Earticle

본 연구는 체험관광객의 관광 소셜미디어 채널의 중요도를 분석하였다. 선행연구를 바탕으로 관광 소셜미디어 채널의 요인을 관광커뮤니케이션 모델, 관광협업모델, 관광콘텐츠공유모델, 관광엔터테인먼트모델 등으로 분류하였다. 계층적 의사결정 방법인 AHP를 이용하여 실증 분석한 결과, 중요도의 측정결과로서 관광커뮤니케이션모델이 상대적으로 가장 주요한 요인으로 도출되었으며, 관광콘텐츠공유모델, 관광협업모델, 관광엔터테인먼트모델 등의 순으로 중요도가 높은 것으로 나타났다. 또한 관광 소셜미디어 채널의 유형 14개의 전체평가요소 우선순위에서 관광커뮤니케이션영역의 소셜네트워킹의 중요도가 가장 높게 나타났으며, 다음으로 관광협업영역의 소셜뉴스, 관광커뮤니케이션영역의 마이크로블로그 등의 순으로 나타났다. 분석결과를 통해 체험관광객의 소셜미디어 채널 효율성 증대 및 활용 전략에 기여할 수 있을 것이다.

This study is focused on analyzing the tourism social media channel importance of Trytoursumer. On the basis of previous studies, the factors were divided into tourism communication, tourism cooperation, tourism contents sharing, tourism entertainment. As a result of the empirical analysis using AHP, Analytic Hierarchy Process, tourism communication relatively appeared as the most important factor. And order showed that the high importance of such tourism content sharing, tourism entertainment, tourism cooperation. Also, there was the highest priority of social networking in the area of tourism communication among 14 types of total evaluation factors regarding priority, followed by social news in the area of tourism cooperation, and micro-blog in the area of tourism communication. Analysis result, may contribute to the increase of social media channels effectiveness and strategy of application in social media channel of Trytoursumer.

The purpose of this study is to investigate the relationship between experience factors, relationship benefits, and long-term orientation of social tourists. First, entertainment experience, education experience, and daily escape experience factors have a significant influence on long-term relationship orientation. Second, it was confirmed that the social media channel plays a role in the influence of relationship between experiential factors and long-term relationship orientation. Third, social media channels have a moderating effect on the relationship between experiential factors and long-term relationship orientation. Fourth, social media channels have a moderating effect on the relationship between relationship benefits and long-term relationship orientation.

The purpose of this study is to analyze the relationship among Experience Factors of Social Trytoursumer, Emotional Responses, Citizenship Behavior, and Long-term Relationship Orientation. The survey data were empirically analyzed and the results are as follows. First, there is partially positive relation between Experience Factors and Emotional Responses. In detail, entertainment, educational, and escapist factors positively do the role of Experience Factors to Emotional Responses. On the other hand, aesthetics does not do the role of Emotional Responses. Second, positive emotion of emotional responses influence positively(+) on citizenship behavior. Negative emotion of emotional responses influence negatively(-) on citizenship behavior. Third, Citizenship Behavior gives significantly impacts to Long-term Relationship Orientation.

The purpose of this study is to analyze the relationship between experience factors, emotional response, citizenship behavior, and long-term relationship orientation of trytoursumer. First, it was analyzed that entertainment, esthetics, education, and escape of experiential factors of trytoursumer have significant influence on emotional reaction. Second, as a result of analyzing the control effect of social media channels in the relationship between experiential factors and emotional responses, it was analyzed that tourism communication and sharing of tourism contents were significant moderating effects between entertainment and positive emotions. In the relationship between positive emotions and daily escape, it was analyzed that they acted as a significant controlling factor in tourism collaboration and tourism entertainment among types of social media channels. Third, Positive emotions had a significant positive influence on civic behavior, and negative emotions had a significant negative influence on citizenship behavior. Fourth, Citizenship behavior of trytoursumer has a significant influence on long-term relationship orientation.