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외래관광객들의 한옥경험요소가 관광가치, 러브마크, 충성도에 미치는 영향: Schmitt의 경험마케팅이론 적용
Author
마쓰이아이, 노한나, 백규리, 이계희
Journal Title
관광연구저널
Publication Year
2020
Topics
Summary
This study applied Schmitt’s experiential marketing theory to Hanok to measure the experiences of international tourists and analyze the impact of Hanok experience factors on tourism value, lovemarks, and loyalty. The results showed that sense/feel and relate experiences positively influenced tourism value, all three experience factors influenced lovemarks, tourism value influenced lovemarks, and lovemarks influenced loyalty.
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