Predictors of Viewing YouTube Videos on Incheon Chinatown Tourism in South Korea: Engagement and Network Structure Factors

Woohyun Yoo,Soobum Lee,Taemin Kim

doi:10.3390/su132212534

Abstract

YouTube has become an increasingly popular source of tourism information. The purpose of this study is to explore the network structures of YouTube videos about Incheon’s Chinatown in South Korea and investigate the potential factors that can predict the viewing of these videos. The analysis of 104 videos about Incheon Chinatown revealed that the engagement factors assessed by the number of comments and likes, and the running time of content, were significant predictors of viewing. However, network structure factors did not predict viewing. These findings make valuable contributions to sustainable tourism research and provide practical guidance for tourism management.

Highlights

Incheon is one of South Korea’s typical cities, with various tourism resources and a convenient transportation infrastructure is centered on the Incheon International Airport.Chinatown is a representative historical and cultural tourist attraction in Incheon and is visited by numerous foreign tourists each year [1]
Chinatown has many historical local restaurants run by local people, and it serves as a gateway to some eco-friendly tourist spots, such as tidal flats and islands associated with Incheon
Engagement and network structure factors were entered as predictors in the regression model

Summary

Introduction

Chinatown is a representative historical and cultural tourist attraction in Incheon and is visited by numerous foreign tourists each year [1]. Chinatown has many historical local restaurants run by local people, and it serves as a gateway to some eco-friendly tourist spots, such as tidal flats and islands associated with Incheon. Chinatown was the first place where foreign civilizations and cultures were introduced to South Korea and made a significant contribution to the growth of the local economy in Incheon. Only 8.3% of the foreign tourists who come to South Korea currently visit.

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