관광자의 소셜네트워크서비스(SNS) 이용특성과 여행소비행동 간의 관련성 연구

A Study on the relations of the Tourist's Consumption Behavioral Patterns with their Usage of Social Network Service(SNS)

The purpose of this study is to display the necessity of Social Network Service (SNS) for delving into the relations of the consumption Pattern with Tourist’s usage of SNS based on EBM model. Given the fact the SNS has greatly contributed to generating information on tour consumption and distributing it widely, we showed the need for elucidating the relations of SNS usage in the tourist’s consumption behavioral pattern. In order to illustrate them, we reviewed the different patterns for the SNS usages of each tourist and analyzed the connectivity of tourist consumption behavioral pattern with the usage. The main findings are as follows. First, after reviewing group tourist consumption behavioral patterns through features of usage on social network service, we found that the conventional tourist information search methods were not different among groups but the data search through SNS were most densely utilized. No gap was, however, found among PC and Smart phone user groups. Second, analyzing the factors in decision-making in accordance with the usage of SNS, we found no difference in each factor. It indicated that blog and cafes were not regarded as SNS but as a part of internet search. Third, the reviewing outcome on factors in decision on purchase behavior among tourist consumption behavioral patterns showed that there lied a gap in purchase decision through SNS and conventional Service. Conspicuous is the finding that the groups with frequent use of SNS were increasingly resorted to SNS for purchase. It revealed that groups with heavy use of SNS were not necessarily using SNS for direct purchase, indicating that they were more likely to use the SNS in the near future when SNS becomes the norm of the day.