Examining camping tourists experience using the experience economy theory

체험경제이론을 이용한 캠핑관광객의 체험요소에 관한 연구

저자 Ji, Shuyun, Lee, Choong-Ki

(Authors)

출처 호텔경영학연구 26(7), 2017.10, 21-37(17 pages)

(Source) Korean Journal of Hospitality & Tourism 26(7), 2017.10, 21-37(17 pages)

한국호텔외식관광경영학회
발행처
Korean Hospitality and Tourism Academe
(Publisher)

URL http://www.dbpia.co.kr/journal/articleDetail?nodeId=NODE07254143

APA Style Ji, Shuyun, Lee, Choong-Ki (2017). Examining camping tourists experience using the experience
economy theory. 호텔경영학연구, 26(7), 21-37

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 호텔경영학연구 제26권 제7호(통권 제103호) pp. 21~37 한국호텔외식관광경영학회 2017.10

Examining camping tourists’ experience using the experience economy theory

**†
Ji, Shuyun ・Lee, Choong-Ki
*

Abstract

This study attempted to investigate the significance of the experience economy in the camping
experience context. To assess camping tourists’ experiences, Pine and Gilmore’s (1998) four realms of
experience (educational, entertainment, escape, and esthetic experience) were applied. Also, three dimensions
(environmental value, functional value, and emotional value) were proposed to examine experiential value.
For this purpose, onsite surveys were conducted with 420 camping tourists staying at two different
campgrounds in Seoul, South Korea. The results of structural equation modeling (SEM) indicate that there
is a positive relationship between camping experiences and camping tourists’ experiential value, which, in
turn, affects satisfaction and behavioral intention. Specifically, educational and esthetic experiences
positively influence environmental value, and educational, entertainment, and esthetic experiences
significantly affect functional value, whereas camping tourists’ entertainment, escape, and esthetic
experiences have positive effects on their emotional value. All experiential values significantly influence
satisfaction which, in turn, has a positive effect on behavioral intention. Moreover, the results of this study
reveal that functional value plays an important role in influencing tourists’ satisfaction, along with
emotional and environmental value, in the context of nature-based tourism. Overall, the findings of this
study advance the theoretical development on tourists’ experience evaluation process and offer practical
implications for camping planners and decision-makers.

Key words : Camping experience, Experience economy theory, Experiential value, Satisfaction, Behavioral
intention

* Doctoral student, Department of Tourism, Graduate School, Kyung Hee University, <shuyun.ji@hotmail.com>
**† (Corresponding Author) Professor, College of Hotel & Tourism Management, Kyung Hee University, <cklee@khu.ac.kr>

ISSN : 1226-8747 DOI:10.24992/KJHT.2017.10.26.07.21.

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Examining camping tourists’ experience using the experience economy theory

Ⅰ. Introduction important variable since it was confirmed as a

Nowadays, camping tourism, as a type of consequent variable of experiences (Lee, Song, &
nature-based tourism, is more and more gradually Lee, 2011b; Song, et al., 2015), and a predictor
meeting with great favor in the latest outdoor of customers’ satisfaction and loyalty (Cronin,
recreation market (Fédération Internationale de Brady, & Hult, 2000; Lee, Yoon, & Lee, 2007).
Camping, Caravanning et de Autocaravaning Both Lee et al.’s (2011b) and Song et al.’s (2015)
[FICC], 2017). Individuals enjoy onsite studies addressed that functional and emotional
campground experience, which provides them both value need to be explored to deepen the 4Es
physical and psychological well-beings, with a experiences. Meanwhile, as an outdoor travel
sense of comfort, relaxation, rejuvenation, destination, campground offers tourists plentiful
exploration, escape, and even esthetic enjoyment in and meaningful outdoor activities (Hassell, Moore,
the nature (Brooker & Joppe, 2014; Garst, & Macbeth, 2015), such as dining outside in the
Williams, & Roggenbuck, 2010). open air and enjoying the natural environment of
Tourism experience is recognized as a the campground and surrounding, all of which
considerable academic concept. One of the most lead to camping tourists’ experiential evaluations
representative theories to investigate tourism in multi-aspects. In this regard, this study adds
experience is the experience economy, which was environmental value to the traditional experiential
first proposed by Pine and Gilmore (1998). Pine value (functional and emotional value) to better
and Gilmore (1998) proposed four types of predict campers’ experiences.
experiences－educational, entertainment, escape, and Therefore, the primary objective of this study is
esthetic experience (we refer to ‘4Es’), and to examine the impact of camping experiences on
pointed out that companies should draw experiential values, satisfaction, and behavioral
consumers’ attentions by creating unforgettable intention in the case of camping tourists in Noeul
memories in a holistic experience. The ‘4Es’ and Nanji campgrounds, South Korea. Specifically,
experiences are closely related to camping since this study attempts to (1) investigate the
camping experience ranges from recreational and relationships between 4Es (entertainment,
escapist experiences to aesthetic experience, and educational, escape, and esthetic experience) and
even to campers’ mental experiences (Garst et al., perceived value of a camping experience (i.e.,
2010). Experiences in camping will finally environmental, functional, and emotional value), (2)
contribute to tourists’ overall satisfactions and examine the effects of camping tourists’
desire to revisit tourist sites (O’Neil, experiential values on tourists’ satisfaction, which,
Riscinto-Kozub, & Van Hyfte, 2010). in turn, influences their intention to revisit a
Unfortunately, little research has been conducted nature-based campsite, and (3) explore whether
on four kinds of experiences in the context of environmental value plays an important role in
camping experience. mediating between tourists’ experiences and their
Further, experiential value is considered as an satisfaction in the context of nature-based tourism

