해양레저관광의 발전전략

Abstract

Most countries with shorelines want to promote marine leisure tourism, as the tourism sector has significant socioeconomic impacts on such countries. Both central and regional governments in South Korea have shown keen interest and made massive investments in activating marine leisure tourism as a future growth engine.

Accordingly, this study aimed to analyze the importance and performance or satisfaction of the marketing 4P's for marine leisure tourism and the current marine leisure tourism policy using Analysis of Hierarchical Process(AHP). It then suggested the activation strategies for further developing marine leisure tourism by integrating consumers' and experts' perspectives.

First, for the study of consumers' perspectives, a survey was conducted with 387 visitors at an international boat show co-hosted by both government levels. The questionnaire consisted of 4 marketing mix factors and 16 items on each importance and performance scale. These factors and items were developed in previous research and then validated through content validity from experts and construct validity by exploratory factor analysis and Cronbach's α. The collected data were analyzed through descriptive statistics, t-tests and Importance-Performance Analysis (IPA) using SPSS 18.

IPA showed that the first quadrant included Program Safety, Convenience of Facilities, Program Expertise, and Program Variety, and the second quadrant included Accessibility, Equipment Purchase & Rental Cost, and Program Usage Cost. The third quadrant covered Convenience of Facilities Cost, Program Differentiation, and Food/Beverage Cost, and the fourth quadrant contained Public Media Promotion, Amenities Facilities Offer, Social Media Promotion, Promotional Events, Connectedness to Tourist Attractions, and PR Material and Brochures.

Second, the study on experts' perspectives was initiated to analyze the strategies already developed for both central and regional government’s marine leisure tourism. A survey was also conducted with experts (university professors, researchers, field specialists, and related public officials) after face-to-face and email requests from April 1 to 29, 2018. As a survey tool, a questionnaire composed of 4 factors with 12 detailed strategies from previous research was used, and then the drafted factors and items were validated by marine leisure research experts, who checked the appropriateness and representativeness of the questionnaire. A total of 123 questionnaires were distributed and finally, 68 valid questionnaires were analyzed using Excel to set priorities by pairwise comparison.

The results of the pairwise comparison of the four major factors in the first class were as follows: Infrastructure, Popularization, Law & System Improvement, and Advancement. In detail, the results were as follows: Marine Waterfront Space Maintenance, Expansion of Marina Facilities, Marine Leisure Safety&Culture Improvement, Increased Experience&Education Program, and the Revision of Water-related Leisure Activities Safety Act.

In conclusion, the aforementioned findings indicate that suppliers need to consider program safety when developing infrastructure. Secondly, the infrastructure of marine leisure tourism should be maintained to improve the convenience of facilities and accessibility. Lastly, it is necessary to reduce equipment purchase and rental costs by promoting the marine leisure equipment industry.