문화예술관광의 경험품질과 러브마크, MTE 인식 간 관계 연구

A Study on the Relationship between Experience Quality, Lovemarks and MTE of Cultural Art Tourism

The purpose of this study was to derive and verify the conceptual dimensions and factors of the holistic experience quality of cultural art tourists. And I tried to verify the relationship between experience quality, lovemarks, MTE and behavioral intention of cultural art tourism. The research data were collected through an online research firm, and 590 copies of the data except the outliers were used for analysis. The results of this study are summarized as follows. First, as a result of factor analysis on the tourism experience quality, functional experience quality dimension composed of three sub factors, cognitive experience quality dimension composed of four sub factors, and emotional experience quality dimension composed of four sub factors were derived. Second, cognitive and emotional experience quality had a positive effect on lovemarks. Third, emotional experience quality had a positive effect on MTE. Fourth, lovemarks had a significant effect on MTE and behavioral intention, and MTE had a significant effect on behavioral intention. Fifth, as a result of indirect effect test of research model, emotional and cognitive experience quality had a effect on MTE through lovemarks and emotional experience quality had a effect on behavioral intention through lovemarks and MTE.