A Study on the Impact of Hotel Experience Value on Behavioral Intention - Focusing on a 5-star Hotel Companies in the Busan -

This study aims to provide practical and strategic marketing insights to practitioners and hotel managers by analyzing the relationship between experience value and behavioral intentions among consumers who have experienced hotel services. The study targeted Korean consumers aged 20 and above who had stayed at a five-star chain hotel in the Busan area within the last six months, from June 15 to June 30, 2024. A total of 250 questionnaires were distributed, and after excluding 16 responses that were deemed insincere, 234 valid responses were used for analysis. The findings are as follows. First, experience value, composed of playfulness value, economic value, and service excellence was found to have a positive impact on consumers' behavioral intentions. Second, among the sub-factors of experience value, aesthetic value did not significantly affect consumers' behavioral intentions. This may be due to the fact that a large portion of the consumers who stayed at five-star chain hotels in the Busan area were married and with the primary purpose of their hotel stay being relaxation and leisure. In conclusion, in the rapidly expanding hotel management environment, securing competitive advantage is essential for sustainable growth. As this study has shown, providing customers with new experiential value is crucial for eliciting positive attitudes and forming revisit and word-of-mouth intentions. Therefore, it is necessary to develop services and products that offer joy and comfort not previously experienced by customers.