글로벌 드론 미디어아트쇼 관광콘텐츠의 해외확산 요인 우선순위 분석: 체험경제(4Es) 기반 AHP 적용

Purpose : The purpose of this study is to provide basic research data to identify factors that have an important influence on the decision-making of Korean and Chinese tourists to watch drone media art shows. Through this, the goal is to present basic measures that contribute to the establishment of global tourism marketing strategies at Gwangalli Beach in Busan and strengthening the competitiveness of the drone show market. Research design, data, methodology : This study presents an AHP empirical analysis model that can identify the cases and factors related to the experience of the M drone light show in Gwangalli, Busan, and investigate priorities in the global tourism experience. This study adopts a mixed-method approach: a qualitative case description and an AHP-based quantitative prioritization. Results : As a result of the analysis, the first-level factor weights showed that Entertainment experience (0.496) was the most important, followed by Aesthetic experience (0.193), Educational experience (0.179), and Escapism experience (0.159). Based on the overall priorities using composite weights that incorporate the second-level (sub-)factors, the ranking was as follows: providing unique leisure activities (E-1, 0.199), offering special events (E-2, 0.157), providing interesting things to see (E-3, 0.114), providing stress relief (L-1, 0.093), providing an attractive atmosphere (A-1, 0.087), and enhancing new knowledge (S-1, 0.079). Conclusions : This case study and AHP analysis results provide basic research data to identify factors that have an important influence on the decision-making of Korean and Chinese tourists to watch drone media art shows. In addition, this case study aims to present basic measures that contribute to the establishment of global tourism marketing strategies at Gwangalli Beach in Busan and strengthening the competitiveness of the drone show market.