산림치유프로그램의 체험요소가 방문객의 Flow 및 주관적 행복감과 구전의도에 미치는 영향
A Study on the Impact of the Experiential Factors of Forest Therapy Programs upon the Flow, Perceived Happiness, and Word of Mouth Intention of Visitors
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
본 연구는 산림치유프로그램의 체험요소들이 방문객들의 몰입과 주관적 행복감, 구전의도에 미치는 영향을 살펴보고자 하였다. 본 연구의 결과는 다음과 같다. 첫째, 산림치유프로그램의 체험요소인 오락적 체험, 교육적 체험, 심미적 체험, 일탈적 체험 모두 Flow에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 산림치유프로그램의 체험요소인 오락적 체험, 교육적 체험, 심미적 체험 만이 구전의도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 산림치유프로그램의 체험요소인 오락적 체험, 심미적 체험, 일탈적 체험 만이 주관적 행복감에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 넷째, 산림치유프로그램에 대한 방문객의 Flow는 구전의도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 다섯째, 산림치유프로그램에 대한 방문객의 주관적 행복감은 구전의도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 여섯째, 산림치유프로그램의 Flow는 오락적, 교육적, 심미적, 일탈적 체험요소와 구전의도의 관계에서 유의한 매개효과가 있는 것으로 나타났다. 일곱째, 산림치유프로그램에 대한 방문객의 주관적 행복감은 오락적, 심미적, 일탈적 체험요소와 구전의도의 관계에서 유의한 매개효과가 있는 것으로 나타났다. 본 연구 결과가 다양하고 효과적인 산림치유프로그램 개발을 위한 기초자료로 활용될 것으로 기대된다.
Abstract
The purpose of this study is to examine the impact of the experiential factors of forest therapy programs upon the flow, perceived happiness, and word of mouth intention of visitors. The findings of this study were as follows. First, the entertainment experience, educational experience, aesthetic experience, and getaway experience, which were the experiential factors of a forest therapy program, all had a significant and positive impact on the flow. Second, of the experiential factors of a forest therapy program, the entertainment experience, educational experience, and aesthetic experience only had a significant and positive impact on word of mouth intention. Third, of the experiential factors of a forest therapy program, only the entertainment experience, aesthetic experience, and getaway experience had a significant and positive impact on the perceived happiness. Fourth, the flow of the visitors to a forest therapy program had a significant and positive impact on word of mouth intention. Fifth, the perceived happiness of the visitors of to a forest therapy program had a significant and positive impact on word of mouth intention. Sixth, the flow of the forest therapy program had a significant mediating effect in the relationship between experiential entertainment, educational, aesthetic, and getaway factors and word of mouth intention. Seventh, the perceived happiness of the visitors to a forest therapy program had a significant mediating effect in the relationship between entertainment, aesthetic, and getaway experiential factors and word of mouth intention.
참고문헌 (65)
- Baron, R. M., "The moderatormediator variable distinction in social psychological research : Conceptual, strategic, and statistical considerations", Journal of Personality and Social Psychology, 51(6), pp.1173~1182 (1986)
- Bielinis, E., "The effects of a forest therapy programme on mental hospital patients with affective and psychotic disorders", International Journal of Environmental Research and Public Health, 17(1), pp.118~129 (2020)
- Chung, S. Y., "The effect of experiential marketing on brand attitude and brand loyalty in family restaurant", Journal of Foodservice Management, 12(2), pp.229~252 (2009)
- Csikszentmihalyi, M., "Optimal experience in work and leisure", Journal of Personality and Social Psychology, 56(5), pp.815~822 (1989)
- Csikszentmihalyi, M., "Beyond boredom and anxiety" (1975), Jossey Bass
- Ha, J. H., "The effects of experiential elements on satisfaction, revisit intention and switching intention in traditional culture: Focusing on the moderating effect of familiarity", Doctor, pp.2015
- Ha, K. H., "A study on the effect of wellness of resort visitors on quality of life and the moderation effect of subjective happiness", Journal of Tourism Management Research, 23(1), pp.559~585 (2019)
- Ha, M. K., "The impacts of cultural and arts learning activities on life satisfaction and psychological wellbeing : The moderating effect of self-efficacy and openness", Journal of Human Resource Management Research, 20(5), pp.157~177 (2013)
- Han, J. H., "A study on the impacts of ski resort leisure experience and personality on psychological well-being and loyalty", Journal of Tourism and Leisure Research, 27(10), pp.251~271 (2015)
- Hoffman, D. L., "Marketing in hypermedia computer-mediated environments : Conceptual foundations", Journal of Marketing, 60(3), pp.50~68 (1996)
- Hong, S. H., "Testing the interaction effects in regression and structural equation models : Theories and procedures", The Korean Journal of Human Development, 21(4), pp.1~24 (2014)
