체험마케팅을 적용한 크루즈관광 체험 분석: 코스타 세레나호 크루즈를 중심으로

• 영문명: A Analysis of Cruise Tourism Experiences from an Experiential Marketing Perspective: The Case of Costa Serena
• 발행기관: 한국해양관광학회
• 저자명: 손선미(Seon-MI Son) 강해상(Hae-Sang Kang) 한현숙(Hyun-Sook Han)
• 간행물 정보: 『해양관광연구』제17권 제3호, 429~446쪽, 전체 18쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2024.09.30

국문 초록

Interest in the cruise industry has surged in Korea; however, there remains a notable gap in research focused on the experiential dimensions of cruise tourism. This study applies Schmitt’s experiential marketing framework to examine key elements of the cruise tourist experience, with a specific focus on onboard and shore excursion activities. Utilizing a comprehensive methodology that includes literature review, participant observation, and in-depth interviews conducted aboard the Korea-Japan Costa Serena cruise. The study reveals that these experiences stimulate sensory engagement, foster positive emotional connections, enhance cognitive stimulation, encourage active participation, and promote relationship building. Crucially, the findings underscore that the integration of these five experiential elements yields more profound and memorable impacts than when they are offered in isolation. This research is particularly significant as it represents the first empirical exploration of cruise tourism experiences through the lens of experiential marketing, offering valuable insights for the strategic enhancement of cruise experience marketing. The study calls for further empirical investigation and the development of integrated marketing strategies to optimize cruise tourist experiences.

목차

Ⅰ. 서 론

Ⅱ. 이론적 연구

Ⅲ. 연구방법

Ⅳ. 분석결과와 논의

Ⅴ. 결론과 제언

참고문헌

키워드

크루즈관광 체험마케팅 전략적 체험 모듈 참여관찰 Cruise Tourism Experiential marketing SEMs: StrategicExperiential Modules Participant Observation