소셜미디어 이용 동기, 기회, 능력 요인이 관광객의 정보탐색 전략 및 여행 만족도에 미치는 영향
The Effect of Social Media Usage Motivation, Opportunity, and Ability Factors on Tourists’ Information Searching Strategies and Trip Satisfaction
- 발행
- 2024 등록KCI API에는 발행일 항목이 없어 원문 등록일을 쓰고 있습니다. 실측으로 발행보다 최대 6년 늦습니다 — 재수집하면 발행연월로 바뀝니다.
- 출처
- 국내 KCI
- DOI
- 10.31927/asec.20.4.11
- 원문
- 원문 보기 ↗
개념
키워드
소셜미디어, 동기-기회-능력 모델, 정보탐색 전략, 여행 만족도, Social Media, MOA Model, Information Searching Strategy, Trip Satisfaction
초록
Purpose – This study aims to explore how motivation, opportunity, and ability affect information seeking strategies during travel, trip evaluation, and the impact of age groups.
 Design, data, and methodology –This study suggests that tourists’ motivation, opportunity, and ability could lead to two information searching strategies, ultimately resulting in trip satisfaction. Respondents were divided into two groups by age, and a statistical analysis compared the relationships between variables in each group. Data was collected from an online survey and 988 samples were utilized for empirical analyses.
 Result – The results show that all MOA factors, except for the path from ability to exploratory information searching, are significantly related to information searching strategies, and that exploratory information searching has a greater impact on trip satisfaction than exploitation. Furthermore, a significant difference was observed between the groups under and over the age of 30.
 Conclusions – The results offer some insights into the effect of MOA factors and age on information searching strategies, thereby suggesting how to improve the use of information technologi