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The purpose of this study was to examine the effect of experience on tourist attitude, destination brand awareness and switching intentions in local festival. The approach of local festival experience applied Strategic Experiential Modules(SEMs) of Schmitt in which the strategy side is emphasized. This study examined the effect of the five experience factors such as sense, feeling, thinking, acting and relating. The results show that all the five factors positively influence tourist attitude. The sample for this study was Daegaya Festival, 2010. As an investigation method, we used self-writing survey method using Likert 5 degree scales, 263 survey sheets from 300 distributed sheets were collected and used for the statistical analysis. Empirical results are as follows; Firstly, five experience factors(sense, feeling, thinking, acting and relating) is positively related to tourist attitude and secondly, tourist attitude is positively related to destination brand awareness and thirdly, tourist attitude is negatively related to switching intentions.