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 Ji, Shuyun・Lee, Choong-Ki

activities. The findings of this study will (Hassell et al., 2015). These experiences include
contribute to camping literature by identifying the combination of escapism, esthetic,
tourists’ diverse experiences that influence their entertainment, and education.
perceptions of value, satisfaction, and behavioral Nowadays, as a popular outdoor recreation
intention to camp. tourism, modern camping experience keeps rapidly
development in Europe, America, and Asia-Pacific
regions, along with the evolution of camp
accommodations (Brooker & Joppe, 2013;
Ⅱ. Literature review International Camping Fellowship, 2017;
Kampgrounds of America Inc., 2017). In South
1. Camping experience Korea, the number of camping participators came
Camping experience is a form of outdoor to be roughly 4 million, which has been soared
recreation activities with great attraction. It refers from 300,000 in 2011 (International Trade
to “an occasional behavior that people spend a Administration, 2016). People keep their excellent
short period time outside of their current residence option for enjoying the nature and relaxing by
by staying in accommodations such as a tent, RV camping experiences here. They prefer to camp at
(recreational vehicle), or cabin at a certain a commercial campground which is generally near
campground or wilderness setting” (Brooker & a popular tourist attraction or a wild spot next to
Joppe, 2013, p. 1-2). river or in park (Hall, 2016).
Camping experience offers opportunities for Camping outdoor is a unique tourism
individuals to be close to natural environment and experience. Previous studies were conducted to
reduces their stress from almost suffocating daily explore the social or life-context meanings of
work or study. Simultaneously, campers do make camping experience (Burch, 1965; Garst et al.,
self-improvement and rejuvenate themselves by 2010), the innovation of camping form (Brooker et
running free in natural world (Brooker & Joppe, al, 2012; McClymont, Thompson, & Prideaux,
2014; FICC, 2017; Garst et al., 2010; Kim, Kim, 2011), and camping tourists’ motivations and
& Jiang, 2013). It enables people to spend satisfaction (Hardy & Gretzel, 2011; O’Neil et al.,
pleasant time with family and even friends, as 2010). However, there are little recent studies of
well as make better social interpersonal interaction focusing on experiential benefits or values
(Borrie & Roggenbuck, 2001). Also, camping associated with outdoor camping. To this end, this
draws both adults’ and children’s eyes on the study attempts to examine camping experience by
importance of conservation and protection of using Pine and Gilmore’s (1998) experience
biodiversity. Furthermore, by enriching their economy theory.
knowledge of experiences while camping,
individuals potentially make a contribution to the
2. Experience economy theory (4Es)
harmony between human beings and nature
In the modern society, consumers tend to

