음식관광 온라인구전정보특성이 신뢰, 구전수용, 행동의도에 미치는 영향

The effect online word-of-mouth on food tourism has on the reliability, acceptance of word-of-mouth and behavior intentions

The purpose of this study is to find out the effect that online word-of-mouth has on the reliability, acceptance of word-of-mouth and behavior intentions of tourists. A survey was conducted on tourists who used online word-of-mouth information in consuming or purchasing food, visiting venues where food is made or observing or learning how food is made in a different region. To secure reliability of the survey, online word-of-mouth that was used within the past one week was considered at the time of the survey. The survey was conducted from September 1 to October 1, 2017 and the findings based on the empirical analysis were as follows. First, of the characteristics of online word-of-mouth, usefulness had the biggest positive effect on reliability, followed by liveliness, entertainment value and agreeability. Interaction had a negative effect on reliability. Second, reliability had a positive effect on acceptance of word-of-mouth. Third, reliability had a positive effect on behavioral intentions. This indicates a higher level of reliability is correlated with a higher degree of behavioral intentions. Lastly, an analysis of the relationship between acceptance of word-of-mouth and behavioral intentions showed that former had a positive effect on the latter. Based on the results, managerial implications and limitations of the study were discussed.