A Study on the Effect of Experience Types of Experience Economic Theory on the Revisit Intention of Healing Agricultural Participants: Focused on the Mediating Effect of Satisfaction

체험경제이론의 체험유형이 치유농업참가자의 재방문의도에 미치는 영향에 관한 연구: 만족도의 매개효과 중심으로

  • Lee, Sang-Hyuk (Dept. of Management Information, Graduate School of Venture, Hoseo University) ;
  • Heo, Chul-Moo (Dept. of Management Information, Graduate School of Venture, Hoseo University)
  • 이상혁 (호서대학교 벤처대학원 정보경영학과) ;
  • 허철무 (호서대학교 벤처대학원 정보경영학과)
  • Received : 2021.11.03
  • Accepted : 2021.12.22
  • Published : 2021.12.31

Abstract

The purpose of this study is to identify factors that are causal and intention to revisit healing agricultural facilities and to identify the relationship between factors. the effect of experience type was analyzed on revisit intention by using facility experience satisfaction as a meditator for healing agriculture participants. The sub-variables of experience types were divided into educational experience, devious experience, entertainment experience, and aesthetic experience. 259 questionnaires collected from the people who experienced healing agriculture programs in the whole country were used for empirical analysis. The PROCESS macro v3.4 and SPSS v22.0 were used to analyze based on the singular simple mediation model which contains a single mediator. First, all types of experience had a positive (+) effect on satisfaction. Second, satisfaction had a positive (+) effect on revisit intention independently of experience type. Third, all types of experience had a positive (+) effect on revisit intention. Fourth, satisfaction mediated between experience type and revisit intention except for deviating experience among experience types. As a follow-up study, it is necessary to study for the adjustment of mediators other than the mediator introduced in the study or the controlled mediated analysis through the conditional process model in which the moderator variable is introduced.

최근 치유농업 연구개발 및 육성에 관한 법률의 제정·시행으로 정부 전담 조직의 구성 및 전문 인력 배출 등 법적토대가 마련되었다. 그러나 국내 치유농업에 대한 연구는 해외 사례 소개 및 국내 여건 조사 등 초기 단계에 머무르고 있다. 본 연구는 치유농업참가자를 대상으로 치유농업시설 재방문의도와 인과성이 있는 요인을 규명하고 요인들 간의 관계를 규명하는데 연구목적이 있다. 치유농업 참가자를 대상으로 시설체험 만족도를 매개변수로 하여 체험유형이 재방문의도에 미치는 영향에 관하여 분석하였다. 체험유형의 하위변수를 교육적체험, 일탈적체험, 오락적체험, 심미적체험으로 구분하였다. 전국에 거주하는 치유농업프로그램 체험자들로부터 수집한 설문지 259부를 실증분석에 사용하였다. PROCESS macro v3.4와 SPSS v22.0를 사용하여 매개변수가 단수인 단순매개모형을 기반으로 분석하였다. 분석결과 첫째, 체험유형 모두가 만족도에 정(+)의 유의한 영향을 미치는 것으로 나타났다. 둘째, 체험유형과 독립적으로 만족도는 재방문의도에 정(+)의 유의한 영향을 미치는 것으로 나타났다. 셋째, 체험유형 모두가 재방문의도에 정(+)의 유의한 영향을 미치는 것으로 나타났다. 넷째, 만족도는 체험유형 중 일탈적체험을 제외하고 체험유형과 재방문의도 간을 매개하는 것으로 나타났다. 본 연구는 치유농업 체험의 구체적인 체험특성을 기반으로 참가자들의 행동을 규명한 실증분석 연구라는 점에서 학술적 의의를 갖는다. 또한, 치유농업 참가자의 지속적인 참여를 높일 수 있는 체험 프로그램 개발과 치유농업 정책수립에 도움이 될 수 있을 것으로 사료된다. 후속 연구로는 조절변수가 도입된 조건부과정 모형을 통한 조절된 매개분석이나 연구에서 도입된 매개변수 외에 다른 매개변수의 발굴을 위한 연구가 필요할 것으로 보인다.

