The purpose of this study is to clarify the concept, characteristics, and behavior of tourism experience in traditional Korean villages using mixed methodology with combining netnography qualitative research methodology and quantitative research metho ...
The purpose of this study is to clarify the concept, characteristics, and behavior of tourism experience in traditional Korean villages using mixed methodology with combining netnography qualitative research methodology and quantitative research methods.
In qualitative research, as research data, we collected and analyzed traditional Korean village reviews on Tripadvisor.com and through the screening process, 381 reviews were used as final research analysis data. As results, first, through the analysis of netnography, the tourism experiences of the traditional Korean villages are divided into three dimensions: service quality experience, authenticity experience, and emotional experience; six main themes; and 19 sub-themes. Second, for the rate of expression of positive experiences according to the themes of tourism experience, food-related experience was very high in the service quality experience, authentic identity and experienceability were high in the authenticity experience, and esthetics was very high in the emotional experience. Third, as a result of examining the ratio of negative experiences in traditional Korean villages, the ratio of negative tourism infra was the highest, followed by negative authenticity experience, negative emotional experience, and negative tangibles.
In quantitative research, we tried to clarify the relationship between tourism experience, visit value, satisfaction, and behavioral intention in traditional Korean village and we surveyed the visitors of Hanok Village. Empirical results are as follows; First, the tourism experience of traditional Korean village was divided into eight factors: joy, novelty, flow, esthetic, objective authenticity, constructive authenticity, tourism infra and culinary experience. Second, five factors of tourism experience(e.g. joy, novelty, flow, esthetic, constructive authenticity)had a significant effect on visiting value of traditional Korean village. According to importance among variables explaining visiting value esthetic was first, followed by joy, novelty, constructive authenticity, and flow.
Third, visiting value of the traditional Korean village had a significant effect on satisfaction and behaviour intention. Also, satisfaction of the traditional Korean village had a significant effect on behaviour intention. Fourth, joy, novelty, and esthetic experience had an indirect effect on satisfaction via visiting value and had an indirect effect on behaviour intention via visiting value and satisfaction.
The result of this study can contribute to gaining a meaningful understanding of constructs, characteristics, and behavior regarding tourism experience, and to expand for an extension of tourism experience study.