웨딩박람회 체험이 참가자의 즐거움, 구전의도에 미치는 영향

The Effects on Wedding Exhibition Experience influencing Visitor’s Enjoyment and Word of Mouth

This study is verified the impact relation among the wedding exhibition experience and enjoyment, the enjoyment and word of mouth brand at the participants in the Seoul. Wedding exhibition experience adopts 3 experience factors based on the economic theory of Pine & Gilmore(1998). These are verified validity and reliability. A research hypothesis It is established 4items to verify influencing relationships among the experience factor, the enjoyment, the word of mouth of results with four hypotheses are as follows: first of all, the aesthetic, the enjoyment perception and the educational experience have positive effects on enjoyment perception of participants(H1,2,3). Secondary, through the Wedding exhibition participants recognized the enjoyment, word of mouth of the preference(H4). Two implications are formed based on the conclusion. First, experiential elements such as, the target participants' attributes and/or contents, shall be applied. Second, weddings are now further emphasizing the aspects of satisfying personal needs and values. In order to development and progress, wedding exhibitions must take under consideration participants' psychological factors, and work on a business level. In other words, wedding exhibitions need to focus on creating a program of value and significance in which participants can engage and enjoy.