경마공원 방문자의 체험이 경마에 대한 태도 및 행동의도에 미치는 영향

The Relations between Experiences, Attitude and Behavioral Intention on Horse Racing: Visitors' Experiences at Horse Racing Park

Horse racing has become one of the most popular leisure activities in Korea, having more than 16 million visitors in 2012. This study examines the relations between experiences at a horse racing park, attitude towards horse racing, and behavioral intention. In this study, five constructs of experience have been developed through reviewing the literature, and an on-site survey was conducted at Seoul Horse Racing Park on November 2012. The results of structural equation modeling analysis showed that hedonic and education factors have positive influences on the attitude towards horse racing. However, the other three factors of utilitarianism, relations and escapism, did not have significant effects on the attitude. The relation between attitude and behavioral intention on horse racing showed a very high correlation, with lack of discriminant validity. The findings suggest that Seoul Horse Racing Park should focus on hedonic and education factors for their marketing and promotion.