남해안 해양스포츠전진기지의 해양관광 활동유형별 체험 후 행동에 미치는 연구

Abstract

This research aims to provide basic information for invigoration of advanced base of maritime sports that used to develop yacht route. The information investigate effects of attractive attribute, selection attribute, invigoration of maritime tour and satisfaction level after experience according to maritime tour types that targets yacht route and mooring area in south coast area. The following results are obtained after conducting surveys among 692 people who participated type of activity of maritime tourism during July to September in 2013.

1) Behavior difference after experiencing attractive attribute, selection attribute, vitalizing maritime tour, satisfaction according to demographic characteristics

For gender, there was a slight difference on purpose of revisit for the behavior after experiencing. Also, for age, all of sub factors for attractive attribute and attractiveness, additional facilities, food, marital status for selection attribute showed a slight changed. Additionally, additional facilities, quality of maritime sports for selection attribute and purpose of revisit for the behavior after experiencing presented a slight difference. Maritime tour companion showed slight difference on natural environmental attractiveness, social-culture attractiveness for attractive attribute and attractiveness for selection attribute . Career presented slight differences on additional facilities, quality of maritime sports, shopping facilities for selection attribute and service convenience, satisfaction level for invigoration of maritime tour and word of mouth intention for behavior after experience. By referring to educational difference, natural environmental attractiveness, social·culture attractiveness for attractive attribute and artificial environmental attractiveness, social-culture attractiveness, access convenience for monthly average income and revisit intention, word of mouth intention residence for the behavior after experience and artificial environmental attractiveness for attractive attribute showed small difference. For maritime related career, natural environmental attractiveness for attractive attribute and attractiveness for selection attribute and environmental convenience for invigoration of maritime tour presented slight difference. By looking at maritime related career experience part, shopping facilities, maritime tour for selection attribute and natural environmental attractiveness, social-culture attractiveness for attractive attribute in part of maritime tour type of activity and attractiveness, accessibility for selection attribute and environmental convenience, activation policy for invigoration of maritime part showed slight differences.

2) The difference of attractive attribute, selection attribute , invigoration of maritime tour, satisfaction level, behavior after experience according to type of activity of the maritime tour and demographic characteristic

Among the gender difference, male and tour type showed higher natural environmental attractiveness, social-culture attractiveness, access convenience, attractiveness, accessibility, food, invigoration of maritime tour in all of sections. Female have higher leisure in maritime sports quality and satisfaction level and male have higher revisit intention part in tour type. For age difference, the research showed high number of attractiveness on thirties, forties, accessibility on thirties, food on forties. Among in natural environmental attractiveness, social-culture attractiveness, attractiveness section, fifties or more showed high number on tour type, and in artificial environmental attractiveness section, twenties showed high number on sports and leisure. Twenties also showed high number on sports in food tour type, shopping facility of leisure type, maritime sports quality and teenagers showed high number on sports on revisit intention. For marital status difference, by looking at the social-culture attractiveness, attractiveness, additional facilities, food, maritime sports quality, service convenience, married showed high number on tour type and single showed high number on in the all section including maritime sports quality, revisit intention of sports. For companion difference, family/relatives/friends in natural environmental attractiveness, attractiveness and family/relatives/friends in tour type and member/company/co-workers in tour type from attractiveness and single in tour type from maritime sports quality showed higher number of sports type. For career difference, office job and specialized job for natural environmental attractiveness and self-employed business for social-culture attractiveness and tour type for office job in attractiveness and office job, sports type for specialized job, access convenience, marketability of policy in social-culture attractiveness, service convenience showed high number. Students showed high number in specialized job, shopping facilities, satisfaction level of leisure, revisit intention among in natural environmental attractiveness. For academic background difference, tour type for attractiveness middle-high school graduation and accessibility of 4 year course college showed high number. In service convenience and activation policy, sports showed high number for 4 year course college and in social-culture attractiveness, sports showed high number for community college graduates. For income difference, sports type showed higher number in 1.01~2 million won and 3.01~4 million won for attractiveness and 2.01~3 million won for tour type in accessibility and 2.01~3 million won for service convenience and 1.01~2 million won for activation policy. For shopping facility, 3.01~4 million won showed higher number in sports type. For residence difference, except region among in social-culture attractiveness, environmental convenience and attractiveness, activation policy in accessibility, region and tour type in except region and sports type in policy region showed high number. Sports type showed high number in shopping facilities and activation policy. By looking at the visiting area difference, sports in Geojedo-south coast for environmental attractiveness, leisure in Busan for artificial environmental attractiveness, environmental convenience in Geojedo-south coast, attractiveness in Geojedo-south coast, tour type in Gwangyang-Goheung showed high number. Busan showed high number in tour type for artificial environmental attractiveness. For length of visit, tour type showed high number on artificial environmental attractiveness, social-culture attractiveness, attractiveness, food, service convenience, environmental convenience, activation policy, revisit for 1 night 2 days and sports showed high number on service convenience, environmental convenience, attractiveness, accessibility, food, activation policy for 2 nights and 3 days. additional facilities sports type and food type sports type and activation policy sports type showed high number on 3 nights 4 days and 2 nights 3 days and single day, respectively. For having careers related to maritime or not, tour type showed high number on "no" for natural environmental attractiveness, social-culture attractiveness, attractiveness, food, environmental convenience, activation policy and sports type showed high number on "yes" for food. For sports type of attractiveness, quality of maritime sports, environmental convenience, revisit intention showed high number on "yes." For careers related to maritime difference, leisure, attractiveness, additional facilities tourists, revisit intention for athletes from artificial environmental attractiveness, accessibility of sports type government employee, artificial environmental attractiveness part showed high number. Also the research showed that high number on equipment owner and club for natural environmental attractiveness, environmental convenience from tour type and "other" showed high number on artificial environmental attractiveness for sports type, additional facilities leisure. By looking at the experienced career related to maritime, tour type and sports type showed high number on attractiveness, food of 7~12 months of experience and food of 13 months or above for sports, respectively. leisure type for access convenience showed high number on 1 month and tour type for shopping showed high number on 7~12 month.

