The Effect of Social Media Tourism Information on Tourists’ Visit Intention to Jeju Island: Focusing on Chinese Tourists

This study was conducted to analyze the impact of social media tourism information on the intention of Chinese tourists to visit Jeju Island. The research targeted individual Chinese tourists planning to visit Jeju Island, based on an online survey. A total of 240 questionnaires were distributed, and after excluding 30 questionnaires that showed bias and insincere responses, 210 were used for empirical analysis. SPSS 25.0 was utilized for the empirical analysis of the sample. The results of the analysis showed that the use of social media, information search, and decision-making frequency had significant differences in the credibility of tourism information. The credibility of tourism information had a positive impact on the cognitive and affective image of the tourist destination. Furthermore, the cognitive image had a significant effect on the affective image and the intention to visit, and the affective image had a significant effect on the intention to visit. This study provides theoretical and practical implications for establishing social media-based tourism marketing strategies.