Present consumers' improved income levels and reduced business hours result in enough leisure time that leads to keen interest in cultural arts. The trends of the certain period and lifestyles that change a lot enable people to pursue convenience and hope to simultaneously meet cultural pleasure and purchasing desire in the some place. Therefore, without traditional marketing ways, it is very natural to choose experiential marketing methods in complex cultural space that provides various cultural arts to maintain steady relations with customers. Also, they identify themselves through purchases and share the value with its brands and products. Accordingly, there is a strong possibility that companies have developed new services, invested marketing methods, and tried to offer differentiated services to satisfy customers' desire. The cultural complexes that companies and the local governments run research a lot but there is rarely research on additional private complexes. In this sense, this study concentrates on additional cultural complexes and examines how experiential marketing and cultural arts provide companies and consumers. It studied advanced research, investigates additional cultural complexes, establishes the sensible, emotional, cognitive, behavioral and relational components of experiential marketing, and finds the effects of these components on brand images and the intention of revisits. In order to use analyses of actual proof of the experiential marketing effects in cultural complexes on the brand images and revisit intention, it also choose the statistical investigation methods to verify hypotheses with surveys. After analyzing the correlations with each variable, the sensible, emotional, cognitive, behavioral, and relational components that are subordinate experiential marketing affect the symbolic and empirical images that are the second components of brand images in the statistics. Also, these components mutually influence the intention of revisits. Such symbolic and empirical images interactively have influence on the revisit intention in the statistics. The analysis results of the effects on the experiential marketing on the brand images and the intention of revisits. The symbolic images consist of the sensible, relational, cognitive, behavioral, and emotional components in order of importance and the empirical images emerge on the basis of relational, behavioral, sensible, emotional, and cognitive components in order of importance. In addition, the effects on the experiential marketing on the intention of revisits are composed of the sensible, relational, emotional, cognitive, and behavioral components and the effects of brand images on the revisits intention consist of symbolic and empirical images in order of importance. In other words, it would appear that this study meaningfully approaches the additional complex cultural space among its forms and significantly harmonizes the experiential marketing in the cultural complexes. Such marketing raises the statue of brand images through new integrated experience of cultual arts and positively affect the intention of revisits in this study as well. It is expected that the complex cultural space becomes more important place and needs the experiential marketing to effectively manage this kind of space. If this marketing were more efficiently activated than before, a lot of people would be more interested in the cultural arts and have recognizable opportunities. Also, like overseas cases, the complex cultural space contributes to area activation and is to develop landmarks. ，韩语毕业论文，韩语论文题目 |
