이벤트에서의 체험요소가 체험즐거움, 체험만족 및 행동의도에 미치는 영향

The Effects of Experiential Factors on Enjoyment, Satisfaction and Behavioral Intention in an Event: An Application of Pine & Gilmore’s Experience Theory

Based on the Pine & Gilmore’s experience theory, this study examined the effect of experiential factors on visitors’ enjoyment, experience of satisfaction and behavioral intention in a leisure sport event. Data were collected from 341 visitors of 2010 Chuncheon World Leisure Competition on September 2010. Results of a structural equation model analysis indicated that the visitors’ entertainment and esthetics experiences seemed to have positive impacts on their experience of enjoyment, while visitors’ educational and escapist experiences did not make significant impacts on their experience of enjoyment. Results also showed that visitors’ experience of enjoyment seemed to have positive impacts on their experience of satisfaction and behavioral intention. However, visitors’ experience of satisfaction did not make a significant impact on behavioral intention. Based on these findings, planning and marketing implications were also discussed.