가족여행 정보원으로서 온라인 육아 커뮤니티 이용에 대한 탐색적 연구 : 이용과 충족 이론을 중심으로

Abstract

This study aims to provide an in-depth understanding of the online parenting community as an information source of family travel based on the uses and gratifications theory. In particular, we explored why mothers search for travel information in the parenting community and how such information functions in family travel decision-making. This qualitative study was conducted based on a series of in-depth interviews with 20 members of the regional parenting community based in Songpa-gu, Seoul. As a result of the thematic analysis of the interview transcripts, 40 codes, 6 categories, and 2 themes were derived from the data. The key motives for using the travel information in the online parenting community were the homogeneity between information providers and recipients, the non-commerciality of information, and the screened information. In addition, the travel information from the parenting community served as reference materials for overall family travel decision-making, stimulated individuals’ travel needs, and influenced their existing destination images. This research expanded the perspective of travel information sources by highlighting online parenting communities as crucial information sources for family travel decision-making, and provided an in-depth understanding of information use of mothers who are major decision-makers for family travel.