Keywords

References

  1. Bae, S. J., Kim, S. J., & Kim, D. S.(2019). Priority Analysis of Activation Policies for Agro-healing services. Journal of Korean Society of Rural Planning, 25(3), 89-102.
  2. Baek, A.(2017). A Study of Service Quality of Cruise Travel on Perceived Value, Perceived Risk, Satisfaction and Behavioral Intention. Doctoral Dissertation, Kyonggi University, Korea.
  3. Boo, S. J.(2018). Effects of Experiential Elements of Industrial Tourism on Brand Equity and Satisfaction: Focused on Pine & Gilmore's Experience Economy Theory. Journal of Hotel & Resort, 17(2), 135-153.
  4. Chang, Y. H., & Oh, I. K.(2014). Impacts of potential tourists' Hanok image on behavioral intentions. Korean Journal of Tourism Research, 29(1), 161-169.
  5. Choi, Y. Y., & Lee, S. B.(2018). The influence of wine tourism experience activities on perceived value, satisfaction, and behavioral intention: Focused on Korean wineries. Journal of Tourism & Leisure Research, 32(1), 169-184.
  6. Duan, B., Arcodia, C., Ma, E., & Hsiao, A.(2018). Understanding wine tourism in China using an integrated product-level and experience economy framework. Asia Pacific Journal of Tourism Research, 23(10), 949-960. https://doi.org/10.1080/10941665.2018.1512506
  7. Elings, M., & Hassink. J.(2006). Farming for Health in the Netherlands. Farming for Health, 163-179.
  8. Gim, G. M., Moon, J., Jeong, S. J., & Lee, S. M.(2013). Analysis on the present status and characteristics of agro-healing in Korea. J. Agric. Ext. Community Dev, 20(4), 909-936. https://doi.org/10.12653/JECD.2013.20.4.0909
  9. Ha, D. H.(2009). Experience on Theme Park -Pine & Gilmore's Experience Economy Perspective. Jounal of the Association of Korea Photo-Geographers, 19(1), 34-47.
  10. Ha, J. Y., & Yoon, S. M.(2018). Support of foreign visitor toward application of Gyeongbokgung Palace based on the experience economy. Korean Journal of Tourism Research, 33(1), 43-60.
  11. Ha, K. S., & Han, B. S.(2001). The Determinants of Theme Park visitors' Satisfaction and Behavioral Intentions. Journal of Tourism Science, 25(1), 329-347.
  12. Hassink, J.(2010). Carer farms/social farming/green care: a Netherlands perspective. Wageningen University & Research.
  13. Hassink, J., John G., & Willem, H.(2015). New Practice of Farm-based Community-oriented Social Care Services in the Netherlands. Journal of Social service Research, 41(1), 49-63. https://doi.org/10.1080/01488376.2014.937889
  14. Hayes, A. F.(2018). Introduction to Mediation, Moderation and Conditional Process Analysis(Second Edition), Guilford.
  15. Hong, J. Y., & Lee, B. O.(2016). Analysis of Policy Priorities for Training Agro-healing Experts Using the AHP Method. Journal of agricultural extension & community development, 23(4), 419-429. https://doi.org/10.12653/JECD.2016.23.4.0419
  16. Hosany, S., & Witham, M.(2010). Dimensions of cruisers' experiences, satisfaction and intention to recommend. Journal of Travel Research, 49(3), 351-364. https://doi.org/10.1177/0047287509346859
  17. Hu, W. J.(2021). Theme park experience factors, the relationship between experience satisfaction and behavioral intentions: research centered on Chinese tourists in Everland. Master's dissertation, Kangwon University.
  18. Hwang, J., & Han, H.(2018). A study on the application of the experience economy to luxury cruise passengers. Tourism and Hospitality Research, 18(4), 478-491. https://doi.org/10.1177/1467358416682068
  19. Hwang, J., & Lee, J.(2019). A strategy for enhancing senior tourists' well-being perception: Focusing on the experience economy. Journal of Travel & Tourism Marketing, 36(3), 314-329. https://doi.org/10.1080/10548408.2018.1541776
  20. Hwang, J. S., & Park, S. G.(2016). A Study on The Experience Economy Based on The Golf Tournament Spectators' Characteristics. Korean Journal of Hospitality & Tourism, 25(7), 71-83.
  21. Iacovo, Di. F., & O'Connor, D.(2009). Supporting Policies for Social Farming in Europe: Progressing Multifunctionality in Responsive Rural Areas.
  22. Jang, Y. Y., & Seo, W. S.(2014). Effect of shopping experience factors of foreign tourists on satisfaction and emotional commitment. TSSK 2O14 Proceedings, 38(10), 199-219.
  23. Ju, G. S., & Yoo, Y. H.(2018). The Effect of the Experience Factors of Recreation Forest on the Experience Satisfaction and the Quality of Life: Focusing on the Moderating Effect of Leisure Involvement. Journal of Tourism Management Research, 84, 861-881.
