스포츠관광객의 편익추구를 통한 지각된 가치가 고객만족에 미치는 영향 (The Impacts of Sports Tourists' Perceived Valueson their Customer Satisfaction according to their Benefit Sought)

서지정보

· 발행기관 : 한국사회체육학회
· 수록지 정보 : 한국사회체육학회지 / 32호 / 203 ~ 214페이지
· 저자명 : 석강훈, 김장환, 이덕성

초록

The population of the study includes those who participated in sports tourism and those who were the members of sports tourism clubs in 2006 aged between 20 and 60. Using convenience sampling, one of the non-probability sampling methods, total 1,000 subjects were sampled consisting of 200 each in the categories of sports tourism, which include golf tourists, winter sports tourists, marine sports tourists, water sports tourists, and air sports tourists. Among the collected questionnaires, 22 were excluded from the study due to insincere answers or partially omitted responses. As a result, total 978 questionnaires(97.8%) were used in the study as valid samples.
The collected data were treated with the SPSS WIN 12.0 program. And frequency analysis was conducted to examine the demographic characteristics and the categories of sports tourism.
Exploratory factor analysis was carried out to test the validity of the questionnaire, Cronbach's α was obtained for reliability analysis. And multiple regression analysis was conducted to investigate the impacts of sports tourists' values perceived through benefit sought on their customer satisfaction. And the statistical significance level was set at p<.05.
Those research methods resulted in the following conclusions:
First, as the sports tourists benefited their psychological, personal, and behavioral sought in a higher level, they all had significant impacts on the emotional, acquisitive, monetary, and social values.
Second, the more they benefited psychological, behavioral, and personal sought, the higher their customer satisfaction was.
Third, the achievement-oriented, self-oriented, competition-oriented, and experiential lifestyle of the sports tourists all had significant influences on their customer satisfaction.
In short, it's suggested that the image, environment, and service level of sports tourism destinations can be improved by making use of the values that sports tourists feel according to their benefit sought. It's also required to manage them in a scientific and systematic manner to attract and maintain more tourists.
The segmented service should be provided to meet the diverse needs and demands of sports tourists. It will help increase sales, improve management, solve customer issues, enhance the image, and attract more diverse tourists.

영어초록

The population of the study includes those who participated in sports tourism and those who were the members of sports tourism clubs in 2006 aged between 20 and 60. Using convenience sampling, one of the non-probability sampling methods, total 1,000 subjects were sampled consisting of 200 each in the categories of sports tourism, which include golf tourists, winter sports tourists, marine sports tourists, water sports tourists, and air sports tourists. Among the collected questionnaires, 22 were excluded from the study due to insincere answers or partially omitted responses. As a result, total 978 questionnaires(97.8%) were used in the study as valid samples.
The collected data were treated with the SPSS WIN 12.0 program. And frequency analysis was conducted to examine the demographic characteristics and the categories of sports tourism.
Exploratory factor analysis was carried out to test the validity of the questionnaire, Cronbach's α was obtained for reliability analysis. And multiple regression analysis was conducted to investigate the impacts of sports tourists' values perceived through benefit sought on their customer satisfaction. And the statistical significance level was set at p<.05.
Those research methods resulted in the following conclusions:
First, as the sports tourists benefited their psychological, personal, and behavioral sought in a higher level, they all had significant impacts on the emotional, acquisitive, monetary, and social values.
Second, the more they benefited psychological, behavioral, and personal sought, the higher their customer satisfaction was.
Third, the achievement-oriented, self-oriented, competition-oriented, and experiential lifestyle of the sports tourists all had significant influences on their customer satisfaction.
In short, it's suggested that the image, environment, and service level of sports tourism destinations can be improved by making use of the values that sports tourists feel according to their benefit sought. It's also required to manage them in a scientific and systematic manner to attract and maintain more tourists.
The segmented service should be provided to meet the diverse needs and demands of sports tourists. It will help increase sales, improve management, solve customer issues, enhance the image, and attract more diverse tourists.

참고자료

· 없음