- Hwang, J. S., "The effect of brand experience on brand attachment, wordof-mouth intention, and revisit intention in the context of convention center : Focusing on moderating role of customer involvement", Korean Journal of Hospitality and Tourism, 23(4), pp.113~127 (2014)
- Im, S. H., "The effects of consumers’awareness of a small wedding on their cognitive attitude and word-of-mouth intention", Event &Convention Research, 16(1), pp.23~42 (2020)
- Jeon, O. S., "A study on structural relationships among customer value dimensions, satisfaction; loyalty and word of mouth intention : Based on the Beijing’s buyers", Journal of Industrial Economics and Business, 22(6), pp.121~145 (2009)
- Jeon, Y. R., "The effect of attractiveness of festival on local residents’ flow and satisfaction : Focusing on andong maskdance festival", Northeast Asia Tourism Research, 13(4), pp.45~63 (2017)
- Jung, Y. K., "The effect of forest therapy program on teachers’ stress reduction and leisure satisfaction", The Journal of Learner-Centered Curriculum and Instruction, 23(19), pp.661~672 (2023)
- Kaplan, R., "The experience of nature:A psychological perspective" (1989), Cambridge university press
- Kaplan, S., "Behavior and the natural environment" (1983), Springer US
- Keyes, C. L. M., "Optimizing well-being : The empirical encounter of two traditions", Journal of Personality and Social Psychology, 82(6), pp.1007~1022 (2002)
- Khil, T. G., "Analysis of environmental factors for forest healing in cheongtaesan natural recreation forest : Focused on phytoncide, anion, and ultrafine dust", The Journal of Korean institute of Forest Recreation, 24(1), pp.47~57 (2020)
- Kim, B. K., "Effect of forest walking exercise on stress", Journal of Korea Entertainment Industry Association, 8(3), pp.391~397 (2014)
- Kim, H. R., "The influence of urban forest and school forest experience activities on attitude toward forest, psychological well-being and stress of high school student", Korean Journal of Environment and Ecolog, 33(3), pp.341~353 (2019)
- Kim, J. H., "The relationship between life satisfaction", life satisfaction expectancy and stress, Korean Journal of Health Psychology, pp.2007, 12(2)[DOI]
- Kim, J. Y., "Influence of the national park visitors’ participative motivation on subjective happiness: Focusing on Mt. Bukhan National Park visitors", Journal of Tourism and Leisure Research, 29(1), pp.25~42 (2017)
- Kim, K. S., "Influence of forest healing programs on health care of cancer patients : Mainly about physiological characteristics and psychological traits", The Journal of Humanities and Social Science, 11(5), pp.13~26 (2020)
- Kim, S. H., "Effects of festival experience factors on emotional response and behavioral intention", Doctor, pp.2019
- Kim, Y. H., "The analysis of needs for the development of forest therapy program’", Doctor, pp.2015
- Koo, S. Y., "A study on the effect of adventure tourists experience on flow, satisfaction, psychological happiness and quality of life", Doctor, pp.2018
- 권영림, "숲치유 프로그램이 초등학생의 인성 함양에 미치는 영향", 석사, 환경자원학과 환경조경전공, pp.2013
- Lee, B. K., "A study on the effects of human physiology after forest phytoncide therapy", Journal of Naturopathy, 1(1), pp.14~20 (2012)
- Lee, H. M., "A study on the relationships among eating-out value, subjective well-being and behavior intention", Korean Journal of Hospitality and Tourism, 26(3), pp.113~130 (2017)
- Lee, H. S., "Structural equation model analysis and AMOS 24" (2017), Jibhyeonjae
- Lee, J. H., "The effects of game user’s social capital and information privacy concern on SNG reuse intention and recommendation intention through flow", Management & Information Systems Review, 37(4), pp.21~39 (2018)
- Lee, J. S., "The relationships among tourism activities, leisure satisfaction, psychological well-being, and subjective well-being", Journal of Tourism Sciences, 28(4), pp.149~172 (2005)
- Lee, J. S., "The effect of sensory experience on emotion, brand attitude and behavioral intention", Journal of Tourism and Leisure Research, 24(5), pp.139~158 (2012)
- Lee, J. S., "The relationship between physical environment, enjoyment, flow and revisit intention at festivals", Northeast Asia Tourism Research, 14(3), pp.153~173 (2018)
- Lee, J. W., "Effects of forest therapy programs on the stress and emotional change of emotional labor workers", The Journal of Korean institute of Forest Recreation, 22(3), pp.15~22 (2018)
- Lee, M. H., "The study on participant’s pleasure, brand attachment and loyalty of festival experience", International Journal of Tourism and Hospitality Research, 30(5), pp.31~44 (2016)
