크루즈여행 체험요인이 여행자의 감정적 반응과 인지적 반응에 미치는 영향

Effects of Cruisers' Experiences on Affective and Cognitive Responses: Based on Experience Economy Theory and PA Model

Although most of cruise lines fully understand the significance of an experience as one crucial factor affecting customers' satisfaction and purchase decisions, and in reality, the concept of experience economy by Pine & Gilmore(1998) has been widely practiced in cruise industry, but just little effort has been invested in academic. Therefore the purposes of this article are firstly to identify the underlying dimensions of cruisers' experiences, and secondly to investigate the effects of cruisers' experiences on both affective responses and cognitive response, adopting the theory of Experience Economy and PA model. And the relationship between pleasure and arousal as affective responses and satisfaction as a cognitive response was examined accordingly. The hypothesis inspection says that esthetics, entertainment have positive influence on arousal. Escapism, entertainment have positive influence on pleasure and arousal, pleasure have positive influence on satisfaction. In conclusion, findings of this study enhance the theoretical progress on the Experience Economy concept in cruise tourism context and offer important implications for cruise lines and marketers.