자아-SMI 관광지 마케팅 일치성이 여행계획행동에 미치는 영향: SMI엔터테인먼트, SMI 구전의 조절효과
The Impact of Self-SMI Destination Marketing Congruity on Travel Planning Behavior: The Moderating Role of SMI Entertainment and SMI Word-of-Mouth
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This study examines how Self-SMI Destination Marketing Congruity (SMIC) influences travel planning behavior, focusing on source credibility and argument quality as mediators and SMI content types as moderators. Based on self-congruity theory and the Elaboration Likelihood Model, data from 400 respondents were analyzed using SmartPLS 4.0, revealing all hypotheses were statistically significant. Source credibility acts as a partial mediator between SMIC and travel planning behavior, both directly and indirectly through argument quality. Entertainment content moderates the relationship between source credibility and argument quality, while word-of-mouth content moderates the relationship between source credibility and travel planning behavior. These findings provide insights into information processing in SMI-based tourism marketing and practical implications for content strategy.
Abstract
This study examines how Self-SMI Destination Marketing Congruity (SMIC) influences travel planning behavior, focusing on source credibility and argument quality as mediators and SMI content types as moderators. Based on self-congruity theory and the Elaboration Likelihood Model, data from 400 respondents were analyzed using SmartPLS 4.0, revealing all hypotheses were statistically significant. Source credibility acts as a partial mediator between SMIC and travel planning behavior, both directly and indirectly through argument quality. Entertainment content moderates the relationship between source credibility and argument quality, while word-of-mouth content moderates the relationship between source credibility and travel planning behavior. These findings provide insights into information processing in SMI-based tourism marketing and practical implications for content strategy.