체험경제이론에 기반한 지역축제 참가자의 장소애착과 행동의도에 관한 연구

Abstract

This study applied the experience economy theory to study the effects of Jeju Seongsan Sunrise participants on pleasure stimulation and memory, and to verify the effects of pleasure stimulation on memory, pleasure stimulation, and memory on place attachment and behavior. Due to the influence of the Covid-19 virus, the survey was conducted both online and offline. A total of 350 questionnaires were distributed and 254 surveys were used for empirical analysis. To verify the relationship between variables for established hypothesis verification, statistical analysis used the SPSS software 20.0 program and conducted frequency analysis, reliability analysis, factor analysis, simple regression, and correlation analysis. A summary of the findings of this study is as follows. First, the four experience factors of the experience economy theory were found to have a positive impact on pleasure stimulation and memory, and the higher the participants recognized it, the higher the excitement and positive memory of the Seongsan Ilchul Festival. Second, pleasure stimulation has been shown to have a positive effect on memory, which is expected to increase positive memories if one feels pleasure and interest in the festival. Finally, pleasure stimuli and memories have a positive impact on place attachment and behavior, suggesting that re-visits or recommendations are made depending on the degree to which participants perceive them as pleasure stimuli and positive memories.