- Lee, M. H., "The acceptance of self-service technology and word-of-mouth intend according to individual traits of technology readiness in the food franchise industry", Journal of Foodservice Management, 22(5), pp.7~33 (2019)
- Lee, S. H., "The activation of positive institutions by utilizing natural environments", Human Beings, Environment and Their Future, 20, pp.157~197 (2018)
- Lim, H. W., "A study on the effect of leisure program participation activities on passion and subjective happiness in life operation management of older life : Focusing on the moderating effect of affect", Journal of Distribution and Management Research, 22(6), pp.135~148 (2019)
- Lyu, B., "Benefits of a three-day bamboo forest therapy session on the psychophysiology and immune system responses of male college students", International Journal of Environmental Research and Public Health, 16(24), pp.4991~5002 (2019)
- 민병윤, "통합의학의 관점에서 본 국내 산림치유프로그램 방향 모색", 석사, 자연치유전공, pp.2014
- "Ministry of Government Legislation" (2024)[URL]
- Park, B. J., "Experimental approach of therapeutic effect of forest recreation activities: Focused on viewing and walking in forest environments", Doctor, pp.2010
- Park, C. H., "Effects of forest therapy program on stress levels and mood state in fire fighters", Fire Science and Engineering, 33(6), pp.132~141 (2019)
- Park, C., "Efficient or enjoyable? consumer values of eating-out & fast food research on hedonic and eudaimonic well-being", Annual Review of Psychology, 23(1), pp.87~94 (2004)
- Park, E. A., "The effect of consumer’s behavioral intention as influenced by experiences relating to pleasure, satisfaction and attachment", Doctor, pp.2018
- Park, S. C., "The influence of cultural tourism festivals experience on destination brand equity"", Event &Convention Research, 9(2), pp.1~21 (2013)
- Park, S. H., "Needs analysis for the development of forest therapy program utilizing the urban Forest : Focused on the visitors of incheon grand park", The Journal of Korean institute of Forest Recreation, 22(1), pp.11~24 (2018)
- Pine, B. J., "Welcome to the experience economy" (1998), Harvard Business Review Press
- Seligman, M. E. P., "Positive psychology : An introduction", American Psychologist, 55(1), pp.5~14 (2000)
- Shin, W. S., "The relationships among forest experience, anxiety and depression", The Journal of Korean institute of Forest Recreation, 11(1), pp.27~32 (2007)
- Son, S. M., "The influences between experience, satisfaction and future behaviors of university students who attended a recreation event", Journal of Hospitality and Tourism Studies, 12(2), pp.136~149 (2010)
- Sun, Z. G., "Effects of social commerce attributes on the trust, flow and loyalty", The Journal of the Korea Contents Association, 12(2), pp.265~275 (2012)
- Tsunetsugu, Y., "Physiological effects of Shinrin-yoku(taking in the atmosphere of the forest)in an old-growth broadleaf forest in Yamagata Prefecture, Japan", Journal of physiological anthropology, 26(2), pp.135~142 (2007)
- Veenhoven, R., "Is happiness relative?", Social Indicator Research, 24, pp.1~34 (1991)
- Yang, H. S., "Effects of challenges and skills on flow : Focused on a 2D shopping mall and a 3D shopping mall", Journal of the Korean Society of Clothing and Textiles, 32(4), pp.573~585 (2008)
- Yeom, D. G., "A Study of an expert opinion survey for designing a forest healing program", The Journal of Korean institute of Forest Recreation, 19(2), pp.1~12 (2015)
- Yong, S. H., "The effects of experience economy factors(4Es), experience satisfaction, behavior intention of culture and tourism festival : Focused on the experience economy theory of pine and gilmore", Journal of Tourism and Leisure Research, 31(2), pp.151~172 (2019)
- Yoo, S. G., "The effect of the enjoyment factor and flow experience of leisure sports on participant’s leisure satisfaction, adherence and word-of-mouth intention", Journal of Sport and Leisure Studies, 38(2), pp.1375~1390 (2009)
- Yoon, S. H., "Effects of urban forest healing program education and activities on emotional rest : Focusing on healing recovery environment awareness, attention recovery and leisure activities satisfaction", The Journal of the Korea Contents Association, 22(6), pp.386~399 (2022)
- Yoon, S. M., "An analysis of structural relationships toward flow experience of festival visitor", Journal of Tourism and Leisure Research, 31(1), pp.151~168 (2019)
- Zhang, Q., "Multi-experiences in the art performance tourism : Integrating experienceeconomy model with flow theory", Journal of Travel & Tourism Marketing, 38(5), pp.491~510 (2021)
- Zhao, S., "A study on the complex relationship of chinese SNS influencer‘s impression management on user’s flow and purchase intension", The Korean Society of Science & Art, 38(2), pp.267~280 (2020)
