분석적 계층화(AHP) 기법을 활용한 스포츠 셀러브리티 동반 관광상품 참여요인 도출 및 우선순위 분석

Abstract

Purpose: This study derives the factors of consumer participation in tourism products accompanied by sports celebrities, and analyzes which factors consumers prefer to select among the factors involved in the tourism products.BR Method: This study consisted of a total of three stages: literature study, preliminary questionnaire, expert evaluation, and AHP analysis. Twenty research participants from academia, tourism field, and travel participated in the AHP analysis, and the AHP analysis was performed using social science research automation.BR Results: The results of this study are as follows. 1) 2 high level factors and 10 low level factors were derived as participation factors for tourism products accompanied by sports celebrities. 2) As a result of the AHP analysis, the relative importance and priority of the high level factors were in the order of celebrity(.698) and tourism program (.302). 3) The relative importance and priority among the sub-factors of the celebrity factor were in the order of interaction with celebrities (.298), celebrity sports-related expertise(.297), celebrity attractiveness (.264), celebrity travel-related expertise (.141). 4) The priority among the sub-factors of the tourism program factor were the local program (.264), travel agency service (.165) , tourism destination (.164), destination safety (.159), transportation and accommodation (.131), and price(.117).BR Conclusion: This study is meaningful in that it confirms what factors should be focused on when producing tourism products that involve sports celebrities.