SNS 관광정보 특성이 관광자의 관광만족과 SNS 활용에 미치는 영향

초록

The MZ generation, a group that actively shares and forms social relationships through social network services (SNS), has established itself as a major social group that digital marketers need to focus on. Therefore, understanding how the MZ generation—who enjoy sharing their daily thoughts and activities with others—responds and behaves toward SNS tourism information compared with older generations is important. This study seeks to clarify the relationship between tourists’ SNS tourism information, tourism motivation, tourist satisfaction, and intention to reuse and share on SNS. Theoretically, SNS tourism information is categorized into timeliness, reliability, accuracy, and interactivity. Subsequently, a multigroup analysis was conducted to examine the moderating effect of age between the MZ generation and other groups on the impact of SNS tourism information characteristics on tourism motivation, tourist satisfaction, intention to reuse SNS, and sharing information on SNS. The analysis revealed that the characteristics of SNS tourism information partially influenced tourism motivation, tourist satisfaction, intention to share on SNS, and intention to reuse SNS, with differences across generations. This study highlights the need for further research on how the MZ generation uses SNS tourism information, as this new consumer demographic has not previously been thoroughly examined in tourism studies.

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