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본 연구는 해양레저스포츠 참가동기에 따른 시장세분화와 참가자의 만족도, 충성도 및 선호 체험활동, 및 해양레저스포츠 활성화방안에 대해 분석하고자 하였다. 연구결과, 해양레저스포츠 참가동기는 ‘휴식 및 흥미’, ‘친목 및 사교’, ‘가족과 함께 즐기기 위하여’의 3개 요인으로 구분되었다. 참가자의 시장세분화를 위해 참가동기 요인을 이용한 군집분석에서는 ‘보통 동기 추구 집단’, ‘휴식 및 흥미 추구 집단’, ‘다목적 동기 추구 집단’의 3개 세분집단을 도출하였다. MANOVA분석에서 ‘휴식과 흥미추구 집단’의 만족도가 가장 높았으며, ‘다목적 동기추구 집단’은 충성도가 높게 나타났다. 또한 ‘다목적 동기 추구 집단’은 대부분의 체험활동에서 선호도가 다른 집단에 비해 높게 나타났다. 마지막으로 참가동기집단별 해양스포츠 활성화 방안에서는 해양스포츠 지도자 육성, 해양스포츠 축제 개최의 방안에서 전반적으로 높은 동의를 보이는 것으로 나타났다.


The study aimed to classify participants based on motives for marine leisure sports and examine any differences in satisfaction, loyalty, preference, and promotion directions among the classified groups. Research results showed that participants were classified into the three groups of rest and fun, friendship and sociality, and family friendliness in the motives. In the cluster analysis using the three motive factors, three groups of common motives, rest and fun, and multiple motives were identified. The MANOVA found that the group of rest and fun showed the greatest satisfaction, and the group of multiple motives revealed the greatest loyalty and preference. Lastly, the three groups indicated greater agreement in fostering marine sport leaders and hosting marine sport festivals to promote marine leisure sports. The study aimed to classify participants based on motives for marine leisure sports and examine any differences in satisfaction, loyalty, preference, and promotion directions among the classified groups. Research results showed that participants were classified into the three groups of rest and fun, friendship and sociality, and family friendliness in the motives. In the cluster analysis using the three motive factors, three groups of common motives, rest and fun, and multiple motives were identified. The MANOVA found that the group of rest and fun showed the greatest satisfaction, and the group of multiple motives revealed the greatest loyalty and preference. Lastly, the three groups indicated greater agreement in fostering marine sport leaders and hosting marine sport festivals to promote marine leisure sports.