Abstract
The purpose of this study is to analyze the effect of characteristic factors of food tourism contents on flow and food tourism intention. The survey period was from October 1st to 31st, 2021, and respondents were asked to answer the survey questions after watching two related videos posted on YouTube. The data was collected from 307 participants. The results of the study are as follows. First, content characteristics (assessment and emotion of the information provided in the video), production characteristics (editing format, lighting, subtitles, sound effects, etc.), and media characteristics (checking other people’s reactions or exchanging information between users) have a significant effect on flow. Second, the content characteristics and media characteristics of food tourism contents affect food tourism intention, but the production characteristics does not. Third, flow plays a mediating role in the influence of content characteristics and media characteristics of food tourism contents upon food tourism intention.
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