비교문화적 관점에서 해석된 체험경제

장서희 한국관광학회 2019 관광학연구 Vol.43 No.8

Pine and Gilmore suggested that industry revenue proportionally increases according to consumers' pleasure associated with their experience, which is rooted in the theory of experienced utility, assuming an irrational and emotional decision-maker. To empirically study the aforementioned assumption, Chang, in a series of studies, mea31 48sured the monetary values of tangible and intangible hospitality and tourism products perceived by consumers. However, the findings of her studies were different from what Pine and Gilmore assumed in the experience economy, revealing that the monetary value of the service economy was greater than that of the experience economy. Nevertheless, the results showed that the perceived loss value of the experience economy was greater than its gain value. In addition, there were some variations in the loss and gain values of the experience economy by regional cultures. Therefore, to explore the likelihood of cultural differences influencing the experience economy, this study established a framework (collectivism vs. individualism, context-related vs. context-free, and prevention-oriented vs. promotion-oriented) for a cross-cultural comparison of the experience economy. The experience economy was discussed in the hospitality and tourism context by using the framework. It is expected that this conceptual paper will contribute to developing future empirical studies. 감정적이고 비이성적인 의사결정자를 가정하는 체험효용이론에 기반한 체험경제에서는 소비자의 즐거운 감정에 비례하여 소비자 지불액과 산업체 매출이 증가한다고 가정한다. 이러한 가정을 실증적으로 증명하기 위해 소비자들이 주관적으로 인식한 유․무형 호스피탈러티와 관광 상품 효용의 재화가치를 측정하기 위해 장서희는 일련의 연구들을 진행했다. 그 결과 체험경제 가정과는 달리 한국소비자들은 서비스경제 재화가치를 체험경제보다 더 높게 책정하였다. 다만 체험경제에서만 손실가치가 이득가치보다 더 높게 나타났으며 지역문화에 따라 체험효용 인식 차이의 가능성이 나타났다. 더욱 극명하게 구분되는 거시 문화권은 보편적으로 동양문화와 서양문화로 구분되는데, 이는 휴리스틱에 기반한 왜곡 정도와 연계되어 체험효용이 달라질 수 있다는 가능성을 나타낸다. 즉 체험효용에서 휴리스틱과 손실회피와 같은 심리가 문화 차이에 따라 바라보는 관점이 달라질 수 있다. 따라서 본 연구의 목적은 체험효용이론에 기반한 체험경제에 적용할 수 있는 문화비교 프레임을 제공하기 위함이었다. 그 결과 집단주의-개인주의, 맥락적-비맥락적, 예방중심-촉진중심의 세 가지 프레임이 제시되었으며 문화 차이에 따라 호스피탈러티와 관광 체험경제 차이의 가능성을 구체적 사례와 함께 논의하였다. 제시된 주요 프레임은 향후 호스피탈러티와 관광 체험경제의 실증연구를 위한 틀로 기여될 것이라 본다.

