International Journal of Internet, Broadcasting and Communication

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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The Relationship between scuba diving participant's selective attribute, emotional response, and empirical value

  • Lee, Yoo-Chan (Department of Recreation and Leisure Sports, Dankook University) ;
  • Jung, Sang-Ok (Department of Recreation and Leisure Sports, Dankook University)
  • Received : 2021.06.17
  • Accepted : 2021.06.25
  • Published : 2021.08.31
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Abstract

The purpose of this study is to investigate the structural relationship between resort selection attributes, emotional responses, and empirical values of scuba diving participants. The general population who enjoys scuba diving in Korea was selected as the population. Using the convenience sampling method, 553 of the 600 questionnaire samples were extracted as the final valid sample. For data processing, frequency analysis, exploratory factor analysis, and Cronbach's α test were performed using SPSS 23, and confirmatory factor analysis and structural equation model analysis were performed with AMOS 18. The results are as follows: First, among the sub-factors of selection attributes, equipment, facility environment, and diving point showed a positive effect on emotional response, but staff service did not have any significant effect. Second, the emotional response positively affected by the selection attribute showed a positive effect on all factors of service excellence, consumer utility, fun value, and aesthetic value of empirical value. Therefore, scuba diving resort managers must recognize the importance of equipment, facility environment, and diving point among these selection attributes of customers. And to satisfy the customer needs the resort must accurately identify the needs for diving equipment, facility environment and diving point. Various methods for this should be explored through the needs of the identified customers, and efforts should be made to provide safe equipment, comfortable facilities, and various diving points.

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