The Impact of YouTube Travel Media Content Characteristics on User Satisfaction and Behavioral Intentions: Targeting Viewers of YouTube Travel Media Content

This research investigates the impact of YouTube travel media content characteristics on viewing satisfaction, usage satisfaction, and behavioral intentions, including intentions to rewatch, share, and visit. An online survey was conducted using Google Forms from September 26 to October 16, 2024. The survey targeted YouTube users in their 20s and 30s who had previously engaged with travel media content on the platform. A total of 230 responses were collected through convenience sampling and analyzed empirically. The findings revealed the following insights: First, diversity and entertainment among YouTube travel media content characteristics significantly and positively influenced viewing satisfaction. Additionally, entertainment, utility, and diversity, in that order, had a impact on usage satisfaction. Second, both viewing satisfaction and usage satisfaction influenced rewatch intention, visit intention, and sharing intention. These results indicate that users who are more satisfied with YouTube travel media content are more likely to return, recommend the content to others, and visit the featured locations. This research examined the relationship between YouTube travel media content characteristics, user satisfaction, and behavioral intentions, offering valuable insights for designing effective digital tourism content strategies.