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Examining camping tourists’ experience using the experience economy theory

pursue a distinct experience other than a typical
and single product or service (Pine & Gilmore,
1998). Palmer (2005) pointed out that consumers
would make social communications, gain more
knowledge, and get entertainment by experience.
Pine and Gilmore (1998) first introduced the
experience economy theory, and argued that
customer’s experience inherently exists in the level
of individuals’ spirit and it could be defined as an
add-on to various consumer products and services,
as well as a new source of value creation.
According to the experience economy theory of
Pine and Gilmore (1998), experience could be
divided into educational, entertainment, esthetic,
and escape in terms of consumers’ involvement in
their experiences. On the one hand, individuals
could either take an active or a passive
participation action during their experience. On the
other hand, individuals could either be absorbed in
experience or just absorb it (see Figure 1).
In the case of camping experience, as noted
above, it could also provide four types of
experience: educational, entertainment, esthetic, and
escape experience.
The experience economy theory has been
increasingly applied by tourism scholars (Hosany
& Witham, 2010; Hwang & Park, 2016; Manthiou
et al., 2014; Oh, Fiore, & Jeoung, 2007; Park,
Choi, & Choo, 2016; Radder & Han, 2015; Song,
2013; Song et al., 2015). For example, Oh et al.
(2007) developed measurement scale for B&B
experience in midwestern state, USA, by making a
combination of 4Es with arousal, memories,
overall quality, and customer satisfaction. In the
work of Manthiou et al. (2014), they examined
whether 4Es of the Veishea festival in Iowa have
positive effects on the consequent visitors’ memory
and loyalty. Song et al. (2015) explored how 4Es
affect tourist’ satisfaction and functional and
emotional values with temple stays in South
Korea. As many scholars identified tourism
experiences in several specific sectors of tourism
industry, the forms of experience are so
multitudinous. To keep up with the development
of camping experience, and with the demand to
enrich the academic studies in the context of Pine
and Gilmore’s (1998) experience economy theory,
this study examines the effects of 4Es on
campers’ perceived value, satisfaction, and
intention to revisit.

3. Hypothetical relationships

3.1. Relationships between the 4Es and

experiential values
Figure 1. 4 realms of experience (Pine & Gilmore, 1998)
The importance of experiential value has

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 Ji, Shuyun・Lee, Choong-Ki

received a wide attention from researchers in the
tourism area (Chen & Chen, 2010; Kang, Lee, &
Lee, 2016; Song et al., 2015; Yoon, Lee, & Lee,
2010). Sheth, Newman, and Gross (1991) divided
experiential value into the constructs related to
functional, social, emotional, epistemic,
conditional values. Sanchez et al. (2006) separated
experiential value into three types: functional,
emotional, and social values in the context of
tourism product offered by the travel agency. Lee
et al. (2007) claimed that experiential value or
perceived value contains functional, emotional, and
overall values in the context of the Korean DMZ.
In the context of 4Es experiences, Song et al.
(2015) proved the partially significant relationships
between visitors’ experiences and two types of
experiential values (functional and emotional
values). The findings of this study indicate that
entertainment, educational, and escape experiences
have significant effects on functional value,
respectively. On the other hand, entertainment,
escape, and esthetic experiences are also found to
be directly related to emotional value of temple
stay visitors.
Recently, individuals’ environmental values or
worldviews turn to be of great importance as
environmental issue has become a global concern.
Individuals’ environmental values impact their
attitudes towards anthropogenic impacts
environment, motivation, and/or decision-making
(Kim, Borges, & Chon, 2006; Wynveen, Kyle, &
Sutton, 2014), which is similar to the findings of
the Boryeong Mud Festival in Korea by Lee, Lee,
and Choi (2011). Drawing on this line, we may
consider environmental value as a type
experiential values, and investigate whether
environmental value dimension can take effect
within the relationship between 4Es and
experiential values.
In the context of a nature-based recreation
activity, this study posits three-dimensional values
and of camping experiences: environmental value
(ENV), functional value (FUV), and emotional
value (EMV). Consequently, 12 hypotheses related
to the relationships between 4Es (educational
experience: EDUE, entertainment experience:
ENTE, escape experience: ESCE, and Esthetic
experience: ESTE) and experiential values (ENV)
are proposed as follows:
H1a: ED UE po sitively a ffects E NV.
H1b: E NTE po sitively a ffects E NV.
H1c: E SCE p ositively a ffects E NV.
H1d: E STE p ositively a ffects E NV.
H2a: ED UE po sitively a ffects F UV.
H2b: E NTE po sitively a ffects F UV.
H2c: E SCE p ositively a ffects F UV.
H2d: E STE p ositively a ffects F UV.
H3a: ED UE po sitively a ffects E MV.
H3b: E NTE po sitively a ffects E MV.
H3c: E SCE p ositively a ffects E MV.
H3d: E STE p ositively a ffects E MV.
on
3.2. Relationships between experiential values
and satisfaction (SAT)
Experiential value is considered to be a
precursor of customers’ satisfaction (Chen & Chen,
2010; Cronin et al., 2000; Seo, Lee, & Lee,
2008). A handful of studies have assessed the
of relationships between individuals’ experiential
values (or perceived values) and satisfactions. For

