노인 스포츠레저산업의 인식과 수요 분석을 통한 소비 활성화 방안 – 중국 웨이하이시 중심 – = Measures to Revitalize Consumption through the Analysis of Awareness and Demand in the Senior Sports Leisure Industry – Center of Weihai City, China -

다국어 초록 (Multilingual Abstract)

Purpose: With the growing number of elderly people in China and their increasing purchasing power, the sports leisure industry catering to healthy seniors is gaining significant interest. This study aims to propose strategies to enhance consumer satisfaction by analyzing the awareness and demands of Chinese elderly individuals regarding sports leisure. The study also aims to provide fundamental data that can contribute to boosting consumption in the sports and leisure sector for the elderly in China.
Method: A survey was conducted on 738 elderly residents in Weihai, China, from June 1 to August 30, 2023. The collected questionnaires underwent goodness-of-fit testing, frequency analysis, t-test, and oneway ANOVA using SPSS 20.0 and AMOS 24.0. The results are as follows.
Results: First, it was found that Chinese seniors recognize the need for the sports and leisure industry and have a strong desire to actively participate in it. Second, Chinese seniors’ satisfaction with the demand for products and services in the sports and leisure industry was found to be lower than China’s service satisfaction average of 3.5. Third, in order to revitalize Chinese elderly people’s consumption of the sports and leisure industry, the need to cultivate professional manpower, establish an education program for the elderly in the sports and leisure industry, and develop a marketing strategy tailored to the elderly was presented.
Conclusion: To revitalize China’s senior sports and leisure industry, it is crucial to train professional personnel within the industry to enhance consumer satisfaction and to develop an effective marketing strategy targeting the elderly population.