액티브 시니어의 골프전시회 마케팅 믹스에 대한 인식과 참관 제약, 만족도 및 골프 지속이용의도에 관한 연구

Abstract

This study focused on the active seniors and tried to contribute to enhance their productive leisure activity through exhibition visit. In order to achieve research objectives, the study empirically analyzed the relationship between active seniors' perception of golf exhibition marketing mix, constraints on visit, satisfaction, and continuous golf use intention. Frequency analysis, factor analysis, and multiple regression analysis were performed with 239 active seniors who visited the golf exhibition. The main results were as follows. First, the product and location factors of the golf exhibition marketing mix had a positive effect on the visit satisfaction. Second, the intrapersonal constraint of golf exhibition visit had a negative effect on the visit satisfaction. Third, the visit satisfaction had a positive effect on the intention to enjoy the golf continuously. The study suggested the importance of active seniors as the key player in exhibition industry, and provided academic and practical implications for expansion of their productive leisure activity by exhibition visit.