물리적 환경요인과 경험가치가 방문객 만족도에 미치는 영향 = 국립아시아문화전당을 중심으로

다국어 초록 (Multilingual Abstract)

The purpose of this study is to examine the relationship among physical environments, experiential value, and satisfaction of visitors to the Asia Culture Center in Gwangju. The survey was conducted from March 1 to March 31, 2016, and a total of 203 completed responses were collected. The data collected from the questionnaires was entered into and analyzed by SPSS 23.0. The empirical results of the study are as follows. First, all second-order factors of physical environments such as environment, esthetics, reliability, and usability had significant positive regression weight on satisfaction of visitors of Asia Culture Center. Second, all second-order factors of physical environments had significant positive regression weight on hedonic values, and only three factors, reliability, usability, and esthetics, had significant positive regression weight on service values. Third, two factors of experiential values,
hedonic and service values, had significant positive regression weight on satisfaction of the visitors. Fourth, the relationship between three sub-factors (environment, reliability, and esthetics) of physical environments and satisfaction of the visitors was partially mediated by hedonic value while usability was fully mediated by hedonic value. Fifth, the relationship between physical environments and satisfaction of the visitors was partially mediated by service value. These results suggest that the Asia Culture Center should pay attention to managing physical environments for achieving sustained growth and attracting visitors.