장소이미지, 체험가치, 방문만족이 재방문의도에 미치는 영향 연구

This study through empirical investigation is to review the attributes of constructs of latent variables(place image, experiential value(functional, affectional experiential value), visit satisfaction, and intention to revisit) in the existing literatures. This study described the research model of the causal relationship among those constructs by previous conceptual and empirical research on this topic. A self-reported questionnaire was developed to test relationship among the three main theoretical concept: customer-based brand equity, place marketing, experiential marketing. Respondents were asked to indicate their levels of agreement with a five-point Likert-type scale, where 1=extremely disagree and 5=extremely agree. In total, 250 questionnaires were distributed to inhabitants of the capital region(Seoul, Gyeonggi Do) have a visit experience on Chuncheon, in the Kangwon, 244 valid questionnaires were uses in this study; the questions were modifications or complements of the ones in the previous studies. Reliability and validity analysis for each variables was conducted prior to the tests of hypotheses, using SPSSWIN 10.0. Both SPSSWIN 10.0 and Amos 4.0 were used to verify of hypotheses about the intermediate effects of place image(functional, affectional image), experiential value to intention to (re)visit). Statistical methods such as descriptive statistics, factor analysis and Structural Equation Modeling were used to analyze the data. The measurement model and the structural equation model had good evaluation results in over all model fit because the results of indices were beyond the recommendation level. However the chi-square value is strongly affected by a sample size, If a sample size is large, the chi-square value is often significant. Instead of chi-square value, ratio and other fit indices may be more representative. And all of 7 hypotheses of the model set in this study was supported. The results and contents of this study are summarized as follows: First, An analysis of covariance structure showed that the experiential value can importantly contribute to the relationship among place image and visit satisfaction intention to revisit. And the casual relationship among place image, experiential value, visit satisfaction, and intention to revisit) is significantly related. Second, The place image affects experiential value, and the place image is significantly related through mediate effect of experiential value. Third, In the relationship of experiential value(functional, affectional experiential value), visit satisfaction, and intention to revisit, it is showed that functional experiential value is stronger effects than affectional experiential to visit satisfaction. It is showed that Affectional experiential value directly affects visit satisfaction and intention to revisit but functional experiential value affects intention to revisit through mediate effect of visit satisfaction. In conclusion, the implications of this study showed that the possibility of creating, improving, enhancing experiential value and place image(functional, affectional image) for visit satisfaction can be positively used as a successful means of regional development. In the regard, a study connecting place marketing further discussing the relationship among experiential value, and visit satisfaction by developing a model, would be beneficial to place marketing practitioners. Afterwards, The results of this study expect to be continually applications regarding to the related fields.