sustainability

Article
Investigating the Effect of Experience in an Airport on
Pleasure, Satisfaction, and Airport Image: A Case
Study on Incheon International Airport
Young Kyung Ryu and Jin-Woo Park *
School of Business, Korea Aerospace University, Goyang-si 10540, Korea
* Correspondence: [email protected]; Tel.: +82-2-300-0354




Received: 22 May 2019; Accepted: 20 August 2019; Published: 25 August 2019


Abstract: This study aimed to empirically explore the effects of the experience economy of Incheon
International Airport (IIA) on pleasure, satisfaction, and airport image. A survey was conducted with
a total of 416 airport users at IIA, and the collected data were analyzed using a structural equation
model. Among the four realms of experience, esthetic experience and escapist experience had positive
effects on pleasure. In addition, pleasure had a positive effect on satisfaction and airport image, and
that satisfaction had a significant effect on airport image. It is expected that the results of this study
can serve as fundamental data to enhancing the satisfaction level of airport users and increasing the
sustainable development of IIA.

Keywords: experience economy; pleasure; satisfaction; airport image; sustainable development

of airport

1. Introduction
Traditionally, airports have been mere transportation bases carrying passengers and cargo. Today,
however, airports offer high added value as locations where various services and industrial activities are
carried out. In addition, they are recognized as an important means of securing a national competitive
advantage, evolving into active service providers that create positive experiences for visitors through
diverse experience programs and an efficient use of spaces. An airport terminal also serves as a cultural
complex offering a variety of experiences to visitors, including cultural experiences, shopping, and
art performances, departing from the traditional concept of a place where passengers simply wait for
boarding. By providing these unique, high-end customer experiences, airports are able to cultivate
strong images and increase customer satisfaction, differentiating themselves from their competitors [1].
Therefore, enhancing the level of experience can be an important factor in maintaining a competitive
advantage and differentiating one airport from neighboring competing airports [2].
Experience is a key factor in forming positive memories; therefore, there is a growing emphasis
on the importance of experience [3–5]. In line with this, Pine and Gilmore [6] presented the experience
economy theory, which emphasizes the importance of experience as the driving force of the market,
in which competition is fiercer than ever. Many experience-related studies based on the experience
economy theory have been aggressively performed in Korea, but there is a lack of studies regarding
the emotional reactions of airport users from the perspective of the experience economy despite the
importance of experience in non-optional physical environments. From the perspective of airport
experience, airports are able to contribute to the formation of tourism destinations and an airport
brand image by applying a sense of place [7]. Additionally, unique customer experiences at airports
are an important factor that positively impact each airport’s image and financial performance [1].

Sustainability 2019, 11, 4616; doi:10.3390/su11174616 www.mdpi.com/journal/sustainability

Sustainability 2019, 11, 4616 2 of 11

Therefore, this study aimed to fill a gap in the literature by identifying the effects of airport
experience elements on the satisfaction of airport users through a case study of Incheon International
Airport (IIA), the representative airport of Korea. An empirical analysis was conducted on the effects
of such emotional reactions on customer satisfaction levels with the airport and image formation, and
the relation between satisfaction levels and airport image. It is believed that this study can expand the
experience economy theory of Pine and Gilmore [6], and its results can be used to establish strategies
to enhance sustainable development and competitive advantage, as well as create a positive airport
image and enhance the satisfaction level of airport users.

