관광정보로서의 UCC가 관광목적지 이미지와 향후 방문의도에 미치는 영향

초록

UCC (User Created Contents) has been regarded as a suitable media for a deliverly of clear tourism information to potential customers. In particular, it has been considered one of the most, if not the best, credible mass medias to the potential customers due to its non-commercial and high cost efficient characteristics. In this context, this study examined whether exposure to a UCC of a tourist destination influence on visitors' images on the destination and future visit intention. An experimental design was employed for this study and data were collected from 95 college students before and after the exposure of the UCC of ‘Jirisan Trail(Dulegil)’. Results showed that the all the five cognitive and two emotional dimensions of respondents' images on the Dulegil were significantly increased after the exposure of the UCC. Results also indicated that the respondents future visit intention was also significantly increased after the exposure. This suggests that UCC is a useful marketing media and could build and/or change the destination images of potential visitors.

키워드