A Study on the Impact of Experience Marketing on Satisfaction and Behavioral Intention to Repurchase: Focusing on the Sightseeing Train

The purpose of this study examined the effect of experience factor on satisfaction by integrating the experience of tourist train with experience factor of Pine & Gilmore (1998), and related the effect of satisfaction on repurchase intention. The survey was carried out with a total of 173 being used for evaluation of this study. Study has been analyzed with statistical processing SPSS 21.0 and AMOS 21.0. The results of this study were as follows: First, among three experience factors, recreational experience, deviant experience, and aesthetic experience had three positive effects on satisfaction, but educational experience had a significant effect on satisfaction. Did not appear to be crazy. Second, as a result of analyzing the relationship between satisfaction and repurchase intention, satisfaction showed a significant positive effect on repurchase intention. Third. satisfaction has a mediating effect on the relationship between repurchasing behavioral intention and deviant and aesthetic experience. However, the mediating effect of satisfaction has not been confirmed in the entertainment and educational experiences.