여행예능 관광지의 지각이 커뮤니케이션 욕구와 여행상품 구매의도에 미치는 영향

Abstract

It is intended to investigate if the perception regarding a tourist attraction that is exposed in a travel entertainment program which has been receiving the attention at the present has an influence on the desire for the communication and the intention to purchase a travel product. With the questionnaire survey had taken place from September 12, 2018 until September 21, 2018. And, among the 320 copies of the survey questionnaire, excluding the 30 copies which were the insincere responses, finally, 290 copies had been used for the analysis. Firstly, it appeared that the perception of a travel entertainment tourist attraction had the significant, positive (+) influence on the desire for the communication. And the influences on the condition of the preservation of the nature of the travel entertainment tourist attractions and on the use of the community bulletin board appeared to be relatively higher. Secondly, it appeared that the desire for the communication had the significant, positive (+) influence on the intention to purchase a travel product. And the intention to visit a travel product of the travel entertainment tourist attraction through the community bulletin board and the sharing of the SNS information appeared to be high. Thirdly, it appeared that the perception of a travel entertainment tourist attraction had the significant, positive (+) influence on the intention to purchase a travel product. And it is judged that, through the indirect experience through a travel entertainment program and through the exposure of an impressive tourist attraction, by stimulating the emotional desire to purchase a travel product on the part of the potential traveler, it can promote so that an intention to purchase is formed.