Jin-Soo Han

A Study on the Influence of Viewing Motivation on Attitude and Visiting Intention of TV Infortainment Travel Program

Media delivers the fast trend of an era. The purpose of this study is to investigate the influence of viewing motivation and visit intention on the increase of infotainment travel program. As a result of the analysis, hypothesis 1 showed positive effects of viewing motivation(cultural information and socializing) on preference. Hypothesis 2 showed positive effects of viewing motivation(entertainment and cultural information) on commitment. Hypothesis 3 showed that there was a positive relationship between preference on visit intention. Then hypothesis 4 showed that positive effect on commitment on visit intention. Finally, it was shown that cultural information was related to visit intention Therefore, the infotainment travel program should know that introductions to specific travel destination are an important part of the viewer’s motivation to watch.