2. Literature Review

2.1. Experience Economy Theory

As market competition intensifies, the focus of corporate competitive advantage has swiftly
moved from the financial perspective centered on products and enterprises to the individual
experience-oriented perspective. Moreover, with increased competition, the focus on services has
grown, placing an emphasis on the importance of experience [8,9]. Experience is based on the
interactions related to service and refers to the close relationship between a company and consumers,
along with the emotional interactions with unique and memorable services [8,10–12].
In this context, Pine and Gilmore [6] developed their experience economy theory. This is a new
approach for surviving in the market environment of commoditization. The authors introduced
experience as a higher-level concept of products and services that are derived from the interactions
between a company and individual consumers and defined experience as all of the events that consumers
encounter while directly participating in the production process. They argued that companies should
prioritize the value of experience as part of a strategy to prevent the commoditization of services and
products and to raise their competitive advantage [6]. Experience evolves throughout the four stages of
commodity–goods–service–experience along the progression of economic value, and it can be perceived
as an impressive next-generation product. As it progresses to higher levels, the value of an economic
product rises and is endowed with unique characteristics differentiated by competing products.
Experience is largely divided into the two categories of individual factors (passive and active)
and environmental factors (absorption and immersion). Moreover, depending on the level of impact of
each factor, it can be further classified into four dimensions of experience: educational, entertainment,
esthetics, and escapism. Each of the dimensions can be described as follows. An educational experience
is absorptive and active, and it requires customers to actively participate in the event. In other words,
consumers play a vital role in experiential events. Therefore, the educational experience occurs when
people directly participate in activities and improve their knowledge levels, as is the case with the
traditional costume experience and the craft class at IIA [13,14]. The entertainment experience is
the oldest and most common type in which people passively absorb experiences such as observing
others’ activities or performances, including live shows, parades (e.g., the royal promenade), and
music concerts. Therefore, customers tend to passively engage in entertainment experiences and
absorb the experiences rather than immerse themselves in them. The esthetic experience occurs
through visual or audio elements and does not involve giving or receiving any influence to or from
the surrounding environment. That is, customers interpret the physical environment around them,
and existing in that environment pleases the customers [6,13]. Therefore, service providers should
create a consistent, attractive, and fully immersive environment for customers to perceive esthetic
experiences as reality [6]. IIA provides such esthetic experiences within its Korean Cultural Street and
other exhibition areas. Finally, the escapist experience refers to a participation-immersion experience
through which people forget about reality by being immersed into the environment to which they
are exposed [13–15]. Thus, escapist experiences are highly immersive compared to educational and
entertainment experiences. Customers participating in escapist experiences engage in the possibility
of moving toward a worthwhile place where they spend time and garner satisfaction from that time.
Sustainability 2019, 11, 4616 3 of 11

This phenomenon is reflected in the transition of services shown in the progression of economic value
to the experience economy [6]. This may include cultural experience pavilions or duty-free shopping.
Most of the previous studies related to the experience economy theory have identified the
relationship between four dimensions of experience and emotional responses. A positive emotional
response to experience can be explained by pleasure. Previous studies have also shown positive
emotional responses through educational, entertainment, esthetic, and escapist experiences [15–18].
Therefore, this study set the following hypotheses based on the literature.

Hypothesis 1 (H1). Entertainment experience has a positive effect on pleasure.

Hypothesis 2 (H2). Educational experience has a positive effect on pleasure.

Hypothesis 3 (H3). Esthetic experience has a positive effect on pleasure.

Hypothesis 4 (H4). Escapist experience has a positive effect on pleasure.

2.2. Pleasure, Satisfaction, and Airport Image

Pleasure can be defined as the result of positive interactions as well as a basic emotional
experience [19,20]. It can be further defined as the feeling of satisfaction and reward arising from
participating in or performing certain activities and, in turn, it is an important factor in maintaining
those activities [21]. Finally, it is a multidimensional variable that includes excitement, affect, and
perception of competence [22]. Pleasure is also considered to be a component of the theory of
motivation, which is an emotional element that can indirectly affect the willingness to participate
in activities (Gardner et al., 2016, MacCarthy et al., 2008). This emotional element is deemed to be
more essential than verbal interpretations, as it helps to understand the impact of consumer behavior.
Therefore, pleasure plays an important role in behavior analysis. Bigne et al. [23] and Ha [24], in their
studies analyzing the relation between the four dimensions of experience and pleasure and satisfaction,
confirmed that pleasure from experience had a significant impact on satisfaction. In addition, it was
found that positive emotions toward a corporate brand were remembered as a pleasant experience,
and such pleasant experiences affected the formation of a positive image toward that brand [25]. In this
study, the following hypotheses were set based on previous related studies.

Hypothesis 5 (H5). Pleasure has a positive effect on satisfaction.

Hypothesis 6 (H6). Pleasure has a positive effect on airport image.

