Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7
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pISSN : 1226-0533 / eISSN : 2713-6388
- https://journal.kci.go.kr/JTS
KJCKorea
Journal Central
The Effect of Self-determination Factors on the Acceptance Attitude Concerning SNS Advertising for Hotel Products
- Journal of Tourism Sciences
- Abbr : JTS
- 2017, 41(4), pp.63-77
- DOI : 10.17086/JTS.2017.41.4.63.77
- Publisher : The Tourism Sciences Society Of Korea
- Research Area : Social Science > Tourism
김구현 1, Yoon Ji-Hwan 1
1경희대학교
Excellent Accredited
ABSTRACT
This study empirically examined the effects of self-determination factors on the acceptance attitude of SNS advertising of hotel products. This study targeted university students who had purchased a hotel product or obtained information on hotel product from SNS. The results indicated that self-determination was the important variable when using SNS and this variable was composed of: autonomy, competence, and relatedness. The results of analyzing the differences between perceived self-determination factors indicated that each member of the high autonomy, competence and relatedness group had a more positive acceptance attitude on SNS advertising. Among the self- determination factors, interactive effects were found between autonomy and competence, and between competence and relatedness on the SNS advertising acceptance attitude. In these interactive cases, the reliability and purchasing intent concerning SNS advertising has proven to be doubled due to these effects. Based on these results, some implications of SNS advertising strategies of hotel products were suggested by the SNS community types.
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