Effect of Social Media Use Motivation on Satisfaction and Revisit Intention : Focused on Rural Tourism Visitors

소셜미디어 이용동기가 만족과 재방문의도에 미치는 영향 : 농촌체험마을 이용자를 중심으로

  • 문영주 (우송대학교 국제개발협력연구소) ;
  • 정철호 (우송대학교 IT경영정보학과)
  • Received : 2011.07.21
  • Accepted : 2011.09.07
  • Published : 2011.09.28


This study was to explore the effect of rural tourism social media use motivation on satisfaction and revisit intention. In order to carry out the empirical study 397 survey questionnaires were collected in rural tourism social media users, PASW18 and Lisrel 8.54 statistics package were utilized for analysis of SEM The study result were as follows: first, social media use motivation had a positive influence upon satisfaction. second, social media use satisfaction had a positive influence upon revisit intention. The study suggested that need to gather extensive opinions from visitors to created and manage rural tourism village in a rational manner, and intensive research effects should be directed into the vitalizations of rural tourism villages.


Social Media;Rural Tourism;Electronic Commerce


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