이태경*⋅양위주**
Lee, Tae-Kyung, Yhang, Wii-Joo
Abstract: The importance of social media is increasing, making it an essential tool in the modern tourism
industry. This study empirically analyzed the effect of social media content characteristics on the image
of tourist destinations, recommendation intentions, and behavioral intentions among social media users. The
study surveyed 274 people who had used tourism-related social media. For data analysis, the research hypoth
esis was tested using frequency analysis, reliability analysis, exploratory factor analysis, confirmatory factor
analysis, and structural equation modeling with SPSS 25.0 and AMOS 26.0 programs. The results of the
hypothesis testing are as follows: First, among the characteristics of social media content, usefulness and
vividness, excluding entertainment, were found to have a positive effect on the image of tourist destinations.
Second, the image of tourist destinations had a positive effect on the intention to recommend. Third, the
image of tourist destinations had a positive effect on the intention to visit. This study investigated the rela
tionship between social media content characteristics, the image of tourist destinations, the intention to rec
ommend, and the intention to visit. Based on these results, we intend to find ways to revitalize tourism
by actively using social media as a tourism marketing tool.
Keywords: Social media content characteristics, Tourism image, Recommendation intention, Visit intention