무착륙 관광비행의 체험요소가 항공사 브랜드에 미치는 영향에 대한 연구: 항공관련 전공 학생을 중심으로

Abstract

초록·키워드 목차 오류제보하기 The purpose of this study was to apply Pine & Gilmore(1998)"s theory of experience economy to the no landing flights emerging product in the airline industry. To identify the significance of the experience economy for the no landing flights, this study suggested that four dimensions of the experience economy including entertainment, education, escapism, and esthetics positively affect the no landing flights’ satisfaction. And we aimed to investigate the relationship among the no landing flights’ satisfaction, brand image, and brand loyalty. A convenience sampling approach was utilized to collect the data. A confirmatory factor analysis established the adequate level of validity of the measures. The structural model was found to include an acceptable fit to the collected data. Findings from the structural model showed that the no landing flights’ satisfaction was influenced by escape and aesthetic experience. And the brand image was influenced by the satisfaction of the no landing flights’. Lastly, brand loyalty was influenced by brand image. Based on the findings discussed above, implications for practitioners and researchers are stated. #무착륙 관광비행(No Landing Flights) #체험경제이론(Theory of Experience Economy) #만족(Satisfaction) #브랜드 이미지(Brand Image) #브랜드 충성도(Brand Loyalty) AbstractⅠ. 서론Ⅱ. 이론적 배경Ⅲ. 연구방법Ⅳ. 분석 결과Ⅴ. 결론 및 시사점참고문헌