해양관광객의 추구편익, 지각된 가치, 만족도, 전환의도와의 관계연구

The Relationship among Benefit Sought, Perceived Value, Satisfaction and Switching Intention on Marine Tourists’

This study aims to examine effect of benefit sought, perceived value, satisfaction and switching intention. A total of 300 questionnaires were distributed over tourist sites in the region, that is, namhae-gun, tongyeong-city, geoje city and 281 were collected. Of those, 272 questionnaires were used for data analyses except for some with missing values(or quality). For statistical data handling, SPSS 14.0 and AMOS 5.0 were used on an exploratory factor analysis, reliability analysis, correlation analysis, second-order factor analysis and a path analysis. The findings from the study suggest the following: First, the benefit sought of marine tourists positively affects on perceived value. Second, the benefit sought of marine tourists positively affects on satisfaction. Third, the perceived value of marine tourists positively affects on satisfaction. Fourth, the perceived value of marine tourists does not affect on switching intention. Finally, satisfaction of marine tourists positively affects on switching intention. These results show that distinguished development and maintenance of the private sectors are necessary for activating marine tourism and changes of administrative structure through correct improvement about marine tourism industry as well as legal and investment are also required.