산림치유프로그램의 체험요소가 방문객의 Flow 및 주관적 행복감과 구전의도에 미치는 영향 = A Study on the Impact of the Experiential Factors of Forest Therapy Programs upon the Flow, Perceived Happiness, and Word of Mouth Intention of Visitors

국문 초록 (Abstract)

본 연구는 산림치유프로그램의 체험요소들이 방문객들의 몰입과 주관적 행복감, 구전의도에 미치는 영향을 살펴보고자 하였다. 본 연구의 결과는 다음과 같다. 첫째, 산림치유프로그램의 체험요소인 오락적 체험, 교육적 체험, 심미적 체험, 일탈적 체험 모두 Flow에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 산림치유프로그램의 체험요소인 오락적 체험, 교육적 체험, 심미적 체험 만이 구전의도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 산림치유프로그램의 체험요소인 오락적 체험, 심미적 체험, 일탈적 체험 만이 주관적 행복감에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 넷째, 산림치유프로그램에 대한 방문객의 Flow는 구전의도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 다섯째, 산림치유프로그램에 대한 방문객의 주관적 행복감은 구전의도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 여섯째, 산림치유프로그램의 Flow는 오락적, 교육적, 심미적, 일탈적 체험요소와 구전의도의 관계에서 유의한 매개효과가 있는 것으로 나타났다. 일곱째, 산림치유프로그램에 대한 방문객의 주관적 행복감은 오락적, 심미적, 일탈적 체험요소와 구전의도의 관계에서 유의한 매개효과가 있는 것으로 나타났다. 본 연구 결과가 다양하고 효과적인 산림치유프로그램 개발을 위한 기초자료로 활용될 것으로 기대된다.

다국어 초록 (Multilingual Abstract)

The purpose of this study is to examine the impact of the experiential factors of forest therapy programs upon the flow, perceived happiness, and word of mouth intention of visitors. The findings of this study were as follows. First, the entertainment experience, educational experience, aesthetic experience, and getaway experience, which were the experiential factors of a forest therapy program, all had a significant and positive impact on the flow. Second, of the experiential factors of a forest therapy program, the entertainment experience, educational experience, and aesthetic experience only had a significant and positive impact on word of mouth intention. Third, of the experiential factors of a forest therapy program, only the entertainment experience, aesthetic experience, and getaway experience had a significant and positive impact on the perceived happiness. Fourth, the flow of the visitors to a forest therapy program had a significant and positive impact on word of mouth intention. Fifth, the perceived happiness of the visitors of to a forest therapy program had a significant and positive impact on word of mouth intention. Sixth, the flow of the forest therapy program had a significant mediating effect in the relationship between experiential entertainment, educational, aesthetic, and getaway factors and word of mouth intention. Seventh, the perceived happiness of the visitors to a forest therapy program had a significant mediating effect in the relationship between entertainment, aesthetic, and getaway experiential factors and word of mouth intention.

참고문헌 (Reference)

1 민병윤, "통합의학의 관점에서 본 국내 산림치유프로그램 방향 모색" 선문대학교 통합의학대학원 2014

2 권영림, "숲치유 프로그램이 초등학생의 인성 함양에 미치는 영향" 상명대학교 대학원 2013

3 Pine, B. J., "Welcome to the experience economy" Harvard Business Review Press 1998

4 이미혜, "The study on participant’s pleasure, brand attachment and loyalty of festival experience" 30 (30): 31-44, 2016

5 전원배 ; 이정순, "The relationships among tourism activities, leisure satisfaction, psychological well-being, and subjective well-being" 28 (28): 149-172, 2005

6 Shin, W. S., "The relationships among forest experience, anxiety and depression" 11 (11): 27-32, 2007

7 이정실, "The relationship between physical environment, enjoyment, flow and revisit intention at festivals" 14 (14): 153-173, 2018

8 김정호, "The relationship between life satisfaction/life satisfaction expectancy and stress/well-being : An application of motivational states theory" 12 (12): 325-345, 2007

9 Baron, R. M., "The moderatormediator variable distinction in social psychological research : Conceptual, strategic, and statistical considerations" 51 (51): 1173-1182, 1986

10 손선미, "The influences between experience, satisfaction and future behaviors of university students who attended a recreation event" 12 (12): 136-149, 2010

