Journal of the Korean Society of Marine Environment & Safety (해양환경안전학회지)

The Korean Society of Marine Environment and safety (해양환경안전학회)
권호 표지
DOI QR코드

DOI QR Code

Analysis of the Relationships Between the Perceived Usefulness, Satisfaction, and Continuous Participation Intention of Marine Healing Program Participants

해양치유 프로그램 참여자의 지각된 유용성, 만족, 지속참여의도간 관계 분석

  • 윤혜진 (배화여자대학교 호텔관광과) ;
  • 최승묵 (청운대학교 관광경영학과) ;
  • 홍장원 (한국해양수산개발원) ;
  • 이현주 (프로젝트수(경희대학교)) ;
  • 박경열 (한국문화관광연구원)
  • Received : 2023.10.12
  • Accepted : 2023.12.29
  • Published : 2023.12.31
Download PDF
⟨ Previous Next ⟩

Abstract

The Korean government and industry practitioners have rapidly increased their interest in marine healing programs after the COVID-19 pandemic. However, research related to understanding the perceived usefulness, participant satisfaction, and benefits of marine healing experience from a consumer-oriented perspective is still lacking. This study used the post acceptance model to continuously examine the relationship between the perceived usefulness, expectancy confirmation, participant satisfaction, and intention to participate in a marine healing program. A survey was conducted by trained interviewers every weekend from September to October 2022 on the participants of marine healing programs in Busan city, and 203 samples were used for the analysis. The results showed that expectancy confirmation for the marine healing program positively affected satisfaction with the program and the perceived usefulness of the program. Moreover, satisfaction of the participants with the marine healing program positively affected their intention to continue participating. Additionally, the perceived usefulness of the healing program positively affected program satisfaction and continuous participation intention.

해양치유 프로그램에 대한 관심은 코로나19 팬데믹 이후 정부와 업계 실무자 모두에서 급속도로 증가하고 있다. 그러나 아직까지 소비자 관점에서 해양치유 프로그램이나 해양치유 체험에 대한 유용성, 만족도, 편익 등을 이해하고자 시도한 연구는 부족한 실정이다. 이에 이 논문에서는 후기수용모델을 적용하여 해양치유 프로그램 참여자의 지각된 유용성과 기대일치, 만족, 지속참여의도 간 관계를 구조적으로 분석하고자 하였다. 자료수집은 부산시 해양치유 프로그램 운영 기간인 2022년 9~10월까지 매 주말 사전 훈련된 면접원에 의한 면접조사 방식으로 실시하였고, 총 203부의 유효 표본을 분석에 활용하였다. 분석 결과 해양치유 프로그램에 대한 기대일치는 프로그램 참여자의 만족과 프로그램의 지각된 유용성에 긍정적인 영향을 미치는 것으로 나타났고, 해양치유 프로그램 참여자 만족은 프로그램 지속참여의도에 긍정적인 영향을 미치는 것으로 나타났다. 해양치유 프로그램에 대한 지각된 유용성 역시 프로그램 참여자 만족 및 지속참여의도에 긍정적인 영향을 미쳤다.

Keywords

Acknowledgement

이 연구는 산림청(한국임업진흥원) 산림과학기술 연구개발사업(2021408A00-2325-0101)의 일환으로 수행된 연구입니다.

