해양레저스포츠 체험선택요인이 가치지각, 선택행동에 미치는 영향

The Effect of Experience Selection Factors on Value Perception and Choice Behavior Intention in Marine Leisure Sports

The modern civilian’s demand not for the sightseeing based on natural environment but for the field experience is increasing due to COVID-19. Each local government is using various methods to establish the tourist inflow strategy. This study is done for the target of the surfing users in Songjeong, Busan and Yangyang, Gangweon where the surfing demand is concentrated. Hence, the future marketing directivity is to be presented by providing more realistic and more practical implications. This study checked the influential relationship among the experience selection factor, value perception, and selection behavior intention of the users of the surfing which is one of field leasure activities. According to the study, all of them have significant positive (+) effects, The implications of the study are to have a lot of interest in the deterioration check and quality control of surfing and safety equipment and other relevant facilities, establish the marketing strategy by linking the reservation system with the advertisement through the SNS to enable the information accessibility and prior application of the experience program, do the activity providing personal safety control and reliability through the employment of the worker and the leader with surfing experience and marine qualification, and prepare the systematic education system for the technical capacity and affective management of leaders. Hence, for the surfing which is one of the experience activities of the marine leisure sports, the future tasks are to propose the program and price differentiated in the high and very high seasons for providing the value compared to their own investment to activate the surfing culture not through the local governments’ operation of the imitative programs such as the development of the leading surfing tourism experience activity and associated tourism program already known rather than the activity to imitate other local governments and to make an effort for the revisits of users through the provisio of the value compared to the cost by holding the regular event for the club. The practical implication on the necessity for the relevant joint effort on the special commercialization of the local government is provided.