호텔산업의 SNS 마케팅이 SNS 구전의도에 미치는 영향

Abstract

This study investigates the impact of hotel social networking service (SNS) marketing on users’ intention to engage in SNS word-of-mouth (WOM). It addresses a gap in existing literature, which has primarily concentrated on informational aspects of SNS, by incorporating a broader range of marketing dimensions. The conceptual framework consists of two constructs: SNS marketing and SNS WOM intention. SNS marketing is operationalized through five dimensions—information trust, service value, visual appeal, interactivity, and experiential content—while SNS WOM intention is treated as a unidimensional construct. Data were collected through a survey, yielding 279 valid responses. The results indicate that all five dimensions of SNS marketing significantly and positively influence SNS WOM intention. This study contributes to the literature by expanding the scope of SNS marketing research to include service-related and experiential factors, thus addressing the information-centric limitations of previous studies. However, it does not examine the direct effect of SNS marketing on hotel performance outcomes. Future research should explore performance-related variables such as purchase intention to further validate the practical implications of SNS marketing.