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A study of the relationships among theme park storytelling, brand attitude, satisfaction, and after attitudes
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테마파크 스토리텔링, 브랜드태도, 만족도 및 사후태도 간의 영향관계 분석 : 에버랜드를 방문한 20대 방문객을 중심으로

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Type
Academic journal
Author
Rui-Yao Li (경희대학교) Tae-Hee Lee (경희대학교)
Journal
Korea Tourism Research Association International Journal of Tourism and Hospitality Research Vol.32 No.6 KCI Accredited Journals
Published
2018.6
Pages
123 - 136 (14page)
DOI
10.21298/IJTHR.2018.06.32.6.123

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A study of the relationships among theme park storytelling, brand attitude, satisfaction, and after attitudes
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Abstract· Keywords

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This study looked at the relationships among theme park storytelling, brand attitude, satisfaction, and after attitudes for visitors aged 20 to 29 who had visited Everland. In recent years the number of theme parks has continued to increase. This research on storytelling at theme parks examines its impact on brand attitudes and satisfaction, how brand attitudes influence satisfaction, and how brand attitudes influence after attitudes after visiting the theme park. As people aged 20 to 29 make up the majority of theme park visitors, they were the target of an online questionnaire distributed from May 23 to June 1. A total of 400 questionnaires were collected with 324 questionnaires usable for analysis. The results of the study showed that storytelling at the theme park not only had an effect on brand attitude but it also had an impact on satisfaction. Also, brand attitude not only affected satisfaction, but the two variables also impacted after attitude. Thus, we can understand clearly that storytelling at the theme park has a significant effect on attracting tourists, and we should pursue marketing strategies that can improve brand attitude, satisfaction, and after attitude of visitors.
#Theme park storytelling #Brand attitudes #Satisfaction #After attitudes #테마파크 스토리텔링 #브랜드태도 #만족도 #사후태도

Contents

Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경 및 모형
Ⅲ. 연구모형 및 분석방법
Ⅳ. 실증분석
Ⅴ. 결론 및 시사점
참고문헌
국문요약

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