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http://dx.doi.org/10.5392/JKCA.2021.21.06.572

The Effect of Culture-Led Urban Regeneration Brand Experience on Integrity and Re-Visit Intention- Focus on the Ancient City of China  

Zhang, Jing (중앙대학교 일반대학원 문화예술경영학과)
Baek, Bo Hyun (중앙대학교 일반대학원 문화예술경영학과)
Kwon, Hyeog In (중앙대학교 경영경제대학)
Publication Information
The Journal of the Korea Contents Association / v.21, no.6, 2021 , pp. 572-587 More about this Journal
Abstract
Recently, cultural urban regeneration is emerging as a topic of cultural tourism. This study aims to understand the effect of brand experience on integrity, re-visit intention focus on the case of culture-led urban regeneration visitor. Therefore, in this study, we selected GuCheng, which is a representative successful case of cultural tourism in China, and we surveyed people who had visited ancient China's foetus. The results of path coefficient analysis and hypothesis testing determined that sensory experience, affective experience, intellectual experience positively impacted integrity. And the significant effect of affective experience, intellectual experience has been found on re-visit intention. The moderation effect of nostalgia has been investigated and the results revealed that nostalgia has significant moderation effect among brand experience, integrity and re-visit intention. Our research findings offer insights for GuCheng culture-led urban regeneration. And this study investigated Chinese visitor, which could offer theoretical implication for future study.
Keywords
The Ancient City of China; Culture-Led Urban Regeneration; Destination Brand Experience; Destination Authenticity; Nostalgia;
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