평창동계올림픽 경기장 방문동기가 만족도 및 행동의도에 미치는 영향 : 알펜시아 스키점프 센터를 중심으로

Abstract

The purpose of this study was to analyze visiting motivation, satisfaction and visiting experience at a 2018 Pyeongchang Winter Olympic Games venue and assess how this will affect behavioral intentions of visitors to a venue of the host city. It focused especially on the Alpensia Ski Jumping Center and aims to analyze influencing factors among visiting motivation, satisfaction and behavioral intentions and provide key data for promotion, services and legacy planning. To achieve the objective of the study, the sampling target was 392 visitors to the Alpensia Ski Jumping Center which is one of the 2018 Winter Olympic Games venues. Convenience sampling and self-administration methods were used as research methods. This study used SPSS Statistics 18 for analysis of frequency, exploratory factor, reliability, correlation analysis, simple regression and multiple regression analysis. After verifying the goodness of the fit of the model and verifying the hypothesis, this study reached three conclusions. Firstly, motivations of visiting the venue were factored into five factors. Among the factors of visiting motivation, Olympic attraction, novelty, socialization, and escape have influence on the overall satisfaction. Secondly, visiting satisfaction has an influence on future behavioral intentions (revisit and recommendation intention). Finally, among the factors of visiting motivation; Olympic attraction, socialization, and escape have an influence on future behavioral intentions (revisit and recommendation intention). Novelty and family only have an influence on the recommendation intention.