A Study on the Relationship among Experience Inducing Factors, Experience Satisfaction, and Behavioral Intention: Centered on the 6th Industry
AUTHORS
Sang-Won Shim,Tong-Myong University, Busan, Korea
Lee-Sang Jung*,Tong-Myong University, Busan, Korea
ABSTRACT
This study conducted both literature research and empirical research to achieve the purpose of the study. For the empirical analysis, a survey was conducted for 28 days from February 1, 2020 to February 28, 2020. The subjects of the survey were those who visited the 6th industrial experience center in South and North Gyeongsang Province. Prior to the hypothesis verification, frequency analysis, reliability analysis, validity analysis, and correlation analysis were conducted in order to determine whether the data is appropriate. The results of the empirical analysis showed that cognitive, emotional, social factors, and the factors that induce the experience of the 6th industry presented in this study have a positive effect on the experience satisfaction. In addition, experience satisfaction had a positive effect on behavioral intention after perceiving the satisfaction of the 6th industry’s experience inducement factor. The implication of this study is that the factors that can induce experience are very important for the visitors who want to experience the 6th industry. Furthermore, experience satisfaction in the 6th industry is proven as a key factor to have a positive impact on the behavior intention of visitors afterward.
KEYWORDS
The 6th industry, Farming-and-fishing-village experience, Experience inducing factors, Satisfaction, Behavior intention
REFERENCES
[1] Yang-Ae Choi, “Factors affecting intention to experience of 6th industry,” Ph.D. dissertantion, Ho-seo University, Cheon-An, Korea, pp.1, (2020)
[2] www.rda.go.kr, March 20, (2020)
[3] www.mafra.go.kr, March 20, (2020)
[4] Taniguchi Kiyomi and Hyun-Ji Kim, “A study on the impact of tourism experience to brand equity, place attachment and loyalty in 6th industrialization areas,” The Journal of Korean Association of Modern Japanology, no.65, pp.233-258, (2019)
[5] Lee Hyeon-Ji, “An analysis of the determinants of choice in 6th industrialization of agriculture and farm income,” Master thesis, Seoul National University, Seoul, Korea, pp.8, (2017)
[6] Tae-Gon Kim and Joo-Nyung Heo, “Creation of value-added farming in line with the sixth industry,” Basic Research Report of the Korea Rural Economic Institute, pp.1-87, (2011)
[7] Schmitt B, “Experience marketing,” Journal of the Academy of Marketing Sciences, vol.30, pp.44-58, (1999)
[8] Hoon Lee, “The structure system model of lived festival experience,” Tourism Research, vol.30, no.1, pp.29-46, (2006)
[9] Oliver R. L, “A cognition model of the antecedents and consequence of satisfaction decisions,” Journal of Marketing Research, vol.17, no.4, pp.460-469, (1980)
[10] Olsen L L. and M. D. Johnson, “Service equity, satisfaction, and loyalty: from transaction-specific to cumulative evaluations,” Sage Journals, vol.5, no.3, pp.184-195, (2003)
[11] Boulding, W. A. Kalra, R. Staelin, and V. A. Zeithaml, “A dynamic proces model of service quality: from expectations to behavioral intentions,” Journal of Marketing Research, vol.30, no.1, pp.7-27, (1993)
[12] Song-Kyong Sub, “Influence of cultural tourism-festival on the satisfaction of the tourists and intention to revisit,” Master thesis, Dae-Gu Unversity, Dae-Gu, Korea, pp.31, (2002)