은유추출기법(ZMET) 활용한 감각적 관광 경험의 공유개념도 분석

For the differentiation strategy of the tourism industry focusing on human senses, this study attempted to derive common concepts in consensus map through Zaltman Metaphor Elicitation Technique (ZMET) referring to components of travelers' Sensory Travel Experience(STE). Based on ZMET interview methods, interviewees choose themselves visual images like the ones that represent their feeling and deep thought structure; as a result, a collective cognitive map of a group of travelers was obtained. According to ZMET, metaphor contributes to tourism research in that it enables us to understand tourists’ minds and analyze their common concepts, by exposing their subconscious written language often misleads or omits. This study analyzed inherent concepts related to STE and their mutual network connection and clarified how each sense is connected to what tourists ultimately seek with a consensus map. The results of this research demonstrated that STE shares four collective key concepts, which are ① healing and lesson ② breaking away from ordinary living ③ satisfaction and recommendation ④ representative nature and uniqueness. The results of this study provide theoretical and practical implications for management in tourism and hospitality industries. Specifically, the study is meaningful that marketers can recognize tourists’ sensory concepts that are different from one another, which constitute their inner structure and psychology, and establish differentiated sensory experience marketing strategy in the future.