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DOI :     Journal Korea Society of Visual Design Forum , Vol.57, No.0, 67 ~ 79, 2017
Title
The Moderating Effect of Storytelling between Satisfaction of Traditional Gache Experience and Behavioral Intention
김영혜 Young-hye Kim , 유태순 Tai-soon Yoo
abstract
Background To invigorate the traditional Gache experience, this study examines what elements of storytelling have a moderating effect regarding how satisfaction of traditional Gache experience affects tourists' revisit intention and word-of-mouth intention. Methods A questionnaire survey was conducted on 266 tourists visiting Gyeongju. To verify the proposed hypotheses, the data were analyzed using SPSS 20.0 and moderating effect analysis of the regression model was conducted. Result Description of storytelling on the satisfaction of traditional Gache experience and behavioral intention showed significant influence on one's revisit intention and one's word of mouth intention. And the degree of emotion of storytelling showed significant influence only on one's word of mouth intention. Conclusion In the moderating effects of storytelling on the satisfaction of traditional Gache experience and behavioral intention, education, interest, and local singularity were rejected, and description and emotion were adopted. Specifically, in terms of description, entertainment experience, educational experience, escapist experience, and esthetic experience among the sub-factors of traditional Gache experience had significant impact on visitors' revisit intention. And entertainment experience, escapist experience and esthetic experience showed a significant effect on visitors' word-of-mouth intention. Considering emotion, educational experience and esthetic experience among the sub-factors of traditional Gache experience had a significant influence on visitors' word-of-mouth intention.
Key Words
전통가체체험, 행동의도, 스토리텔링, Traditional Gache Experience, Behavioral Intention, Storytelling
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