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최근 소셜미디어가 관광객들에게 필수적인 커뮤니케이션 채널로 자리 잡으면서 관광객 행동에 미치는 전체적인 영향도 늘고 있어 이와 관련한 연구들이 학계와 업계의 큰 이슈가 되고 있다.
오늘날 다양한 미디어는 사람들의 생활환경 속에 있다. 매일 언론을 통해 광고뿐만 아니라 언제 어디서나 드라마, 뉴스, 가요 등을 볼 수 있는 세상이다. 이제는 스마트폰만 사용하면 누구나 전 지역에서 전 세계 사람들과 소통할 수 있게 됐으며 콘텐츠를 공유한다. 대부분의 국가들에서는 직접 관광지를 홍보하는 효과보다 그 관광지를 방문한 관광객들의 소셜미디어를 통해 자연스러운 마케팅 홍보 효과를 얻을 수 있어 많은 인기인(아이돌)들이 개인 방송을 시도하고 있으며(김연서, 2020), 일반인들도 그들이 방문한 관광지에 대한 여러 가지 감상과 느낌들을 소셜미디어를 통해 알리는 추세이다. 이러한 시점에서 국가별로 사용 가능한 소셜미디어 커뮤니케이션 매체가 다양하게 구성되어 있기에 소셜미디어 연구를 진행할 때에는 그 국가에서 통용되고 있는 소셜미디어의 커뮤니케이션 경험을 바탕으로 진행되어야 한다. 세계적으로 가장 인기 있는 소셜미디어로는 블로그, 마이크로 블로그, SNS(소셜 네트워크), 메시지보드, 팟캐스트, 위키, 사진 공유, 비디오 공유 블로그 등이 있다(이경렬, 2011). 한국에서 많이 쓰이는 소셜미디어로는 페이스북, 인스타그램, 트위터, 유튜브, 카카오톡 등이 있으며 (박지희, 2020), 인터넷 프로토콜 (Internet Protocol, 이하 IP)로 인해 위와 같은 SNS는 중국에서는 사용이 불가하다. 이러한 이유로 방한 중국인 관광객을 대상으로 소셜미디어 커뮤니케이션 경험에 관한 연구를 진행할 시에는 이와 같은 제약내용을 참고하여 진행되어야 한다. 현재 중국에서 가장 인기 있는 SNS는 틱톡(TIKTOK), 위챗(Wechat), 샤오홍슈(XIAOHONGSHU)이며, 마이크로 블로그에서 가장 많이 사용되는 시나 웨이보이다. 이 때문에 본 연구에서는 틱톡, 샤오홍슈, 위챗, 시나 웨이보 등 중국인들에게 가장 대표적인 소셜미디어들을 중심으로 연구를 진행하고자
한다.
본 연구에는 소셜미디어의 커뮤니케이션 경험이 가지고 있는 속성의 중요성을 인식하고 소셜미디어의 커뮤니케이션 경험이 관광지 이미지에 실질적 영향을 미치는지, 실증적으로 분석함과 더불어, 방한 중국인 관광객을 대상으로 효율적인 관광지 홍보 및 긍정적인 관광지 이미지 형성에 도움을 줄수 있는 소셜미디어 커뮤니케이션 경험을 파악하여 관광지 이미지의 홍보관리에 필요한 기초자료를 제공하여 방한 중국인 관광 활성화와 발전에 필요한 마케팅의 자료로 활용하는 데 그 목적이 있다
오늘날 다양한 미디어는 사람들의 생활환경 속에 있다. 매일 언론을 통해 광고뿐만 아니라 언제 어디서나 드라마, 뉴스, 가요 등을 볼 수 있는 세상이다. 이제는 스마트폰만 사용하면 누구나 전 지역에서 전 세계 사람들과 소통할 수 있게 됐으며 콘텐츠를 공유한다. 대부분의 국가들에서는 직접 관광지를 홍보하는 효과보다 그 관광지를 방문한 관광객들의 소셜미디어를 통해 자연스러운 마케팅 홍보 효과를 얻을 수 있어 많은 인기인(아이돌)들이 개인 방송을 시도하고 있으며(김연서, 2020), 일반인들도 그들이 방문한 관광지에 대한 여러 가지 감상과 느낌들을 소셜미디어를 통해 알리는 추세이다. 이러한 시점에서 국가별로 사용 가능한 소셜미디어 커뮤니케이션 매체가 다양하게 구성되어 있기에 소셜미디어 연구를 진행할 때에는 그 국가에서 통용되고 있는 소셜미디어의 커뮤니케이션 경험을 바탕으로 진행되어야 한다. 세계적으로 가장 인기 있는 소셜미디어로는 블로그, 마이크로 블로그, SNS(소셜 네트워크), 메시지보드, 팟캐스트, 위키, 사진 공유, 비디오 공유 블로그 등이 있다(이경렬, 2011). 한국에서 많이 쓰이는 소셜미디어로는 페이스북, 인스타그램, 트위터, 유튜브, 카카오톡 등이 있으며 (박지희, 2020), 인터넷 프로토콜 (Internet Protocol, 이하 IP)로 인해 위와 같은 SNS는 중국에서는 사용이 불가하다. 이러한 이유로 방한 중국인 관광객을 대상으로 소셜미디어 커뮤니케이션 경험에 관한 연구를 진행할 시에는 이와 같은 제약내용을 참고하여 진행되어야 한다. 현재 중국에서 가장 인기 있는 SNS는 틱톡(TIKTOK), 위챗(Wechat), 샤오홍슈(XIAOHONGSHU)이며, 마이크로 블로그에서 가장 많이 사용되는 시나 웨이보이다. 이 때문에 본 연구에서는 틱톡, 샤오홍슈, 위챗, 시나 웨이보 등 중국인들에게 가장 대표적인 소셜미디어들을 중심으로 연구를 진행하고자
한다.
