Abstract
The purpose of this study is to investigate the effects between the YouTube gastronomy tourism content features, Involvement and intention to visit. By achieving this purpose, we tried to provide marketing strategies using social media by understanding and identifying the features of gastronomy tourism content. A survey was conducted for user who had experienced gastronomy tourism content from social media and analyzed using SPSS 18.0. The results of this study are as follows. In the case of Hypothesis 1, gastronomy tourism content features had a significantly positive (+) effect on involvement. Among them, the entertainment factor was the most powerful factor for user involvement. In the case of Hypothesis 2, it was found that Involvement had a positive (+) effect on intention to visit. In the case of Hypothesis 3, gastronomy tourism content features positive (+) effect on the intention to visit. It was shown that three components equally positive (+) effect on the intention to visit. This study emphasizes the necessity and importance of the features of YouTube gastronomy tourism contents to attract tourists in area with region food resources.
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