경희대학교 BK21

논문명

 국가관광기구 SNS와 조직-공중관계성 및 온라인 구전의 영향관계에서 미디어 인게이지먼트의 조절효과

저자(참여인력명)

  심승하, 김철원 

게재지명

  서비스경영학회

핵심어

  ourism SNS, Organization-Public Relationship, Electronic Word-of-Mouth, Media Engagement

초록

The aim of the study is to investigate the association between SNS characteristics,
organization-public relationship, and electronic word of mouth. Also, this study
hypothesize that higher level of individuals’ media engagement will strengthen the
relationship between SNS characteristics and organization-public relationship.
Therefore, the study tested the moderating effect of media engagement. To achieve the
study goals, Korea Tourism Organization(KTO) SNS was selected, and a total of 411
samples were used for the analysis. SPSS 22 program was used for data analysis. The results showed that acquisition of information, empathy, responsibility and authenticity
are statistically correlated with organization-public relationship. Moderating effect of
the media engagements, however, was partially significant. The study results can provide
implications of SNS marketing strategies that can be reasonably reflected in the decisions
of tourists and mutually reciprocal relationship with public.