Abstract
The purpose of this study is to provide basic data for revitalization of skiing by analyzing the moderating effect of ski resort reputation in the influence of the value of skiing items recognized by ski cluber’s on the intention to continue participation. To this end, a survey was conducted on 340 ski lovers, and the collected data were analyzed through correlation analysis, multiple regression analysis, and hierarchical regression analysis using SPSS 22.0(ver). The analysis results are as follows. First, among the values of skiing events, hedonistic, personal, practical, and aesthetic values positively influenced the intention to continue participation, but social values did not. Second, hedonistic, personal, practical, and aesthetic values influence the intention to continue participation, and the reputation of ski resorts was all confirmed to have a moderating effect. Therefore first of all, it is necessary to establish a marketing strategy that can increase the value each person pursues by grasping the value of skiers felt by skiers, and to induce differentiated strategies through various events, not advertisement.
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