스포츠산업·경영학 : 스키리조트 서비스품질 기대치, 방문자 만족, 행동의도에 관한 연구 = A Study on Relationship Among Perception of Expectations Ski Resort's Service Quality, Visitor Satisfaction and Behavioral Intentions

다국어 초록 (Multilingual Abstract)

The purpose of this study was to find out service quality of ski resorts, and the relationship among the perception of expectations of ski resort's service quality, visitor satisfaction and behavior intention at ski resort. To accomplish the purpose of this study, 750 visitors from five randomly selected ski resorts were surveyed by means of the revised questionnaires. The content validity and reliability of the questionnaires were determined by conducting a pilot study. The reliability coefficient for the questionnaire was found to be α=.720-.883. The questionnaire utilized a five-point Likert-type scale was employed for ascertaining the degree of importance that each respondent attached to each item. The used statistical methods for the data analysis were frequency analysis, factor analysis, t-test, one-way ANOVA, and multiple regression analysis by employing the SPSS 10.0 V. For all analyses an alpha level of .05 were used for the research questions.
The major findings obtained from this study were following;
First, as a result of factor analysis on the ski resort's service quality of visitors, six factors of ski lift, accessability, accessary facilities, ski slope, costs, and promotions were derived.
Second, ski lift factor was perceived to be the most important factor in selecting a certain ski resort by ski resort visitors, followed by accessability factor.
Third, there were significant differences in the perception of expectations of ski resort's service quality in terms of age, gender, staying duration, visiting frequency, and purpose of visiting.
Fourth, the ski lift, accessibility, slope, and accessary facility factors significantly influenced the visiting satisfaction of ski resort visitors.
Fifty, the ski lift, accessibility, slope, and accessary facility factors significantly influenced the purchase intentions of ski resort visitors.
Finally, the result of this study also indicated that the ski lift, accessibility, slope, and accessary facility factors significantly influenced the recommendation intention.

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