초록 열기/닫기 버튼
The purpose of this paper is to examine satisfaction of tourists for festival using the experience economy(4Es) of Pine & Gilmore(1998) and the experiential marketing(SEMs) of Schmitt(1999). To this end, an onsite survey was conducted among 369 tourists for the Seosan Haemieupseong Festival. Some results deduced from quantitative evaluations are as follows. The results of structural equation modeling reveal that esthetics and escape experience of 4Es had a positive effect on satisfaction. Particularly, esthetics experience was found to be a more important variable than escape experience in explaining satisfaction. Also, ‘FEEL’ factor of SEMs appeared to be positively related to satisfaction. The findings imply that models by both perspectives of experience performed well, but model by perspective of experiential marketing was preferred to model by perspective of experience economy in the statistical point of view. Meanwhile, The results of canonical correlation analysis indicate that there were correlations between constructs(education, escape, esthetics, entertainment) of experience economy and constructs of experiential marketing(SENSE, FEEL, THINK, ACT, RELATE), especially the highest between ‘esthetics experience’ of 4Es and ‘FEEL’ factor of SEMs. The findings show that there are similarities and differences among experience models. Based on these findings, implications were further discussed in the concluding section.
키워드열기/닫기 버튼
Experience Economy, Experiential Marketing, Festival Experience, Satisfaction
