Journal of Fisheries and Marine Sciences Education (수산해양교육연구)

The Korean Society for Fisheries and Marine Sciences Education (한국수산해양교육학회)
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A Study on the Image Positioning Strategy according to the Games of Marine Sports

해양스포츠 종목에 따른 이미지 포지셔닝 전략에 관한 연구

  • Received : 2017.02.23
  • Accepted : 2017.04.03
  • Published : 2017.04.30
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Abstract

This study intended to understand similarity of image between games and position of image attribute perceived by consumers according to the games of marine sports using MDS (Multidimensional Scaling). Through the foregoing, this study aims to provide preliminary data for establishing marketing strategies for games of marine sports by accurately understanding images of marines sports perceived by consumers. For survey targets, this study selected students of K University located in Gyeonggi-do as a population, and extracted samples using convenience sampling out of non-probability sampling methods targeting 200 students who showed intention of participation in this study, and total 188 sheets of questionnaire were used as final data excepting 12 sheets that are filled up unfaithfully or considered unreliable. For data processing, this study conducted Frequency Analysis, Descriptive Statistical Analysis, Reliability Analysis, MDS (Multidimensional Scaling) and Multiple Regression Analysis, and study results show that water ski and wakeboard(.602) have the most similar image attribute, indicating that image attributes of scuba diving and water ski(2.031) are positioned farthest with each other. As for image attribute, image attribute of water ski has appearance and progressiveness, windsurfing has an image attribute of positive, scuba diving has an image attribute of negation, and marin rafting has an image attribute of friendliness.

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References

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