Abstract
The purpose of this study is to investigate how satisfaction factors of leisure sports tourism activities recognized by MZ generations affect intention to continue participation in the future and how perceived value of leisure sports tourism plays a mediating role between the two variables, and to help establish strategies for activating leisure sports tourism market centered on MZ generations in the future.,For this purpose, a survey was conducted on 390 leisure sports club members. The collected data were analyzed using the SPSS 22.0 program to analyze correlation, multiple regression analysis, and hierarchical regression analysis. First, all four variables except 'cost factor' among the sub-variables of leisure sports tourism satisfaction had a positive effect on intention to participate in the event. Second, the mediating effect of tourism value was verified in the relationship between the selected four sub-factors and intention to participate in the event. Since MZ generation pursue the direction of happiness different from the older geneation, safety, accessibility, leisure facilities, and surrounding scenery should be considered. And since it is not acceptable in the related industry, it is expected to be more active when the program development and investment support for the surrounding landscape are combined with the local governments in terms of regional economic revitalization.
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