• 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.