DMO의 관광 홍보 영상에 대한 감정 반응의 혼합방법론 접근 - 객관적 평가에서 주관적 해석으로

Abstract

This study aims to explore emotional responses to promotional YouTube clips uploaded by DMOs. Specifically, it examines whether watching the videos directly induces increases in pleasure and arousal, as well as to explore viewers’ subjective interpretations of positively perceived content. To achieve these objectives, an explanatory sequential mixed methods approach was employed to investigate two dimensions of emotional responses: objective evaluation and subjective interpretation. In the first stage, promotional videos selected through expert assessment from global DMOs’ YouTube uploads were presented to 40 individuals. Immediate and objective emotional responses were measured using SAM scale. Results indicated that watching the videos generally induced increases in both arousal and pleasure. In the second stage, 18 participants who exhibited the highest increases in positve emotional responses were selected, and their subjective interpretations were collected using the Q-method. Results indicated that three types of viewing experiences: focusing on natural backgrounds while engaging with tourism activities (Type I), concentrating exclusively on tourism activities (Type II), and providing an integrative, cognitive evaluation of the video content (Type III). These findings confirm the effectiveness of the DMO’s promotional materials in eliciting positive emotional responses. Additionally, the study supports tourism scholars’ arguments about the importance of exploring positive emotions, even within the context of visual consumption through social media. Practical implications are provided for practitioners, emphasizing the utility of mixed methods in analyzing consumer responses to promotional content within the online ecosystem.