크루즈 선상이벤트 참가동기와 여가제약이 만족과 참가의도에 미치는 영향

The Effect of On-board Cruise Event Participation Motivation and Leisure Constraints on Participant s Satisfaction and Participation Intention

The purpose of this study is to understand the basic awareness and needs of cruise tourists cruise events and to help establish marketing strategies that may contribute to increasing domestic cruise tourism demand by understanding the influence of on-board cruise event participation motivation and leisure constraints on satisfaction and participation intention. The frequency analysis, reliability analysis, exploratory factor analysis and regression analysis were conducted for the empirical analysis. The study shows that the novelty, deviance and entertainment have a positive effect on satisfaction, which means that cruise tourists want to actively participate in the on-board events to spend their cruising time more meaningfully and relieve stress. And it also shows that if cruise tourists do not have colleagues, acquaintances, family members on their cruise, or are not used to participating in events with others, it is difficult to feel satisfied psychologically or socially. Moreover, the study informs us that by participating in on-board events, when cruise tourists interact with other people and understand each other and feel refreshed in life in the process, they will consider participating the event again if they have another chance to do so. This study is expected to be basic data for strengthening sales and marketing activities of cruise operators by deriving implications from theoretical and practical aspects through the analysis of the effects of motivation and constraints on satisfaction and participation intention.