Satisfaction is a core marketing concept that is still studied intensively. It refers to the
comprehensive mental status or consumer reactions arising from the gap (or lack thereof) between
an individual’s expectations and the actual experience [26–28]. It can also be explained as the
overall reactions to a series of situations or the prompt reactions to a situation [29]. In other words,
if perceived performance is higher than expected, a positive discrepancy is built in which the customers
will be satisfied. On the contrary, if the customer expectation is much higher than the perceived
performance, a negative discrepancy is formed, resulting in a negative emotional response in the form
of disappointment [23,30]. Satisfaction, therefore, can be defined as an overall response to a series of
situations or experiences, or an immediate response to a certain situation as well as an evaluation
experience after the decision making takes place for a certain choice [29,31]. Anderson et al. [32] argued
that satisfaction was the overall evaluation of the entire consumption experience for products and
services, and therefore was a basic indicator of the past, present, and future achievements of a company.
Satisfaction is particularly important because it is one of the factors that influences customer loyalty
and corporate profitability, which are regarded as the main objectives of the sustainable development
strategy [33–35].
Sustainability 2019, 11, 4616 4 of 11

Previous studies on image were mainly conducted with a focus on corporate image and brand
image [36]. Considering that IIA implements a consistent image branding strategy through various
Sustainability 2019, 11, x FOR PEER REVIEW 4 of 11
corporate social responsibility (CSR) activities, this study, based on previous studies on corporate
and brand image, defined airport image as follows: a multi-dimensional reaction that reflects the
thoughts and emotional aspects of airport users and a unique image differentiated from other
thoughts and emotional aspects of airport users and a unique image differentiated from other airports.
airports. Moreover, the airport image includes the goals and plans of the airport, which are also
Moreover, the airport image includes the goals and plans of the airport, which are also important
important factors in differentiating the airport from competing airports [37]. Abdullah et al. [38] and
factors in differentiating the airport from competing airports [37]. Abdullah et al. [38] and Johnson et
Johnson et al. [39] studied the relationship between satisfaction and image using the customer
al. [39] studied the relationship between satisfaction and image using the customer satisfaction index
satisfaction index and confirmed that satisfaction had a direct impact on image. It was found that the
and confirmed that satisfaction had a direct impact on image. It was found that the more positive
more positive an individual’s experience, the higher the satisfaction, which led to the creation of a
an individual’s experience, the higher the satisfaction, which led to the creation of a positive image.
positive image. Consequently, the following hypothesis was proposed:
Consequently, the following hypothesis was proposed:
Hypothesis 7 (H7). Satisfaction has a positive effect on airport image.
Hypothesis 7 (H7). Satisfaction has a positive effect on airport image.
3. Methodology
3. Methodology
3.1. Research Model
3.1. Research Model
Based on the theoretical background examined earlier, an empirical verification of the
relationshiponamong
Based the theoretical background
the dimensions examined(entertainment,
of experience earlier, an empirical verification
education, of theescapism)
esthetics, relationshipof
among the dimensions of experience (entertainment, education, esthetics, escapism)
IIA, the pleasure and satisfaction of airport users, and airport image was conducted. To achieveof IIA, the pleasure
this
and
aim,satisfaction
the following of airport
researchusers,
modeland airport
was image was
established conducted.
(Figure 1). To achieve this aim, the following
research model was established (Figure 1).

Figure 1. Research Model.

