스포츠관광의 인지된 가치와 선택행동과의 관계

초록

In this thesis we attempted to suggest the basic data needed in the marketing strategy of sports tourism by figuring out the relation between the recognized value and selective action of the customers using sports tourism. In this respect we executed a survey targeting 250 persons of men and women residing in the metropolitan area, and analyzed the collected data by using a statistic program of SPSS 13.0 and AMOS 5.0. As a result, it was noted that sports tourism participants had a meaningful effect upon the tourism satisfaction, oral tradition intention and re-participation intention respectively through the recognized value on sports tourism. Therefore, sports tourism managers or policy managers shall have to build the related infra-structure by enhancing visitors' satisfaction so that sports tourism may become making good use of spare time together with rest and health instead of the dimension of simple one-time sightseeing and develop tourism contents for sight and enjoyment. Especially they shall have to establish a marketing strategy to satisfy visitors by providing service for visit satisfaction dealing with sports tourism in the dimension of leisure and the phase of living sports.

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