호캉스 경험적 가치가 과시적 자기표현과 재방문 의도에 미치는 영향 연구: 20~30대를 중심으로

A Study on the Impact of Hocance Experiential Value on Conspicuous Self-Expression and Revisit Intention: Focusing on those in their 20s and 30s

The purpose of this study is to explore the relationship between Hocance experiential value, conspicuous self-expression, and revisit intention among consumers who have experienced a hocance. An empirical analysis was conducted using a sample of 200 participants in their 20s and 30s who have experienced a hocance in Korea and posted about it on Instagram within the past three years. The results of this study are as follows. H1-1: The regression analysis results for the effect of hocance experiential value on showing-off showed that aesthetics had a negative effect, while playfulness had a positive effect. H1-2: The playfulness dimension of experiential value had a positive effect on ingratiation. H1-3: The playfulness and economy dimensions of experiential value had a positive effect on showing competence. H2: The analysis results of the impact of hocance experiential value on revisit intention revealed that the factor of showing competence had a positive (+) effect. H3: The economic and service excellence dimensions of experiential value were found to have a positive effect on revisit intention. Conspicuous self-expression on social media should not be viewed simply as a negative thing, but should also be understood from a positive perspective. In particular, conspicuous self-expression should be effectively utilized in the marketing of the hotel industry as a new consumer behavior. By emphasizing the experiential value provided by the hotel, such as aesthetics, entertainment, economy, and service excellence, it can be an important strategy to increase the intention to visit. Through such marketing activities, consumers will naturally share their experiences on social media, which will greatly help in effectively promoting hocance products.