The Effects of UCC(User Created Contents) Tourism Information on Destination Images and Future Visit Intentions (관광정보로서의 UCC가 관광목적지 이미지와 향후 방문의도에 미치는 영향 )

Yoon, So-Jung (윤소정); Kim, Nam Jo (김남조)

The Effects of UCC(User Created Contents) Tourism Information on Destination Images and Future Visit Intentions

Journal of Tourism Sciences
Abbr : JTS
2011, 35(9), pp.163-182
Publisher : The Tourism Sciences Society Of Korea
Research Area : Social Science > Tourism

Yoon, So-Jung ¹, Kim, Nam Jo ²

¹한양대학교 국제관광대학원
²한양대학교

Accredited

ABSTRACT

UCC (User Created Contents) has been regarded as a suitable media for a deliverly of clear tourism information to potential customers. In particular, it has been considered one of the most, if not the best, credible mass medias to the potential customers due to its non-commercial and high cost efficient characteristics. In this context, this study examined whether exposure to a UCC of a tourist destination influence on visitors' images on the destination and future visit intention. An experimental design was employed for this study and data were collected from 95 college students before and after the exposure of the UCC of ‘Jirisan Trail(Dulegil)’. Results showed that the all the five cognitive and two emotional dimensions of respondents' images on the Dulegil were significantly increased after the exposure of the UCC. Results also indicated that the respondents future visit intention was also significantly increased after the exposure. This suggests that UCC is a useful marketing media and could build and/or change the destination images of potential visitors.

KEYWORDS

Word of mouth communication, User created contents, Tourist destination image, Future visit intention

Citation status

* References for papers published after 2023 are currently being built.

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