Abstract
The purpose of this study is to investigate the effects of digital cultural tourism content characteristics on impulse visit and revisit intention. For this, data were collected from 220 tourists who had bought online digital contents about culture and tourism and visited the related destinations in Seoul from March 8 to March 25, 2016. The results of the survey reveal that digital cultural tourism content characteristics (visual appeal, musicality, creation, entertainment) are positively associated with the impulse visit and revisit intention of tourists. Second, those same content characteristics are positively associated with the revisit intention of tourists. Third, the impulse to visit positively affects the revisit intention of tourists. Last, applications and related limitations are discussed. The results suggest that culture tourism companies should consider the importance of digital cultural tourism content characteristics.
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