The purpose of this study is to find out the effect that online word-of-mouth has on the reliability, acceptance of word-of-mouth and behavior intentions of tourists. A survey was conducted on tourists who used online word-of-mouth information in consuming or purchasing food, visiting venues where food is made or observing or learning how food is made in a different region. To secure reliability of the survey, online word-of-mouth that was used within the past one week was considered at the time of the survey. The survey was conducted from September 1 to October 1, 2017 and the findings based on the empirical analysis were as follows. First, of the characteristics of online word-of-mouth, usefulness had the biggest positive effect on reliability, followed by liveliness, entertainment value and agreeability. Interaction had a negative effect on reliability. Second, reliability had a positive effect on acceptance of word-of-mouth. Third, reliability had a positive effect on behavioral intentions. This indicates a higher level of reliability is correlated with a higher degree of behavioral intentions. Lastly, an analysis of the relationship between acceptance of word-of-mouth and behavioral intentions showed that former had a positive effect on the latter. Based on the results, managerial implications and limitations of the study were discussed.
ABSTRACT Ⅰ. 서론 Ⅱ. 이론적 배경 1. 음식관광 2. 온라인구전정보특성 3. 신뢰 4. 구전수용 5. 행동의도 Ⅲ. 연구설계 1. 연구모형 및 가설설정 2. 변수의 조작적 정의 3. 조사대상 및 분석 Ⅳ. 실증분석 1. 인구통계적 특성 2. 신뢰도 및 타당성 분석 3. 가설 검증 Ⅴ. 결론 참고문헌
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