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- W4327924791 abstract "Purpose: Due to the difficulties of the COVID-19 situation, the direct consumption has slowed down and the content consumption has been active. As a result, the number of users who watch influencer content on the theme of tourism on YouTube, a representative platform of new media, has increased significantly. Accordingly, this study sought to motivate viewing of YouTube tourism influencer contents and analyzed the behavioral intention. In addition, an empirical study was conducted to confirm the mediating effect of content flow between viewing motivation and behavioral intention.
 Methods: For empirical research, a survey was conducted on YouTube tourism influencer content users, and a total of 299 valid questionnaires were used for empirical analysis. Spss 27.0 program was used for multiple regression analysis, 3-step hierarchical mediation effect analysis.
 Results: Among the viewing motivations of YouTube tourism influencer content, entertainment/rest and social interaction showed a significant positive (+) effect on content flow, but acquisition of information did not have a significant effect on content flow. As for the effect of viewing motivation on behavioral intention, acquisition of information, entertainment/rest, and social interaction all showed significant positive (+) influence relationships. In addition, between viewing motivation and behavioral intention, it was found that there is a partial mediating effect of content flow.
 Conclusion: Through this study, it was found that users of YouTube tourism influencer contents not only enjoy their leisure time through watching contents, but also obtain tourism information, which leads to visits to tourist destinations." @default.
- W4327924791 created "2023-03-21" @default.
- W4327924791 creator A5001634162 @default.
- W4327924791 date "2023-02-28" @default.
- W4327924791 modified "2023-10-01" @default.
- W4327924791 title "The Effect of Youtube Tourism Influencer Content Viewing Motivation on Tourism Behavioral Intention: Focusing on the Mediating Effect of Content Flow" @default.
- W4327924791 doi "https://doi.org/10.22556/jctc.2023.9.1.21" @default.
- W4327924791 hasPublicationYear "2023" @default.
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