The Relationship Between Participation Involvement, Loyalty, and Behavior Intention of Marine Leisure Sports Participants

Abstract

This study was conducted to investigate the relationship between participation involvement, loyalty and the behavior intention of marine leisure sports participants, and the conclusions obtained through the research process are as follows. The subject of this study was set as a population of participants over age 20 who participated in marine leisure sports throughout Korea. For the sampling, a
random sampling method was used among several non-probability sampling methods. The survey was distributed and answered using the self-evaluation method utilizing a questionnaire. A total of 384 data were used for the final analysis, excluding questionnaires that did not meet the purpose of the study. The results of it are as follows. First, participation involvement of marine leisure sports participants showed a positive correlation with all loyalty variables, while behavior intention partially showed a positive correlation. Second, all of the sub-variables of participation involvement had a statistically significant positive influence on all loyalty, including attitude loyalty and action loyalty. Third, among the subvariables of participation involvement, participation enjoyment had a positive influence on the noted reparticipation intention, and participation interest had a positive influence on the positive word of mouth variable. As a conclusion, it can be seen that participation involvement of marine leisure sports participants is an important variable influencing loyalty and behavior intention. Therefore, the participation involvement of participants participating in marine leisure sports was proved to be closely related to loyalty and behavior intention.