해양 리조트호텔 이용객의 경험가치와 재방문 의도와의 관계에 대한 연구

Study of the Effect of Experiential Value on Revisit Intentions in Oceanfront Resort Hotel: The moderating effect of price sensitivity

This study aims to examine the relationship between experiential value and revisit intentions in oceanfront resort hotel and to analyze the structural relationship between all variable. In addition to, the moderation effect of price sensitivity was verified on the relationship between experiential value and revisit intentions. The survey targeted customers who visited in oceanfront resort hotel in the past 2-year and responses were actively promoted by offering a convenience store beverage coupon to those who completed it. From an online survey conducted from Mar 3, 2023, for a month, without insincere 37 samples, 213 samples were used for the final analysis. The hypothesis was tested through demographic characteristics, confirmatory factor analysis, correlation analysis, structural model analysis, and the moderation analysis. This study presents basic evidence data that can be useful for establishing management strategies for oceanfront resort hotel, based on the analysis results.