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숏폼 동영상이 단기여행 방문의도에 미치는 영향 - 중국 틱톡의 특징을 중심으로 -

The Effects of Short-form Video on the Intention of Short Trip Decision - Examination of TikTok in China -

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초록

중국 소비자들이 정보를 얻는 수단으로 숏폼 동영상을 활용하는 빈도가 높아졌다. 숏폼 동영상이 생생한 정보를 빠르게 전달함에 따라 소비 자는 여행에 앞서 관광지에 대한 정보를 얻는 도구로 틱톡을 활용한다. 본 연구는 숏폼 플랫폼인 틱톡이 소비자의 단기여행 결정에 미치는 영향 력을 분석했다. 또한 틱톡의 특징이 단기 여행 방문의도에 미치는 영향 력에서 관광지 이미지의 매개효과를 분석하고, 틱톡과 단기여행 방문의 도의 연관성에서 DMO의 조절효과도 살펴봤다. 실증분석 결과, 틱톡의 특징인 생생함, 적시성, 정보성, 오락성 모두 관광지 이미지와 방문의도를 높이는 것으로 나타났다. 틱톡의 특징이 관광지 이미지를 높이고, 높아진 관광지 이미지가 방문의도에 긍정적인 영향을 주는 매개효과도 확인했다. 틱톡의 특성이 방문의도에 영향을 미치는 과정에서 DMO의 조절효과는 나타내지 않았다. 반면 틱톡의 특성 중 적시성과 정보성이 관광지 이미지에 미치는 영향력에서는 DMO의 조절효과를 확인할 수 있었다. 본 연구는 틱톡 등 소셜미디어 콘텐츠를 활용해 관광객을 유치하기 위한 마케팅 전략을 세울 때 유용하게 활용될 수 있을 것이다.

Abstract

The Chinese consumers use short-form videos as a means of obtaining information. As short-form videos quickly convey vivid information, consumers use TikTok as a tool to obtain information on tourist destinations. This study analyzes the influence of TikTok, a short-form platform, on consumers’ short trip decisions. In addition, the mediating effect of the destination image and the moderating effect of DMO are examined. This study found that TikTok’s all characteristics, vividness, timeliness, informativeness, and entertainment, increased the destination image and the intention to visit. The moderating effect of DMO was not shown between TikTok’s characteristics and intention to visit. However, the moderating effects of DMO were confirmed in the influence of timeliness and informativeness on the destination image.

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