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Marketing Strategies through an Importance Analysis of Sea Leisure Sports Selection Attributes
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해양레저스포츠 선택속성 중요도 분석에 따른 마케팅 방안

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Type
Academic journal
Author
Journal
Korean Society of Sport for All Journal of Sport for All Vol.56 No.1 KCI Accredited Journals
Published
2014.5
Pages
419 - 428 (10page)
DOI
10.51979/KSSLS.2014.05.56.419

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Marketing Strategies through an Importance Analysis of Sea Leisure Sports Selection Attributes
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The purpose of this study was to examine selection attributes and its importance in order to suggest marketing strategies which can develop sea leisure sports industry. For this study, Delphi analysis was conducted with 11 sea leisure sports experts (4 from business, 4 from academy and 3 from social community), and evaluation indicators for selection attributes were abstracted. The abstracted evaluation indicators were verified for content validity from 6 experts (3 sports business doctors and 3 sea leisure sports experts). The evaluation indicators are awareness & reputation, human resource, program, cost, circumstances and facility. The data was analyzed by using Expert Choice 11(analytic hierarchy process). The results of this study showed that importance of sea leisure sports selection attributes are cost, circumstances, facility, awareness & reputation, human resource, program in that order.
#sea leisure sports #selection attributes #evaluation indicators

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References (36)

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1. [학술지(정기간행물)] - 김경호 / 2008 / 한국 해양스포츠 관광산업의 투자유치와 산업지 개발전략 / 한국 스포츠 리서치 19 (1) : 163 ~ 176 dbpia 2. [학술지(정기간행물)] - 김덕진 / 2007 / 해양레저스포츠 관광 활성화에 관한 연구 / 체육과학연구 13 (1) : 37 ~ 48 google schola 3. [학위논문] - 김민철 / 2008 / 남해안 스포츠산업 활성화를 위한 cluster 구축방안 / 박사 / 동신대학교 대학원 google schola 4. [학위논문] - 김성겸 / 2008 / 수상레저스포츠 선택속성 및 구매행동 모형 / 박사 / 한국체육대학교 대학원 google schola 5. [학술지(정기간행물)] - 김성겸 / 2009 / IPA를 이용한 수상레저스포츠 선택속성 평가 / 한국여가레크리에이션학회지 33 (3) : 283 ~ 294 dbpia

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