해양스포츠 각종전진기지 이용자의 해양관광 활동유형별 체험 후 행동에 미치는 영향 = The Effect of the Base of Marine Sports Users’ the Type of Marine Tourism Activities on Post-Experience Behavior

다국어 초록 (Multilingual Abstract)

A survey was conducted from July to September in 2013 and aimed at tourists, public officials related in ocean, marine sports athlete, owners of marine equipment and club members who use the base of marine sports in the southern coast from Busan to Sinangoon in Mokpo, and the results by using the questionnaires survey are listed below. First of all, the results show that the satisfaction level and attractiveness affects the word of mouth intention that is a sub factor of sports-type’s post-experience behavior, and the satisfaction level, natural environment attractiveness, shopping facilities and attractiveness have a positive effect on revisit intention, and subsidiary facilities have a negative effect on revisit intention. Secondly, the results show that the satisfaction level and activation policy affects the word of mouth intention that is a sub factor of leisure (recreational)-type’s post-experience behavior, and the satisfaction level and environmental convenience affects revisit intention. Thirdly, the results show that the satisfaction level, natural environment attractiveness and environmental convenience affects the word of mouth intention that is a sub factor of tourism-type’s post-experience behavior, and the satisfaction level and attractiveness affects revisit intention.

국문 초록 (Abstract)

부산에서 목포 신안군까지의 남해안 해양스포츠전진기지를 이용하는 관광객, 해양관련 공무원, 해양스포츠관련 선수, 해양스포츠 장비소유자 및 동호회원 692명을 대상으로 2013년 7월∼2013년 9월까지 설문조사법을 이용하여 연구한 결과는 다음과 같다. 첫째, 스포츠형의 체험 후 행동의 하위요인인 구전의도에 영향을 미치는 요인으로는 만족도와 매력성, 재방문의도에는 만족도, 자연적 환경매력, 쇼핑시설과 매력성이 양(+)의 영향을 미치는 것으로 나타났으며, 부대시설은 재방문의도에 음(-)의 영향을 미치는 것으로 나타났다. 둘째, 레저(놀이)형의 체험 후 행동의 하위요인인 구전의도에 영향을 미치는 요인으로는 만족도와 활성화 정책으로 나타났고, 재방문의도에 영향을 미치는 요인으로는 만족도와 환경편의성으로 나타났다. 셋째, 관광형의 체험 후 행동의 하위요인인 구전의도에 영향을 미치는 요인으로는 만족도, 자연적 환경매력, 환경편의성으로 나타났고, 재방문의도에 영향을 미치는 요인으로는 만족도와 매력성으로 나타났다.

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