earticle

영어

This study explored the influence of visitor's experiential value on attitude toward host city and behavioral intention. In order to analyze the research model, the data were collected from 201 visitors at a Cultural Heritage Night in Suwon 2018. The survey was done on the visitors of Cultural Heritage Night in Suwon for 2 days from August 10 to 11, 2018. This study was carried out using descriptive statistical analysis, reliability analysis, exploratory factor analysis and regression. In the result of factor analysis, experiential value was classified with five factors; social value, educational value, playful value, aesthetic value and convenient value. The findings of this study were as follows: 1) the experiential value of cultural heritage night participants had significant influence on the attitude toward host city, 2) the experiential value of Cultural Heritage Night participants had positive influence on their behavioral intention, 3) attitude toward host city had stronger influence on their behavioral intention. The result of this investigation provide practical implications for destination marketing and activation of Cultural Heritage Night in Suwon. The results of the study lead to a better understanding of tourist behavior and an improved ability to predict future behavior more accurately, especially of a festival event. Based on these significant findings, implications, limitations and the future research directions of the study were also discussed.