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KCI등재 학술저널

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

DOI : 10.35228/kamb.2020.0.47.21
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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.

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 실증분석

Ⅴ. 결론

참고문헌

Abstract

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