The Impact of Trust and Satisfaction of Online Tourism Information on User's behavior intention : Focusing on Mediating Effects of Tourism Destination Images

The objectives of this study are to provide significant implications for online tourism information providers like tourism product suppliers, tourism related public institutions, and the people posting tourism information on the internet for their own purposes, by analyzing the effect relationships between trust and satisfaction of online tourism information and users' behavior intentions, and mediating effects of tourism destination images on them. To achieve the objectives, the literatures on trust and satisfaction of online tourism information, user's behavior intention, the image of tourism destination, and their relationships, and empirical studies on the user's perception regarding those issues was conducted. The findings of the study showed that both trust and satisfaction factors had significant positive impacts on users' behavior intentions, and the partial mediating effect of cognitive image of tourism destination existed between the effect relationship of trust and satisfaction of online tourism information and user's information sharing intention.