지역문화 체험이 재방문의도에 미치는 영향에 관한 연구

Abstract

With economic growth and the establishment of a five-day work week, people's interest in tourism increased as leisure time increased. In addition, tourism enriches the lives of the people by providing unique memories that have not been experienced in everyday life, and providing pleasant memories as well as psychological ventilation. In order to attract many tourists and achieve sustainable development, local governments are making efforts to draw attention of tourists through local resources such as local festivals, historical sites, and cultural heritages by utilizing local culture. Marketing based on experiences that stimulate and induce interest through various experiences is currently being applied in many fields. Experience is a part of society as a whole, and using the experiential marketing theory of [1], which activated the field of experience, this study examines the effect of local cultural experience on revisit intention by mediating experience commitment and experience satisfaction. Its purpose is to verify. We contributed to expanding the scope of experiential marketing research by analyzing what factors are effective for experiential immersion and experience satisfaction by experiential marketing factor about local culture. It is meaningful in presenting the strategic direction for enhancing the competitiveness of local culture by presenting the importance of marketing experience factors.