국내 크루즈산업 활성화 요인 계층구조 변화 분석: 포스트 COVID-19 환경을 중심으로

Hierarchy Structure Analysis to Activate Cruise Industry in Korea: A Focus on Post COVID-19 Circumstances

Purpose - This study attempted to identify priorities for the important factors from the perspective of industry and tourism service demanders to revitalize the domestic cruise industry after COVID-19. Design/Methodology/Approach - This study conducted exploratory factor analysis (EFA) and analytic hierarchy process (AHP) analysis based on questionnaire data from stockholders of cruise industry. This study focused on Busan, a representative maritime city in Korea. In order to derive and analyze the importance factors for the development of the cruise industry in Busan as a home port, this study reviewed previous studies, conducted a survey of terminal users and cruise membership members, and conducted EFA and AHP analysis based on the derived factors. As a result, we sought to derive the direction and approach to policy development for industrial activation. Findings - Balanced policy implementation is needed that focuses on tourism, service development, and strategies to attract foreign tourists, rather than policies focused on infrastructure development in order to revitalize the cruise industry. Research Implications - It will be possible to solidify the position of Busan as a maritime city, potentially as a home port rather than a port of call, and increase the level of economic contribution from the cruise industry from a regional and national perspective.