혼잡지각과 위험지각이 참여의사에 미치는 영향

A Study on the Impacts of Crowding Perception and Risk Perception on Intention to Play Ski : Focusing on the Ski Resort

The purpose of this study is to examine ski resorts to identify the effects of crowding perception on risk perception, expectation, and intention to participate, and to establish more effective marketing strategies based on the study. Results indicated that crowding perception showed a positive effect on risk perception. This implies that risk perception rises along with the number of ski resort users, bringing in more causes of disorder and disruption. A second finding was that risk perception was found to have a negative effect on expectation. People tended to think skiing or snowboarding in a crowded area would be more risk-taking, and did not regard it as pleasant or fun under such circumstances. A third finding was that risk perception was found to have a negative effect on one’s intention to participate. Skiing, in particular, tends to be concentrated in specific venues and seasons with higher crowdedness that reflects a greater risk perception. A higher risk perception generates greater reluctance to go skiing. The last finding is that one's expectation was found to have a positive effect on one’s intention to participate.