Journal of the Korean Society of Marine Environment & Safety (해양환경안전학회지)

The Korean Society of Marine Environment and safety (해양환경안전학회)
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Analysis of the Relationships Between the Perceived Usefulness, Satisfaction, and Continuous Participation Intention of Marine Healing Program Participants

해양치유 프로그램 참여자의 지각된 유용성, 만족, 지속참여의도간 관계 분석

  • 윤혜진 (배화여자대학교 호텔관광과) ;
  • 최승묵 (청운대학교 관광경영학과) ;
  • 홍장원 (한국해양수산개발원) ;
  • 이현주 (프로젝트수(경희대학교)) ;
  • 박경열 (한국문화관광연구원)
  • Received : 2023.10.12
  • Accepted : 2023.12.29
  • Published : 2023.12.31
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Abstract

The Korean government and industry practitioners have rapidly increased their interest in marine healing programs after the COVID-19 pandemic. However, research related to understanding the perceived usefulness, participant satisfaction, and benefits of marine healing experience from a consumer-oriented perspective is still lacking. This study used the post acceptance model to continuously examine the relationship between the perceived usefulness, expectancy confirmation, participant satisfaction, and intention to participate in a marine healing program. A survey was conducted by trained interviewers every weekend from September to October 2022 on the participants of marine healing programs in Busan city, and 203 samples were used for the analysis. The results showed that expectancy confirmation for the marine healing program positively affected satisfaction with the program and the perceived usefulness of the program. Moreover, satisfaction of the participants with the marine healing program positively affected their intention to continue participating. Additionally, the perceived usefulness of the healing program positively affected program satisfaction and continuous participation intention.

해양치유 프로그램에 대한 관심은 코로나19 팬데믹 이후 정부와 업계 실무자 모두에서 급속도로 증가하고 있다. 그러나 아직까지 소비자 관점에서 해양치유 프로그램이나 해양치유 체험에 대한 유용성, 만족도, 편익 등을 이해하고자 시도한 연구는 부족한 실정이다. 이에 이 논문에서는 후기수용모델을 적용하여 해양치유 프로그램 참여자의 지각된 유용성과 기대일치, 만족, 지속참여의도 간 관계를 구조적으로 분석하고자 하였다. 자료수집은 부산시 해양치유 프로그램 운영 기간인 2022년 9~10월까지 매 주말 사전 훈련된 면접원에 의한 면접조사 방식으로 실시하였고, 총 203부의 유효 표본을 분석에 활용하였다. 분석 결과 해양치유 프로그램에 대한 기대일치는 프로그램 참여자의 만족과 프로그램의 지각된 유용성에 긍정적인 영향을 미치는 것으로 나타났고, 해양치유 프로그램 참여자 만족은 프로그램 지속참여의도에 긍정적인 영향을 미치는 것으로 나타났다. 해양치유 프로그램에 대한 지각된 유용성 역시 프로그램 참여자 만족 및 지속참여의도에 긍정적인 영향을 미쳤다.

Keywords

Acknowledgement

이 연구는 산림청(한국임업진흥원) 산림과학기술 연구개발사업(2021408A00-2325-0101)의 일환으로 수행된 연구입니다.

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