소셜미디어 관광정보의 신뢰가 지각된 위험과 관광지이미지 및 구매의도에 미치는 영향 = The Effects of Trust in Social Media Tourism Information on Perceived Risk, Tourist Destination Image and Purchase Intention

다국어 초록 (Multilingual Abstract)

This study was designed to study the effect of trust in tourism information obtained through social media on the tourist destination image and purchase intention formed according to the perceived risk that may occur in a tourist destination. In other words, by using social media tourism information to identify visitors' intentions for perceived risks, this study attempted to resolve uncertainty in the tourism industry. A survey was conducted targeting male and female adults aged 20 or older who had overseas travel experience, and a total of 241 copies were secured. The verification results are as follows. First, a confirmatory factor analysis was conducted, and eight factors (social media tourism information, perceived risk (physical, financial, psychological, social), tourist destination image, and purchase intention. Second, it was found that social media tourism information affects all four perceived risks. Among the perceived risks, physical risk, financial risk, and psychological risk affect the image of the tourist destination, and the influence of physical risk, psychological risk, and social risk on purchase intention was confirmed. These results indicate that visitors recognize perceived risks through social media tourism information and consider tourism destinations accordingly. Therefore, managers of the tourism industry need to identify the influence of social media and establish strategies to cope with the perceived risks.