박물관 방문행동에 있어서 친숙성과 문화애호의 영향:방문동기, 방문경험반응, 방문이미지를 중심으로

Abstract

This study tests the utility of familiarity and cultural enthusiasm in the modeling of visitor's motivation, experience reaction, and image formation. Familiarity in this study is operationalized and measured as a experiential and proximate familiarity. And cultural enthusiasm is operationalized as the visiting of cultural institution. As a result of the analysis, the visitor's behavior(motivation, experience reaction, image formation) of cultural institution is successfully modelled by combining visit repeat, nationality, heritage enthusiasm. The marketing implications to deal with experiential and proximate dimensions were presented to increase heritage destination image, motivation, positive reaction to the tourist experience.