소셜미디어 이용 동기, 기회, 능력 요인이 관광객의 정보탐색 전략 및 여행 만족도에 미치는 영향

초록

Purpose – This study aims to explore how motivation, opportunity, and ability affect information seeking strategies during travel, trip evaluation, and the impact of age groups. Design, data, and methodology –This study suggests that tourists’ motivation, opportunity, and ability could lead to two information searching strategies, ultimately resulting in trip satisfaction. Respondents were divided into two groups by age, and a statistical analysis compared the relationships between variables in each group. Data was collected from an online survey and 988 samples were utilized for empirical analyses. Result – The results show that all MOA factors, except for the path from ability to exploratory information searching, are significantly related to information searching strategies, and that exploratory information searching has a greater impact on trip satisfaction than exploitation. Furthermore, a significant difference was observed between the groups under and over the age of 30. Conclusions – The results offer some insights into the effect of MOA factors and age on information searching strategies, thereby suggesting how to improve the use of information technologies in the context of trip planning and smart tourism.

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