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Structural Relationships among Strategic Experiential Modules, Emotion and Satisfaction at the Expo 2012 Yeosu Korea

Authors

  • Hak-Jun Song,

    1. Department of Hotel and Convention Management, College of Tourism and Fashion, Pai Chai University, Daejeon, South Korea
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  • Young-joo Ahn,

    1. Department of Tourism and Convention, Pusan National University, Busan, South Korea
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  • Choong-Ki Lee

    Corresponding author
    1. College of Hotel and Tourism Management, Kyung Hee University, Seoul, South Korea
    • Correspondence to: Choong-Ki Lee, College of Hotel and Tourism Management, Kyung Hee University, 1 Hoegi-dong, Dongdaemun-gu, Seoul, 130-701 South Korea.

      E-mail: cklee@khu.ac.kr

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Abstract

A structural equation model was constructed to analyze the relationship among strategic experiential modules, emotion and visitor satisfaction. For its research site, this study focused on ‘the Expo 2012 Yeosu Korea’ held in South Korea. The results of the study supported the hypothesis that the event experience is an important factor and influences visitors' level of satisfaction through emotions during the Expo. This study found that Schmitt's five types of experience indirectly affect satisfaction through positive emotional experience. The results of this study demonstrated that satisfaction not only is an issue that may be attributed to the event but also involves psychological and emotional concerns. Copyright © 2013 John Wiley & Sons, Ltd.

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