Figure 1. Research Model.
3.2. Data Collection and Data Analysis
3.2. Data Collection and Data Analysis
A survey was conducted in this study with individuals who had visited or used IIA during the
priorA survey
year. The was conducted
survey in this
was carried outstudy with
from 27 individuals
April to 13 Maywho2017had visited
at IIA or used
through IIA during the
a self-administered
prior year. The
questionnaire survey
with a totalwas carried
of 416 out from used
questionnaires 27 April to final
for the 13 Maydata2017 at IIA
analysis. Thethrough a self-
measurement
administered questionnaire with a total of 416 questionnaires used for the final data
items on the questionnaire were structured based on previous studies and categorized into the four analysis. The
measurement items on the questionnaire were structured based on previous studies and categorized
dimensions (entertainment, education, esthetics, and escapism), and it focused on pleasure, satisfaction,
into theimage,
airport four dimensions
demographic (entertainment,
characteristics,education,
and generalesthetics, and escapism),
characteristics. There and
wereit13focused on
questions
pleasure, satisfaction, airport image, demographic characteristics, and general characteristics.
regarding airport experience, and four questions assigned each to pleasure, satisfaction, and airport There
were 13
image, questions regarding
respectively. airport
These questions experience,
were measuredand four
using the questions assigned
Likert 5-point each
scale (1 pointto=pleasure,
strongly
satisfaction, and airport image, respectively.
disagree~5 points = strongly agree) (Table 1). These questions were measured using the Likert 5-point
scale (1 point = strongly disagree~5 points = strongly agree) (Table 1).
Sustainability 2019, 11, 4616 5 of 11

Table 1. Measurement items.

Measure Variables
The IIA terminal had a special event.
The IIA terminal offered various attractions.
Entertainment experience
The IIA terminal had an entertainment element.
The IIA terminal had an element that entertained me.
I could experience Korean culture in the IIA Terminal.
Educational experience The IIA terminal had an element that stimulated my curiosity.
Experience Economy
The IIA terminal had an element that elicited my creativity.
Overall, I liked the design of the IIA terminal.
Esthetic experience The environment of the IIA terminal was attractive.
The IIA terminal fits well with the image of the airport.
I felt like I was out of my daily life when I spent time at IIA terminal.
Escapist experience The IIA terminal refreshed me.
The IIA terminal offered me a new experience.
I really enjoyed the time I spent at the IIA terminal.
I felt happy while I spent time at the IIA terminal.
Pleasure
I felt interested while I spent time at the IIA Airport terminal.
I felt joy while I spent time at the IIA terminal.
I am satisfied with the overall experience at the IIA terminal.
IIA was as good as or better than I expected.
Satisfaction
I was satisfied with IIA to a greater extent than with other airports.
It was a good experience to visit IIA.
IIA has a distinct image.
IIA has a unique image.
Airport Image
I can clearly imagine the image of IIA.
IIA is different from other airports (e.g., Kimpo Airport).

In order to analyze the data, SPSS 18.0 and AMOS 21.0 were used. Structural equation modeling
(SEM) was conducted to test the hypotheses as SEM provides a better analytical method of empirically
examining a theoretical model by including the measurement model and structural model in a single
analysis [40]. Confirmatory Factor Analysis (CFA) was also conducted before SEM to verify how well
the measured variables represented the individual constructs.

4. Discussion

4.1. Demographic Characteristics

Table 2 presents the characteristics of the research sample. The gender composition of the sample
consisted of 241 females (57.9%) and 175 males (42.1%). Regarding age, 179 participants were in their
20s (43.0%), 87 were in their 30s (20.9%), 60 were in their 40s (14.4%), 72 were in their 50s (17.3%), and
18 were aged 60 or higher (4.3%). The responses indicated that 219 participants graduated from (were
studying at) a university (24.5%), 102 graduated from (were studying at) a graduate school (24.5%),
74 graduated from (were studying at) a community college (17.8%), and 21 graduated from (were
studying at) a high school or lower-level educational institution (5.4%). Therefore, more than 80%
of the sample had a college or higher-level degree. The survey results showed that 301 respondents
visited the airport 1 to 2 times within the prior year (72.4%), 83 visited 3 to 5 times (20.0%), 17 visited
6 to 10 times (4.1%), and 15 visited 11 or more times (3.6%). Regarding the purpose of the airport visit,
departures and arrivals comprised the majority with 377 participants (90.6%), followed by business
(e.g., business meeting) with 24 people (5.8%), other purposes (e.g., picking up people from the airport)
with 11 (2.6%) and transfer with 4 respondents (1%). The length of time at the airport was dominated
by 2 to 3 h for 198 of the respondents (47.6%), followed by 1 to 2 h for 120 participants (28.8%), 3 h or
longer for 72 people (17.3%) and less than 1 h for 26 respondents (6.3%).
Sustainability 2019, 11, 4616 6 of 11

Table 2. Sample Characteristics.