11 김희란 ; 구창덕, "The influence of urban forest and school forest experience activities on attitude toward forest, psychological well-being and stress of high school student" 33 (33): 341-353, 2019

12 박순천, "The influence of cultural tourism festivals experience on destination brand equity"" 9 (9): 1-21, 2013

13 하미경 ; 윤동열, "The impacts of cultural and arts learning activities on life satisfaction and psychological wellbeing : The moderating effect of self-efficacy and openness" 20 (20): 157-177, 2013

14 Kaplan, R., "The experience of nature:A psychological perspective" Cambridge university press 1989

15 이지현 ; 김한구, "The effects of game user’s social capital and information privacy concern on SNG reuse intention and recommendation intention through flow" 37 (37): 21-39, 2018

16 Ha, J. H., "The effects of experiential elements on satisfaction, revisit intention and switching intention in traditional culture: Focusing on the moderating effect of familiarity" Honam University 2015

17 용석홍 ; 박철호 ; 한수정, "The effects of experience economy factors(4Es), experience satisfaction, behavior intention of culture and tourism festival : Focused on the experience economy theory of pine and gilmore" 31 (31): 151-172, 2019

18 임소희 ; 이미혜, "The effects of consumers’awareness of a small wedding on their cognitive attitude and word-of-mouth intention" 16 (16): 23-42, 2020

19 Bielinis, E., "The effects of a forest therapy programme on mental hospital patients with affective and psychotic disorders" 17 (17): 118-129, 2020

20 유승각, "The effect of the enjoyment factor and flow experience of leisure sports on participant’s leisure satisfaction, adherence and word-of-mouth intention" 38 (38): 1375-1390, 2009

21 이정실, "The effect of sensory experience on emotion, brand attitude and behavioral intention" 24 (24): 139-158, 2012

22 정용구, "The effect of forest therapy program on teachers’ stress reduction and leisure satisfaction" 23 (23): 661-672, 2023

23 정수연 ; 서선희 ; 가정혜, "The effect of experiential marketing on brand attitude and brand loyalty in family restaurant" 12 (12): 229-252, 2009

24 Park, E. A., "The effect of consumer’s behavioral intention as influenced by experiences relating to pleasure, satisfaction and attachment" Dongmyung University 2018

25 황진수 ; 이광호 ; 현성협, "The effect of brand experience on brand attachment, wordof-mouth intention, and revisit intention in the context of convention center : Focusing on moderating role of customer involvement" 23 (23): 113-127, 2014

26 전영록, "The effect of attractiveness of festival on local residents’ flow and satisfaction : Focusing on andong maskdance festival" 13 (13): 45-63, 2017

27 Kim, Y. H., "The analysis of needs for the development of forest therapy program’" Chungbuk University 2015

28 이승훈, "The activation of positive institutions by utilizing natural environments" 20 : 157-197, 2018

29 이민호, "The acceptance of self-service technology and word-of-mouth intend according to individual traits of technology readiness in the food franchise industry" 22 (22): 7-33, 2019

30 홍세희 ; 정송, "Testing the interaction effects in regression and structural equation models : Theories and procedures" 21 (21): 1-24, 2014

31 Lee, H. S., "Structural equation model analysis and AMOS 24" Jibhyeonjae 2017

32 Seligman, M. E. P., "Positive psychology : An introduction" 55 (55): 5-14, 2000

33 Tsunetsugu, Y., "Physiological effects of Shinrin-yoku(taking in the atmosphere of the forest)in an old-growth broadleaf forest in Yamagata Prefecture, Japan" 26 (26): 135-142, 2007

34 Keyes, C. L. M., "Optimizing well-being : The empirical encounter of two traditions" 82 (82): 1007-1022, 2002

35 Csikszentmihalyi, M., "Optimal experience in work and leisure" 56 (56): 815-822, 1989

36 박숙현 ; 구창덕, "Needs analysis for the development of forest therapy program utilizing the urban Forest : Focused on the visitors of incheon grand park" 22 (22): 11-24, 2018

37 Zhang, Q., "Multi-experiences in the art performance tourism : Integrating experienceeconomy model with flow theory" 38 (38): 491-510, 2021

38 "Ministry of Government Legislation"

