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Elementos de los videos cortos que impactan en la intención de visitar Corea del Sur287
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El objetivo de este estudio es identificar el impacto de los videos cortos en la intención de visitar Corea del Sur. Las visitas a este país se han relacionado con los productos culturales, no obstante, es pertinente abordar otras aristas del fenómeno. Para esto, el estudio se enmarcó en las teorías de la Credibilidad de la Fuente y el Modelo de Adopción de la Información para analizar los videos cortos en cuanto a las personas que los crean como en la información que proporcionan. La metodología utilizada fue cuantitativa, recolectándose una muestra de n=221 personas residentes en México, fanáticas de contenidos coreanos y seguidoras de contenidos relacionados con viajes a ese país. Los datos se analizaron mediante ecuaciones estructurales (PLS-SEM). Los resultados sugieren que la credibilidad del creador de contenido, así como las características similares entre el creador de contenido y el seguidor, en el contexto de videos cortos es irrelevante; mientras que variables como calidad del argumento, estilo de la fuente, así como la necesidad de información son relevantes en la percepción de utilidad de estos videos y la posterior adopción de la información que proporcionan para generar una intención de visitar Corea del Sur.
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