SNS 관광정보특성이 관광지 이미지, 관광지 방문의도에 미치는 영향
The Impact of SNS Tourism Information Characteristics on the Tourism Destination Image, Travel Intentions
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
This study examines how two Instagram cues—similarity and aesthetic appeal—influence cognitive and affective destination image and, in turn, visit intention. An online survey was conducted February 3 to 9, 2025, targeted users who searched for travel information on Instagram. After validating the measurement model via CFA, hypotheses were tested through structural equation modeling with bootstrapped mediation. Both cues positively shaped cognitive and affective destination image; however, similarity consistently exerted stronger effects than aesthetics. Cognitive image showed a larger impact on visit intention than affective image, suggesting that Tourism information drives conversion more directly than affective attraction. Limitations include single-platform sampling and cross-sectional data; future research should compare platforms and employ longitudinal or experimental designs.
Abstract
This study examines how two Instagram cues—similarity and aesthetic appeal—influence cognitive and affective destination image and, in turn, visit intention. An online survey was conducted February 3 to 9, 2025, targeted users who searched for travel information on Instagram. After validating the measurement model via CFA, hypotheses were tested through structural equation modeling with bootstrapped mediation. Both cues positively shaped cognitive and affective destination image; however, similarity consistently exerted stronger effects than aesthetics. Cognitive image showed a larger impact on visit intention than affective image, suggesting that Tourism information drives conversion more directly than affective attraction. Limitations include single-platform sampling and cross-sectional data; future research should compare platforms and employ longitudinal or experimental designs.