중국 관광객의 한국 음식관광 체험경제요소가 만족과 추천의도에 미치는 영향

Abstract

The purpose of this study is through Pine & Gilmore's experiential economy theory, this study attempted to study the effect of experience factor (4Es) deviation experience, educational experience, entertainment experience, and aesthetic experience on satisfaction and satisfaction with recommendation intention. To achieve the analysis results, an online survey was conducted for 15 days from August 1 to August 15, 2020 targeting Chinese tourists who experienced Korean food tourism. The analysis results are as follows. First, it was found that there was a positive (+) effect on satisfaction in the order of deviation experience, education experience, and entertainment experience. The aesthetic experience was found to have no significant effect on satisfaction. Second, it was found that there was a positive (+) effect on the recommendation intention on the satisfaction. Therefore, in order to revitalize Korean food tourism, we have provided implications for establishing a marketing strategy that can increase customer satisfaction from experience factors (deviation experience, educational experience, entertainment experience, aesthetic experience).