Strategies for vitalizing marine sports according to lifestyle Ham Do-Woong1, Han Kyung-Seok1,* 1Dept. of Marine Sports, Hanseo University, Seosan, Korea *Corresponding Author: Kyung-Seok Han Dept. of Marine Sports, Hanseo University, Seosan, 31962, Korea, Email: hanstrd@empal.com
Online published on 16 October, 2018. Abstract The purpose of this study is to provide strategies for vitalizing marine sports by analyzing the lifestyles of marine-sports participants on Korea's western coast. As the subjects of this study, people who regularly participate in marine sports on Korea's west coast were selected. As a tool to answer the questions, questionnaires were used. The items of questionnaires with well-established validity and reliability in previous domestic and foreign studies were adapted for this study. As an exploratory factor analysis, principal component analysis using Varimax rotation was conducted, and a correlation matrix was also used. Findings from the study are as follows. First, the subfactors of marine-sports participants are terms of whether they were sports-oriented, trend-oriented, nihilistic, achievement-oriented, health-caring, or life-conscious, showed positive correlations with participation satisfaction, a subfactor of satisfaction. Second, all the subfactors of marine-sports participants subfaction showed a positive correlation with all the subfactors of selected behavior. Third, among the subfactors of marine-sports participants among the trend-oriented type had a positive effect on participation satisfaction, whereas the sports-oriented, self-assured, and healthcaring types had positive effects on facility satisfaction. Fourth, the nihilistic and health-caring types had a positive effect on revisit intention, but the life-conscious type had a negative effect on revisit intention. Fifth, the trend-oriented type had a positive effect on recommendation intention. Participation satisfaction or facility satisfaction differs depending on the type of lifestyle. Selected behavior also differs according to lifestyle. Participants in marine sports want to enjoy high-quality marine sports, and their satisfaction by such experiences will lead to selected behavior. Top Keywords Marine Sports, Lifestyle, Participation, Satisfaction, Facility, Recommendation. Top |