호캉스 경험적 가치가 과시적 자기표현과 재방문 의도에 미치는 영향 연구: 20~30대를 중심으로

• 영문명: A Study on the Impact of Hocance Experiential Value on Conspicuous Self-Expression and Revisit Intention: Focusing on those in their 20s and 30s
• 발행기관: 한국해양관광학회
• 저자명: 강동훈(Dong-Hun Kang) 김진희(Jin-Hee Kim) 노형준(Hyung-Jun No)
• 간행물 정보: 『해양관광연구』제17권 제3호, 9~26쪽, 전체 18쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2024.09.30

국문 초록

The purpose of this study is to explore the relationship between Hocance experiential value, conspicuous self-expression, and revisit intention among consumers who have experienced a hocance. An empirical analysis was conducted using a sample of 200 participants in their 20s and 30s who have experienced a hocance in Korea and posted about it on Instagram within the past three years. The results of this study are as follows. H1-1: The regression analysis results for the effect of hocance experiential value on showing-off showed that aesthetics had a negative effect, while playfulness had a positive effect. H1-2: The playfulness dimension of experiential value had a positive effect on ingratiation. H1-3: The playfulness and economy dimensions of experiential value had a positive effect on showing competence. H2: The analysis results of the impact of hocance experiential value on revisit intention revealed that the factor of showing competence had a positive (+) effect. H3: The economic and service excellence dimensions of experiential value were found to have a positive effect on revisit intention. Conspicuous self-expression on social media should not be viewed simply as a negative thing, but should also be understood from a positive perspective. In particular, conspicuous self-expression should be effectively utilized in the marketing of the hotel industry as a new consumer behavior. By emphasizing the experiential value provided by the hotel, such as aesthetics, entertainment, economy, and service excellence, it can be an important strategy to increase the intention to visit. Through such marketing activities, consumers will naturally share their experiences on social media, which will greatly help in effectively promoting hocance products.

목차

Ⅰ. 서 론

Ⅱ. 이론적 연구

Ⅲ. 연구설계

Ⅳ. 실증분석

Ⅴ. 결론과 제언

참고문헌

키워드

경험적 가치 자기과시표현 재방문 의도 Experiential Value Conspicuous Self-Expression Intention to Revisit