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Examining camping tourists’ experience using the experience economy theory

instance, Yoon et al. (2010) stated that the 3.3. Relationship between satisfaction (SAT)
experiential values of visitors, who were and behavioral intention (BI)
participating in the Punggi Ginseng festival in A plenty of studies have suggested that visitors’
Korea, positively influence their satisfaction. Kang satisfaction affects their post-behaviors, such as
et al. (2016) proved that experiential values revisit or recommend to others, and even nice
significantly influence travellers’ satisfaction on the comments online (Chen & Chen, 2010; Chen &
stay at Hanok in South Korea. Lee et al. (2011a) Tsai, 2007). It is reported that tourists are more
revealed that emotional value contributes likely to trigger their revisit intentions,
significantly to tourists’ festival satisfaction, word-of-mouth intentions or pro-environmental
whereas functional value is not significant to their behaviors when they are satisfied (Davis, Le, &
satisfaction. Additionally, the environmental Coy, 2011; Handriana & Ambara, 2016; Huang &
awareness/value dimension affects visitors’ Hsu, 2009; Lee et al., 2007; Lee et al., 2011a).
behaviors through satisfaction (SAT) in eco-resorts Thus, we posit the following hypotheses:
experiences (Lee & Moscardo, 2005). Thus, three
hypotheses in this study are proposed as follows: H5: S AT po sitively a ffects B I.

H4a: E NV p ositively a ffects SA T. Based on the above literature review and

H4b: F UV p ositively a ffects SA T. hypotheses, a research model is proposed as
H4c: E MV p ositively a ffects SA T. shown in Figure 2.

Figure 2. A proposed research model

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III. Methodology
1. Study site
Two nature-based campgrounds in Seoul, South
Korea were primarily selected as representative
sites for data collection in this study. One is
Noeul campground, which belongings to the
Olympic park, where campers could even enjoy a
distant view of Han River and Mt. Bukhansan, as
well as the most beautiful sunset in Seoul. The
other is Nanji campground, located along Han
River, which is the largest campground in Seoul.
It contains family camp zone, water accessibility,
experience zone, and Nanji ecological park. Both
of them are popular camping destinations
(Ohmytent, 2016).
2. Measurement
Measurement scales were developed to examine
the proposed research model based on extensive
previous literature pertaining to the experience
economy and texperiential values, satisfaction, and
behavioral intention (Chen & Chen, 2010; Cronin
et al., 2000; Hosany & Witham, 2010; Kang et
al., 2016; Manthiou et al., 2014; Pine & Gilmore,
1998; Song et al., 2015; Wynveen et al., 2014;
Yoon et al., 2010). To measure 4Es (education,
entertainment, escape, and esthetic), a total of 19
items were adapted from Oh et al. (2007).
Functional and emotional values were measured
with 10 items which were adapted from Lee et al.
(2011a) and Sanchez et al. (2006). Despite the
New Environmental Paradigm (NEP) scale is one
of the most widely used environmental worldview
constructs (Kim et al., 2006; Lee & Moscardo,
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Ji, Shuyun・Lee, Choong-Ki
2005), it is just universal awareness on
biocentrism, anthropoc entrism, and so on. In this
study, environmental value, as one of the
experiential values in camping tourists’ evaluation
process, is a post-perception after nature-based
experiences. Hence, it is worthwhile to test the
environmental value (ENV) scale on the basis of
natural environment perception and
pro-environmental behaviors. Finally, 4 items were
revised from Lee et al. (2011a) and Song et al.
(2012). Meanwhile, satisfaction (SAT) was
measured by 4 items which were adapted from
Song et al. (2015) and Yoon et al. (2010).
Behavioral intention (BI) was measured by 5 items
which were derived from Huang and Hsu (2009)
and Song et al. (2012).
To ensure the face validity of all measurement
scales, two tourism scholars and two camping
managers were asked to check the scales to see if
they were appropriate in the context of camping.
A pre-test was also conducted for 10 graduate
students and 10 camping tourists. Through these
procedures, some ambiguous items were reworded
to enhance their clarity. Finally, 5-point Likert
scales ranging from “strongly disagree (1)” to
“strongly agree (5)” were used to assess four
dimensions of experiences and three dimensions of
experiential values, as well as satisfaction and
behavioral intention.
3. Data collection and analysis
On-site surveys were conducted to 420 camping
tourists staying at two different campgrounds
described above. Face-to-face interview with a
self-administered questionnaire was undertaken by
field researchers on both weekdays and weekends
Examining camping tourists’ experience using the experience economy theory

