테마파크에서의 체험요소에 관한 연구 - Pine과 Gilmore의 체험경제이론(Experience Economy)을 중심으로 -
Experience on Theme Park - Pine & Gilmore? Experience Economy Perspective -
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참고문헌
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초록
본 연구는 Pine & Gilmore의 체험 이론을 기반으로 테마파크 이용객의 체험을 엔터테인먼트 체험, 교육 체험, 미적 체험 및 현실도피적 체험이라는 4가지 척도를 개발하였다. 이러한 척도들을 독립변수로, 테마파크 이용객의 만족을 종속변수로 하여 다중회귀분석한 결과 교육 체험, 엔터테인먼트 체험, 미적 체험 순으로 이용객 만족에 영향을 미치는 것으로 나타났다. 자료 수집은 신라밀레니엄파크를 방문하고 있던 300명의 이용객을 대상으로 하였다. 이러한 분석 결과 테마파크 마케터들은 다음과 같은 조치를 취할 필요가 있다. 첫째, 테마파크 경영자들은 교육 체험을 중시하여야 한다. 최근 주5일근무제로 인하여 관광패턴이 개인여행으로부터 가족여행으로 바뀜에 따라 자녀를 위한 소프트웨어와 하드웨어를 준비하여야 한다. 둘째, 엔터테인먼트 체험과 미적 체험은 필수적으로 제공하여야 한다. 셋째, 현실도피적 체험도 기능한 한 제공하도록 하여야 한다. 본 연구는 테마파크에서의 이용객 체험 척도를 개발하였고, 이용객 체험이 테마파크 경영에 중요하다는 점을 고려할 대 의의를 가진다고 할 수 있다. 추후의 연구에서는 연구 변수를 더 많이 도입하고, 연구대상 산업도 확대하여 결과의 일반화를 꾀하는 것이 필요하다.
Abstract
The purpose of this study was to examine the relationship between experiences and satisfaction. In this study entertainment experience, education experience, esthetic experience and escapist experience were independent variables and satisfaction was dependent variable. The samples were visitors who visited Shilla Millenium Park. Statistical results told us that visitors?satisfaction was consequence of education experience, entertainment experience and esthetic experience. Therefore, it can be said that, to attract more returns of tourists, marketer of theme park was advised to try to make education experience, entertainment experience and esthetic experience by providing contents of good software and hardware. Consequently, the better evaluation of visitors on those experiences means the more intention of them to revisit a theme park. It is concluded that if theme park marketer takes practical actions based on the results of this study to enhance visitors?experiences, they could expect various positive outcomes on their marketings.
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