The purpose of this study is to elucidate the impact of authenticity on experience value and subjective well-being among visitors who have participated in direct experiential activities in experiential fishing villages. The research method used literature research methods and empirical research methods using questionnaires, and this questionnaire was composed by determining three major variables and seven constituent factors for each variable through factor analysis and conducting prior research and preliminary surveys. The survey was conducted from February 5, 2023 to April 5, 2023 among experimental fishing villages with excellent ratings for scenery (environment), service, experience, accommodation, and food, and four villages that can experience tidal flats and manage customers online. The survey was conducted from February 5, 2023 to April 5, 2023, among experimental fishing villages with excellent ratings for scenery (environment), service, experience, accommodation, and food, and four villages that can experience tidal flats and manage customers online. The results of this study are as follows. First, the factors of authenticity in experiential fishing villages include three sub-factors: objective authenticity, constructive authenticity, and existential authenticity. The factors of experience value include two sub-factors: emotional values and functional values. Subjective well-being is derived from positive emotion and life satisfaction. Second, upon examining the importance of authenticity in experiential fishing villages, it was found that existential authenticity and objective authenticity, in that order, have a significant impact on emotional values. However, constructive authenticity did not have a significant impact on emotional values. Third, in terms of functional values, constructive authenticity, existential authenticity, and objective authenticity, in that order, had a significant impact. Fourth, experience value, in the order of emotional values and functional values, had a significant impact on positive emotion and life satisfaction of subjective well-being. Therefore, it was confirmed that the authenticity of experiential fishing villages is important as a strategy to enhance experience value and subjective well-being. Especially, considering that the majority of visitors to experiential fishing villages are family-centered (86.5%), applying marketing management strategies to develop programs that enhance existential authenticity and improve emotional values could elevate the subjective well-being of experiential visitors.

I. 서 론
Ⅱ. 이론적 배경
    1. 어촌체험휴양마을의 고유성
    2. 체험가치
    3. 주관적 행복감
Ⅲ. 연구설계
    1. 연구모형 및 가설
    2. 연구가설
    3. 설문지 구성
    4. 자료수집 및 분석방법
Ⅳ. 실증분석 결과
    1. 조사대상의 일반적 특성
    2. 타당성과 신뢰성 검증
    3. 가설 검증
Ⅴ. 결 론
REFERENCES

• 조성대(국립공주대학교 수산생명의학과 교수) | Sung-Dae Cho (Professor, Department of Aqualife Medicine, Kongju National University, Chungcheongnam-do, 32439, Rep. of Korea) Corresponding author
• 김창수(경기대학교 여행, 항공, 크루즈관광경영학과 교수) | Chang-Soo Kim (Professor, Major of Travel, Airline and Cruise Service Management Graduate School of Tourism and Hospitality Kyonggi University, Seoul, 03746, Rep. of Korea)