경영정보학연구 (Information Systems Review)

  • 제26권3호
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  • Pages.45-73
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  • 2024
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  • 2982-6551(pISSN)
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  • 2982-6837(eISSN)
한국경영정보학회 (The Korea Society of Management Information Systems)
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릴스 여행 동영상의 매력과 여행 영감에 미치는 영향에 대한 연구

Examining the Attractiveness of Reels Travel Videos and Their Influence on Travel Inspiration

  • Aye Myat Thazin (Smart Tourism Education Platform (STEP), Kyung Hee University) ;
  • Chulmo Koo (Smart Tourism Education Platform (STEP), Kyung Hee University)
  • 투고 : 2024.01.02
  • 심사 : 2024.05.24
  • 발행 : 2024.08.31
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초록

본 연구는 인스타그램의 빠르게 성장하는 숏폼 동영상 플랫폼인 릴스가 디지털 환경에서 어떻게 여행 영감과 미래 여행 의도에 영향을 미치는지를 분석하였다. Wang과 Strong의 정보 품질 모델과 영감 이론의 요소를 통합한 프레임워크를 활용하여 릴스 여행 영상의 핵심 매력을 조사하였다. 특히, 한국 여행 영상을 대표로 선택하여 한국 관광이 미국에서 어떻게 인기를 얻고 있는지에 중점을 두었으며, 이를 위해 미국의 잠재적 여행객을 대상으로 설문조사를 실시하였다. PLS-SEM 통계방법을 사용하여 수집된 데이터를 분석한 결과, 여행지 평판, 참신성, 영상 편집 디자인이 여행자들의 영감을 통해 여행 의도에 통계적으로 유의미한 영향을 미치는 것으로 확인되었다. 이 연구 결과는 학문적 기여뿐만 아니라 여행지 마케터와 콘텐츠 크리에이터들에게 릴스 여행 영상의 매력을 강조하며, 이를 통해 잠재적 여행자와의 관계를 형성하는 데에 필요한 실질적인 통찰력을 제공한다.

In today's digital age, Instagram's Reels, exert substantial influence as the primary channel in the decision-making process of potential travelers. A conceptual framework integrating Reels travel videos' features and inspiration theory was utilized to explore this phenomenon thoroughly. Employing Wang and Strong's Information Quality framework, we examined content cues - relevancy, interestingness, and trendiness of Reels travel content, as well as non-content cues, including video editing design. Additionally, as an independent variable influencing the core attractiveness of Reels travel content, destination attractiveness, including destination reputation, novelty, and aesthetic value, was analyzed. The framework incorporates two-order constructs of inspiration theory: inspired-by and inspired-to. Findings from an online survey involving 383 young American Instagram users revealed that destination reputation, content novelty, and video editing design all have a significant influence on travel intentions via a two-order inspiration state. By appealing to the emotional and aspirational desires of viewers, Reels travel content becomes a powerful marketing tool. This study not only advances academic understanding but also offers valuable takeaways for marketers and content creators in order to enhance the potential travelers' perceptions of destinations, and ultimately influence their travel choices by emphasizing the importance of recognizing and leveraging Reels travel videos' attractiveness

키워드

과제정보

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-20231A5C2A0309253).

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