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The Impacts of Positive Festival Memory on Traveler's Experience Sharing : An Online Friendship Moderation Model

첫 페이지 보기
  • 발행기관
    국제인공지능학회(구 한국인터넷방송통신학회) 바로가기
  • 간행물
    International Journal of Internet, Broadcasting and Communication 바로가기
  • 통권
    Vol.13 No.4 (2021.11)바로가기
  • 페이지
    pp.176-184
  • 저자
    Hyeon-Cheol Kim, Zong-Yi Zhu
  • 언어
    영어(ENG)
  • URL
    https://www.earticle.net/Article/A403654

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원문정보

초록

영어
This study aims to examine 1) the influence of festival emotional and function values on travelers’ positive festival memory, festival attachment, and experience sharing behavior, and (2) the moderation effect of online friendship among the path. In the present study, the proposed model was developed based on the MTS from 340 collected participants who have experienced the festival held in Guangdong Province in China. The SPSS and AMOS were used for statistical analysis. The results revealed that emotional and function festival values are positively related to the positive festival memory of travelers; positive festival memory significantly influences festival attachment and experience sharing behavior of travelers. Meanwhile, festival attachment also has a significantly positive effect on the experience-sharing behavior of travelers. Moreover, the presented differential experience sharing behavior of travelers follows the level of their online friendship. Travelers with high online friendships presented higher sharing behavior than travelers with low online friendships. Depending on the results of this study, we could provide some theoretical implications for future festival research and online communication research. These results could provide some practical implications for festival managers to develop more communication strategies.

목차

Abstract
1. INTRODUCTION
2. THEORETICAL BACKGROUND AND HYPOTHESESE DEVELOPMENT
2.1 Theoretical Background: MTS
2.2 Hypotheses Development
3. METHOD
3.1 Measurement Development
3.2 Data collection and Sample Characteristics
4. RESULTS
4.1 Measurement Model
4.2 Structural Model
4.4 Moderation Analysis
5. DISCUSSION
6. CONCLUSION
References

키워드

Emotional Value Functional Value Positive Festival Memory Festival Attachment Festival Experience Sharing

저자

  • Hyeon-Cheol Kim [ Professor of Marketing, School of Business Administration, College of Business and Economics, Chung-Ang University, Seoul, South Korea ] Corresponding Author
  • Zong-Yi Zhu [ Doctoral Candidate, Department of Arts and Cultural Management, Graduate School, Chung-Ang University, Seoul, South Korea ]

참고문헌

자료제공 : 네이버학술정보

간행물 정보

발행기관

  • 발행기관명
    국제인공지능학회(구 한국인터넷방송통신학회) [The International Association for Artificial Intelligence]
  • 설립연도
    2000
  • 분야
    공학>전자/정보통신공학
  • 소개
    인터넷방송, 인터넷 TV , 방송 통신 네트워크 및 관련 분야에 대한 국내는 물론 국제적인 학술, 기술의 진흥발전에 공헌하고 지식 정보화 사회에 기여하고자 한다.

간행물

  • 간행물명
    International Journal of Internet, Broadcasting and Communication
  • 간기
    계간
  • pISSN
    2288-4920
  • eISSN
    2288-4939
  • 수록기간
    2009~2025
  • 십진분류
    KDC 326 DDC 380

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