from May 12 to 29, 2016 in order to collect in the medium-level between 1 and 4.99 million
more representative sample. Field researchers Korean Won. Local (Seoul) camping tourists
explained the purpose of this research project to (61.9%) were predominant and office
respondents who experienced their camping and clerk/technological workers comprised the largest
were invited to participate in the surveys. Upon category (29.3%), followed by students (16.6%). In
their consent, a survey questionnaire was addition, the majority of respondents (63%) had
distributed to them. 402 questionnaires out of 420 their camping experience more than one time.
were collected with a response rate of 95.7%. 16 Almost half of respondents (49.7%) came to the
questionnaires were also excluded further due to campground with friends. Likewise, half of
partial non-response or inconsistent responses on respondents (49%) stayed overnight by using tent
important questions. A final data of 386 at the campground.
questionnaires were used for analysis.
In this study, SPSS 23.0 and AMOS 23.0
2. Results of confirmatory factor analysis
versions were used to estimate measurement and
As shown in Table 1, the goodness-of-fit of the
structural models. In the first step, the
measurement model to the data was satisfactory:
measurement model was estimated by using
S-B χ2=964.248, df=491, Normed S-B χ2=1.964
confirmatory factor analysis (CFA) to examine
(≤3); normed fit index (NFI)=0.918 (≥0.9);
goodness of fit and construct validity. In the
non-normed fit index (NNFI)=0.952 (≥0.9);
second step, the structural equation model was
comparative fit index (CFI)=0.958 (≥0.9), and root
estimated to test the proposed hypotheses
mean square error of approximation
(Anderson & Gerbing, 1988).
(RMSEA)=0.050 (≤0.08).
For reliability, all of the multi-item scales’
Cronbach’s α ranged from 0.849 to 0.932,
IV. Results exceeding the cut-off point of 0.7 (Nunnally,
1978). Convergent validity can be tested by factor
loading, t-value, and average variance extracted
1. Demographic profile
(AVE) as well as composite reliability (CR). As
Of the respondents in this study, females
shown in Table 1, factor loadings exceeded the
(52.1%) were somewhat higher than males
minimum criterion of 0.7, and their t-values for
(47.9%). 30-39 years old (42.2%) were dominant
every factor loadings were significant at p<0.001.
followed by age group of 20-29 (32.4%) and age
Also, all AVE and CR values exceeded the
group (40-49) (20.7%). 58.3% of the respondents
criteria of 0.5 and 0.7 (Table 2), respectively.
held an education level of university. Singles
Therefore, convergent validity is satisfactory (Hair
(53.6%) were slightly higher than married
et al., 2010).
respondents (46.4%). For income level, 60.9% of
the respondents earned monthly household income

