한복체험마케팅이 관광지 재방문의도에 미치는 영향

Abstract

The present form of tourism is changing from sightseeing to experience. Especially, Korean traditional culture Hanbok is getting popular. The purpose of this study is to investigate the effects of five factors of experiential marketing(Sense, Emotion, Cognition, Behavior, and Relationship) on tourist satisfaction and re-visit intention. Bukchon Hanok Village, Jeonju Hanok Village and Gamcheon Culture Village where Hanbok experience marketing were targeted. The empirical results of the hypotheses presented in this study are as follows. First, sensory experience, emotional experience, behavioral experience, and relationship experience which exclude cognitive experience showed positive effect on tourist satisfaction. Second, the tourist satisfaction showed positive effect on the re-visit intention. Currently, experience tourism has become a distinctive strategy to be survived in the competitive advantage. In order to establish strategy for experience tourism site, it is necessary to provide the differentiated experiential factors to the tourists to increase tourist satisfaction and make tourist wants to visit again. It suggests that the higher the satisfaction level of tourists on experience tourism, the higher re-visit intention is, therefore marketing for experience tourism should be prepared to increase tourist satisfaction in order to activate experience tourism continuously. Especially, the sensory element in the Hanbok experience marketing which prefers beauty has a great effect on tourist satisfaction. Therefore, various hanbok which provides sensory pleasure and space that provides where people can experience beautiful Hanbok should be established.

Key words: experience marketing, sensory experience, emotional experience, cognitive experience, behavioral experience, relationship experience, tourist satisfaction, re-visit intention