유산관광 체험영역에 관한 탐색

The Experience Realms of Heritage Tourism: From the Perspective of Utilitarian and Hedonic Value

There have been only a few studies on heritage experience, focusing on its utilitarian and hedonic value, while the heritage experience, as a form of edutainment, has received research attention worldwide since early 1990s. It is important to study the heritage experience as a contemporary commodity which provides consumers with both utilitarian and hedonic values to satisfy their needs for edutainment. This study aims to identify the diverse reals(dimensions) of heritage tourism experience, in addition to edutainment, and which experience dimensions affect satisfaction and revisit intention of heritage tourists the most. For this purpose, a survey was performed to collect data and the data were analyzed by means of path analysis. The results of this study indicated four dimensions of the heritage tourism experience: involvement and entertainment, related to hedonic value, education, related to utilitarian value, and social bonding, falling on the boundary between utilitarian value and hedonic value dimensions. The two experience dimensions, involvement and entertainment related hedonic value, were found to exert a significant influence on tourists’ satisfaction and revisit intention of the heritage tourists.