해양관광 선택속성이 만족과 방문 후 행동의도에 미치는 영향

Abstract

Many experts prospect that the 21st century will be the century of ocean. In recent years, many countries around the world are interested in ocean and highly competitive to obtain benefits from ocean. Moreover, the importance of ocean and several cases in developed countries has clearly shown that the interest and demand of marine tourism can be significantly increased in the future. The paradigm of 21st century tourism has shifted from inland tourism to marine tourism and sightseeing based tourism to experience and activity based tourism. In particular ocean that occupies large part of the earth and divided space into on the sea, under sea and the bottom of the sea and beach can provide large space to people for various experience and activities. In this respect, the marine tourism is great potential for development. In order to developed tourism using large marine space and resources, it is essential to understand marine tourist characteristics, motivation, needs and satisfactions. Therefore, the research aims to: identify selective attributes of marine tourism from tourists who participated in marine tourism program in Jeju; examine the influence of selective attributes on tourists' satisfaction and behavior intention; and provides several theoretical and practical implications derived from the results. With regards to methodology, the research selected quantitative research method and employed questionnaire survey as a main data collection method. Self-administrated and face-to-face interviews were conducted from 1 to 31 of August in 2011 at the five places(three beaches, Seogwipo port and Seogwipo excursion ship) in Jeju Island. A total of 300 valid questionnaires, out of 330 distributed, were utilized for data analysis. Factor analysis, frequency, t-test, ANOVA, and multiple regression analysis based on SPSS 17.0 were utilized to test 3 main hypotheses. The results illustrated that three different factors of selective attributes of marine tourism were extracted using exploratory factor analysis. These factors were labeled as 'safety measure', 'marine natural environment', and 'cost and accessibility'. These three factors of selective attributes significantly affect tourist satisfaction and behavior intention. Moreover, the relationships among selective attributes by the type of marine tourism, tourists' satisfaction, and tourist behavior intention were statistically significant. Three main theoretical and practical implications were derived from findings. 1. Marine tourists have a variety of the selection attributes according to the type of marine tourism. 2. There were significance differences in selective attributes, satisfaction, and behavior intention according to the type of marine tourism. 3. Of selective attributes, the natural marine environment was recognized as the most strong point of Jeju marine tourism. This indicates that Jeju should consider sustainable development of marine tourism in order to balance between tourism development and beautiful natural environment conservation. With regards to limitation, the findings of this research could not be generalized because the research sample was limited to domestic tourists who participated in activities on the beach, sightseeing and scuba diving. The findings can be different from this research, if the sample size is large and selected from tourists who participated in other marine tourism programs. This is recommended for the future research.