• The Journal of the Korea Contents Association
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• v.21 no.11
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• pp.503-517
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• 2021

This study is focused on tourism storytelling(educational, interesting, emotional, uniqueness), SNS tourism value (functional, social), SNS trust, and immersion in travel agency relationship, which are important discussions in the tourism industry. The study subjects are verified 390 respondents who had accommodation experience using SNS, and SPSS 25.0 and Smart PLS 3.0 were used to perform the analysis. The study results are as follows. First, it was confirmed that the educational and interesting factors of tourism storytelling had a positive effect on the functional value, and that the affective relationship was not established between emotional and uniqueness factors. In addition, it was confirmed that educational, interesting, and uniqueness factors had a positive effect on social values, but emotional factors did not establish an influence relationship. Secondly, it was confirmed that SNS tourism value had a positive effect on immersion in travel agency relationship. However, there was no relationship between SNS tourism value and social value. Finally, it was confirmed that SNS trust had a moderating effect on the relationship between SNS tourism value and immersion in travel agency relationship. Through these research results and implications, comprehensive recommendations were presented to tourism industry practitioners.