39 Hoffman, D. L., "Marketing in hypermedia computer-mediated environments : Conceptual foundations" 60 (60): 50-68, 1996

40 Veenhoven, R., "Is happiness relative?" 24 : 1-34, 1991

41 김진옥 ; 김도영, "Influence of the national park visitors’ participative motivation on subjective happiness: Focusing on Mt. Bukhan National Park visitors" 29 (29): 25-42, 2017

42 김관숙, "Influence of forest healing programs on health care of cancer patients : Mainly about physiological characteristics and psychological traits" 11 (11): 13-26, 2020

43 Park, B. J., "Experimental approach of therapeutic effect of forest recreation activities: Focused on viewing and walking in forest environments" Choongnam National University 2010

44 Park, C., "Efficient or enjoyable? consumer values of eating-out & fast food research on hedonic and eudaimonic well-being" 23 (23): 87-94, 2004

45 윤선희 ; 신창섭 ; 홍종숙 ; 정영미, "Effects of urban forest healing program education and activities on emotional rest : Focusing on healing recovery environment awareness, attention recovery and leisure activities satisfaction" 22 (22): 386-399, 2022

46 손증군 ; 문영주 ; 이종호, "Effects of social commerce attributes on the trust, flow and loyalty" 12 (12): 265-275, 2012

47 이정원 ; 연평식 ; 박석희 ; 강재우, "Effects of forest therapy programs on the stress and emotional change of emotional labor workers" 22 (22): 15-22, 2018

48 박충희 ; 강재우 ; 안미영 ; 박수진, "Effects of forest therapy program on stress levels and mood state in fire fighters" 33 (33): 132-141, 2019

49 Kim, S. H., "Effects of festival experience factors on emotional response and behavioral intention" Honam University 2019

50 양희순 ; 이유리, "Effects of challenges and skills on flow : Focused on a 2D shopping mall and a 3D shopping mall" 32 (32): 573-585, 2008

51 김보균 ; 최경호 ; 박인성, "Effect of forest walking exercise on stress" 8 (8): 391-397, 2014

52 Csikszentmihalyi, M., "Beyond boredom and anxiety" Jossey Bass 1975

53 Lyu, B., "Benefits of a three-day bamboo forest therapy session on the psychophysiology and immune system responses of male college students" 16 (16): 4991-5002, 2019

54 Kaplan, S., "Behavior and the natural environment" Springer US 1983

55 길태규 ; 신원섭, "Analysis of environmental factors for forest healing in cheongtaesan natural recreation forest : Focused on phytoncide, anion, and ultrafine dust" 24 (24): 47-57, 2020

56 윤설민 ; 이충기 ; 준우선, "An analysis of structural relationships toward flow experience of festival visitor" 31 (31): 151-168, 2019

57 이희민 ; 남궁영, "A study on the relationships among eating-out value, subjective well-being and behavior intention" 26 (26): 113-130, 2017

58 한장헌 ; 이상현, "A study on the impacts of ski resort leisure experience and personality on psychological well-being and loyalty" 27 (27): 251-271, 2015

59 이보구 ; 이형환, "A study on the effects of human physiology after forest phytoncide therapy" 1 (1): 14-20, 2012

60 하경희, "A study on the effect of wellness of resort visitors on quality of life and the moderation effect of subjective happiness" 23 (23): 559-585, 2019

61 임헌우 ; 전상택, "A study on the effect of leisure program participation activities on passion and subjective happiness in life operation management of older life : Focusing on the moderating effect of affect" 22 (22): 135-148, 2019

62 Koo, S. Y., "A study on the effect of adventure tourists experience on flow, satisfaction, psychological happiness and quality of life" Kyunghee University 2018

63 조상 ; 김미현, "A study on the complex relationship of chinese SNS influencer‘s impression management on user’s flow and purchase intension" 38 (38): 267-280, 2020

64 전외술 ; 박성규, "A study on structural relationships among customer value dimensions, satisfaction; loyalty and word of mouth intention : Based on the Beijing’s buyers" 22 (22): 121-145, 2009

65 염동걸 ; 정다워 ; 김건우 ; 박범진, "A Study of an expert opinion survey for designing a forest healing program" 19 (19): 1-12, 2015