테마호텔의 체험마케팅 요인이 만족도, 신뢰 및 재방문 의도에 미치는 영향 연구 : 중국 상해 디즈니 테마호텔을 중심으로

The purpose of this study is to investigate the effects of experiential marketing factors on satisfaction, trust, and return visit intention, and to investigate the relationship among satisfaction, trust, and return visit intention. For the empirical analysis, we surveyed people who used Disney theme hotels in Shanghai, China from October 1, 2019 to October 15, 2019. A total of 302 questionnaires were distributed and 302 copies were collected, of which 270 were used as final analytical data. This study examines the effects of five factors (sensory experience, emotional experience, cognitive experience, behavioral experience, and relational experience) on satisfaction, centering on Disney Theme Hotel Shanghai, China. The purpose of this study was to determine whether satisfaction affects trust and intention to return. To achieve this goal, three hypotheses were set and the results of hypothesis testing were summarized as follows. First, among the experiential marketing factors of Disney Theme Hotel: sensory experience, emotional experience, cognitive experience, behavioral experience, and relational experience; excluding sensory experience, emotional experience, and cognitive experience; behavioral experience and relational experience showed a significant effect on satisfaction. Second, satisfaction had a significant effect on trust. Third, satisfaction had a significant effect on revisit intention. In future research, we will choose to interview customers who have just checked out without recalling. We believe it is necessary to conduct research on customers who visit not only Disney theme hotels but also other theme hotels and general theme hotels.