관광기업 문화마케팅 활동을 통한 힐링모형 개발에 관한 실증연구 - 지각된 힐링과 문화마케팅 활동 참여의도, 생활만족 변수를 중심으로 -

Healing is the fundamental issue of human beings. Therefore, an empirical study from various perspectives is necessary, especially in a social stance. This study will focus on the potential of tourism culture marketing activities expanding into a healing activity in a social dimension. Through this study, a healing model (For Healing Culture Marketing Model) will be proposed. For this purpose it is necessary to understand the nature and tendency between healing and culture marketing activity. In order to conduct this study, healing and corporate culture marketing activity theories were examined, alongside the relevance of healing with culture marketing activities. In addition, the relationship between perceived healing, tourism corporate culture marketing activity participating intention and life satisfaction were examined to test the proposed research model. 259 male and female adults over 18 years of age living in Seoul and the metropolitan area participated in this study. The acquired data was analyzed using a structural model analysis. Results displayed that parts of perceived healing elements had a significant effect on the culture marketing activity participation intention. In addition, the culture marketing participation intention and life satisfaction had no meaningful relationships. This study contributes to the existing literature by providing a theory-driven research model, called as a ‘For Healing Culture Marketing Model’ and empirical evidence regarding cultural marketing on-site activities.