2012 여수엑스포 방문객의 체험이 지각된 가치와 만족도에 미치는 영향: 체험경제 이론을 중심으로

The purpose of this study was to apply the theory of experience economy(Pine & Gilmore, 1998) to 2012 YeosuExpo, an international exposition recognized by the International Exhibitions Bureau (BIE) held in Yeosu, SouthKorea. To this end the relationships between expo visitors’ experience, perceived value, and satisfaction wereanalyzed using structural equation modeling(SEM). Specifically, the experience of Expo was categorized with fourmain factors(4Es); entertainment experience, education experience, esthetic experience, and escape experience. Thisstudy examined how these factors affect Expo’s functional value and emotional value which in turn, have an effecton Expo satisfaction. The results indicate that esthetic experience and entertainment experience were importantpredictors of Expo’s perceived value. Specifically, it was found that emotional value was influenced by entertainmentexperience and esthetic experience while functional value is affected by only esthetic experience. Lastly, functionalvalue and emotional value had a significant effect on a visitor’s satisfaction. Theoretical implications associated withthe results were discussed along with future research suggestions. These results indicates that the perceived value ofthe Yeosu Expo plays an important role to mediate 4Es of Yeosu Expo and satisfaction. Therefore, in order toincrease Yeosu Expo visitors' satisfaction, practitioners needs to develop various programs to emphasize particularlyentertainment and esthetic experience while considering equally four realms of experience(i.e., entertainment,education, esthetic, and escape experience). Furthermore, practitioners should provide visitors with worth pleasure andfun compared to monetary costs for visiting Yeosu Expo in that perceived values have a positive effect on visitors’satisfaction.