소셜미디어의 관광 홍보 영상은 쾌락 감정을 일으키는가?

Abstract

This empirical study aims to investigate the impact of viewing tourism promotional videos on social media channels on viewers’ emotional responses. A combination of cognitive- and physio-psychological measures (i.e., SAM and HRV) was applied to assess participants' basic emotional responses (i.e., pleasure and arousal). Participants consisted of 72 Korean undergraduate students, divided into three groups. The control group watched the baseline video (Control), while two experimental groups viewed videos featuring ether dynamic (Group 1) or static tourism activities (Group 2). Results showed that the average arousal level of Group 1 was higher than that of Group 2, while no statistically significant difference was observed in the degree of pleasure between the two groups. Additionally, LF, HF, SDNN, and RMSSD increased as participants watched tourism promotional videos, regardless of their content. These results, which highlight consistent and heightened pleasure-related responses despite variations in arousal, provide intriguing insights into the role of pleasure in tourism promotions. Pleasure may serve as an emotional common ground, fostering effective and mutually satisfactory communication between viewers and producers in the realm of social media and online tourism promotion. This study contributes to a deeper understanding of the emotion-based tourism phenomenon and offers valuable implications for the development of social media and online marketing strategies.