Predictors of Viewing YouTube Videos on Incheon Chinatown Tourism in South Korea: Engagement and Network Structure Factors

Woohyun Yoo, Taemin Kim and Soobum Lee
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Woohyun Yoo: Department of Mass Communication & Institute of Social Sciences, Incheon National University, Incheon 22012, Korea
Taemin Kim: Department of Mass Communication & Institute of Social Sciences, Incheon National University, Incheon 22012, Korea
Soobum Lee: Department of Mass Communication & Institute of Social Sciences, Incheon National University, Incheon 22012, Korea

Sustainability, 2021, vol. 13, issue 22, 1-11

Abstract: YouTube has become an increasingly popular source of tourism information. The purpose of this study is to explore the network structures of YouTube videos about Incheon’s Chinatown in South Korea and investigate the potential factors that can predict the viewing of these videos. The analysis of 104 videos about Incheon Chinatown revealed that the engagement factors assessed by the number of comments and likes, and the running time of content, were significant predictors of viewing. However, network structure factors did not predict viewing. These findings make valuable contributions to sustainable tourism research and provide practical guidance for tourism management.

Keywords: sustainable tourism; tourism; social media; YouTube; social network analysis (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
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