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커피 박람회 체험이 회상과 행동의도에 미치는 영향 -체험경제이론(4Es)을 중심으로-

The Effects of Experience on Recollection and Behavioral Intentions in Coffee Exposition -Focused on the Experience Economy Theory (4Es)-

고주희
한국외식산업학회 (The Korean Foodservice Association)|2023.10|한국외식산업학회지 (FoodService Industry Journal)|제19권 제5호|pp. 121-132|DOI 10.22509/kfsa.2023.19.5.009

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참고문헌

키워드

Behavioral IntentionExperience Economy TheoryCoffee ExpositionRecollention
주제분류관광학

초록

This study applied the four sub-factors of the experiential economic theory and recollection as antecedents of behavioral intention toward the coffee exposition to identify the influence relationships between variables. Based on the research results, we aim to present useful practical implications for establishing marketing strategies to continuously attract visitors to the exposition. The coffee exposition targeted for sampling was selected as the Seoul Cafe Show. The survey subjects were selected as men and women living in Korea who had visited the Seoul Cafe Show, and an online survey was conducted. As a result of the study, among the four factors of coffee exposition experience, educational experience and aesthetic experience were found to have a positive effect on recollection, and educational experience was confirmed to have the greatest influence on recollection. On the other hand, entertainment experience and escapist experience were found to have no significant effect on recollection. In addition, recollection was found to have a positive effect on revisit intention and word-of-mouth intention. These research results contribute to the literature on exhibitions and expositions and will serve as the basis for future customer experience research on exhibitions and expositions.

Abstract

This study applied the four sub-factors of the experiential economic theory and recollection as antecedents of behavioral intention toward the coffee exposition to identify the influence relationships between variables. Based on the research results, we aim to present useful practical implications for establishing marketing strategies to continuously attract visitors to the exposition. The coffee exposition targeted for sampling was selected as the Seoul Cafe Show. The survey subjects were selected as men and women living in Korea who had visited the Seoul Cafe Show, and an online survey was conducted. As a result of the study, among the four factors of coffee exposition experience, educational experience and aesthetic experience were found to have a positive effect on recollection, and educational experience was confirmed to have the greatest influence on recollection. On the other hand, entertainment experience and escapist experience were found to have no significant effect on recollection. In addition, recollection was found to have a positive effect on revisit intention and word-of-mouth intention. These research results contribute to the literature on exhibitions and expositions and will serve as the basis for future customer experience research on exhibitions and expositions.

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