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This study examined the relationship between the characteristics of YouTube tourism content and user satisfaction. In addition, this study investigated the effect of user satisfaction on intention to visit and share information with the moderating role of word-of-mouth information acceptance. Data from 244 viewers of YouTube tourism content was analyzed and it was found that two dimensions of the characteristics of YouTube, such as usefulness and fun had a positive effect on user satisfaction. Furthermore, user satisfaction had a positive impact on intention to visit and share information, and intention to visit had a positive impact on intention to share information. Finally, word-of-mouth information acceptance played a moderating role in the relationship between user satisfaction and intention to share information.
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Jung et al. (2023) studied this question.
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