earticle

영어

The aim of this study is to identify the effect relations among experience factors, exhibition image, satisfaction and recommendation intention of visitor to exhibition. More specifically, this study adopts Pine & Gilmore's(1998) "the three realms of an experience" (i.e.,escapist, educational and entertainment) in order to examine the underlying relationships. To achieve the purpose, this researcher conducted a questionnaire survey on visitors in exhibition. A structural equation model ing was performed to identify the relationships among the factors using SPSS 20.0 and AMOS 20.0. The study results indicated that experience factors consisted of three ones-escapist, educational and entertainment, and that the exhibition image was made up of three factors-convenience, cleanliness and emotional image. Also, all experience factors except escapist have positive impacts on exhibition image and the relationships between three experience factors, satisfaction and recommendation intention are significantly effected one another. This results are expected useful materials to manage exhibition in future.