관광콘텐츠의 특성이 대리만족, 관광태도, 관광지 이미지에 미치는 영향 연구

Abstract

Purpose: This study proposed a theoretical review and practical implications on vicarious satisfaction, which is one of the psychological reactions of consumers different from empathy in tourism influencer marketing, which has recently been in the spotlight as a tourism marketing communication tool. To this end, what are the independent variables that cause vicarious satisfaction, and the impact of vicarious tourism satisfaction with the content created in this way on tourism attitudes and image of tourist destinations were examined through a structural equation model.
 Methods: This study was set as a poster for those who have watched tourism content. Online and paper surveys were conducted at the same time, and the survey period was analyzed from October 01 to November 15, 2023.
 Results: In conducting this study, the survey targets people with experience watching tourism content, and 312 out of 324 copies were recovered, of which 263 surveys were empirically analyzed. As a result of this analysis, timeliness, reliability, usefulness, and interactivity affected proxy satisfaction, and proxy satisfaction affected tourism attitude and tourist destination image.
 Conclusion: This study will contribute to the expansion of research on tourism content and proxy satisfaction, and provided practical implications for tourism content development. This suggests that in order for tourism content to highly interactive, and reliable content for consumers, and the fact that the interaction between tourism content and consumers played an important role has great implications for tourism industry workers.