지역마케팅 콘텐츠 품질이 방문의도에 미치는 영향: 페이스북을 대상으로

Abstract

In recent years, the advancements of social networking services have caused the spread of information and contents. Therefore many local governments are actively using SNS for regional marketing, trying to promote their local brands in order to reinvigorate local economies. This study proposed a structural model in order to verify the relationship between the characteristics of regional marketing contents and it's performance. The analysis was conducted based on the data obtained from the contents analysis of the expert panels in order to verify the effect of regional marketing contents. The results are as follows. All the contents quality factors are influence on visiting intention through the mediating variables such as empathy and communication effectiveness. As a result of the direct and indirect effect analysis, information sufficiency and contents reality were more influential than other variables. The results say that the quality of contents is critical factor to the decision of destination selection and visiting intention.