전략적 체험모듈을 활용한 테마파크의 체험적 요소가 관계품질에 미치는 영향 = The Influence of Experiential Factors of Theme Park on Relationship Quality Based on Strategic Experiential Modules

다국어 초록 (Multilingual Abstract)

This study conducted to demonstrate the influence of experiential factors of theme park on relationship quality. The formulated relationships was formed based on strategic experiential modules, so the five sub-factors (sense, feel, think, act, relate) were employed to estimate the experiential elements. In addition, this study used three factors (trust, commitment, and satisfaction) for testing the relationship quality among theme park visitors. A self-administered questionnaire survey method was used, and total 400 survey was distributed. Total 363 respondents out of 400 were employed for the statistical analysis in this study after deleting the missing data and out-liner checking. Results have shown that only sense and feel factors among five elements have significantly influence on trust and commitment as well. In addition, feel factor has the most significant predictor of trust and commitment. Hense, this study suggests some specific approaches and considerations to improve the experiential elements for theme park participants by using verified factors. Furtheremore, current study identified the relationships among the trust, commitment, and satisfaction of theme park. Namely, this study provided the critical relationships among the factors of relationship quality as perceived by theme park consumers. This study apply the strategic experiential modules on theme park area, and partially demonstrated the relationships experiential factors and relationship quality. Therefore, these results will help to suggest an attractive business model to increase profit for theme park sector by considering the experiential clues of theme park.

참고문헌 (Reference)

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