, it was found that SNS characteristics in a marine tourist destination(information serviceability, reliability, interaction) have a significant positive (+) effect on the tourist image, but entertainment had no statistical significance on the tourist image. Second, it was found that the tourist image has a significant positive (+) effect on behavioral intentions.