물고기마을의 체험요소가 방문자의 즐거움과 만족도에 미치는 영향

This study aimed to analyze the effect of factors related to experience of Fish Village(Ornamental Fish Resort) on satisfaction of visitors. The research model was based on the experience economy theory of Pine and Gilmore(1998), with entertainment experience, education experience, escapist experience, and aesthetics experience as independent variables; joy of experience as an intervening variable; and satisfaction with experience as a dependent variable. An empirical analysis was conducted through a survey. From 947 copies of questionnaire collected among 1,000 copies that were distributed, the valid sample of 658 copies (69.5%) was used for the final analysis. To verify the hypothesis, the structural equation model Amos 21 was used for path analysis. As a result, seven out of nine hypotheses were adopted. The analysis result showed that, the first experience factors that influence joy of experience were entertainment factor and escapist factor, while education factor and aesthetics factor were dismissed because they were not statistically significant. Second, all of entertainment experience, education experience, escapist experience, aesthetics experience, and joy of experience influenced satisfaction with experience. This study was significant as it applied the experience economy theory of Pine & Gilmore(1998) to the aquarium industry and provided a relevant theoretical ground.