6차 산업 체험관광객의 체험경제이론 4Es 요인이 지각된 가치, 기억 및 행동의도에 미치는 영향: 여가관여도의 조절효과

초록

This study examined the effects of the four realms of experience (4Es)—entertainment, education, esthetics, and escapism—on perceived value, memory, and behavioral intention among sixth-industry experiential tourists, as well as the moderating effect of leisure involvement. An online survey was conducted with adults who had participated in sixth-industry experiential tourism within the past three years, and a total of 302 valid responses were analyzed using SPSS and AMOS. The results showed that educational, esthetic, and escapist experiences had significant positive effects on perceived value and memory, whereas entertainment experience had no significant effect on either variable. In addition, perceived value and memory had significant positive effects on behavioral intention. The results of the multigroup analysis revealed significant differences according to the level of leisure involvement in the paths from esthetic experience to perceived value and memory and from perceived value to behavioral intention. Therefore, it is necessary to develop sixth-industry experiential tourism programs that reflect the individual dimensions of the experience economy and to establish differentiated operational and marketing strategies based on tourists’ levels of leisure involvement.

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