항공사 채용설명회를 통한 체험마케팅 구조 이해: 전략적 체험 모듈(SEMs)을 중심으로

Abstract

This study aims to firstly, validate experiential factors of job fair and secondly, look into effective application status of strategic experiential modules. In addition, this study is meaningful in the sense that it proposes future directions by identifying the experiential factors which showed systematic and positive responses and the factors needing supplementation. For this aim, the content analysis approach which targeted handwritten reviews by 71 participants of the Jeju Airline Job Fair was selected and analysis was based on thematic analysis process. The main themes were derived as forming relationship through cognition marketing, interaction with pleasure, and role model. Participants who are job seekers and consumers at the same time gained new information, awakened joyful sense, interacted with staff who assist personal growth, gave positive feedback toward airlines through experiential activities, and developed greater interest. In sum, this study discovered experiential factors of job fair, assisted understanding of overall experiential domains, and proposed the possibility of applying as a new business model.