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 Ji, Shuyun・Lee, Choong-Ki

Table 1. Results of confirmatory factor analysis

Measurement itemsa Factor loading t-value Cronbach’s α
Educational exp erience ( EDUE)
I learned a lot during the camping experience 0.769 - 0.884
The camping experience is a real learning experience 0.765 15.482
The camping experience stimulates me to learn more about environmental protection 0.811 16.567
The camping experience is highly educational for me 0.897 18.379
Entertainment e xperience (ENTE)
The camping experience is fun 0.724 - 0.880
The camping experience is entertaining 0.903 17.198
The entertainment of camping experience is captivating 0.921 17.380
Escape ex perience (ESCE)
The camping experience gives me a chance to imagine living in a different place 0.780 - 0.849
The camping experience allows me to forget daily routine 0.825 16.741
The camping experience allows me to escape from reality temporarily 0.775 15.610
I have lost track of time while camping experience 0.704 13.989
Esthetic exp erience ( ESTE)
The setting of campground is attractive 0.802 - 0.879
The surroundings of campground is unique 0.758 16.182
The setting of campground is interesting 0.860 19.063
The setting of campground is pleasant 0.811 17.666
Environmental val ue ( ENV)
The environment of campground and surrounding is very impressive 0.822 - 0.920
I have felt the importance of nature through camping experience 0.928 23.222
The camping experience keep a high value of environmentally friendly behaviors 0.899 22.115
The camping experience arouses me to try to purchase environmentally friendly
0.806 18.701
tourism products if possible
Functional v alue (F UV)
The camping experience is economical 0.719 - 0.898
The quality of facility is reasonable far beyond camping expense 0.900 17.236
The quality of service is reasonable far beyond camping expense 0.916 17.506
The camping experience keeps a higher economic value 0.787 15.090
Emotional v alue (E MV)
The camping experience is pleasurable 0.860 - 0.932
The camping experience makes me feel better 0.906 24.712
The camping experience is an activity that I enjoyed 0.892 23.962
The camping experience is an interesting activity 0.868 22.786
Satisfaction ( SAT)
I am satisfied with the decision to visit the campground 0.840 - 0.927
The camping experience is one that I expected 0.840 20.768
I keep a good feeling about the camping experience 0.921 24.372
Overall, I am satisfied with the camping experience 0.894 23.130
Behavioral i ntention ( BI)
I will revisit the campground in the near future 0.846 - 0.906
I will make an effort to revisit the campground 0.888 22.539
I am willing to spend time and money to revisit the campground 0.892 22.694
S-B χ2 df Normed S-B χ2 NFI TLI(NNFI) CFI RMSEA
Measurement model
964.248 491 1.964 0.918 0.952 0.958 0.050
Suggested valueb ≤3 ≥ 0.9 ≥ 0.9 ≥ 0.9 ≤0.08
Note: all t-values are statistically significant at p<0.001. a 5-point Likert scale: 1=strongly disagree and 5=strongly agree.
b
Based on Bearden, Sharma, and Teel (1982) and Hair et al. (2010).

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Examining camping tourists’ experience using the experience economy theory

Table 2. Correlations and validity for measurement model

Constructs EDUE ENTE ESCE ESTE ENV FUV EMV SAT BI
EDUE 1.000
0.452
ENTE 1.000
(0.204)
0.520 0.525
ESCE 1.000
(0.270) (0.276)
0.556 0.614 0.763
ESTE 1.000
(0.309) (0.377) (0.582)
0.646 0.510 0.624 0.714
ENV 1.000
(0.417) (0.260) (0.389) (0.510)
0.527 0.480 0.455 0.566 0.618
FUV 1.000
(0.278) (0.230) (0.207) (0.320) (0.382)
0.514 0.598 0.740 0.747 0.621 0.586
EMV 1.000
(0.264) (0.358) (0.548) (0.558) (0.386) (0.343)
0.601 0.600 0.619 0.723 0.731 0.750 0.744
SAT 1.000
(0.361) (0.360) (0.383) (0.523) (0.534) (0.563) (0.554)
0.567 0.561 0.599 0.660 0.644 0.722 0.713 0.884*
BI 1.000
(0.321) (0.315) (0.359) (0.436) (0.415) (0.521) (0.508) (0.781)
AVE 0.777 0.833 0.724 0.778 0.839 0.747 0.893 0.869 0.855
CR 0.933 0.937 0.913 0.933 0.954 0.921 0.971 0.964 0.946
Note: *Highest correlations among the constructs of measurement model; Numbers in parentheses indicate squared correlation
coefficients; AVE=average variance extracted; CR=composite reliability.

Discriminant validity was confirmed by two

3. Hypothesis testing
methods in this study. First, AVE value of each
As shown in Figure 3, the proposed model
construct was greater than the squared correlation
fitted the data well: Normed S–B χ2=2.029;
coefficients for related inter-constructs. For
NFI=0.913; NNFI (TLI)=0.948; CFI=0.953, and
instance, the AVE value of SAT (0.869) and BI
RMSEA=0.052. The explained variance (R2) for
(0.855) were higher than the highest squared
environmental value was 62.6%, functional value
correlation between SAT and BI (0.781), which is
was 43.5%, emotional value was 66.6%,
sufficient for discriminant validity (Table 2)
satisfaction was 76.3%, and behavioral intention to
(Fornell & Larcker, 1981). Then, confidence
revisit was 79.1%.
interval of the highest correlated constructs (SAT
The results of structure model indicated that
and BI) ranged from 0.830 to 0.938, indicating
educational experience (βEDUE→ENV=0.344, t=6.651,
none of the confidence intervals included the value
p<0.001) and esthetic experience (βESTE→ENV=0.451,
of unity (1.0) (Anderson & Gerbing, 1992). Thus,
t=5.660, p<0.001) positively influence
discriminant validity of the constructs was
environmental value of camping experience, thus
confirmed.
supporting H1a and H1d. Also, educational
experience (βEDUE→FUV=0.287, t=4.792, p<0.001),
entertainment experience (βENTE→ENV=0.115, t=2.577,

