인센티브 여행 체험에 대한 가치지각과 삶의 만족

Abstract

Although experience is recognized as a major benefit the tourism industry offers, the use of experiential marketing in the institutionalized tourism industry is not well documented. Therefore, this study aims to examine experiential marketing in regard to incentive travel participants as institutionalized mass tourists. Three hypotheses were developed to examine relationships among experiential marketing, experiential value, and life satisfaction. Self-reported questionnaires were distributed to 313 participants who experienced incentive travel through convenience sampling method. Results of the regression analysis suggests that experiential marketing provided by think perception, fell perception, and relation perception should induce experietial values and life satisfaction. Tourism industry managers can use the outcome of this study to gain in-depth understanding of customer experiences, develop effective marketing strategies, and further stage the operational environment that can maximize customers' perceived experiential value and life satisfaction.