서비스경영의 경험경제 설계에 관한 연구

임재화 한국상업교육학회 2015 상업교육연구 Vol.29 No.6

본 연구는 서비스 기업들이 고객들에게 경험을 축적시켜 경제적 가치를 가져오는 즉 경험경제가 구축되는 과정을 분석하고 그 모형을 수립하여 검증하고자 하였다. 이를 위해 우리나라 서비스 기업들 중 레스토랑이나 대형 음식점을 연구대상으로 하여 132개 기업이 응답한 자료를 수집 분석하였다. 여기서 선행연구를 기초로 어떠한 과정을 거쳐 경험이 만들어지며 고객경험이 경제적 가치에 어떻게 영향을 미치는지에 대해 이론적 정립과 아울러 구조방정식 모형의 경로분석을 통해 그 인과관계를 밝히고자 실증분석을 하여 다음과 같은 결론을 얻었다. 첫째, 고객들이 구매하고자 하는 서비스에 어떤 형태로 참여하는가 하는 것인데, 서비스 기업들은 고객들이 직접 또는 간접적 참여를 통해 자신의 경험을 축적하도록 개인적 수준과 환경적 수준의 참여상태 설계에서 다양한 중심타점의 방법으로 고객들을 참여시키기보다는 한 가지 부분을 강조하여 참여시키는 것이 고객들의 경험을 축적하는데 도움이 되는 것으로 분석되었다. 둘째, 서비스 배경 또는 스케이프를 설계하기 위해서는 서비스 시설물의 외형적 형태 및 구체적 내용이 의미가 있는 테마가 있어야 하며 교육적으로 유용하고 미래 변동 가능한 설계가 되어야 한다. 그리고 설비시설의 배치와 인테리어의 느낌, 감각, 사회적 상호작용 등이 서비스 개념과 일치하는 이미지를 주도록 설계되어져야 한다. 셋째, 기억에 오래 남고 연속적이며 역동성을 갖는 서비스 시간과 관계되는 변수는 끊임없이 새로운 것을 배우게 하며 시간이 경과할수록 일정한 패턴을 가지고 경험이 향상되는 방향으로 설계되어져야 한다. 이러한 결론을 기초로 서비스 기업의 경험경제 설계가 이루어질 때 부가가치가 향상되고 서비스 성과인 재 구매나 구전효과를 가져와 기업의 경쟁우위를 달성할 수 있다. This study has empirically examined the model of experience economy in service company. Generally defined, an experience occurs when any sensation or knowledge acquisition results from a customer’s interaction with different elements of a context created by a service provider. Successful experience are those that the customer finds unique, memorable, and sustainable over time; would want to repeat and build upon; and enthusiastically promotes via word of mouth. But experience are inherently emotional and personal, so we must acknowledge that many factors are beyond the control of management. Thus, the service designer is designing for experience just as the manager manages an environment for experience. In this paper, we describe the key dimensions within management control during experience creation : specifically, engagement, context, and time. These dimensions build upon the model of experience economy This study has empirically examined that the experience factors as engagement, context, and time influences the experience economy, and this influences service performance. So that, we were analyzed the with the statistics tool of factor analysis and regression. A total of 132 respondents participated in this survey. The results of this study can be summarizes as follows. The finding suggests that both the physical environment of context and the service time had positive effect on experience economy. But the service engagement variables had a negative effect on experience economy. And the experience economy had positive effect on performance of the service.

해양레저스포츠 참여자들의 체험요인과 만족과의 관계연구

서민정(Min Jung Seo),임은순(Eun Soon Yim),이소진(So Jin Lee) 한국관광연구학회 2013 관광연구저널 Vol.27 No.1

Based on the theory of experience economy(Pine & Gilmore, 1988), this study aims to identify the underlying dimensions of scuba diving experience and to investigate the relationships among scuba diving experience, demographics characteristics and satisfaction using stepwise regression analysis. According to the analysis, the experience of scuba diving can be represented in terms of 4 main factors; education experience, escape experience, esthetic experience, and entertainment experience. It was found that Scuba diving`s satisfaction was influenced by 4 factors of experience. But scuba diving participants` demographic variable had partly a significant effect on participant`s satisfaction. When scuba participants ware grouped according to the qualification level and participation period, the regression analysis presented the differences in the participants` importance of experiences and demographic characteristics between the groups. That means the four factors differed in terms of each participants` importance in explaining the outcome variable of satisfaction. The participants whom experience level is high and participation period is long recognized for their high escape experience value. The participants whom experience level is low and participation frequency is short, on the other hand were esthetic experience.

Cultural Heritage Production in The Experience Economy

Jaruwan Daengbuppha 세계문화관광학회 2008 Conference Proceedings Vol.9 No.0

This paper explores the application of the visitor experience framework derived from a research project in conceptualizing the visitor management principles and practices. The study is conducted in three World Cultural heritage sites in Thailand. In this conceptual article, the visitor experience is proposed as the moment when tourism consumption and tourism production meet. It is also the moment when value is created and resources are consumed and thus the decisive moment for the economics of tourism experiences. Value created by consuming tourism experiences depends not only upon the objective experience but also upon the visitors and the visitor's state of mind at that particular moment. It demonstrates the components of experience which derive a dynamic and complex process and multiplicity of interactive experience of cultural heritage. Indeed, the visitor experience is proposed at the time being when cultural heritage consumption and cultural heritage production meet and the visitor is assumed to playa significance role in the final link of cultural heritage tourism production. The visitor management framework used for producing experience of the past conceptualized in this study would enhance an achievement of all aspects of quality experience(memorable, sensible, interpretive and personalized)while the well-being of cultural heritage is concerned.

