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Cross-Cultural Perspectives on the Experience Economy

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2019, 43(8), pp.31-48
  • DOI : 10.17086/JTS.2019.43.8.31.48
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism
  • Received : August 28, 2019
  • Accepted : October 1, 2019
  • Published : November 1, 2019

Seohee Chang 1

1숙명여자대학교

Excellent Accredited

ABSTRACT

Pine and Gilmore suggested that industry revenue proportionally increases according to consumers' pleasure associated with their experience, which is rooted in the theory of experienced utility, assuming an irrational and emotional decision-maker. To empirically study the aforementioned assumption, Chang, in a series of studies, mea31 48sured the monetary values of tangible and intangible hospitality and tourism products perceived by consumers. However, the findings of her studies were different from what Pine and Gilmore assumed in the experience economy, revealing that the monetary value of the service economy was greater than that of the experience economy. Nevertheless, the results showed that the perceived loss value of the experience economy was greater than its gain value. In addition, there were some variations in the loss and gain values of the experience economy by regional cultures. Therefore, to explore the likelihood of cultural differences influencing the experience economy, this study established a framework (collectivism vs. individualism, context-related vs. context-free, and prevention-oriented vs. promotion-oriented) for a cross-cultural comparison of the experience economy. The experience economy was discussed in the hospitality and tourism context by using the framework. It is expected that this conceptual paper will contribute to developing future empirical studies.

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