쇼트클립이 관광목적지 브랜드 이미지에 미치는 영향

Abstract

The most characteristic thing in the smart era is that people consume more content than ever before. The use of short clips is expanding as the consumer’s desire to see short, interesting or useful information in a trend that speeds up life rhythms begins to increase.<BR> The purpose of this study is to investigate the characteristics of the short clips and to investigate the effects of properties in the source of information on the formation of the brand image of the destination. To this end, the study selected TikTok, which shows a rapid growth in the application market through short clips, and leads a new cultural trend.<BR> This study presented the necessity and justification of measuring short clips in terms of multi-property, and strategic implications for marketing of tourism destinations based on the demonstration of how it affects the formation of brand image of tourism destinations.