The Impacts of the Characteristics of YouTube Tourism Information on Destination Image and Behavior Intention

Abstract

Purpose - This study was conducted to clarify the characteristics of YouTube tourism information as well as analyzing relationship among characteristics of the YouTube tourism information, destination image and behavior intention. Design/Methodology/Approach - The concept of each measurement variable and the factors applied to the empirical analysis were provided based on the theory of characteristics of YouTube tourism information, destination image and behavior intention as mentioned in previous studies. Through a Google questionnaire from November 9-30, 2020, a total of 150 respondents were obtained. We examined the fitness and reliability of the research model and verified three hypotheses using the SPSS program. Findings - Results showed that consensus, reliability, enjoyability which are among the characteristics of YouTube tourism information had significant impacts on destination image. Moreover, destination image had a positive effect on behavior intention. In addition, consensus, reliability, enjoyability which are among the characteristics of YouTube tourism information also had positive impacts on behavior intention. Research Implications - Research results revealed that certain characteristics of tourism information on YouTube significantly influence the destination image and behavior intention of potential tourists. Thus, in order to develop a positive tourist destination image and increase the number of tourists, information providers who conduct YouTube tourist attraction marketing, will need to manage the factors of YouTube tourist information(e.g. consensus, reliability and enjoyability)