해시태그를 활용한 관광지 정보탐색요인이 관광지 공감 및 관광객 행동의도에 미치는 영향

Abstract

In 2020, SNS is becoming an indispensable platform of the current era, with 80.1% of Korean PC and mobile users using SNS. Major SNS such as Facebook, Instagram, and Twitter are actively sharing information about their topics using hashtags. The hashtag function of SNS is expected to become a notable marketing platform in the tourism industry, including government agencies and companies related to tourism, and as the number of users of SNS increases, there is a lack of prior research using hashtags in the tourism industry. Therefore, this study wanted to identify the connection between the information Searching factors of Tourism Destinaton and the empathy of tourism Destination using hashtags and behavioral intention of Tourists according to the process. For this study, a total of 463 tourists who used hashtags to search tourist information were surveyed and based on the survey results, the research results based on various analyses were derived. The study found that the 'convenient factors', 'pleasure factors' and 'economic factors' of tourist information exploration factors using hashtags have a significant influence on the sensitivity (+) of tourists' behavior. This study can be expected to create empirical evidence for tourism-related companies and government agencies' development of marketing tools and local tourism policies by eliciting academic implications for research related to hashtags as potential tourists' in the future.