Classification N %
Male 175 42.1
Gender
Female 241 57.9
20 to 29 years old 179 43
30 to 39 years old 87 20.9
Age 40 to 49 years old 60 14.4
50 to 59 years old 72 17.3
60 years old or older 18 4.3
1–2 times 301 72.4
3–5 times 83 20
Number of visits
6–10 times 17 4.1
11 times or more 15 3.6
Arrival or departure 377 90.6
Transfer 4 1
Purpose of visits
Business 24 5.8
Other 11 2.6
less than 1 h 26 6.3
1–2 h 120 28.8
Time spent at the airport
2–3 h 198 47.6
3 h or more 72 17.3
KRW 1,000,000 or less 124 29.8
KRW 1,000,000–1,900,000 51 12.3
KRW 2,000,000–2,900,000 102 24.5
Monthly income
KRW 3,000,000–3,900,000 63 15.1
KRW 4,000,000–4,900,000 38 9.1
KRW 5,000,000 or more 38 9.1
Total 416 100

4.2. Reliability and Validity Test

This study conducted a CFA to analyze whether the measurement variables and the factor
structure of the potential variables based on verified theories from previous studies were appropriate.
The absolute fit indices show how well the model indicated by the researchers reproduces the observed
data [40]. The Goodness-of-Fit Index (GFI), Adjusted Goodness of Fit Index (AGFI), Normed Fit Index
(NFI), Tucker Lewis Index (TLI), Comparative Fit Index (CFI), and Root Mean Square Residual and
Root Mean Square Error are used in this study. The GFI, AGFI, NFI, TLI and CFI ranges between 0 and
1, with higher values suggesting better fit [40,41]. The RMR with good fit have values that less than
0.05, and approach 0 [41] while the RMSEA is possible between 0.03 and 0.08 with 95% confidence [40].
The goodness-of-fit model analysis results (X2 = 810.189, df = 253.978, CMIN/DF = 3.190, RMR = 0.038,
GFI = 0.861, AGFI = 0.822, RMSEA = 0.073, NFI = 0.893, TLI = 0.910, CFI = 0.924) were good overall,
but the GFI and AGFI values did not reach the standard value of 0.9. However, as GFI and AGFI can
be affected by the inconsistency attributable to the sample characteristics [41], and CFI is free of those
characteristics, the goodness-of-fit of the model could be assessed at an acceptable level because CFI
was 0.924. Moreover, the squared multiple correlations (SMC) value (which indicates the explanation
power of the measurement item on the latent variable) of each variable was not less than the standard
value of 0.4, and the critical ratio (CR) value exceeded 2 by a large margin in all cases, showing that the
potential variables aptly explained the variations of the relevant measurement variables. Therefore,
the measurement model proposed in this study was found to be acceptable. The results of CFA are
shown in Table 3.
Sustainability 2019, 11, 4616 7 of 11

Table 3. Results of Confirmatory Factor Analysis.

