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자료유형
학술대회자료
저자정보
강삼 (동의대학교) 추승우 (동의대학교)
저널정보
한국관광레저학회 한국관광레저학회 학술발표대회 2021년도 제55차 한국관광레저학회 학술발표대회
발행연도
2021.7
수록면
141 - 159 (19page)

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Recently, as social media has become an essential communication channel for tourists, its impact on tourist behavior is increasing. Accordingly, academics and practitioners are paying significant amount of attention to this issue.
Today, various types of media are prevalent in our daiy lives. It is a world where you can see dramas, news, songs and advertisements anytime and anywhere, through the media. Now, anyone using a smartphone can communicate with people around the world and share contents. In line with this trend, attempts are being made to engage popular pop stars to promote a tourist destination via personal broadcasting on social media through which the destination can be more effectively promoted compared to traditional means of marketing(Kim Yeon-seo, 2020). Also, tourists who have visited the desitnation are sharing their feelings social media. As available social media platforms tend to vary by countries, research should be conducted based on the social media used in the country under study. The world"s most popular social media platforms include blogs, microblogs, social networks (Social Networks), message boards, podcasts, wikis, photo sharing, and video sharing blogs (Lee, 2011). Social media platofrms commonly used in Korea include Facebook, Instagram, Twitter, YouTube, and KakaoTalk (Jihee Park, 2020), However, these platforms cannot be used in China due to the Internet Protocol (IP) issue. For this reason, when conducting research on social media communication experiences for Chinese tourists visiting Korea, it is necessary to refer to these restrictions. Currently, the most popular SNS in China are TikTok, Wechat, Xiao HongShu and Sina Weibo. For this reason, this study aims to focus on the most widely utilized social media for Chinese, such as TikTok, Xiao Hongshu, WeChat, and Sina Weibo.
In this study, we recognize the importance of understanding the attributes of social media communication experience and empirically analyze whether the communication experience of social media actually affects the image of the tourist destination. The purpose of this rsearch is to identify social media communication experiences that can help in the formation of tourist destination images, and offer implications to pracititoners in utilizing social media as a marketing tool for local tourism activation and development.

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Abstract
I. 서론
II. 이론적 배경
Ⅲ. 연구방법
IV. 실증분석 결과
V. 결론 및 시사점
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