유튜브 여행콘텐츠 특성에 따른 관광지 선택속성의 차이

Analysis of Differences in Destination Selection Attributes according to the Characteristics of YouTube Travel Contents

Purpose - This study examines the types of clusters according to the characteristics of YouTube travel contents, targeting users who have used YouTube travel contents, and investigates whether these clusters have differences in destination selection attributes. This study aims to suggest a YouTube travel content marketing plan. Design/Methodology/Approach - The survey in this study was conducted on users who have seen YouTube travel content and traveled, and the study was conducted using cluster analysis, discriminant analysis, and MANOVA. For the data analysis of this study, the study was performed using the SPSS 22.0 for Window statistical package program Findings - As a result of the study, the characteristics of YouTube travel contents were classified into low-interest type, creative·empathetic type, medium type, and high interest type and it was confirmed that they are significant variables for market segmentation. As a result of MANOVA analysis, significant differences were found in the environmental, facilities, services, tourism cost, and attractiveness. Research Implications - This study is necessary to provide practical basic data through market segmentation for YouTube marketing when planning YouTube travel contents. This study is a necessary study to provide empirical data for the development of travel contents that can satisfy users’ needs and to expand YouTube research.