한복관광체험이 지각된 가치와 만족에 미치는 영향: Schmitt의 전략적 체험 모듈(SEMs)을 중심으로

Abstract

The purpose of this study is to investigate the relationship between the perceived value and satisfaction of tourists who have experienced the Hanbok tourism experience program by applying the strategic experiential modules (SEMs) (sense, feel, think, act & relate) of Schmitt (1999). The results showed that, first, sense and act of Hanbok tourism experience activities have a significantly positive effect on perceived value (economic value), and sense has the highest economic value. Second, feel of the Hanbok tourism experience activities showed a significantly positive effect on perceived value (emotional value). Third, think and relate did not affect perceived value (emotional value, economic value). Fourth, the perceived value of the Hanbok tourism experience showed a significantly positive effect on satisfaction. The experience of hanbok is confirmed to feel satisfaction through satisfaction of emotional and economic values.