  24. Jung, S. B.(2018). A Study on the Importance-Performance Analysis(IPA) of Service Quality in Marine Leisure Sports Experience Class and the Relationship among Perceived Service Value, Satisfaction and Behavioral Intention. Doctoral Dissertation, Kookmin University.
  25. Jung, S. J., Hassink, K. M.. Gim, Yoo, E. H., Jang, Y. A., Lee, S. M., & Park, D. K.(2016). Understanding of agrohealing(care farming). RDA.
  26. Kang, D. K., Lee, H., & Gim, G. M.(2018). Educational Needs Assessment of Green Care Business Managers. The Journal of Agricultural Education and Human Resource Development, 50(2), 23-54.
  27. Kawate, T.(2015). The Status and Support Policy of Welfare-Agriculture in Japan, International Symposium on the Sixth Industrialization of Agro-Healing Services and Rural Tourism: 67-84.
  28. Kim, A. R.(2016). In-depth Analysis on Green Care in Agriculture of Korea. Master's Dissertation, Chonnam National University.
  29. Kim, G. M.(2016). Healing Agricultural Effects and Utilization Plan Using Agricultural Resource. KCLS 2016 Proceedings, 139-143.
  30. Kim, H. D., Park, J. U., Lee, S. W., & Yang, S. B.(2012). The Estimation of Willingness to Pay and Participate on the Green-care in Agriculture. Journal of Hotel & Resort, 11(3), 245-262.
  31. Kim, J. H.(2011). A study on the relations among experience factors, satisfaction level and behavioral intention: Focusedonwillingnesstopaymoreforexperiencecontents. Master's Dissertation, Kyung-Hee University, Korea.
  32. Kim, M. H.(2019). Study on the Theory on the Correlation between Experience Economy Regarding Local Food, the Perceived Value by Consumers and Loyalty. Doctoral Dissertation, Daejeon University.
  33. Kim, M. L.(2013). The Effect of Customer Service Quality in Golf Course on Selection Satisfaction, Customer Reliability and Consumer Behavior. Doctoral Dissertation, Kyung Hee University.
  34. Kim, O. J., & Ha, K. S.(2018). A Study on the Variables Affecting the Intention to Use Healing Agriculture. Asia-Pacific Journal of Business Venturing and Entrepreneurship, 13(4), 59-72.
  35. Kim, S. S.(2012). Effect of Interior Design of Sports Center, Service Quality and Switching Barrier on Customer Satisfaction and Repurchase Intention. Doctoral Dissertation, Daegu University.
  36. Kim, Y. K.(2019). A Study on Effects among Experience Factors, Experience Satisfaction and Behavioral Intention of Marine Tourism Participants. Journal of Tourism and Leisure Research, 31(1), 75-91. https://doi.org/10.31336/jtlr.2019.1.31.1.75
  37. Ko, B. K., & Lee, J. H.(2013). A Comparative Study on the Influence of Interior Spaces on the Healing Facilities. Proceeding of Spring Annual conference of KHA, 139-143.
  38. Ko, D. W., & Park, S. S.(2018). The effects of Jeju tourists' experience on memory and behavioral intention. International Journal of Tourism and Hospitality Research, 32(1), 33-46 https://doi.org/10.21298/ijthr.2018.01.32.1.33
  39. Ko, E. J., & Heo, C. M.(2020). A Study on the Influence of Intention to Use on Supply Condition and Offer Program of Care Farming. Journal of Digital Convergence, 18(7), 189-199. https://doi.org/10.14400/JDC.2020.18.7.189
  40. Lee, H., Jung. S., & Seong, M.(2019). The Effect of Professional Sport Spectator's Experience Economy Factors on Satisfaction: Focused on Mediating Effects of Attachment and a Sense of Community. The Journal of Asian Finance, Economics and Business(JAFEB), 6(3), 269-282. https://doi.org/10.13106/JAFEB.2019.VOL6.NO3.269
  41. Lee, H. Y.(2012). Research Methodology. Seoul; Cheong Ram.
  42. Lee, J. K., & Lee, K. S.(2012). A Study on the Effects of urban tourism Behavior patten on urban image influence upon Visit satisfaction and Behavioral intention. Journal of Tourism Management Research, 50(1), 127-149.
  43. Lee, J. M.(2021). The structural effect of quality of life on leisure satisfaction and wellness factors through forest experience. Doctoral Dissertation, KyungHee University.
  44. Lee, S., Jeong, E., & Qu, K.(2019). Exploring Theme Park Visitors' Experience on Satisfaction and Revisit Intention: A Utilization of Experience Economy Model. Journal of Quality Assurance in Hospitality & Tourism, 1-24.
  45. Lee, S. W., Cho, J. Y., Kim, K. W., Yu, E. H., & Jang. Y. S.(2020). A qualitative study on care farming in the field of social welfare. Journal of Public Policy, 37(2), 273-301.
  46. Manthiou, A., Lee, S. A., Tang, L. R., & Chiang, L.(2014). The experience economy approach to festival marketing: Vivid memory and attendee loyalty. Journal of Services Marketing, 28(1), 22-35. https://doi.org/10.1108/JSM-06-2012-0105
