This study explores the temporal changes in and structural characteristics of consumer discourse on the Hanbok experience from 2015 to 2024. A total of 9,227 posts containing the keyword “Hanbok experience” were collected from Naver and Daum news, blogs, and cafes using Textom text mining software. The study period was divided into three phases: 2015–2017 (popularization), 2021–2022 (post-pandemic consumption shift), and 2023–2024 (global expansion and digital integration). Frequency and term frequency-inverse document frequency (TF-IDF) analyses were conducted on key terms, followed by semantic network analysis and community detection using the Wakita–Tsurumi algorithm to compare discourse structures across periods. Additionally, quadratic assignment procedure (QAP) correlation analysis with UCINET was used to examine discourse continuity and change. Consumer discourse consistently featured keywords related to traditional tourist sites, services, and emotional experiences, with online and regional content emphasized during the pandemic. Recently, discourse evolved by integrating digital technologies, K-pop, and metaverse trends, reflecting new cultural consumption forms. Spatially, the focus shifted from Seoul to regional and modern spaces, while experience methods and events diversified beyond traditional frameworks. Network analysis showed recurring core clusters, indicating resilient key concepts despite social shocks, such as the pandemic. Hanbok experiential tourism evolved from a focus on traditional culture to one that combines modern fashion and digital technology. This study underscores the evolving role of hanbok experiences as a sustainable cultural tourism product that integrates fashion, digital technology, and immersive event design, providing valuable insights for future tourism and cultural content development.

본 연구는 체험형 화장품 매장에 대한 관심도가 높아짐에 따라 체험경제이론을 적용한 체험형 화장품 브랜드 소비자의 애착과 구전의도에 미치는 영향을 분석하고자 하였다. 이를 위해 설문지 234부를 수집하여 SPSS 27.0으로 빈도분석, 요인분석, 신뢰도 분석, 상관관계분석, 회귀분석을 실시하였다. 첫째, 교육적, 일탈적 체험이 브랜드 애착에 유의한 영향을 미쳤으며, 교육적 체험이 가장 큰 영향을 미치는 것으로 나타났다. 둘째, 오락적, 교육적, 심미적 체험이 구전의도에 유의한 영향을 미쳤으며, 심미적 체험이 가장 큰 영향을 미치는 것으로 나타났다. 셋째, 브랜드 애착은 구전의도에 유의한 영향을 미치는 것으로 나타났 다. 그러므로 브랜드 애착과 구전의도를 증진시키기 위해서는 흥미를 유발할 수 있는 재미 요소와 다양한 미용 정보나 지식을 제공해야 한다. 또한, 매력적인 분위기의 공간으로 가꾸고 신선하고 새로운 경험을 선 사해야 할 필요가 있다.

This study investigates consumer experiences and word-of-mouth (WOM) intentions in luxury brand pop-up stores, including standalone and department store setups. Grounded in experience economy theory, this study examines the experiential elements based on the types of pop-up stores and the relationships among consumer experience, pop-up store image, and WOM intentions for each type. Data were collected from 300 visitors to luxury brand pop-up stores between January and July 2023 and analyzed using Smart PLS 4.0. The findings reveal several key insights. First, standalone pop-up stores offer educational and escapist experiences, while pop-ups within department stores have a single identified factor of consumer experience. Second, regardless of the store type, luxury pop-up store experiences significantly influence pop-up image perceptions. Third, luxury pop-up store image drives WOM intentions for both standalone and department store pop-ups. Notably, the unique image significantly impacts solely department store pop-ups and does not influence standalone pop-ups. Moreover, image perceptions in both pop-up store types do not significantly affect brand WOM intentions. Finally, WOM intentions for pop-up stores significantly influence WOM intentions for brands. This study contributes to the theoretical understanding of consumer experiences in luxury pop-up stores, providing practical insights for stakeholders in the luxury brand industry to enhance pop-up store image perceptions and WOM intentions.

This study is aimed to examine the mediated effects of consumer recognition in relationship of local food tour experience and intention of action in the revitalization of local food. Questionnaire survey target was women in 30s and 40s. The local food tour experience is independent variable, intention of action is dependent variable, and consumer recognition is analyzed as mediated variable. As a result, consumer recognition which is mediating variable has two subordinated variables. One is direct affect and the other is indirect affect. Between local food tour experience and intention of action, there was partial mediating effect. Thus, through tour experience, consumer can have positive recognition of freshness, safety, health, taste, price, job creation and relationship. That affects to the intention of action. Based on the results of the study, it is necessary to learn success case for marketing revitalization, and develop and operate experiencing tour education program to manage customer continuously.