목차

Ⅰ. 서론················································································································· 1
1. 문제 제기 ······································································································· 1
2. 연구의 목적··································································································· 2
3. 연구의 방법··································································································· 4
4. 연구의 구성··································································································· 5
Ⅱ. 이론적 배경·································································································· 7
1. 관광 소셜미디어 이용동기········································································· 7
가. 관광 소셜미디어 이용동기 개념 ························································· 7
나. 관광 소셜미디어 이용동기 선행연구··············································· 10
2. 관광 소셜미디어 고객경험······································································· 13
가. 관광 소셜미디어 고객경험 개념 ······················································· 13
나. 관광 소셜미디어 고객경험 선행연구··············································· 15
3. 관광몰입······································································································· 17
가. 관광몰입 개념 ······················································································· 17
나. 관광몰입 선행연구··············································································· 19
4. 관광만족······································································································· 21
가. 관광만족 개념 ······················································································· 21
나. 관광만족 선행연구··············································································· 24
5. 재이용의도 ··································································································· 26
가. 재이용의도 개념 ··················································································· 26
나. 재이용의도 선행연구 ··········································································· 29
Ⅲ. 연구의 설계　및 분석방법···································································· 31
1. 연구모형 및 가설 설정············································································· 31
가. 연구모형 ································································································· 31
나. 연구가설 ································································································· 32
가) 관광소셜미디어 이용동기와 몰입의 관계 ·································· 32
나) 관광소셜미디어 고객경험과 몰입의 관계 ·································· 32
다) 몰입과 만족의 관계 ········································································ 33
라) 만족과 재이용의도의 관계 ···························································· 34
2. 변수의 조작적 정의 및 측정··································································· 34
3. 조사방법······································································································· 36
가. 설문지 구성 ··························································································· 37
나. 분석방법 ································································································· 39
Ⅳ. 실증분석······································································································ 40
1. 표본의 인구통계학적 특성······································································· 40
2. 신뢰성과 타당성 검증 ············································································· 41
가. 신뢰성 검증 ··························································································· 41
나. 타당성 검증 ··························································································· 43
3. 상관관계 분석····························································································· 51
4. 제안모형의 평가 및 수정모형 ································································· 52
5. 가설검증 결과····························································································· 55
가. 가설 1의 검증 ······················································································· 54
나. 가설 2의 검증 ······················································································· 54
다. 가설 3의 검증 ······················································································· 55
라. 가설 4의 검증 ······················································································· 55
Ⅴ. 결 론············································································································· 57
1. 연구결과 요약····························································································· 57
2. 시사점 ··········································································································· 58
3. 연구의 한계점과 연구방향······································································· 60
참고문헌 62
부록 : 설문지 72
Abstract 82