도시마케팅 전략을 위한 해양관광레저스포츠 참여동기, 제약, 도시브랜드와 관광만족의 관계

Abstract

The purpose of this study was to derive principal marketing factors necessary to establish city marketing strategy and successful city branding to activate marine tourism leisure sports by examining participation motivation and limitations and the effect of city brands on tourism satisfaction. In order to achieve this purpose, on-site survey was conducted to 734 visitors for marine tourism leisure sports in Yeosu, Jeollanam-do in 2007～2008 and their demographic characteristics, participation motivation, participation limitations, city brands, and tourism satisfaction factors were analyzed. The instrument of study used for the survey was self-administration, and the validity and reliability of questionnaire was tested by sports and tourism marketing professionals(content validity) and pre-survey(basic validity), and through exploratory factor analysis and internal consistency analysis(construct validity and reliability). Materials analysis was made through technically statistical analysis such as mean and standard deviation. One-way ANOVA and multiple regression analysis were used to test study hypothesis. Finally the following conclusion was drawn. First, as a result of examining a statistically significant difference in participation motivation associated with participation types in marine tourism leisure sports, the highest perceived motivation was found in scuba diving, followed by sea fishing and travel. and as a result of examining a statistically significant difference in participation limitations associated with participation types in marine tourism leisure sports, the highest perceived limitation was found in travel, followed by sea fishing and scuba diving. as a result of examining a statistically significant difference in the awareness of city brands associated with participation types in marine tourism leisure sports, the highest perceived city brands was found in travel, followed by sea fishing and scuba diving. as a result of examining a statistically significant difference in tourism satisfaction associated with participation types in marine tourism leisure sports, the highest perceived travel satisfaction was found in travel, followed by sea fishing and scuba diving. Second, as a result of examining the effect of participation limitation on participation motivation of marine tourism leisure sports, the highest statistically significant effect was structural limitation, followed by in-personal and interpersonal limitations. Third, as a result of examining the effect of participation motivation on city brands of marine tourism leisure sports, the highest statistically significant effect was social limitation, followed by intellectual and rest limitations. Fourth, as a result of examining the effect of city brands on tourism satisfaction, the highest statistically significant effect was diversity and public relations followed by quality and price factors. In conclusion, this study analyzed the effects of participation motivation and limitation, and the effect of city brands on tourism satisfaction associated with participation types of marine tourism leisure sports. All research hypotheses were partially or entirely adopted and these study results empirically supported the relationship between factors derived from previous researches. Above all, the focus should be on the improvement of service quality offered to visitors to enhance their satisfaction at marine tourism leisure sports and induce their revisit. Marketing mix strategy is also necessary to formulate the methods for diversity and public relations of facilities and programs perceived by marine tourists and price reduction. Furthermore, this study found that in the marine tourists group, participation limitation factors were not divided into in-personal and interpersonal ones, but were acted as one factor.