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 Ji, Shuyun・Lee, Choong-Ki

p<0.05), and esthetic experience (βESTE→ENV=0.377, Furthermore, all experiential values had
t=4.061, p<0.001) positively influenced functional significant impacts on satisfaction, which, in turn,
value, thus supporting H2a, H2b, and H2d. influenced revisit intention. Specifically,
Entertainment experience (βENTE→EMV=0.179, environmental value (βENV→SAT=0.277, t=6.374,
t=3.661, p<0.001), escape experience (βESCE→ p<0.001), functional value (βFUV→SAT=0.400,
EMV=0.344, t=4.999, p<0.001), and esthetic t=8.992, p<0.001), and emotional value (βEMV→
experience (βESTE→EMV=0.350, t=4.712, p<0.001) SAT=0.372, t=8.457, p<0.001) had positive impacts
positively influenced emotional value, thus on satisfaction, supporting H4a, H4b, and H4c.
supporting H3b, H3c, and H3d. However, Finally, satisfaction (βSAT→BI=0.890, t=17.566,
entertainment experience (βENTE→ENV=0.042, p<0.001) had a positive effect on behavioral
t=0.842) and escape experience (βESCE→ENV=0.080, intention, supporting H5.
t=1.149) were not significantly related to
environmental value; escape experience (βESCE→
FUV=-0.047, t=-0.565) was not significantly related
to functional value; and educational experience (β
V. Conclusions and implications
This study explored how camping tourists’
EDUE→EMV=0.069, t=1.498) was not significantly
experiences affect their behavioral intention to
related to emotional value. Thus, H1b, H1c, H2c,
camp through experiential values and satisfaction,
and H3a were not supported.
using Pine and Gilmore’s (1998) experience
economy theory.

Figure 3. Results of the research model

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Examining camping tourists’ experience using the experience economy theory

Findings revealed that educational and esthetic outdoor recreation activity.

experience influence environmental value, Third, three experiential values (functional,
educational, entertainment, and esthetic experience emotional, and environmental values) played
which significantly affect functional value, whereas important mediating roles between experiences and
camping tourists’ entertainment, escape, and campers’ satisfaction. The findings are somewhat
esthetic experience have positive effects on their consistent with heritage tourism in Tainan by
emotional value. Additionally, there are significant Chen and Chen (2010).
relationships between the three experiential values Finally, the most crucial role of esthetic
(i.e., environmental, functional, and emotional experience is that physical space and atmospherics
values), and camping tourists’ satisfaction and of the campground primarily influence camping
behavioral intention. Interestingly, the tourists’ evaluation outcomes. The findings are
environmental value in experiential value system is similar to previous study on B&B experience by
demonstrated to hold a positive effect on tourists’ Oh et al. (2007) and the study on cruisers’
behavioral intention through satisfaction. On the experience by Hosany and Witham (2010). Thus,
contrary, escape experience had a non-significant this finding extends the existing literature by
effect on environmental value and functional value. revealing the vital role of the esthetic experience
Educational experience played an insignificant role dimension in tourist’s experiences evaluation.
in influencing emotional value, while entertainment In sum, our findings contribute to better
experience made no sense to judge the understanding of the campers’ experiences and
environmental value. values. Meanwhile, they are beneficial to
Several important theoretical contributions are developing the research framework of measuring
provided in this study. First, this study camping experiences， satisfaction, and behavioral
demonstrated solid evidence that the 4Es could be intention through the mediating role of values
used to explore individuals’ experiences in a within the context of outdoor recreation.
context of camping, which belongs to nature-based This study provides managers or
tourism. In other word, this study proved empirical decision-makers of campground with practical
validation of the experience economy theory to implications to diversify, assess camping
camping experiences. experience programs, and implement market
Second, the environmental value items were segmentation targeting strategies more effectively.
developed as an experiential value which is In other words, decision-makers could use the
distinctive in this study. Environmental value not measurement scales in their actual operations to
only was influence by esthetic and educational understand camping tourists’ evaluations of their
experience, but also positively affected tourists’ offerings. As visitors’ satisfaction and behavioral
satisfaction and behavioral intention. Thus, the intention are often decided by their experiences
environmental value was proved to be valid value obtained, experience has been a crucial element in
along with functional and emotional values in the the tourism industry (Chen & Chen, 2010). The

