노스탈지아 자극을 통한 테마파크 방문객들의 감성적 변화 및 재방문의도 형성에 관한 연구

Abstract

The objective of this study was three-fold : (1) to examine the triggers of theme par visitors' nostalgia and (2) to investigate which trigger has the strongest impact on the visitors' emotional responses, and thus (3) providing theoretical./practical implications for theme park marketers. Based on a literaturere view, 20 nostalgia triggers were derived. Exploratory factor analysis with 228 theme park visitors revealed that visitors feel nostalgia from the five big factors : (1) people, (2) memory, (3) event, (4), sensory experience, and (5) environment. Among the five triggers, it was found that 'people' factor has the strongest inference on emotional responses. More importantly, visitors' pleasurable responses positively influences behavioral intentions. During this process, arousal plays a critical moderating rolein the relationship between pleasurable responses and behavioral intentions. Based on the data analysis results, theoretical/managerial implications were discussed in the conclusion section.