Impact of Aesthetic Experience on Affective Image and Satisfaction: Focusing on Visitors to the National Asian Culture Center

Key Points

• The research aims to examine how aesthetic experience influences emotional image and satisfaction among visitors.
• Conducted onsite and online surveys with visitors at the National Asian Culture Center.
• Obtained a valid sample of 321 responses.
• Operationalized aesthetic experience into cognitive, perceptual, emotional, and communication dimensions.
• Used multivariate analysis to test hypotheses regarding the relationships among variables.
• Emotional dimensions of aesthetic experience significantly positively influenced all sub-factors of emotional image.
• Cognitive dimensions affected the 'atmosphere' sub-factor but not 'enjoyment' or 'novelty'.
• Perceptual and communication dimensions positively impacted 'enjoyment' and 'novelty'.
• All sub-factors of emotional image significantly positively affected visitor satisfaction, with 'atmosphere' having the largest impact.