호텔패키지 상품의 체험(Experience)요소와 즐거움, 만족도, 행동의도 간의 관계에 관한 연구

• 영문명: A Study on the Relations among Experience Element, Pleasure, Satisfaction and Behavioral Intention of Hotel Package Product
• 발행기관: 한국소비문화학회
• 저자명: 김지희(Kim, Ji Hee) 김화진(Kim, Hwa Jin) 한진수(Han, Jin Soo)
• 간행물 정보: 『소비문화연구』제13권 제1호, 39~60쪽, 전체 22쪽
• 주제분류: 사회과학 > 사회과학일반
• 파일형태: PDF
• 발행일자: 2010.03.30

국문 초록

본연구는Pine과Gilmore의체험경제이론을바탕으로4가지체험요소를특1급호텔패키지상품에적용하 여호텔의패키지상품내체험활동을선택할때가장중요하게생각하는요소는무엇이고, 체험요소와즐거움, 만족도, 행동의도간에는어떠한관계가있는지알아보고자실시되었다. 그다음호텔패키지상품을이용한고 객들의각기다른체험을고려하여체험에따른집단을세분화해보고세분화된집단간에는어떤행동적, 일반 적특징의차이가있는지규명해보고자하였다. 분석결과, 체험요소중현실도피요소와미적요소만이즐거움에정(+)의영향을미치는것으로나타났고, 즐거 움은행동의도에긍정적인영향을미치는반면에행동의도에는영향을미치지못하는것으로나타났다. 또한, 만족도는행동의도에정(+)의영향을미치는것을파악하였다. 한편, 체험요소는두군집으로나누어졌는데, 군집1(이상추구형체험집단)에비해군집2(적극적체험선호집단)가즐거움, 만족도, 행동의도의평균값이더 높은것으로나타났다.

영문 초록

This study was conducted to examine two purpose. First, based on Pine and Gilmore’s Experience Economy Theory 4 basic experience elements are applied to five star hotel package. And then when selecting an experience which element is considered most and which element is greatly desired. Afterwards the satisfaction, pleasure and behavioral intention and its corelation will be evaluated. The second part of the study will discuss how the consumers are segmented according to the selection of the experience and how each segment differs in characteristics. According to the analysis, among the elements, escapist element and esthetic element affects positively to pleasure. Pleasure positively affects to the behavioral intention but the intention is not affected at all. Furthermore, the level of satisfaction has a positive effect on the behavioral intention. Two segments can be divided according to the experience element. The second segment (ones who prefer an active experience) compared to the first segment (the ones who seek an ideal experience) has a greater mean of pleasure, satisfaction, and behavioral intention.

목차

요약

Ⅰ. 서 론

Ⅱ. 이론적배경

III. 연구방법

Ⅳ. 실증분석

Ⅴ. 결 론

참고문헌

Abstract

키워드

호텔패키지 상품 체험경제이론 즐거움 만족도 행동의도 hotel package product experience economy theory pleasure satisfaction behavioral intention