지역박람회의 체험요소(4Es)가 지불의향에 미치는 영향: 만족도, 신뢰도, 지각된 브랜드 기여도를 매개로

Abstract

Purpose–Empirically, we examined the effect of the local expo's experience factors(4Es) on satisfaction, trust, perceived contribution to the local brand, and willingness to pay (WTP). We surveyed visitors who had visited the 2023 International Horticulture Goyang Korea and explored practical implications to strengthen the brand and profits. Design, data, and methodology - A set of hypotheses was formulated to investigate whether the 4Es affect satisfaction and trust, and whether these variables mediate the relationship between the 4Es, perceived contribution to the local brand and WTP. To test these hypotheses, a survey gathered 2,013 usable responses from visitors to the expo, which were subsequently analyzed using the Process Macro. Result–All 4Es had a positive effect on satisfaction, and only aesthetic and educational experiences had positive effects on trust. Both satisfaction and trust exhibited a positive mediating effect on perceived contribution to the local brand and WTP. However, the effect of perceived contribution to the local brand on WTP was not statistically significant. Conclusions–Research has shown that when visitors are satisfied with the differentiated experiences at a expo, trust in the expo increases and local brand value increases. This will increase visitors' willingness to pay, which will ultimately lead to increased revenue and branding for the expo.