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The purpose of this study is the findings of the effects of the experiential consumption characteristics in the hotel business on customers’ revisiting and switching Intention. Also, this study is to examine revisiting and switching intention in accordance with visit frequency. For this study, the author analyzed empirically 534 copies of questionnaires. The first finding of this study discovered that playfulness, symbolism, usefulness and aesthetics had positive effects on revisiting intention. Second, symbolism, usefulness and aesthetics had negative effects on switching intention. Especially, symbolism had more significant effect on revisiting and switching intention than other variables. And finally, visit frequency had moderating effects between the experiential consumption characteristics and revisiting intention, switching intention. The hotel companies are possible to obtain several strategic implications on the basis of this empirical results. ■ keyword :∣Experiential Consumption Characteristics∣Revisiting Intention∣Switching Intention∣Visit Frequency∣  '16 Vol. 16 No. 4 302

The Effects of Experiential Consumption Characteristics in the Hotel Business on Customers' Revisiting and Switching Intention