본 연구에는 소셜미디어의 커뮤니케이션 경험이 가지고 있는 속성의 중요성을 인식하고 소셜미디어의 커뮤니케이션 경험이 관광지 이미지에 실질적 영향을 미치는지, 실증적으로 분석함과 더불어, 방한 중국인 관광객을 대상으로 효율적인 관광지 홍보 및 긍정적인 관광지 이미지 형성에 도움을 줄수 있는 소셜미디어 커뮤니케이션 경험을 파악하여 관광지 이미지의 홍보관리에 필요한 기초자료를 제공하여 방한 중국인 관광 활성화와 발전에 필요한 마케팅의 자료로 활용하는 데 그 목적이 있다
목차
제1장 서론 ··························································································································· 1제1절 연구의 배경 ········································································································· 1제2절 연구의 목적 ········································································································· 4제3절 연구방법 및 연구범위 ······················································································· 5제2장 이론적 배경 ············································································································· 8제1절 소셜미디어 커뮤니케이션 ················································································· 81. 소셜미디어의 개념 ································································································ 82. 소셜미디어의 구성요소 ······················································································ 113. 소셜미디어 커뮤니케이션 경험 ········································································ 134. 소셜미디어 커뮤니케이션 경험의 관련 선행연구 ········································ 15제2절 관광지 이미지의 요인 ····················································································· 161. 관광지 이미지의 개념 ························································································ 162. 관광지 이미지의 구성요인 ················································································ 183. 관광지 이미지 요인 관련 선행연구 ································································ 19제3절 방문의도 ············································································································· 201. 방문의도의 개념 ·································································································· 202. 방문의도의 관련 선행연구 ················································································ 21제3장 연구모형 및 가설설정 ························································································· 24제1절 연구모형 및 가설 설정 ··················································································· 241. 연구모형 ················································································································ 242. 가설설정 ················································································································ 24제2절 조사설계 ············································································································· 261. 조사개요 ················································································································ 262. 변수의 조작적 정의 ···························································································· 273. 설문지의 구성 ······································································································ 284. 분석방법 ················································································································ 30제4장 실증분석결과 ········································································································· 31제1절 표본의 인구통계학적 특성 ············································································· 31제2절 측정도구의 신뢰성 및 타당성 ······································································· 331. 신뢰성 및 타당성 검정방법 ·············································································· 332. 소셜미디어 커뮤니케이션 경험의 신뢰성 및 타당성 검정 ························ 333. 관광지 이미지의 신뢰성 및 타당성 검정 ······················································ 354. 방문의도의 신뢰성 및 타당성 검정 ································································ 38제3절 가설검정 및 결과분석 ····················································································· 391. 가설1의 검정 및 결과해석 ················································································ 392. 가설2의 검정 및 결과해석 ················································································ 43제5장 결론 ························································································································· 46제1절 연구결과의 요약 ······························································································· 461. 연구의 요약 ·········································································································· 462. 연구의 시사점 ······································································································ 48제2절 연구의 한계점 및 향후 연구방향 ································································· 50참고문헌 ····························································································································· 52설 문 지 ····························································································································· 591. 한국어 ···················································································································· 592. 중국어 ···················································································································· 66Abstract ····························································································································· 75
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