야간관광의 전략적 체험 모듈을 통한 기억에 남는 관광 경험까지의 효과 분석

Abstract

Night tourism activities are effective in providing tourists with memorable tourism experiences because they offer experiential elements that are different from those during the day. In this regard, many cities are establishing night tourism policies from a strategic perspective. Therefore, this study analyzed the structural relationships among the five experience elements (SENSE, FEEL, THINK, REALTE, ACT) of night tourism, attitude, overall image, and Memorable Tourism Experiences (MTEs). The main findings of the study are as follows. First, SENSE experience had a positive effect on RELATE experience, and then RELATE experience had a positive effect on THINK experience along with FEEL experience. Notably, FEEL experience was shown to have a greater influence on THINK experience than RELATE experience. Additionally, FEEL experience was found to have a positive influence relationship with ACT experience. Second, only THINK experience among the five experiential factors of Strategic Experiential Modules (SEMs) was found to positively help attitude formation. Third, attitude and ACT experience were found to have a positive effect on the overall image. It was found that the overall image positively helps to form MTEs.