Information Systems Review (경영정보학연구)

The Korea Society of Management Information Systems (한국경영정보학회)
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The Effects of Social Media on Traveler's Autobiographical Memory and Intention to Revisit Travel Destination

소셜 미디어가 관광객의 자서전적 기억과 관광지 재방문 의도에 미치는 영향

  • Hyunae Lee (Department of Hotel Management, Graduate School, Kyung Hee University) ;
  • Namho Chung (Department of Hotel Management, Kyung Hee University) ;
  • Chulmo Koo (Department of Convention Management, Kyung Hee University)
  • 이현애 (경희대학교 대학원 호텔경영학과) ;
  • 정남호 (경희대학교 호텔경영학과) ;
  • 구철모 (경희대학교 컨벤션경영학과)
  • Received : 2016.04.01
  • Accepted : 2016.08.22
  • Published : 2016.09.30
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Abstract

Tourism products are intangible goods. Given this nature, tourist experience should be recorded and visualized through media, such as pictures, videos, and souvenir. Online platforms played the role of media given the growth of information and communication technology. Tourists post their travels for real-time documentation of their experiences, but they also tend to reminisce about past experiences that they posted on social media. Social media is not only a channel of self-presentation or a means of communication with other people, but it also serves as an archive of electronic records to bring back memories. Given this finding, we investigated the impact of social media on the autobiographical memory (recollection and vividness) of tourists and their intention to revisit a certain destination. The results showed social media interface and the impact of display quality on the recollection and vivid memory. The predictor of memory recollection of tourists is intention to revisit a destination. Social media is considered an archive of travel memory that indulges people to reminisce. Theoretical and practical implications were provided based on these results.

관광 상품은 무형의 경험재이기 때문에 사진, 비디오, 기념품 등의 매체를 활용하여 이를 시각화하고 기록하는 것이 매우 중요하다. 정보통신기술의 급속한 성장 하에서 온라인 플랫폼은 매체(media)로써 역할을 하고 있다. 관광객들은 자신을 표현하기 위해 자신의 관광 경험을 소셜 미디어에 게재하지만, 시간이 흐름에 따라 그 글은 과거 관광 경험을 회상하게 하는 매개체가 된다. 즉, 소셜 미디어는 자기 표현 또는 타인과의 의사소통의 채널일 뿐만 아니라 기록을 저장하고 다시 열람할 수 있는 아카이브라고 할 수 있다. 따라서, 본 연구는 소셜 미디어가 관광객의 자서전적 기억(기억력과 선명도) 및 관광지 재방문의도에 미치는 영향을 파악하고자 하였다. 연구 결과, 소셜 미디어 인터페이스와 디스플레이 품질이 관광객의 기억력과 기억의 선명도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 즉, 소셜 미디어는 여행 기억에 대한 아카이브이며, 사람들로 하여금 과거의 경험을 회상할 수 있는 매체임을 확인하였다. 이러한 연구 결과를 토대로 본 연구는 학술적, 실무적 시사점을 제시한다.

Keywords

Acknowledgement

이 논문은 2013년 정부(교육부)의 재원으로 한국연구재단의 지원을 받아 수행된 연구임(NRF-2013S1A3A2043345).

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