  47. Moon, J. H., Choi, S. J., Lee, D. Y., & Lee, W. S.(2019). A study for the willingness to pay of Sumi-village rural tourists using experience economy theory. Korean Journal of Hotel Administration, 28(6), 93-106.
  48. National Statistical Office.(2021). Statistics on the cause of death. in 2020. Retrieved (2021.10.17.) from https://www.kostat.go.kr/portal/korea/kor_nw/1/6/2/index.board
  49. Ning, X. Y.(2012). A Study of the Satisfaction and Behavioral Intention with the choice Attributes of Cultural Heritage: Focusing on perceptive value parameter. Doctoral Dissertation, Honam University.
  50. Oliver, R. L.(1993). Cognitive, affective, and attribute bases of the satisfaction responses. Journal of Consumer Research, 20(3), 418-430. https://doi.org/10.1086/209358
  51. Park, C. Y., & Shin, C. Y.(2019). A Study on relationship among the festival experience, brand value, and behavior Intention based on experience economy theory: Focused on Hantangang River Ice Trekking festival. Journal of Tourism & Leisure Research, 31(6), 207-224. https://doi.org/10.31336/jtlr.2019.6.31.6.207
  52. Park, S. Y.(2016). Basic scheme for systematic introduction of green care in agriculture in Korea. Doctoral Dissertation, Chonnam National University.
  53. Park, S. Y., & Bae, H. K.(2006). Sensoty experience effects on store attitude and loyalty: the mediating role of emotion and satisfaction. Journal of Marketing Management Research, 11(33), 1-13.
  54. Philips, D. M., & Baumgartner, H.(2002). The Role of Consumption Emotions in the Satisfaction Response. Journal of Consumer Psychology, 12(3), 243-252. https://doi.org/10.1207/s15327663jcp1203_06
  55. Pieska, S., Luimula, M., & Suominen, T.(2019). Fast Experimentations with Virtual Technologies Pavethe Way for Experience Economy. Acta Polytechnica Hungarica, 16(6). 9-26.
  56. Pine, B. J., & Gilmore, J. H.(1998). Welcome to the experience economy. Harvard Business Review, 76, 97-105.
  57. Roest, A. E., Oosting, S. J., Ferwerda, R. T., & Caron-Flinterman, J. F.(2010). Regional platforms for green care farming in the Netherlands. In Proceedings IFSA: Building sustainable rural futures. The added value of systems approaches in time of change and uncertainty, Vienna, Austria, 4-7 July, 2010 (pp. 306-314).
  58. Rural Development Administration.(2020). Press release. Retrieved (2021.10.17.) from https://www.rda.go.kr/board/board.do?boardId=farmprmninfo&prgId=day_farmprmninfoEntry&currPage=2&dataNo=100000762156&mode=updateCnt&searchSDate=&searchEDate=
  59. Rural Development Administration.(2013). Strategic long term planning of green care based on agro-healing survey in Korean. RDA
  60. Rural Development Administration.(2017). Design of Agrohealing service in Agriculture Considering Life Cycle. RDA
  61. Ryu, B. D., & Lee, J. Y.(2015). Effects of Fish Village"s Experiential Elements on Pleasure and Satisfaction of Fish Village Visitors. Journal of Industrial Economics and Business, 28(5), 2249-2276.
  62. Shin, D. J.(2010). The Effects of Experiential Factors on Enjoyment, Satisfaction and Behavioral Intention in an Event: An Application of Pine & Gilmore's Experience Theory. Journal of Tourism Sciences, 34(9), 251-270.
  63. Son, H. H.(2016). Corporate philanthropy influencing corporate image and revisit intention in the casino corporation: focusing on comparison of promotion types. Doctoral Dissertation, Sejong University.
  64. Song, I. A., & Jang, T. Y.(2016). The Effect of knowledge levels of skin and cosmetics active information search: The modulating of cosmetics consume propensity. Social science review, 35(1), 69-85.
  65. Song, H. J., & Lee, C. K.(2015). The Influence of Temple Stay Experience on forming Visitor's Behavioral Intention: Focused on Experience Economy Theory. Korean Journal of Tourism Research, 30(6), 303-322.
  66. Weiner, B.(2000). Attributional Thoughts about Consumer Behavior. Journal of Consumer Research, 27, 382-387. https://doi.org/10.1086/317592
  67. Word Health Organization.(2019). Suicide prevention(SUPRE). Geneva: WHO.
  68. Word Health Organization.(2021). Newsroom (Dementia). Geneva: WHO.
  69. Yong, S. H., Park C. H., & Han S. J.(2019). 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. Journal of Tourism & Leisure Research, 31(2), 151-172. https://doi.org/10.31336/jtlr.2019.2.31.2.151
  70. Zhang, D. D.(2019). A study on the relations among theme park experience, flow, lovemarks, and revisit & recommendation intention: focusing on the experience economy(4Es) theory. Doctoral Dissertation, Woosong University.