지역특화 스포츠관광지 육성을 위한 스포츠관광 이미지 속성 연구 : IPA 분석을 활용하여

Abstract

This study examined the image attributes of sport tourism for promoting regional specialization through sport tourism attractions. A total of 365 surveys were collected from sport tourists who have participated in the sport tourism promotion program that were conducted by the Ministry of Culture Sport and Tourism and the local government. By using the final validity sample, importance-satisfaction analysis was performed and the results are as follow.<BR> First, the IPA analysis for image attributes were as the following: natural scenery, weather, open space, local culture, historical sites, safety management, physical distance, and storytelling factors were positioned at the “persistent effort” quadrant; experience program and traffic accessibility factors were positioned at the “prioritized improvements required“ quadrant; the event factor was positioned at the “no need for excessive effort“ quadrant; and leisure sports, entertainment facility, souvenirs, and character factors were located in the “low in priority“ quadrant. Thus, as the demographic characteristics were significant for the local, environmental, attractiveness, and physical environmental factors of sport tourism image attributes, it is recommended to create distinguished and sustainable regional image through these attributes.<BR> According to the results, it is recommendable to preserve the natural scenery, culture, and historical sites as well as consistently developing sport tourism contents as there are needs for locally distinguished experience programs.