농촌 치유관광의 서비스 품질이 관광객의 행동의도와 주관적 웰빙에 미치는 영향

The Effect of Perceived Service Quality on Behavioral Intention and Subjective Well-being of Rural Healing Tourists - The Mediating Effect of Emotional Experience

Tourism has been widely regarded as a mentally and physically healthy pursuit. Emotional experience can increase the restoration effect of tourism. Thus, recent studies in tourism have paid more attention to the benefits of emotional experiences. This study provides and tests a model that examines the relationship emotional experience as mediating variable between perceived service quality and two outcomes (behavioral intention, subjective well-being). The results of a study with rural healing tourists provide support for the proposed model. Specifically, the results indicate that emotional experience partially mediate the relationship between perceived service quality and satisfaction. The results of this study suggest that emotional experience should be considered as important in rural healing tourism services. The study provides empirical validation that customers do, indeed, identify with service providers, and this, in-turn, provides positive consequences for both the service provider (i.e., behavioral intention) and the customer (i.e., subjective well-being).