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NTIS 바로가기Culinary science & hospitality research = 한국조리학회지, v.22 no.2 = no.77, 2016년, pp.189 - 205
문설아 (영남대학교 외식산업학과) , 변광인 (영남대학교 외식산업학과)
The purpose of this study is to examine the effect of experiential elements on visitors' satisfactions, brand attitude, and revisit intention and to suggest the marketing strategy for differentiated festival experiences by validating the mediating effect of brand attitude and visitors' satisfaction ...
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핵심어 | 질문 | 논문에서 추출한 답변 |
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감성체험은 무엇인가? | 감성체험은 브랜드에 대한 호의적인 감정에서 부터 즐거움, 자부심, 슬픔, 두려움에 이르기까지의 마음상태를 말한다(Brakus et al 2009). 그동안 소비자와 브랜드의 장기적 관계에 관한 연구를 살펴보면 대체로 감성체험을 중요한 소비자의 반응으로 꼽고 있으며(Lee JY 2003), 이것은 제품의 기능이나 편익의 홍보에서 벗어나 제품의 이미지나 분위기를 이용하여 소비자의 마음을 공략하는 마케팅 전략으로 활용되고 있다. | |
기업들이 고객 만족도를 높이고, 충성고객을 확보하기 위하여 소비자 체험을 제공하는 데 집중하고 있다. 어떠한 인식의 변화가 기업이 차별화 전략을 펼치게끔 만들었는가? | 이에 기업들은 고객 만족도를 높이고, 충성고객을 확보하기 위한 차별화 전략으로 소비자 체험을 제공하는 데 집중하고 있다. 이것은 기업이 소비자를 더 이상 단순한 제품 구매자가 아닌 브랜드 가치를 사는 체험 구매자로 인식하게 되었다는 것을 뜻하며, 이러한 인식의 변화는 체험요소를 활용한 체험마케팅(experiential marketing)이 라는 전략으로 다양한 분야에서 활용되고 있다. | |
최근 소비자들의 소비행태는 어떻게 변화하고 있는가? | 최근 소비자들의 소비행태는 제품의 주요 기능을 선택했던 ‘기능적 소비’에서 제품의 이미지나 상징성을 선택하는 ‘기호적 소비’로 변화하고 있다(Jeung GI 2014). 이제 소비자들은 제품을 선택할 때 그 기능이나 가격만을 우선시하지 않으며, 자신의 감성이나 스타일에 비중을 두고 자신이 직접 경험한 제품을 선호하게 되었다(Kim H 2001). |
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