지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
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The purpose of this study was to examine the effect of experience on tourist attitude, destination brand awareness and switching intentions in local festival. The approach of local festival experience applied Strategic Experiential Modules(SEMs) of Schmitt in which the strategy side is emphasized.
This study examined the effect of the five experience factors such as sense, feeling, thinking, acting and relating. The results show that all the five factors positively influence tourist attitude. The sample for this study was Daegaya Festival, 2010. As an investigation method, we used self-writing survey method using Likert 5 degree scales, 263 survey sheets from 300 distributed sheets were collected and used for the statistical analysis.
Empirical results are as follows; Firstly, five experience factors(sense, feeling, thinking, acting and relating) is positively related to tourist attitude and secondly, tourist attitude is positively related to destination brand awareness and thirdly, tourist attitude is negatively related to switching intentions.
This study examined the effect of the five experience factors such as sense, feeling, thinking, acting and relating. The results show that all the five factors positively influence tourist attitude. The sample for this study was Daegaya Festival, 2010. As an investigation method, we used self-writing survey method using Likert 5 degree scales, 263 survey sheets from 300 distributed sheets were collected and used for the statistical analysis.
Empirical results are as follows; Firstly, five experience factors(sense, feeling, thinking, acting and relating) is positively related to tourist attitude and secondly, tourist attitude is positively related to destination brand awareness and thirdly, tourist attitude is negatively related to switching intentions.
목차
Abstract
I. 서언
II. 기존 연구고찰
III. 조사설계
IV. 실증분석
V. 결론 및 시사점
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UCI(KEPA) : I410-ECN-0101-2013-522-001738825