Abstract
This study examines the influence of YouTube tourism content on the decision-making processes of those who have watched such content. In doing so, this study applies the AIDA model, which has not been considered in previous studies. An online survey was conducted targeting Korean adults who have watched YouTube content introducing travel and tourist destinations in the past 12 months. SPSS and AMOS statistical programs were used to analyze the survey data and the results demonstrate the following. Firstly, the social realism of YouTube tourism content had a positive influence on interest and immersion in tourist destinations. Second, interest and immersion positively influenced the desire to visit the destination. Third, desire also positively influenced both the intention to visit and the intention to continue watching YouTube tourism content. These findings provide a deeper understanding of the marketing effectiveness of YouTube tourism content and provide useful implications for formulating digital media-based marketing strategies to promote tourism consumption.
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