초록 열기/닫기 버튼
Based on the Pine & Gilmore’s experience economy concept, this study aims to identify the underlying dimensions of scuba divers’ experience and to investigate the influence of relationships among scuba divers’ experience, memory, satisfaction and loyalty. According to the results of analysis,scuba divers’ experience can be represented in terms of four factors; education experience, escape experience, esthetic experience, and entertainment experience. Multiple regression analysis indicated that scuba diving’s memory was influenced by 4 factors of experience. This estimated that scuba diving fits the Pine & Gilmore’s ‘sweet spot’ concept. Especially, esthetic experience accounts for most of the variance in estimating memory. Memory had a significant effect on experience satisfaction and what is more, memory, satisfaction affected scuba diver's loyalty. Overall, this study enhance the theoretical process on the experience economy concept in scuba diving and offer implications for marine tourism policy.
키워드열기/닫기 버튼
experience economy, scuba diving, memory, sweet spot
