The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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The relationship between experiential marketing using makeup services and theme park participants' satisfaction, loyalty and intention to return

분장 서비스를 활용한 체험마케팅과 테마파크 이용자의 만족도, 충성도, 재방문의도의 관계

  • 조예원 (한라대학교 뷰티디자인학과) ;
  • 이영주 (성신여자대학교 의류학과)
  • Received : 2020.12.08
  • Accepted : 2021.10.22
  • Published : 2021.10.31
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Abstract

The purpose of this study is to identify the relationship between experience marketing using makeup services and theme park users' satisfaction, loyalty, and revisit intention. This is because it can identify the usefulness of makeup services and provide implications for effective field marketing strategies. In order to achieve the purpose, 668 users of the theme park were surveyed after convenience screening as research participants. The main theme was the makeup service for visitors to Lotte world, Everland, and Hapcheon Ghost theme park. this study reviewed previous studies and applied them to the makeup service. Based on this, the research model and the hypothesis were established, and as part of the empirical research, the hypothesis was verified through analysis methods such as frequency analysis, reliability verification, factor analysis, and structural equation modeling. The summary of the research results based on empirical analysis is as follows. First, as a result of analyzing experience marketing using makeup services has a positive impact on the satisfaction of customers using theme parks. Second, experience marketing using makeup services has a positive effect on customer loyalty. Third, experience marketing using makeup services has a positive effect on intention to return. Fourth, satisfaction and loyalty were found to affect the intention to return. Based on this research, we hope that the makeup service as experiential marketing can be effectively applied in various fields, and that the research can be used as basic data to make the makeup service into the representative cultural contents marketing.

Keywords

References

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