관광공연품질이 경험가치와 재구매의도에 미치는 영향

Impact of the Tourism Performance Quality on the Experiential Value and the Repurchase Intention

The purpose of this study is to identify the relationship between the quality of tourism performance, experiential value, and repurchase intentions felt by foreign tourists who watched Korean tourism performance, and further to propose theoretical and practical implications that will help create a new consumer market in the performance tourism industry in Korea. In order to achieve the purpose of this study, prior research on tourism performance quality, experiential value, repurchase intention, and the relationships between each others were analyzed. Foreigners who have visited Korea and watched tourism performances were distributed with questionnaires written in four different languages, and an empirical analysis was performed using SPSS v.21.0 with 236 valid samples out of 300 samples collected in the survey. Frequency analysis, factor analysis, reliability analysis, and multiple regression analysis of the collected data were conducted. This study demonstrated that the quality of tourism performances has partially positive effects on the experiential value, and that the quality of tourism performances and the experiential value of tourism performance have a significant effect on the repurchase intention. Future studies should contribute to establishing a theoretical framework, carrying out practical discussions and improving the satisfaction of foreign tourists through academic discussions in the field of tourism performance. Theoretical and empirical research on boosting tourism performance is also needed, as this is expected to mean more to the development of tourism in Korea.