공공체육시설 이용자의 참여동기와 여가만족도, 고객충성도, 지역애착도의 관계 = A Study on Relations between the Participation Motivation of Users of Public Sports Facilities and Their Leisure Satisfaction, Customer Loyalty, and Community Attachment

다국어 초록 (Multilingual Abstract)

This study set out to empirically investigate the participation motivation of users of public sports facilities as part of leisure activities on their leisure satisfaction, customer loyalty, and community attachment as people increased their interest in leisure sports and their desire for diverse improvements for quality of life. For that purpose, the study conducted a survey on 720 users of public sports facilities in D and U Metropolitan City. Collected data were put analyzed with such statistical analysis programs as SPSS 12.0 and AMOS 18.0. The inventories were put to validity, reliability, frequency analysis, t-test, and correlation analysis. In addition, multiple regression analysis and structural equation model analysis were carried out to examine causal relations among the variables.
First, as for differences in the variables according to the demographic characteristics, there were significant differences in participation motivation, leisure satisfaction, customer loyalty, and community attachment, which was in line with the results of previous studies. The differences must be attributed to differences in the gender, age, and educational backgrounds of users according to areas and places.
Second, as for the overall causal relations among the variables of the structural equation model, participation motivation had positive(+) effects on leisure satisfaction. That is, the more they were motivated to participate in facilities, the greater their satisfaction became with leisure sports. The hypothesis that participation motivation will have positive effects on leisure satisfaction was thus adopted.
Third, there was no significant impact in the overall causal relations among the variables of the structural equation model. The hypothesis that participation motivation will have positive(+) effects on customer loyalty was thus dismissed.
Fourth, there was negative(-) significant influence on the overall causal relations of community attachment among the variables of the structural equation model. That is, the higher their participation motivation was, the lower their community attachment became. The hypothesis that participation motivation will have positive effects on community attachment was thus dismissed.
Fifth, there was positive(+) significant influence on the causal relations between leisure satisfaction and customer loyalty according to the analysis results of the structural equation model. That is, users tend to have higher customer loyalty for the facilities when their leisure satisfaction is high. The hypothesis that leisure satisfaction will have positive effects on customer loyalty was thus adopted.
Sixth, there was positive(+) significant influence on the causal relations between leisure satisfaction and community attachment according to the analysis results of the structural equation model. That is, the users tend to have high community attachment when their leisure satisfaction is high. The hypothesis that leisure satisfaction will have positive effects on community attachment was thus adopted.
In short, the high participation motivation of users of public sports facilities led to high satisfaction with leisure sports. High leisure satisfaction then resulted in high customer loyalty and community attachment. There was no significant connection between participation motivation and customer loyalty and negative(-) connection between participation motivation and community attachment. The customer loyalty and community attachment of users of public sports facilities can be enhanced by searching for ways to increase their participation motivation and increasing their leisure satisfaction through participation in leisure sports. It is also required to explore activation plans to promote better quality of life through higher leisure quality and community attachment.

목차 (Table of Contents)

• Ⅰ. 서론 1
• 1. 연구의 필요성 1
• 2. 연구의 목적 6
• 3. 연구의 모형 및 가설 6
• 4. 연구의 제한점 7
• 5. 용어의 정의 8
• Ⅱ. 이론적 배경 10
• 1. 체육시설 10
• 1) 체육시설의 개념 10
• 2) 체육시설의 구분과 분류 11
• 3) 공공체육시설의 의미 13
• 4) 공공체육시설의 유형 14
• 5) 공공체육시설의 실태 16
• 6) 민간체육시설 16
• 7) 학교체육시설 16
• 2. 참여동기 18
• 1) 동기의 유형 18
• 2) 참여동기 21
• 3. 여가만족도 22
• 1) 여가의 유형 22
• 2) 국내 여가환경의 변화 25
• 3) 여가활동 참여와 활동 유형 27
• 4) 여가만족도의 구성요소 29
• 4. 고객충성도 31
• 1) 고객충성도의 개념 31
• 2) 고객충성도의 중요성 33
• 3) 고객충성도의 측정 방법 34
• 5. 지역애착도 35
• 1) 애착도의 개념 35
• 2) 장소애착 36
• 3) 지역애착도의 의미 38
• 4) 공공체육시설 이용과 지역애착도의 관계 39
• 5) 지역애착도의 구성요인 41
• Ⅲ. 연구방법 45
• 1. 연구대상 45
• 2. 연구기간 46
• 3. 조사도구 47
• 4. 조사도구의 타당도와 신뢰도 49
• 5. 자료처리 62
• Ⅳ. 결과 63
• 1. 인구통계학적 특성에 따른 참여동기, 여가만족도, 고객충성도, 지역애착도 63
• 1) 참여동기의 요인별 분석 63
• 2) 여가만족도의 요인별 분석 68
• 3) 고객충성도의 요인별 분석 76
• 4) 지역애착도의 요인별 분석 79
• 2. 참여동기, 여가만족도, 고객충성도, 지역애착도의 상관관계 83
• 3. 참여동기에 따른 여가만족도, 고객충성도, 지역애착도의 관계 85
• 1) 참여동기와 여가만족도 85
• 2) 참여동기와 고객충성도 89
• 3) 참여동기와 지역애착도 91
• 4. 참여동기, 여가만족도, 고객충성도, 지역애착도의 인과관계 93
• 1) 연구모형의 적합도 검증 93
• 2) 연구모형의 모수 추정치 94
• Ⅴ. 논의 97
• 1. 인구통계학적 특성에 따른 참여동기, 여가만족도, 고객충성도, 지역애착도 97
• 2. 참여동기와 여가만족도의 관계 99
• 3. 참여동기와 고객충성도의 관계 100
• 4. 참여동기와 지역애착도의 관계 101
• 5. 여가만족도와 고객충성도의 관계 103
• 6. 여가만족도와 지역애착도의 관계 104
• Ⅵ. 결론 및 제언 106
• 1. 결론 106
• 2. 제언 108
• 참고문헌 109
• 부록 121