Configuration Measurement Non-Standardized Standardized

S.E C.R. a SMC C.R. b ac
Concept Items Estimate Estimate
Entertainment1 1.086 0.75 0.071 15.393 0.5
Entertainment2 1.002 0.768 0.063 15.816 0.7
Entertainment 0.859 0.848
Entertainment3 1.000(Fix) 0.774 - - 0.762
Entertainment4 1.065 0.765 0.068 15.745 0.758
Education1 0.971 0.808 0.049 19.616 0.719
Education Education2 1.000(Fix) 0.881 - - 0.605 0.793 0.775
Education3 0.885 0.781 0.047 18.718 0.791
Esthetics1 0.877 0.774 0.05 17.409 0.726
Esthetics Esthetics2 1.000(Fix) 0.867 - - 0.683 0.903 0.848
Esthetics3 0.893 0.786 0.05 17.749 0.725
Escapism1 0.998 0.707 0.072 13.796 0.652
Escapism Escapism2 1.000(Fix) 0.767 - - 0.499 0.86 0.859
Escapism3 0.925 0.72 0.066 14.069 0.728
Pleasure1 0.953 0.852 0.044 21.789 0.752
Pleasure2 1.006 0.827 0.048 20.775 0.599
Pleasure 0.934 0.906
Pleasure3 0.968 0.808 0.048 20.015 0.519
Pleasure4 1.000(Fix) 0.853 - - 0.588
Satisfaction1 0.933 0.848 0.049 21.799 0.61
Satisfaction2 0.977 0.89 0.041 23.581 0.776
Satisfaction 0.942 0.901
Satisfaction3 0.872 0.778 0.046 18.977 0.652
Satisfaction4 1.000(Fix) 0.852 - - 0.618
Image1 1.028 0.871 0.044 23.364 0.585
Image2 1.000(Fix) 0.873 - - 0.6
Airport Image 0.913 0.89
Image3 1.002 0.837 0.046 21.848 0.59
Image4 0.791 0.707 0.047 16.737 0.562
Note: a Critical Ratio; b Construct Reliability; c Cronbach’s α.

4.3. Hypotheses Test

From the analysis results of the structural equation research model, it was observed that the
goodness-of-fit indexes of the model were CMIN = 943.960, RMSEA = 0.079, RMR = 0.062, GFI = 0.842,
AGFI = 0.803, NFI = 0.876, TLI = 0.893, and CFI = 0.906. Most of the indexes were within the range of
the goodness-of-fit, with the exception of the NFI and TLI values, which only deviated slightly out of
range. Therefore, it was concluded that the measurement model of this study was appropriate.
The path coefficient between potential variables was confirmed through the structural equation
model. As can be seen in Table 4, the impact of entertainment experience on pleasure was β = 0.105,
CR = 0.938 (p < 0.001), and the impact of educational experience on pleasure was β = 0.102, CR = 0.836
(p < 0.001), indicating no statistically significant impact. Meanwhile, the impact of esthetic experience
on pleasure was β = 0.201, CR = 3.632 (p < 0.001), and the impact of escapist experience on pleasure was
β = 0.507, CR = 10.285 (p < 0.001), verifying that they had a statistically significant impact. This showed
that due to the unique characteristics of the airport, airport users were more affected by psychological
elements, including the surrounding environment, than by entertainment or educational elements.
The impact of pleasure on satisfaction and airport image was β = 0.624, CR = 14.681 (p < 0.001) and
β = 0.229, CR = 3.526 (p < 0.001), respectively, showing a statistically significant impact. This meant
that the more pleasure an airport user derived, the greater their satisfaction and the more positive
their image of IIA. This result was similar to that of previous experience economy studies. In addition,
the impact of satisfaction on airport image was observed as β = 0.71, CR = 8.786 (p < 0.001). From this,
it can be said that the higher the satisfaction level of airport users, the more positive the airport image
was in their minds.
Sustainability 2019, 11, 4616 8 of 11

Table 4. Results of hypothesis testing.

Standardized
Hypothesis Path C.R. Result
Estimate
H1 Entertainment experience → Pleasure 0.105 0.938 Rejected
H2 Educational experience → Pleasure 0.102 0.836 Rejected
H3 Esthetic experience → Pleasure 0.201 3.632 *** Cannot be Rejected
H4 Escapist experience → Pleasure 0.507 10.285 *** Cannot be Rejected
H5 Pleasure → Satisfaction 0.624 14.681 *** Cannot be Rejected
H6 Pleasure → Airport image 0.229 3.526 *** Cannot be Rejected
H7 Satisfaction → Airport image 0.71 8.786 *** Cannot be Rejected
*** p < 0.001.

