해양레저관광 마케팅믹스 만족도가 관여도 및 재구매행동에 미치는 영향

Abstract

Purpose: This study is conducted to provide implications that can be substantially reflected in the policy to revitalize marine leisure tourism by analyzing the marketing needs of actual users of marine leisure tourism. To this end, we specifically analyzed the satisfaction of the actual users of marine leisure tourism in the marketing mix, and focused on the relationship between this satisfaction, that is, the degree of involvement indicating the level of personal importance perceived by a specific situation, and ultimately actual users’ future marine leisure activities.BR Method: This study conducted a survey on marine leisure tourism users who visited the ‘Busan International Boat Show’ held in BEXCO, Busan. With 353 copies of valid questionnaire data, satisfaction in their marine leisure tourism marketing mix, involvement, and future marine leisure activities were identified, and the following conclusions were confirmed by analyzing the influence relationship between these variables.BR Results: First, repurchase behavior was found to be at the level of execution of behavior, and participation and marketing mix factors were higher than normal, especially among marketing mix factors, the level of satisfaction with products was relatively high. Second, it was found that product and price had a positive effect on the involvement of marine leisure tourism users. Third, it was confirmed that the involvement had a positive effect on future marine leisure activities.BR Conclusion: We analyzed the importance of marine leisure tourism perceived by their satisfaction with the marketing of marine leisure tourism, and based on this analysis, it can be considered that it has a positive effect on the use of related contents in the future, ultimately keeping the industrial ecosystem of marine leisure tourism healthier.