Enter your details:
Name:
E-mail:
 
Thank you for subscribing.
Subscribe to our newsletter!


Dahye Jang1, Woojeong Cho1, Kyongmin Lee2

1Korea Maritime & Ocean University, Department of Ocean Physical Education, Busan, Korea
2Korea Institute of Sport Science, Department of Policy Development, Seoul, Korea

A Study on the Development Strategy for Marine Leisure Tourism: Using the Importance Performance Analysis (IPA) Method

Sport Mont 2020, 18(1), Ahead of Print | DOI: 10.26773/smj.200207

Abstract

Although research on marine leisure tourism is steadily increasing, there has been a gap between the South Korean government’s supply-centred policies and the demands of the public as potential consumers. Thus, the purpose of this study was to investigate the marketing needs of marine leisure tourism consumers to suggest a plan for the development of it. For this purpose, a total of 412 visitors to the Busan International Boat Show were surveyed in order to understand better the marketing needs of marine leisure tourism consumers, and the results were analysed for the magnitude of satisfaction centred around the 4Ps of marketing to suggest marketing elements that should be reflected first in the policy of the government as supplier. Quadrant I in the IPA Matrix included facility convenience, programme diversity, programme safety, and programme speciality. Quadrant II included equipment purchase/rental cost, ease of accessibility, and programme use prices. Quadrant III included food and beverage cost, convenience facility fees, and programme differentiation. Quadrant IV contained include mass media promotion, providing amenities and facilities, social media promotion, linkage with tourist attractions in neighbouring areas, and promotional events, materials, and brochures. These results may provide a foundation for comprehensive development plans for marine leisure tourism.

Keywords

marine industry, marine leisure tourism, marketing mix, importance-performance analysis



View full article
(PDF – 178KB)

References

Australian Institute of Marine Science (2016). Marine and coastal industries. Retrieved 06/25, 2019, from www.aims.gov.au/marine-industries

Busan Development Institute (2016). Analysing marine sports demands and recommending user based activation policies. Retrieved 06/25, 2019, from www. bdi.re.kr/03station/03_01.asp?cate1=f4&dept=D3101&year=&cate=&SType=ReR_Title&SString=&idx=1407&page=2#

Choi, K. (2010). Market segmentation of marine tourists using spectrum of marine recreation opportunity and value paradigm. Journal of Tourism & Leisure Re-search, 22(3), 429–449.

Choi, S.B., Han, T.Y., & Lee, K.S. (2013). The importance-performance analysis of selection attribute assessment for Gangwon province east sea beach visitor. Korean Journal of Sports Science, 22(6), 227–237.

Hong, J. (2014). Cultivating marine leisure industry by spreading hydrophilic culture. Korea Tourism Policy, (58), 33–38.

Jeon, H.M. (2012). A study on the strategies of a marketing mix to attract real customers in marine leisure sport. Journal of Sport and Leisure Studies, 48(1), 347–360.

Kang, M.G. & Kim, W.S. (2012). The effects of using marine leisure sports in participant of marine leisure sports on motive for participating. Korean Society of Sport and Leisure Studies, 49(1), 401–412.

Kim, C.R., Lee, J., & Jang, S. (2017). The effect of marine sport event visitors’ satisfactions and city image on revisit and recommendation: Focusing on 2015 Busan cup women’s international match race. Korean Journal of Sport Studies, 56(1), 53–65.

Kim, G. & Hwang-bo, J. (2016). Revitalization of marine tourism focused on user characteristics Busan/Ulsan/Gyeongnam. The Korea Academic Society of Tourism and Leisure, 28(12), 135–149.

Kim, T. (2014). A restudy of marine leisure tourism industry activation strategies: Around Gwangwondo. Journal of the Korean Entertainment Industry Associa-tion, 8(3), 359–366.

Korea Maritime Institute. (2018). Weekly report: KMI trend analysis. Korea Maritime Institute, 1–43.

Kwon, I. & Mun, S. (2015). A study on the improvement of legal system for the revitalization of marine leisure tourism. Journal of Sport and Leisure Studies, 59(1), 363–376.

Ministry of Oceans and Fisheries of Korea. (2010). Ministry of Oceans and Fisheries of Korea 2010

work plan. Retrieved 06/25, 2019, from www. mof.go.kr/article/view.do?menuKey=390&boardKey=26&articleKey=4705

Ministry of Oceans and Fisheries of Korea. (2018). Ministry of Oceans and Fisheries of Korea 2018 work plan. Retrieved 06/25, 2019, from www. mof.go.kr/2018/file/2018_mof_workpalns_3.pdf

Moon, T.Y. (2010). Influence in environmental factors of experiencing marine leisure sports upon participants’ emotional response, satisfaction, and re-participation intention. Journal of Sport and Leisure Studies, 40(2), 799–810.

National Oceanic and Atmospheric Administration (2017). NOAA report on the U.S. ocean and great

lakes economy. Retrieved 06/25, 2019, from www. coast.noaa.gov/digitalcoast/training/econreport.html

Organization for Economic Cooperation and Development (2016). The Ocean Economy in 2030.

Retrieved 06/25, 2019, from www. geoblueplanet.org/wp-content/uploads/2016/05/OECD-ocean-economy.pdf

Roh, C. & Kim, K. (2014). Development on economical evaluation model for activation of investment

of marine tourism industry: Application on the Gampo tourist complex. Journal of Tourism &

Leisure Research, 26(2), 459–474.

United Nations Conference on Trade and Development (2014). The ocean economy: Opportunities and challenges for small island developing states. Retrieved 06/25, 2019, from www. unctad.org/en/PublicationsLibrary/ditcted2014d5_en.pdf

United Nations World Tourism Organization (2012). Robust demand for international tourism despite

uncertain economy. Retrieved 06/25, 2019, from www. mkt.unwto.org/sites/all/files/pdf/unwto_barom12_06_nov_excerpt.pdf

Yeo, H. & Kim, J. (2014). A study on preference of types on marine leisure and tourism activity. Journal of Tourism & Leisure Research, 26(6), 27–42.