Earticle

초록

영어

Recent technological advancements have ignited a revolution in advertising, unlocking vast potential for growth and diversity. Especially noteworthy is the rise of short video advertising, which is steadily gaining prominence in the advertising industry. Platforms like Reels serve as powerful sources of destination-related information in the tourism industry, significantly influencing the decision-making process of potential travelers. To explore this novel phenomenon, we proposed a conceptual framework integrating elements from the Ducoffe advertising value model and the COBRA digital engagement model. Identifying what drives user engagement - likes, comments, and shares – has become essential in navigating the abundant content on digital platforms like Reels. This study explored the unexplored area of understanding Reels travel content as an advertising tool to improve users’ ad-related inspiration and influence their digital engagement behaviors. In this study, data from 385 young respondents was collected through an online survey, and Smart PLS 4.0.9 was employed for SEM analysis. Our findings highlight the significant impact of elements like informativeness, entertainment, personalization, and content diversity on advertising value, subsequently influencing inspiration and digital engagement behaviors such as consumption, contribution, and creation. Pioneering in the Reels travel content domain, especially among American Gen Z individuals and focusing on Korean destinations as a trending hotspot, this research not only contributes to academia but also provides practical insights for creating Reels travel content advertising strategies that effectively meet the marketing objectives.

목차

A B S T R A C T
Ⅰ. Introduction
Ⅱ. Conceptual Background
2.1. Emergence of Short-form Travel ContentAdvertising, Reels Travel Ads
2.2. Ducoffe Advertising Value Model
2.3. Perceived Advertising Content Value onInspiration State
2.4. Inspiration State
2.5. Digital Engagement Behaviors with theCOBRA Model
Ⅲ. Research Model and Hypotheses
Ⅳ. Research Methodology
4.1. Study Context and Sampling
4.2. Instrument Development
4.3. Data Collection
Ⅴ. Data Analysis and Results
5.1. Assessments of the Measurement Model
5.2. Structural Model Test
5.3. PLS-Predictive Assessment
Ⅵ. Conclusion
6.1. Discussion of Findings
6.2. Theoretical Implications
6.3. Implications for Research and Practice
6.4. Limitations and Future Research Directions
Ⅶ. Conclusion
Acknowledgments

저자

• Aye Myat Thazin [ Master Student, Smart Tourism Education Platform (STEP), College of Hotel and Tourism Management, Kyung Hee University, Korea ]
• Chulmo Koo [ Professor, Smart Tourism Education Platform (STEP), College of Hotel and Tourism Management, Kyung Hee University, Korea ] Corresponding author

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