요트스테이 서비스품질이 만족과 추천의도에 미치는 영향

Abstract

In this study, we examine how the quality of service in the yacht stay, which is a novel type of marine tourism, affects satisfaction and recommendation intention of tourists. The survey for this study have conducted with 108 people who used a yacht stay at Suyeong Bay Yacht Stadium in Busan Metropolitan City. Analysis of the data collected through the survey was conducted using SPSS 25.0, a statistical package program. The exploratory factor analysis and reliability were verified by using the Krombach alpha coefficient. As a result, the hypotheses about interaction quality, physical environment quality, and safety quality, which are factors of service quality, were adopted. The analysis results showed that there was a positive (+) effect on satisfaction. According to the results, it was confirmed that satisfaction leads to a positive (+) effect on recommendation intention. It confirmed that the satisfaction of tourists according to the service quality in a yacht stay leads to recommendation intention. In conclusion, the survey results on the quality of service in a yacht stay, their implications and limitations of the study were studied.