The Effect of Tourism SNS Service Quality on Perceived Usefulness, Tourism Flow and Tourism Experience

This study focus on investigating perceived usefulness of tourism SNS service quality and how it affects tourism flow. Also, the relationship of perceived usefulness on tourism flow and tourism experience is examined, and it is confirmed whether a significant effect is formed in the relationship between tourism flow and tourism experience. For empirical analysis, an online questionnaire was conducted targeting 400 adults (age over 19) who experienced domestic or overseas tourism using SNS information, and a total of 336 questionnaires were applied to the final analysis. Smart PLS 3.0 was used to test the hypothesis of this study. As a result of the analysis, it was confirmed that all hypotheses had a positive influence relationship. This study has important significance in that it reconfirmed the relationship between perceived usefulness, tourism flow, and tourism experience by merging SNS with tourism information to derive service quality items. In this regard, the practical level suggested the implications of providing assistance to tourism business executives in establishing marketing strategies by evaluating the service quality of tourism information using SNS.