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results of significant and the most powerful effect
from esthetic experience suggest that campground
managers should take the esthetic dimension into
consideration when they make camping sustainable
or develop marketing strategy. It is better to
design and manage the campground with unique
atmosphere that never changes the environment
presented to visitors. The results of positive
relationship between educational experience and
environmental value, as well as a positive
relationship between educational experience and
functional value, encourage campground managers
and operators to run their ecological learning zone
validly. They could also carry out eco-friendly
camping programs regularly, and attract tourists
who have eco-friendly behaviors and inspire them
to participate in such a nature-based tourism
activity. Moreover, entertainment dimension affects
both functional and emotional value, while escape
dimension just influences emotional value. This
would be very conducive to taking appropriate and
different promotional measures for
marketing.
Finally, this study has some limitations. This
study conducted surveys in two camping sites.
Thus, future research is suggested to apply our
research model to other regions to confirm
generalizability. In contrast to tent-camping, it is
an undeniable fact that auto-camping and other
glamping forms are emerging as newest camping
experience trend. Therefore, further research may
be valuable by conducting research
considering these trends.
동의대학교 | IP:113.198.***.188 | Accessed 2020/05/04 22:38(KST)
Ji, Shuyun・Lee, Choong-Ki
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 호텔경영학연구 제26권 제7호(통권 제103호) pp. 0~0 한국호텔외식관광경영학회 2017.10

체험경제이론을 이용한 캠핑관광객의 체험요소에 관한 연구

Examining camping tourists’ experience using the experience economy theory

계서운 ・이충기 †
* **

Ji, Shuyun・Lee, Choong-Ki

국문초록

본 연구에서는 Pine and Gilmore (1998)의 체험경제이론을 적용하여 캠핑체험에 관한 연구를 수

행하였으며, 캠핑관광객들의 체험만족과 행동을 4가지 체험요소 (교육적 체험, 오락적 체험, 일상탈
출 체험, 미적 체험)와 3가지 체험가치 (환경적 가치, 기능적 가치, 감정적 가치)를 기반으로 분석하
였다. 이를 위하여 2개의 캠핑장을 방문한 420명의 캠퍼들을 대상으로 현장조사를 실시하였다. 구조
방정식모델 분석결과, 캠핑관광객의 각 체험요인이 체험가치, 만족도 및 캠핑장 재방문 행동의도에
유의한 영향을 미치는 것으로 나타났다. 이를 구체적으로 설명하면, 교육적 체험과 미적 체험이 환경
적 가치에 긍정적 영향을 미치고, 교육적 체험, 오락적 체험, 그리고 미적 체험이 기능적 가치에 긍
정적 영향을 미치며, 오락적 체험, 일상탈출 체험, 그리고 미적 체험이 감정적 가치에 긍정적인 영향
을 미치는 것으로 분석되었다. 또한, 3가지 체험가치 요인들은 모두 캠핑관광객의 만족도에 유의한
영향을 미치고, 만족도는 행동의도에 유의한 영향을 미치는 것으로 나타났다. 본 연구결과 환경기반
관광에서 기능적 가치가 정서적, 환경적 가치와 함께 캠핑 관광객의 만족도에 중요한 역할을 하는 것
으로 나타났다. 결론에서는 실증분석결과를 토대로 관광객의 체험에 관한 학술적, 실무적 시사점을
제시하였다.

핵심용어 : 캠핑체험, 체험경제이론, 체험가치, 만족도, 행동의사

* Doctoral student, Department of Tourism, Graduate School, Kyung Hee University, <shuyun.ji@hotmail.com>
**† (Corresponding Author) Professor, College of Hotel & Tourism Management, Kyung Hee University, <cklee@khu.ac.kr>

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