미디어를 통한 해외여행의 경험적 특성이 준사회적 상호작용을 통한 관광지 방문의도 및 프로그램 구전의도에 미치는 효과

Purpose - The purposes of this study are to investigate the effect of media-mediated experiential characteristics on parasocial interaction; and examine the impacts of parasocial interaction on visit intention and word-of-mouth intention of program.Design, data, and methodology -By examining previous research on media-mediated experiential characteristics, parasocial interactions, visit intention and word-of-mouth intention, conceptual model of this study was designed. To empirically test the hypothesized model, questionnaire was distributed targeting audiences who have watched Talk Pawon 25 O'Clock. The collected data were analyzed through structural equation modeling analysis.Result - Among the experiential characteristics, informativeness, empathy, and characters attractiveness positively influenced parasocial interaction. Additionally, parasocial interaction positively influenced visit intention and word-of-mouth intention.Conclusions - Media-mediated tourism experience can be a tool for stimulating immediate tourism, so this study presents useful and effective ways to grow and develop tourism industry through media-mediated experience after the pandemic.