• Journal of Venture Innovation
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• v.2 no.1
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• pp.119-130
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• 2019

In this study, we intend to test whether experience variables such as sense, feel, think, relate, and action experiential activities of farming village can be usefully applied to revisit intention. As a result, we found that the sense, relate, and action experiences were adopted, while the feel and think variables were rejected, leading to the conclusion that Schmitt's (1999) experiential marketing theory was also applied to 6th industry experience marketing activities in rural areas. Therefore, the significant effect of rural experience activities on revisiting intention is thought to be related to the fact that they stimulated sensitivities by drawing attention and interest of consumers during the 6th industrial experience configuration, and to the environmental facilities connected to the experience site. The Feel experience has been rejected due to limitation of development of emotional element from the 6th industry certification business experience program, leading to the necessicity for development of a program that can stimulate the consumer's emotions. The reason why the Think experience was rejected is that the experience of the rural area 6th industry did not create surprises or curiosity, and thus does not meet the expectations of consumers. In case of relational experience, experiential marketing through social organizational relationship formation is expanding, and in case of behavioral experience, experience of 6th industry constitutes experience related to interaction with others and lifestyle.

• Journal of Venture Innovation
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• v.3 no.1
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• pp.117-142
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• 2020

The purpose of this study is to explore the factors affecting the 6th industry experience by Schmitt experience model. The newly introduced variables are the cognitive experience, emotional experience, and social experience that are reconstructed based on Schmitt's experience theory and gender, family as a moderrating variable and trust as a mediation variable. In addition to experience intention. The hypothesis was set as follows. the experience factors that are the cognitive factor, the emotional factor, and the social factor will have a positive(+) influence on the intention to experience. Mooring factors will have a negative(-) effect on intention to experience. For statistical analysis, SPSS 24 and AMOS 23 statistical packages were used to test the research hypothesis. The research was based on 320 questionnaire data and tested by 314 valid responses were analyzed. As a result of the research, First, cognitive, emotional, and social factors had positive(+) effects on experience intention. Among the factors that directly affect the experience intention, the magnitude of influence appeared in the order of cognitive factors > social factors > emotional factors > mooring factors. Second, mooring factors have negative(-) effects on experience intention. Third, Trust has been partially influenced by factors of attraction, cognitive, emotional, and social. Fourth, there are significant statistical differences between men and women in cognitive and mooring factors in the path differences. Fifth, Social factors and mooring factors differed significantly in the composition of the household. Social factors with significant differences in path analysis have also been statistically demonstrated. The results of this study are academically verified that the cognitive, emotional, and social factors have an important influence on the experience intention in the 6th industry experience and the Schmitt's experience model proposed in this study is useful framework of analysis. In practical terms, it could provide implications for what factors should be strategically and marketingly focused to activate the 6th industry experience.

• Korean journal of applied entomology
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• v.54 no.4
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• pp.409-417
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• 2015

This study aimed to summarize the characteristics of visitor experience for different market segments based on insect experience orientation in order to develop Ptecticus tenebrifer (Diptera: Stratiomyidae [Walker]) experience programs using local resources in the insect industrial market. A total of 325 effective samples were collected, and the attributes of insect experience orientation were connected to education, emotion, society, and ego. The survey respondents were students and parents of school-age children. Cluster analysis showed that the respondents were classified into two or three groups that were all found to be high in the prediction validity and discriminant analysis. Based on this result, the respondents were properly subdivided into three clusters for final analysis. Those three groups were: the passive group, the moderate group, and the active-orientation group. As a group aiming for various insect experiences, the active-orientation group consisted of parents whose children range in age from either 5 to 9 or from 10 to 14. This group was willing to spend 7 ~ 8,000 won on each experience program, and they preferred emotional experience programs. The passive and moderate orientation groups were most interested in having an educational experience. In order to increase people's interest in experience programs, education-oriented programs should be developed and promotional marketing should be reinforced. The results and implications of this study may be useful for the development of insect experience programs that can meet various visitor experience orientations as basic data that can contribute to the vitalization of the 6th industrialization plan for the insect industry.

• Korean Journal of Agricultural Science
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• v.46 no.3
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• pp.519-527
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• 2019

In Korea, the $6^{th}$ industrialization in the agricultural sector has increased farmers' income and value-added agricultural products. Local governments, including Chungcheongnam-do, as well as the Ministry of Agriculture, Food and Rural Affairs, introduced the $6^{th}$ industrialization to the agricultural sector and operated various programs for the $6^{th}$ industrialization in the agricultural sector. Recently, the capacity of human resources for the $6^{th}$ industrialization in the agricultural sector became one of the important problems which might limit the effect of the $6^{th}$ industrialization in Korea. Chungcheongnam-do introduced an education program in 2018 to improve the capacity of people who work for the $6^{th}$ industrialization in the agricultural sector. However, researchers have rarely studied or discussed the current status of this education program. The aims of this paper were to analyze the current status of the education program for the $6^{th}$ industrialization in the agricultural sector through a survey, frequency analysis and analytical hierarchy process (AHP) and to present a way to improve the effect of the education program. The results of this study are as follows: First, the students in the education program were generally satisfied with the lectures and achieved knowledge and social networking among the students. Second, practical lectures, including practice and field experience, need to be expanded for the students instead of theory lectures. Third, networking between students and experts should be strengthened.

• Journal of Agricultural Extension & Community Development
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• v.20 no.3
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• pp.755-775
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• 2013

The study aims to segment rural tourism villages' selection attributes that affect experiences programs preferences and behavior intention in 6th industry. Based on the literature review, the measurement scales were developed and the data collected from on-site survey in 6th industry trade. Cluster analysis with rural tourism villages' selection attributes were conducted and MDA was run to verify segmented group rate. T-tests were conducted to see if there were any differences between segmented groups in terms of experiences programs preferences and behavior intention. More detailed discussion were provided in the conclusion.

