쇼트클립(short clip)의 콘텐츠 특성이 관광목적지 이미지 및 방문의도에 미치는 영향: 중국 신중년층을 중심으로 = The impact of short clip content characteristics on tourism destination image and visit intention: Focusing on the new middle-aged in China

다국어 초록 (Multilingual Abstract)

Since the concept of the new middle-aged in China has not yet been actively dealt with compared to Korea, it is necessary to conduct research on the new middle-aged who are economically free and proficient in using smart phones. Therefore, this study aimed to investigate the influence relationship between the characteristics of short clip content perceived by the Chinese new middle-aged, the image of tourist destinations, and the intention to visit, and for this purpose, entertainment, intuition, diversity, information, convenience, and reliability were derived as the characteristics of short clip tourism content.
As a result of this study, first, it was found that the characteristics of short clip tourism content had a positive (+) effect on the image of tourist destinations. Second, it was found that the characteristics of short clip tourism content had a positive (+) effect on the intention to visit. Third, it was found that the image of a tourist destination had a positive (+) effect on the intention to visit.
As a result of the study, if intuition and reliability can be secured among the characteristics of short clip tourism content, it will attract the new middle-aged as a tourist destination, bring great tourism revenue to the region, and contribute to the local economy, which can lead to regional development and increased tax revenue for local governments. Furthermore, it is expected that Chinese local governments will be able to provide basic research to produce short clip content to encourage tourism for the middle-aged.