체험경제 이론에 따른 기억, 만족, 충성도에 관한 연구: 동해안지역 스쿠버다이빙리조트 방문객을 중심으로

서민정,임은순 한국호텔관광학회 2011 호텔관광연구 Vol.13 No.3

Based on the Pine & Gilmore’s experience economy concept, this study aims to identify the underlying dimensions of scuba divers’ experience and to investigate the influence of relationships among scuba divers’ experience, memory, satisfaction and loyalty. According to the results of analysis,scuba divers’ experience can be represented in terms of four factors; education experience, escape experience, esthetic experience, and entertainment experience. Multiple regression analysis indicated that scuba diving’s memory was influenced by 4 factors of experience. This estimated that scuba diving fits the Pine & Gilmore’s ‘sweet spot’ concept. Especially, esthetic experience accounts for most of the variance in estimating memory. Memory had a significant effect on experience satisfaction and what is more, memory, satisfaction affected scuba diver's loyalty. Overall, this study enhance the theoretical process on the experience economy concept in scuba diving and offer implications for marine tourism policy.

체험경제의 비판적 검토

차길수 ( Gil Soo Cha ) 관광경영학회 2014 관광경영연구 Vol.58 No.-

Pine and Gilmore have become known for their notion of "The Experience Economy." They described experiences as a fourth distinct economic offering, and the experience economy as the next economy following the most recent service economy. Given this background, the purpose of this study is to review the experience related research literature on the emergence of the experience economy. Study findings, based on consumer behavior and happiness research literature, indicate that the notion of "The Experience Economy" amounted to a prescient rearticulation and substantial development of the experiential component of consumption of goods and services in consumer behavior research. Although experiential aspects of goods and services proved to be important in customer satisfaction and happiness, there is little chance to emerge the experience economy. Study findings implies that the future success of service firms depends on how to create and mange memorable experiences to differentiate their services in an increasingly competitive world.

체험경제(4Es)와 체험마케팅(SEMs) 관점에 의한 축제에서의 관광객 체험이 만족도에 미치는 영향: 서산 해미읍성역사체험축제를 중심으로

윤설민 한국호텔관광학회 2015 호텔관광연구 Vol.17 No.4

The purpose of this paper is to examine satisfaction of tourists for festival using the experience economy(4Es) of Pine & Gilmore(1998) and the experiential marketing(SEMs) of Schmitt(1999). To this end, an onsite survey was conducted among 369 tourists for the Seosan Haemieupseong Festival. Some results deduced from quantitative evaluations are as follows. The results of structural equation modeling reveal that esthetics and escape experience of 4Es had a positive effect on satisfaction. Particularly, esthetics experience was found to be a more important variable than escape experience in explaining satisfaction. Also, ‘FEEL’ factor of SEMs appeared to be positively related to satisfaction. The findings imply that models by both perspectives of experience performed well, but model by perspective of experiential marketing was preferred to model by perspective of experience economy in the statistical point of view. Meanwhile, The results of canonical correlation analysis indicate that there were correlations between constructs(education, escape, esthetics, entertainment) of experience economy and constructs of experiential marketing(SENSE, FEEL, THINK, ACT, RELATE), especially the highest between ‘esthetics experience’ of 4Es and ‘FEEL’ factor of SEMs. The findings show that there are similarities and differences among experience models. Based on these findings, implications were further discussed in the concluding section.

