Pine과 Gilmore의 체험요소가 농촌관광객의 만족에 미치는 영향 연구 = 지각된 가치의 매개효과를 중심으로

다국어 초록 (Multilingual Abstract)

This study was intended to verify Pine & Gilmore’s experience factors(4Es) through rural tourist’s cases and effect relationship between rural tourist’s satisfaction with each factor and mediating effect of perceived value. 240 samples, which were acquired through questionnaire to ask rural tourists to Ymsil Cheese Village in JeonlaBukDo from July until August in 2014, were used as data. Analysis results were as follows; First, as a result of factor analysis to verify dimension which showed rural tourist’s experience factors, four factors(educational, esthetic, escapist, and entertainment) appeared and it was proved that Pine & Gilmore’s theory was applied to rural experience factors. Second, experience factors(educational, esthetic, escapist, and entertainment) had meaningful influence on the satisfaction. Third, the analysis results using a regression equation of 3 stages suggested by Baron & Kenny(1986) were as follows; In the first stage, it was analyzed that the perceived value was playing a mediating part in the relationships between rural tourist’s experience factors and satisfaction In the second stage, educational, esthetic, escapist, and entertainment had a meaningful influence on the satisfaction(dependency variable). In the results of the third stage inputting mediate variable (perceived value), only three factors(educational, escapist, and entertainment) had a meaningful influence and when educational, escapist, and entertainment of rural tourists’ experience factors had an influence on the satisfaction, the perceived value was mediate partially, but ‘esthetic’ was mediating perfectly. Consequently, it was analyzed that the perceived value was playing a mediating part in the relationships between rural tourist’s experience factors and satisfaction.