인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
개인구독
소속 기관이 없으신 경우, 개인 정기구독을 하시면 저렴하게
논문을 무제한 열람 이용할 수 있어요.
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록·키워드
The purpose of this study is to investigate whether viewing tourism-themed short video clips influences viewers’ intentions to engage in tourism, by incorporating the tourist gaze theory, which includes components such as trustworthiness, destination brand personality, and the tourism environment. In addition, by introducing social identity theory as a mediating variable, this study aims to confirm whether social identity—comprising self-categorization, emotional commitment, and self-worth—has amediating effect on the viewers’ tour experience.
To test the proposed hypotheses, a quantitative survey was conducted among users familiar with tourism-related short videos, and the data were analyzed using structural equationmodeling (SEM).
The results of the survey are as follows. First, trust gaze and the tour site's brand personality gaze had a significant positive (+) effect on self-categorization. Second, trust gaze and brand personality gaze had a significant positive (+) effect on tour experience through self-categorization. Third, self-categorization had a significant positive (+) effect on tour experience through emotional commitment and self-worth.
The findings of this study provide useful implications for the tourismindustry in developingword-of-mouth strategies, positioning, and targeting strategies.
To test the proposed hypotheses, a quantitative survey was conducted among users familiar with tourism-related short videos, and the data were analyzed using structural equationmodeling (SEM).
The results of the survey are as follows. First, trust gaze and the tour site's brand personality gaze had a significant positive (+) effect on self-categorization. Second, trust gaze and brand personality gaze had a significant positive (+) effect on tour experience through self-categorization. Third, self-categorization had a significant positive (+) effect on tour experience through emotional commitment and self-worth.
The findings of this study provide useful implications for the tourismindustry in developingword-of-mouth strategies, positioning, and targeting strategies.
본문·목차
인공지능 문자 인식 모델을 통해 추출된 텍스트로, 일부 오타나 오류가 포함될 수 있으나 지속적으로 개선 중입니다.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
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