• Journal of Korean Society of Rural Planning
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• v.25 no.2
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• pp.63-74
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• 2019

As the awareness of food security has increased, the Korean government has established national projects, such as Saemangeum proclaimed land, to secure sources of grain. Saemangeum is a large-scale agricultural area that was constructed to maintain preparedness for unstable food markets. This study aims to develop a $6^{th}$ Industrialization Model (SIM) for Saemangeum Grain Complex by applying feasible strategies to wheat and two-rowed barley which have low self-sufficiency rates. In addition, this study estimates the potential economic value of each development strategy associated with a sixth industrialization model to create higher added values from production, processing and tourism experiences. The strategic plan for primary, secondary, and tertiary industries is to combine cultivating and processing wheat and two-rowed barley for sales and linking them to tourism experience. This study shows value added from the combination of the primary, secondary and tertiary industry of wheat and two-rowed barley are 7.5 and 23.0 times more than those of the primary and tertiary industry combination, respectively. Through branding Saemangeum Grain Complex's products, such as Saemanguem bread and craft beer, would further enhance the economic benefits derived from the complex.

• The Journal of the Korea Contents Association
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• v.22 no.1
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• pp.240-249
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• 2022

With the tourism industry stagnating due to the recent COVID-19 virus issue, the importance of preparing a plan to resume and revitalize the tourism industry after the end of the COVID-19 is being emphasized. In particular, this researcher paid attention to the development of the horse industry as it can contribute to the differentiation of services as it is an experience-oriented tourism, and it can be said to be a field with a high potential for sustainable development in the future. However, in the domestic horse industry, legal problems related to installation, industrial structural problems organized around horse racing, and demand-based problems were scattered. Therefore, this researcher suggested a way to improve these problems, improve the quality of life of the people, and lead the horse industry to increase the income of rural residents. As a representative example, a legal improvement plan for the expansion and growth of equestrian facilities was presented, and a strategic incubating infrastructure construction plan was presented to support horse industry workers to nurture the horse industry as the 6th industry on their own. This movement will lead to qualitative growth through the conversion of the horse industry into local cultural contents, and not only to expand the base of public demand for the horse industry, but also to maximize the creation of added value through diversification of the horse industry, leading to qualitative growth of the horse industry.

• Fashion & Textile Research Journal
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• v.22 no.6
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• pp.705-715
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• 2020

The domestic fashion industry of the middle and late 20th century emphasized the importance of a standardized design process; however, the values of differentiated brand individuality have become increasingly important with the qualitative·quantitative growth of designer brands. Therefore, paying attention to designer individuality (or a differentiated element of a designer brand growing up in the domestic fashion industry) this study reestablished factors of the designer brand individuality. An in-depth interview was conducted with 13 designers and consumers for empirical analysis. In order to identify concepts of designer individuality based on the theory of the brand personality by Aaker along with precedent studies, the study devised a theoretical frame to explain a conceptual structure of designer brand individuality as well as reestablish its factors as the designer individuality, design and non-design factors through empirical research. Empirical research derived the designer individuality factors as an external designer image, designer taste, design philosophy and designer personality. Design factors were derived as concept, working process and method, style and formativeness. Non-design factors were also extracted as wearing experience, wearer image, lookbook image, fashion shows and exhibitions. It is meaningful that little empirical research has been conducted on domestic fashion designers who actually run designer brands and that this study helped understand designer brands through a new approach called designer individuality.

• Journal of Venture Innovation
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• v.2 no.2
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• pp.79-94
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• 2019

The purpose of this study is to explore the factors affecting rural experience by applying the unified push-pull-mooring model. The theoretical model is an unified PPM model that introduces new variables based on PPM. The pull factor of the newly introduced variables were reconstructed based on the Schmitt's Experience model and ServQual model. The hypothesis is set as follows. The push factor will have a negative effect on experience satisfaction and the pull factor(experience attributes, service quality)will have a positive effect on experience satisfaction. Also, mooring factors will have a negative effect on experience satisfaction. The research model of this study was tested by structural equation model based on 314 effective questionnaire data. Service quality had a positive effect on experience satisfaction. Mooring factors have a negative effect on experience satisfaction. Push factor and experience attributes factor were analyzed to have a no significance effect on experience satisfaction. These results theoretically test that the mooring factors also have an important effect on the experience satisfaction in the rural experience. Based on the Schmitt's Experience model and ServQual model introduced as a pull factor, the proposed unified PPM model proved to be a useful analysis framework. In practice, it was able to provide implications on what factors should be strategically and marketingly focused to activate the 6th industry experience.

• Asia Pacific Journal of Business Review
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• v.4 no.2
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• pp.35-46
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• 2020

In Hwaseong, South Korea, it is necessary to vitalize local festival by attracting local residents and tourists since 'Hwaseong Songsan Grape Festival' should be in the direction to help the influx of tourists and cultural development for the local residents. It has been known that the quality and readiness of festival affects visitor satisfaction and actual visit. However, there have been only a few studies to examine the effect of local festival on post-behavior. Hence, this study, focusing on 'Hwaseong Songsan Grape Festival'which is a representative cultural tourism festival in the region of Hwaseong, South Korea, aims to understand the visitor's post-behavior intention in terms of revisit intention and recommendation intention. The results suggest that the impact of experiential, purchase visit motivation on post-behavior were smaller than deviant, social, interest, and cultural visit motivation. It also showed that visitor satisfaction leads to revisit intention and at the same time recommendation intention. Based on the result, we suggest practical implication for the success of local festival including 'Hwaseong Songsan Grape Festival'.