지방자치단체의 유튜브 콘텐츠 특성이 지역이미지, 방문의도에 미치는 영향에 관한 연구

A Study on the Effects of Local Government's YouTube Content Characteristics on Regional Image and Intention to Visit

This study aims to check how YouTube content characteristics of local governments affect local images, how YouTube content characteristics affect local images depending on age, and how local images perceived by YouTube content users affect visit intentions and suggest related implications. For this study, it was conducted for about a month from March 1 to March 31, 2021 for users who have experience using various content information provided by YouTube by local governments, and 259 copies were used for empirical analysis. According to the analysis, YouTube content characteristics factors affecting local images were shown to be entertainment, information, and communication, and age control between YouTube content characteristics and local images. There was also an impact relationship between the local image and the intention to visit. Therefore, a detailed review of the YouTube channel operation and content characteristics will be needed so that YouTube content users can have a favorable and positive image of the region, and above all, user-centered YouTube channel operation should be conducted.