CAJ | 학술논문

随着社会媒体的蓬勃发展，越来越多的旅游者开始使用各类社会化媒体规划旅游项目，获取和分享各类旅游经验与攻略。但现有研究尚未对游客使用社会化媒体主要关注的收益进行过分析，导致现有的旅游社会媒体客户端开发过程中对客户的需求了解不足，社会媒体产品存在功能千篇一律且无法满足消费者使用需求的现象。有鉴于此，研究从游客视角出发设计出19个收益指标。通过问卷调查的方法收集了游客层面的数据，并使用层次分析法（AHP）对这些指标的重要性进行了排序。研究结果发现相对于关系维护收益和群组聚集收益，即时沟通收益是消费者在使用旅游社会媒体过程中更为重要的感知收益；信息保存、信息公开透明化和知名度提升是游客使用旅游社会化媒体获取的三项重要收益。研究结果有助于有针对性地设计开发符合消费者需要的社会化媒体产品，改善社会媒体平台下游客参与率不高的现状。
수착사회매체적봉발발전，월래월다적여유자개시사용각류사회화매체규화여유항목，획취화분향각류여유경험여공략。단현유연구상미대유객사용사회화매체주요관주적수익진행과분석，도치현유적여유사회매체객호단개발과정중대객호적수구료해불족，사회매체산품존재공능천편일률차무법만족소비자사용수구적현상。유감우차，연구종유객시각출발설계출19개수익지표。통과문권조사적방법수집료유객층면적수거，병사용층차분석법（AHP）대저사지표적중요성진행료배서。연구결과발현상대우관계유호수익화군조취집수익，즉시구통수익시소비자재사용여유사회매체과정중경위중요적감지수익；신식보존、신식공개투명화화지명도제승시유객사용여유사회화매체획취적삼항중요수익。연구결과유조우유침대성지설계개발부합소비자수요적사회화매체산품，개선사회매체평태하유객삼여솔불고적현상。
With the proliferation of social media, more and more tourists come to adopt a range of social media to plan their tourism projects and acquire travel experience. Despite the tourism enterprises’ growing enthusiasm about travelling social media, yet little is presently known about the relevant usage benefits determining the usage for the specific purpose of travel planning and travel experience sharing. This study devised 19 usage benefits indicators from the perspective of tourists. We collected data using surveys and employed the analytic hierarchy process method (AHP) to sort the importance of these indicators. The results show that the benefit of real time communication is a dominant benefit. Specifically, information preservation, information disclosure to enhance the transparency and personal reputation promotion are the three important benefits by using tourism social media.