A Study on the Impact of Service theaters on Immersive experience, Mental imagery, and Sense of presence in Media Art Exhibitions: Focusing on the Bunker des Lumieres

This study aims to investigate the structural relationships among immersive experience, imagery, and sense of reality within the framework of service theater. A survey was conducted with visitors to the ’Bunker des Lumières’ exhibition in Jeju. Frequency analysis, exploratory factor analysis, correlation analysis, simple regression, and multiple regression were performed using SPSS 22.0 software. The results revealed that all three components of service theater―employee service, media exhibition environment, and media art content―had significant effects on immersive experience. Immersive experience significantly influenced imagery, which, in turn, had a significant impact on sense of reality. This study is significant as it examines media art exhibitions, which are gaining attention as a policy tool for revitalizing the cultural tourism industry. It also provides practical implications for the sustainable development of the media art industry as a future tourism resource.