5. Conclusions and Implications

This study aimed to identify the relationship among the four dimensions of experience presented
by Pine and Gilmore [6] and the pleasure, satisfaction, and airport image derived by airport users
using IIA. The empirical analysis results of the hypotheses of this study can be summarized as follows.
First, it was revealed that among the four dimensions of experience, entertainment experience, and
educational experience had no impact on pleasure, whereas esthetic experience and escapist experience
did. Escapist experience, in particular, had a significant influence on pleasure. This result suggested
that airport users place more importance on experiences through which they can refresh themselves
than they do on educational and entertainment programs in the airport. Second, it was confirmed that
pleasure had a positive influence on satisfaction and airport image. The more pleasure airport users
derive, the higher their satisfaction with the airport, and this enhanced level of pleasure instills a firm
impression of IIA. As a result, this can help create a unique airport image differentiated from other
airports. This supported the studies by Oishi et al. [42] and Wirtz et al. [43], which analyzed the direct
impact of pleasure on satisfaction, as well as the study by Isotalo and Watanen [25], which argued
that pleasant brand experience had a positive influence on the formation of brand image. Finally,
satisfaction was found to have a positive impact on airport image. This was in line with the results of
the study by Abdullah et al. [38] and Johnson et al. [39], which used the customer satisfaction index to
verify the relationship between satisfaction, company image, and service image.
In identifying the relationships between experience elements and diverse variables, this study
offers the following implications for the future activities of airports. First, it examined the importance
of experience in a non-optional physical environment, which had not been previously studied, and
analyzed the impact of experience on image. Most previous experience economy studies were restricted
to optional events, such as festivals, and usually focused on customer satisfaction and its relationship
with behavior intention, but no previous studies analyzed the influence between images. Against this
backdrop, this study identified the experience characteristics of IIA based on the experience economy
theory, and analyzed and verified the relationships among pleasure, satisfaction, and airport image
derived by airport users through an empirical approach. Second, this study provided the data required
to establish strategies to enhance user satisfaction and raise the sustainable development of IIA. This is
important as these factors are closely related to the competitive advantage of the airport. The findings
of this study showed that among the experience dimensions of IIA, escapist experience had the most
significant impact on pleasure. Therefore, airport practitioners should provide more diverse experience
programs containing escapist elements through which airport users can refresh themselves. This will
enhance the level of pleasure and satisfaction of airport users. For example, it is necessary to actively
develop content for experience activities along with technology such as virtual reality (VR) experience
events or a traditional cultural complex. In addition, as the second-most important factor, it is important
to enhance the level of esthetics because airport users place value on a pleasant indoor environment
and attractive and sophisticated interior design. With the development of the airport’s automation
system, the immigration process has become faster. However, due to the particularities of air travel, air
Sustainability 2019, 11, 4616 9 of 11

travelers still need to stay at the airport for three to five hours. Therefore, it is necessary to strengthen
services in terms of upgrading the quality of the experiences offered to travelers. For this service
improvement, airport practitioners should be able to deploy artwork by world-renowned artists,
and/or deploy a wide variety of artwork, to provide psychological rest and healing for airport visitors
and travelers. Creating an environment using diverse colors, lighting, and artwork and applying a
visually and physically satisfying design for airport users will help create unique experiences and have
a positive impact on airport image. Finally, expanding experience-oriented activities in which airport
users can directly participate and providing services that foster a pleasurable experience are critical to
providing a competitive advantage.
This study had the following limitations. This study was restricted to IIA, and it did not compare
the experience dimensions of IIA with those of other advanced airports across the globe. Because
some advanced airports in other countries offer experience-oriented services, including exhibitions,
to establish airport brand strategies and increase user satisfaction levels, it is necessary for IIA to
establish a development plan that incorporates comparisons with other airports. To that end, it is
important for future studies to draw out the specific characteristics of experience elements and
experience programs by comparing and analyzing other advanced airports around the world based on
the experience economy theory, and then apply the results to IIA. Moreover, constructs such as memory,
interests, and behavioral intentions could be tested in future studies as additional variables. This would
allow for a better understanding of the relationships between experiences and those variables, and it
also could extend the theory of experience economy, particularly in an airport context.

Author Contributions: Conceptualization, Y.K.R. and J.-W.P.; methodology, Y.K.R. and J.-W.P.; data collection and
analysis, Y.K.R.; supervision of the research, J.-W.P.; writing-original draft, Y.K.R.; writing-review & editing, Y.K.R.
and J.-W.P.
Funding: This research received no external funding.
Conflicts of Interest: The authors declare no conflict of interest.

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