메타버스관광 체험 요소가 관광객의 지각된 가치, 만족, 행동의도에 미치는 영향: 체험경제이론(4Es)을 중심으로

The purpose of this study is to propose a plan to revitalize metaverse tourism content, which is being re-evaluated in the COVID-19 pandemic situation. Applying the Experience Economy Theory(4Es) to those who have experienced metaverse tourism, the behavioral intentions were investigated after analyzing the satisfaction of various experience factors, the mediating effect of perceived value, and the moderating effect of involvement. A research company surveyed for 7 days from July 25, 2022, to July 31, 2022, and 220 final valid samples were used for analysis. The data were subjected to frequency analysis, reliability analysis, correlation analysis, confirmatory factor analysis, path analysis, mediating effect analysis, and multi- group analysis to verify the moderating effect using SPSS 26.0 and AMOS 23.0 statistical programs. The analysis results are as follows: First, among the four experience factors suggested by the Experiential Economy Theory, educational, aesthetic, and deviant factors, excluding entertainment, had a significantly positive(+) effect on perceived value. Second, all four experiential factors were rejected because they had no statistical significance regarding satisfaction. Third, educational, aesthetic, and deviant experience factors, excluding entertainment experience elements, resulted in satisfaction when perceived value was mediated between four experiential factors and satisfaction. Therefore, perceived value was shown to have a full mediating effect. This study suggests the new fact that visitors can be satisfied and have action intentions if they acknowledge the value of Metaverse tourism content, although there is a technical limit of lack of realism. Therefore, the implications of seeking revitalization are suggested by focusing on creating the value only metaverse tourism can have.