SNS 관광정보의 특성이 관광객 정보탐색행동에 미치는 영향

The Influence of a Special Quality of Social Network Service(SNS) Tourism Information on Information-Searching Behaviors of Tourist

In the network having been formed by information technology's developments, people become to make relationships regardless of national boundaries and nationalities, and then communicate each other, and also tourism information is already being provided through social media at a lot of parts. However, researches on which effects SNS tourism information directly influence to tourist's selecting behaviors have not been made yet in details. So, this study tries to induce practicalㆍtheoretical implications for being utilized as information provision's routes in which SNS tourism information becomes helpful to information-searching behaviors of tourists. First, cognitive characteristics of SNS tourism information and technical ones were appeared as affecting significant influences to information-searching behaviors of all tourists, and a fact was confirmed that information's diffusion had deep relationships to SNS tourism information's cognitiveㆍtechnical characteristics and tourist's information-searching behaviors while playing roles of adjusting variables. Second, the largest affecting factor to information-searching behaviors was shown at the information's usability among cognitive characteristics. As SNS tourism information is not only give helps actually but also easy to use, it implies a fact that the SNS information could become an important marketing tool that can change potential demands to effective ones. Third, it was confirmed that information which was shared and agreed by a lot of persons could affect further influences to information-searching behaviors. Therefore, tourism-related companies and organizations have to do more efforts so that positive information can be spread out by providing good-quality tourism experiences and services.