AISAS모델을 활용한 관광지 숏폼(Short-form) 광고가 SNS 관광마케팅에 미치는 영향

Abstract

With the development of digital technology, the mobile advertising market is growing rapidly despite the economic downturn of COVID-19, and the media content industry that easily uploads short-form videos is also drawing attention. As such, short-form videos are affecting various industries. This study tried to find out the effect of short-form advertisements on tourism marketing. As for the research method, an empirical survey was conducted on the AISAS model as a survey app, and a structural equation modeling analysis was conducted, and as a result, it was confirmed that it had a significant impact on tourism marketing. As for academic implications, the AISAS model was applied to the tourism field, and research was conducted through short-form video advertisements. In addition, the relationship between advertising effects in tourism marketing has been verified. Practical implications suggested that SNS short form advertisements have a positive effect on tourists, have a positive effect on search and visit for tourist destinations, and have a high utilization of SNS due to the effect of showing tourists.