Analysis of Experiential Factors of Jeju Oreum Exploration Program as a Wellness Tourism Resource: Focus on the Geomun Oreum

This study was conducted to understand the meaning and value of Jeju Oreum as a wellness tourism resource and to explore ways to utilize it. To achieve this, a research model was designed with experiential factors, wellness value, and behavioral intention as components, and hypotheses were formulated accordingly. For the empirical analysis, a survey was conducted among participants of the Geomun Oreum exploration program, and a total of 197 sample data were collected. The empirical analysis results showed that participants' perception of experiential factors in the Oreum exploration program influenced wellness value. Additionally, wellness value was found to influence participants' behavioral intention. This confirms that there is an interactive relationship between experiential factors, wellness value, and behavioral intention through the Oreum exploration program, indicating that Jeju Oreum has value as a unique wellness tourism resource of Jeju Island and can be actively utilized. In particular, the fact that specific experiential factors— namely, entertainment experience, aesthetic experience, educational experience, and escapist experience— were identified as having a significant impact on wellness value can serve as a theoretical background for developing Jeju Oreum as a wellness tourism resource.