전시체험구성요소가 고객만족도에 미치는 영향 연구

서미숙,박보람 한국실내디자인학회 2022 한국실내디자인학회논문집 Vol.31 No.2

This study is to empirically analyze and investigate the satisfaction of each experience element regardless of the type of experience exhibition hall for visitors who use various experience exhibition halls. It is intended to establish a more reasonable program design standard for the experience exhibition hall by identifying which experience factors have a positive effect on enhancing customer trust and willingness to revisit. In order to achieve the purpose of this study, attributes related to experiential exhibition theory (4Es) and satisfaction were derived through literature review of previous research results. For empirical analysis, a survey was conducted from March 7 to 13, 2022 and data were collected in connection with experience factors and customer satisfaction through 210 valid surveys. The results are as follows: First, it was analyzed that all experience factors of entertainment, education, aesthetics, and deviation were significant in experience satisfaction. Second, in the analysis of experience factors, entertainment and aesthetic factors were found to have the greatest influence among experience factors, and both were more important than other factors, but in particular, aesthetic factors were found to be more deeply involved in customer satisfaction than three factors. This study is different from previous studies in that it targets experiences remembered by survey subjects without specifying specific experiences and analyzed satisfaction with memories after a certain period of time, not immediately after the experience. It was confirmed that significant universal experience factors were aesthetic and experiential factors for experienced people, and the experience exhibition hall composed by referring to this study is expected to be reborn as a venue for empathy and communication by reflecting common needs. In addition, a more in-depth next study is expected to analyze the relationship between experience factors and demographic characteristics.

테마파크 체험요소가 러브마크 및 추천의도에 미치는 영향: Pine과 Gilmore의 체험경제이론을 중심으로

장동동,민보영 한국호텔관광학회 2018 호텔관광연구 Vol.20 No.4

With the improvement of modern living standards, theme park consumption which is one of the experience industries has become popular. In addition, more and more attention has been paid to the relationship between consumers and brands in recent years. As a result, this paper focus on the relationship between theme park experience and lovemarks. For this paper, a questionnaire investigation on theme park tourists was conducted. A total of 275 questionnaires were analyzed using the structural equation model. The consequences of this research is presented as follows: First, the entertainment experience, educational experience, escapist experience, aesthetic experience affect the love dimensions. Second, the entertainment experience, escapist experience, aesthetic experience affect the respect dimensions. Third, the lovemarks affect the Recommendation. Therefore, in the fierce theme park competition environment, it is meaningful to provide differentiated experience projects. Theme park operators need to perfect the experience project in terms of entertainment, education, and daily and aesthetics, especially in the educational experience. In the process of providing, it is more necessary to provide more targeted experience projects according to the needs of consumers. Only in this way can a long-lasting and stable emotional connection between consumers and theme park brands be formed, thereby enhancing consumers' loyalty to theme parks.

체험경제(4Es)이론을 적용한 한국관광 체험이 지각된 가치와 만족도 및 행동의도에 미치는 영향: 방한 중국인 관광객을 중심으로

김수지,이기종,박득희 한국호텔관광학회 2015 호텔관광연구 Vol.17 No.1

The purpose of this study was to apply the theory of experience economy(Pine & Gilmore, 1998) to Korea tourism experience. To find the relationships between Korea visitor’s experience, perceived value, satisfaction, and behavior intention were analyzed using structure equation modeling(SEM). Specifically, based on Pine and Gilmore’s experience economy theory four basic experience factors(entertainment experience, esthetic experience, education experience, escape experience) are applied to Korea tourism. This study examined how four factors influence emotional value and economy value which in turn, have an effect on tourists satisfaction and behavior intention. The results represented in this study have significant implication. First, esthetic experience and escape experience were important predictors of perceived value. And perceived value have a positive effect on Chinese tourists satisfaction. Therefore, in order to increase Chinese tourists’s satisfaction, tourism industry practitioners needs to develop various tourism products to emphasize especially esthetic and escape experience while considering equally four area of experience(i.e., entertainment experience, esthetic experience, education experience, escape experience). Second, tourism industry practitioners should provide Chinese tourist with worth satisfaction compared to costs for visiting Korea in that Chinese tourists satisfaction have a positive effect on tourists behavior intention. tourism.