랜선투어를 통한 간접체험이 지각된 가치와 지불의도에 미치는 영향: 체험경제이론의 적용

Abstract

After the COVID-19 pandemic, LAN tours have become a form of indirect tourism experience. Tourists have a subjective indirect experience using a LAN tour.

Experience economy theory, which evaluates individual subjective experience, can be applied to user participation and environmental factors. Therefore, this study examines the effect of indirect experience using LAN tours on perceived value and intention to pay, applying experience economy theory. A survey was conducted from July 1st to 15th, 2021, and 295 valid samples were obtained. It was found that entertainment, esthetics, and escapist experience played an essential role in economic value, but educational experiences were not. These four factors had a positive effect on emotional value. It was confirmed that economic and emotional values are significant antecedent factors in the intention to pay. These results suggest that indirect experiences through LAN tours can be used as a complement to tourism activities in the COVID-19 context.