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Effect Relationship of The Experience on Emotion and Satisfaction in Theme Park : Focused on The Perspective of Experiential Marketing
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테마파크에서의 체험이 감정과 만족도에 미치는 영향관계 : 체험마케팅 관점을 중심으로

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Type
Academic journal
Author
Yoon, Seol-Min (경희대학교) Lee, Tae-Hee (경희대학교)
Journal
The Korea Academic Society Of Tourism And Leisure Journal of Tourism and Leisure Research Vol.24 No.2(Wn.65)
Published
2012.2
Pages
289 - 308 (20page)

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Effect Relationship of The Experience on Emotion and Satisfaction in Theme Park : Focused on The Perspective of Experiential Marketing
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Abstract· Keywords

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This study was conducted to examine the effect relationship among experience, pleasure, and satisfaction in theme park, and then to verify mediating effect of pleasure. Some suggestions deduced from quantitative evaluations are as following. First, after examining the effect relationship (hypothesis 1) between constructs of the experiential marketing and pleasure, ‘feel experience’ and ‘relate experience’ factors had a positive(+) effect on pleasure. Also, two constructs explain 77.1% of pleasure, and ‘fee experience’ factor is more important variable than ‘relate experience’ factor to explain pleasure. Second, hypothesis 2 was supported by result that pleasure had a positive effect on satisfaction. Third, ‘feel experience’ and ‘think experience’ factors had a positive effect on satisfaction. Meanwhile, pleasure, ‘feel experience’ factor, and ‘think experience’ factor explained satisfaction by 65.8%. Importance among variables explaining satisfaction was in following sequence: ‘feel experience’ factor, pleasure, ‘think experience’ factor. Fourth, according to analysis result of mediation effect, pleasure was statistically found to be a mediating variable(partial mediation role) to connect ‘feel experience’ factor and satisfaction.
#테마파크(Theme Park) #체험마케팅(Experiential Marketing) #즐거움(Pleasure) #만족도(Satisfaction)

Contents

Abstract
Ⅰ. 서론
Ⅱ. 체험마케팅에 대한 선행연구 고찰
Ⅲ. 연구방법
Ⅳ. 실증분석결과
Ⅴ. 결론
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References (1)

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황윤용, 최수아. 축제에서 체험요소가 참여자감정반응과 애호행동에 미치는 영향. 산업경제연구. 2008 dbpia

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