승마 동기가 지각된 가치와 만족에 미치는 영향

Abstract

The purpose of this study was carried out to explore and identify the motivation of equestrian and its effect on perceived value and satisfaction. In methodological sense, the survey was employed in Jeju for locating findings and applicated with the frequency analysis, cross-tabulations analysis, factor analysis, simple/multiple regression analysis, t-test and NOVA test for carried out results. Data for this study were drawn from the tourists and residents who visit equestrian course in jeju island. Data collecting method was a convenience sampling with face-to-face interview. A total of 400 questionnaires were collected from the survey and 392 questionnaires were coded for a data analysis on this study. The findings deriving from this study are followings; First, from the factor analysis, the motivation of equestrian is consist of 3 factors that family effect, mental effect and physical effect. Second, from the multiple regression analysis, mental effect and physical effect have positively related with a perceived value. Third, from the simple regression analysis, perceived value has positively related with a satisfaction of equestrian. Fourth, from the multiple regression analysis, mental effect and physical effect have positively related with a satisfaction of equestrian. Fifth, from the simple regression analysis, satisfaction of equestrian has positively related with a loyalty. Sixth, from the t-test and NOVA test, the motivation of equestrian have meaningful difference in population characteristic. Seventh, from the t-test, the perceived value, satisfaction and loyalty have meaningful difference between tourists and local residents. Finally, in the composite of this study, that carried out to explore and identify the motivation of equestrian consists of family effect, mental effect and physical effect that of 3 factors, and it is most important factors on the perceived value, satisfaction and loyalty.