Pan-Pacific Conference XXXIV. Designing New Business Models in Developing Economies

According to the results of hierarchical multiple
regression, the variable "overall tourism
experience", which is hypothesis 1, and all of the
four factors of tourism experience, that is, sense,
affection, behavior and intellect, had positive effects
on tourism satisfaction and the hypothesis proved to
be true. Further, also "festival quality" had positive
effects on tourism satisfaction in all of the analyses.
On the other hand, the effects of interaction between
the overall tourism experience or the four factors of
tourism experience and the festival quality proved
to be meaning that a significant relationship was
obtained for only sense (and affection) out of the
four analysis results so that hypothesis 2 proved to
be partially true. The result of interaction effects of
hypothesis 3 indicated conflicting effects in all of
the analyses so that it was abandoned.
6. Conclusion
The present study has first verified that tourism
satisfaction increases in case of positive tourism
experiences visitors had through tourism activities
at regions they visited out of mere tourism purposes.
The present study has first verified that tourism
satisfaction increases in case of positive tourism
experiences visitors had through tourism activities
at regions they visited out of mere tourism purposes.
This result indicates a possibility that the higher
levels of interests or expectations of visitors
become, the more will local tourism development
mainly depend on festivals in case the festivals are
held for the purpose of promotion of local tourism
or enriched tourism activities which, in turn, might
narrow the room for establishing strategies of
tourism experiences utilizing tourist resources other
than festivals. When tourists come to acknowledge
that the festivals are the only tourist attractions
through these processes, many tourists will have
visit intentions only during the festivals seasons
which might become a hindrance in establishing
strategies for stably attracting tourists. Accordingly,
it is necessary for those in charge of local tourism
marketing and policies to consider ways of
activating both of local festivals and other tourist
resources.
References
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Measuring Experience Economy Concepts:
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[3] Pine J. B., and Gilmore J. H.(1998). Welcome to
the Experience Economy. Harvard Business
Review, July-August, 97-105.
[4] Prentice R. C., Witt S. F., and Hamer C.(1998).
TOURISM AS EXPERIENCE: The Case of
Heritage Parks. Annals of Tourism Research,
25(1), 1-24.
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