관광객의 체험이 즐거움, 감정적 애착 및 충성도에 미치는 영향 = 경주국립박물관을 중심으로

다국어 초록 (Multilingual Abstract)

As museum is one of the essential tourism resources that many tourists visit, the attractiveness of museum can be increased by strengthening its experiences elements. This study is to identify firstly, how museum tourist`s educational experience, esthetics experience, entertainment experience, and escapism experience affect tourist`s experiential enjoyment and secondly, how tourist`s experiential enjoyment influences tourist`s emotional attachment and loyalty, and thirdly, how tourist`s emotional attachment affects their loyalty in case of Gyeongju National Museum as a tourist resource 284 questionnaires were collected from the museum`s tourists after they finished viewing it. The research findings are as follows. Firstly, tourist`s esthetics, entertainment, and escapism experience positively affect tourist`s experiential enjoyment. Secondly, tourist`s experiential enjoyment positively influences tourist`s experiential emotional attachment and their loyalty, and tourist`s emotional attachment affects their loyalty. Based on these findings, Gyeongju national museum should strengthen educational experience programs, esthetics experience programs, entertainment experience programs, and escapism experience programs. Firstly, esthetic experience could be richend by the strengthening of artifacts and display environments visually and secondly, educational experience could be richened by making tourists understand difficult museum contents, and thirdly, tourists` experiencing history of relics with for example, virtual realities technology can richen escapism experience and fourth, entertainment experience can be increased by introducing events of artifact-related enjoyment. Also, museum marketer should identify and provide other factors that can be led to increase of emotional attatchment and customer loyalty, except experiential enjoyment. Finally limitations and future directions of this study were discussed.