Association between Selection Attribution of Marine Tourism in Jeju, Overall Satisfaction and Motivation

This study was conducted to identify the association between the selection factors of Jeju marine tourism, overall satisfaction and motivation.

To that end, a questionnaire was administered to a total of 290 Korean tourists participating in marine swimming, sight-seeing and skin scuba diving in Jeju. Data were analyzed using SPSS 21.0 for frequency and exploratory factor analysis, reliability verification, correlation and multiple regression analysis.

The findings were as follows. First, selection attributions of Jeju marine tourism showed a positive correlation with overall satisfaction and motivation. Second, the selection attributions of Jeju marine tourism for overall satisfaction were positively affected by safety measures (β=.668, p<.001), natural environment (β=.251, p<.001) and cost (β=.078, p<.05). Third, safety measures (β=.532, p<.001), natural environment(β=.221, p<.001), cost(β=.268, p<.001) and accessibility (β=.227, p<.001) positively affected the intention to re-visit. Fourth, while safety measures (β=.257, p<.001) and natural environment (β=.606, p<.001) positively affected tourists’ recommendation, the cost factor (β=-.155, p<.01) negatively affected their intentions for recommendation.

Safety measures, natural environment, cost and accessibility were positively associated with overall satisfaction. In particular, safety measures and natural environment had a positive effect on the intention to re-visit and the intention to recommend. However, cost had a negative effect on the intention to recommend to others.