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역사문화관광지에 대한 관광경험이 헤도니즘, 회상, 행동의도에 미치는 영향 관계 - 경주를 중심으로 -

The Influence of Tourism Experience on Historical and Culture Tourism Sites on Hedonism, Recollection, and Behavior Intention - Focused on Kyeongju -

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주제분류관광학

초록

This study empirically analyzed the influence of historical tourism experiences on hedonism, recollection, and behavioral intention. For data collection, Koreans aged 20 or older who have visited Kyeongju within 3 years were selected as the subjects of the survey. The survey was commissioned by an online survey company in consideration of the COVID-19 situation, and data collection was conducted for 10 days from July 24 to August 2, 2021. In the relationship between tourism experience and hedonism, tourism experience was found to have a positive effect on hedonism. In the relationship between tourism experience and recollection, it was found that tourism experience did not significantly affect hedonism. In the relationship between hedonism and recollection, hedonism was found to have a significant positive effect on recollection. In the relationship between hedonism and behavioral intention, hedonism was found to have a positive effect on recollection. In the relationship between recollection and behavioral intention, it was found that recollection did not significantly affect behavioral intention. This study has theoretical significance in that it expanded the field of tourism research by applying historical tourism experience, hedonism, and recollection. The results of this study will contribute to establishing experiential marketing strategies and plans in the era of smart tourism.

Abstract

This study empirically analyzed the influence of historical tourism experiences on hedonism, recollection, and behavioral intention. For data collection, Koreans aged 20 or older who have visited Kyeongju within 3 years were selected as the subjects of the survey. The survey was commissioned by an online survey company in consideration of the COVID-19 situation, and data collection was conducted for 10 days from July 24 to August 2, 2021. In the relationship between tourism experience and hedonism, tourism experience was found to have a positive effect on hedonism. In the relationship between tourism experience and recollection, it was found that tourism experience did not significantly affect hedonism. In the relationship between hedonism and recollection, hedonism was found to have a significant positive effect on recollection. In the relationship between hedonism and behavioral intention, hedonism was found to have a positive effect on recollection. In the relationship between recollection and behavioral intention, it was found that recollection did not significantly affect behavioral intention. This study has theoretical significance in that it expanded the field of tourism research by applying historical tourism experience, hedonism, and recollection. The results of this study will contribute to establishing experiential marketing strategies and plans in the era of smart tourism.

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