관광객의 소셜 미디어 사용에 있어서 친사회적 동기가 긍정적, 부정적 결과에 미치는 영향 - 조화로운 열정과 강박적인 열정의 매개효과를 중심으로 - = The Effect of Prosocial Motivations on Positive and Negative Consequences in Tourists’ Use of Social Media: The Moderating Effects of Harmonious and Obsessive Passion

다국어 초록 (Multilingual Abstract)

Social media users tend to use social media in order to impress other people in smart tourism environments. Especially, since tourism consumption can be associated with higher economic ability and enough leisure time, the majority of tourists has used social media in order to show off their touristic experience and information to social media friends. Tourists have spent much time to select, edit and post their photos and messages during their stay at luxurious hotels or resorts and famous tourism destinations, which can influence on excessive periods of time in social media and ultimately induce negative consequences. Therefore, the present study tried to focus on the factors affecting passion toward and consequences from the use of social media. To be more specific, the present study investigated the impact of altruistic and egoistic motivations on harmonious passion and negative passion, which induce positive and negative consequences.

국문 초록 (Abstract)

소셜 미디어의 사용자들은 타인에게 깊은 인상을 주기 위해 소셜 미디어를 사용하는 경향이 높다. 특히 관광 상품은 고관여 상품이며, 이를 소비할 수 있다는 것은 충분한 경제적 능력과 여가시간을 가지고 있음을 의미하기 때문에, 많은 수의 관광객들은 자신의 관광 경험을 다른 사람들에게 보여주고 싶어 하는 경향이 강하다. 관광객들은 특급 호텔이나 리조트 또는 유명한 관광지에 머무는 동안 많은 시간과 노력을 들여 사진을 선택하고 편집하여 소셜 미디어에 게재하는데, 이처럼 소셜 미디어를 과다하게 사용하는 것은 궁극적으로 소셜 미디어 중독이나 사생활 침해 등의 부정적 결과를 초래할 수 있다. 이에 따라 본 연구는 소셜 미디어 사용에 대한 강박적인 열정 및 그로인한 부정적인 결과에 초점을 맞춤으로써, 관광객의 소셜 미디어 사용에 대해 다각적으로 이해하고자 하였다. 구체적으로, 본 연구는 관광객의 이타주의적 동기와 자기중심적 동기가 소셜 미디어 사용에 대한 강박적 열정과 조화로운 열정에 어떻게 영향을 미치며, 이는 어떤 결과를 초래하는지 구조방정식 모형을 사용하여 실증적으로 검증하였다.

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