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Through this study, the effect of tourism experiential values (economicality, playfulness, aestheticity, service) perceived by Chinese travelers who have visited Korea has been tested on tourism behavior intention. Meanwhile, this study looked at whether destination attachment and destination trust mediated the relationship between experiential values and behavior intention. To achieve this purpose, empirical analysis was conducted based on the literature study. The research model and hypothesis were established by defining the necessary concepts, suitability of measurement tools, and the relationship between variables through the literature study. For empirical analysis, the study distributed a total of 100 copies of data to Chinese travel consumers who have traveled to Korea in July 2019. 151 parts of the collected data, excluding unsatisfactory data, were set as final samples for empirical analysis. The analysis method was performed using SPSS 21.0 and smart pls 3.0 to analyze frequency, validity analysis, reliability analysis, regression analysis.

asia-pacific journal of multimedia services convergent with art, humanities, and sociology

The Effect of Experiential Values of Tourism on Behavior Intention: Focused on the Mediating Role of Destination Attachment and Destination Trust - An Example of Chinese Travelers to Korea -