혼합방법론을 적용한 사찰음식 프로그램의 내러티브 트렌스포테이션 효과

초록

This study empirically examines the effects of narrative transportation on sensory, intellectual, and behavioral experiences, as well as brand love, in the context of learning temple cuisine. Temple cuisine, rooted in Buddhist philosophy and Korean traditional culture, provides a unique gastronomic experience, making it an ideal setting to explore the role of narrative transportation. A sequential explanatory mixed-methods approach was employed, combining quantitative and qualitative analyses. The quantitative phase utilized a survey and PLS-SEM to assess the relationships between narrative transportation and experiential dimensions. The qualitative phase involved interviews to complement the quantitative findings and offer deeper insights into participants' psychological and emotional transformations. The findings indicate that narrative transportation significantly influences sensory and behavioral experiences, with sensory experience contributing the most to brand love. Intellectual experience had a relatively weaker impact but played a critical role in enhancing philosophical and cultural understanding. Brand love, in turn, strongly affected both future participation intentions and advocacy behaviors. These results suggest that learning temple cuisine fosters positive attitudes and long-term attachment through sensory and behavioral engagement. This study highlights the potential of temple cuisine as a wellness and sustainable tourism product. Practical strategies are proposed to enhance the narrative design of temple cuisine programs and expand their appeal to global tourists.

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