3) The effects of satisfaction level and behavior after experience due to attractive attribute, selection attribute , vitalizing maritime tour

First, according to the results of relationship between attractive attribute and invigoration of maritime tour, environmental convenience for natural environmental attractiveness and service convenience, environmental convenience for social-culture attractiveness, activation policy for artificial environmental attractiveness showed positive(+) results. Access convenience for service convenience resulted negative (-) effects. Second, according to the results of relationship between selection attribute and invigoration of maritime tour, environmental convenience and activation policy showed positive (+) results for all of the sub-factors for invigoration of maritime tour, service convenience for accessibility and service convenience, environmental convenience for additional facilities and environmental convenience, activation policy for food. Shopping facilities resulted negative (-) effects on service convenience. Third, according to the results of relationship between invigoration of maritime tour and satisfaction level, environmental convenience, activation policy, quality of maritime sports showed positive (+) effect on the satisfaction level. Fourth, according to the results of relationship between satisfaction level and behavior after experience, satisfaction level, environmental convenience, activation policy showed positive (+) effect on revisit intention and word of mouth intention.

4) Effects on satisfaction level and behavior after experience for attractive attribute, selection attribute , invigoration of maritime tour due to maritime tour type of activity

First, analysis between attractive attribute and invigoration of maritime tour due to sports type showed positive (+) effects on environmental convenience for natural environmental attractiveness, service convenience and environmental convenience for artificial environmental attractiveness. According to the analysis between selection attribute and invigoration of maritime tour, service convenience, environmental convenience for attractiveness, service convenience and activation policy for accessibility, service convenience for quality of maritime sports showed positive (+) effects. Quality of maritime sports and satisfaction level showed positive (+) effects on the analysis between satisfaction level and invigoration of maritime and analysis between satisfaction level and behavior after experience, respectively. word of mouth intention and revisit intention for satisfaction level and revisit intention for natural environmental attractiveness, shopping facilities, attractiveness, additional facilities and word of mouth intention for attractiveness showed positive (+) effect. Lastly, service convenience for access convenience showed negative (-) effects. Second, analysis between leisure and attractive attribute showed positive (+) effects on environmental convenience for natural environmental attractiveness and service convenience for artificial environmental attractiveness and activation policy for social-culture attractiveness, service convenience, environmental convenience and activation policy for quality of maritime sports and satisfaction level for service convenience, activation policy, word of mouth intention and revisit intention for satisfaction level and revisit intention for environmental convenience and word of mouth intention for activation policy. Third, analysis between tour type and attractive attribute showed positive (+) effects on environmental convenience for natural environmental attractiveness and environmental convenience and activation policy, activation policy for social·culture attractiveness and service convenience, environmental convenience for attractiveness, additional facilities and service convenience, environmental convenience, activation policy for accessibility, quality of maritime sports and satisfaction level for environmental convenience, activation policy, quality of maritime sports, artificial environmental attractiveness and word of mouth Intention, revisit intention for satisfaction level and revisit intention for attractiveness and word of mouth intention for natural environmental attractiveness, environmental convenience. Lastly, the research showed negative (-) effects on service convenience for access convenience and service convenience for shopping facilities.

In conclusion, south coast-Geojedo shows a suitable and fascinating environment to construct advanced base of maritime sports than other area. Especially, this area is easy to connect with surrounding tour spot(attraction) and prepared with maritime sports activities so that not only family but also group maritime sports activity is possible. Therefore the place is secured for maritime sports education for students. South coast-Geojedo is a possible place for maritime sports activity, leisure and tour. Therefore, by constructing advanced base of maritime sports, it will create an economical wealth for fishing villages and fishing port and also will increase residents who return back to their villages and port. Also, it will create and increase a regional economy.