문화관광 해설서비스 이용자와 비이용자간 문화유산체험 및 만족도 차이

Cultural Heritage Tourists' Experience Realms and Satisfaction between Users and Non-Users Cultural Tour Guides' Interpretation Service: Applications of Multi-Group Analysis and Latent Mean Analysis

Drawing upon the four realms of the experience economy of Pine and Gilmore(1998), this study examined the structural relationships between cultural heritage tourists' experiences, their evaluation on the quality of experience, and overall satisfaction. It also explored the mean and path parameter differences between users and non-users of culture tour guides' interpretation service. Results of a structural equation model analysis indicated that the data support the relationships between the three latent factors. Results of latent mean analysis and multi group analysis also showed significant differences in the means and path coefficients of latent variables between the users and non-users of cultural tour guides interpretation service. Implications for cultural heritage marketers were also discussed.