References

  1. Bhattacherjee, A.(2001), Understanding Information Systems Continuance; An Expectation Confirmation Model. MIS Quarterly, Vol. 25, No. 3, pp. 351-370. https://doi.org/10.2307/3250921
  2. Chen, C. C., J. F. Petrick, and M. Shahvali(2014), Tourism Experiences as a Stress Reliever: Examining the Effects of Tourism Recovery Experiences on Life Satisfaction. Journal of Travel Research, Vol. 55, No. 2, pp. 150-160.
  3. Chen, H. H. and H. K. Noh(2023), A Study on the Continuous Use Intention of Online Travel Agency(OTA) by Applying E-Service Quality and Post Acceptance Model: Focused on Chinese Users, Journal of Tourism and Leisure Research, Vol. 35, pp. 229-250. https://doi.org/10.31336/JTLR.2023.4.35.sp1.229
  4. Chin, W. W.(1997), Overview of the PLS Method. University of Houston.
  5. Cho, I. J., S. G. Oh, and M. S. Cho(2012), A Study on the Moderator Effect of Customers' Involvement among Hotel Service Recovery, Service Quality, Relationship Quality, Customers' Satisfaction and Royalty, Journal of Tourism Sciences, Vol. 36, No. 3, pp. 59-78.
  6. Cho, K. E.(2016), The Social Meaning of Healing Tourism in Korea, Journal of Tourism Sciences, Vol. 40, No. 5, pp. 11-31.
  7. Choi, H. S., J. H. Lee, E. Y. Jung, J. E. Baek, and S. Y. Sung(2022), Effects of Marine Healing Program for Reducing Depression: A Suggestion of Healing Tour for Reducing 'Corona Blue' with Marine Healing Program, Journal of the Korea Academia-Industrial cooperation Society, Vol. 23, No. 2, pp. 704-712.
  8. Choi, H. S. and J. E. Cho(2010), The Relationship between In-flight Service Quality, Perceived Value, Satisfaction, and Behavioral Intention:A Comparison of Competing Models, Journal of Tourism Sciences, Vol. 34, No. 5, pp. 243-264.
  9. Choi, W. S.(2020), The Effects of Uncontact Service Usability of Coffee Shops on the Continuance Use Intention: Focused on the Extended Post Acceptance Model(PAM), Culinary Science & Hospitality Research, Vol. 26, No. 12, pp. 114-128.
  10. Crosby, L. A., K. R. Evans, and D. Cowles(1990), Relationship Quality in Services Selling; An Interpersonal Influence Perspective. The Journal of Marketing, Vol. 54, No. 3, pp. 68-81. https://doi.org/10.1177/002224299005400306
  11. Davis, F. D.(1989), Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, Vol. 13, No. 3, pp. 319-340. https://doi.org/10.2307/249008
  12. Ha, K. H.(2019), A Study on the Strategies for Activating the Marine Healing Tourism: Focused on the Analysis of the Marine Healing Tourists' Needs and the Current Situations, Journal of Marine Tourism Research, Vol. 12, No. 2, pp. 19-32.
  13. Ha, K. H.(2021), Changes of Marine Healing Paradigm After COVID-19: Focusing on Comparison between Before Corona and After Corona, Journal of Marine Tourism Research, Vol 14, No. 2, pp. 35-53. https://doi.org/10.22929/JMTR.2021.14.2.002
  14. Hair, J. F., G. T. Hult, M. Ringle, C. M., and M. Sarstedt (2014), A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Thouand Oaks: Sage.
  15. Hair, J. F., L. M. Matthews, R. L. Matthews, and M. Sarstedt(2017), PLS-SEM or CB-SEM: Updated Guidelines on which Method to Use. International Journal of Multivariate Data Analysis, Vol. 1, No. 2, pp. 107-123. https://doi.org/10.1504/IJMDA.2017.087624
  16. Hong, J. W., I. J. Yoon, S. I. Choi, and A. J. Lee(2019). Introduction of Marine Recreation and Welfare Service through Promoting Coastal Wellness Industry. Korea Maritime Institute.
  17. Hong, M. J.(2021), Psychology of Leisure Approach to Healing Tourism Experience: Applying Text Mining Techniques and Sentiment Analysis, Journal of Tourism Sciences, Vol. 45, No. 6, pp. 91-114.
  18. Hong, M. J.(2023), Healing Experiences and Psychological Effects of Travel according to Travel Motivation, Journal of Tourism Science, Vol. 47, No. 3, pp. 35-52.
  19. Hong, S. J.(2012), The Influence of Tour Guide's Service on Satisfaction: The Mediating Role of Perceived Enjoyment and Perceived Usefulness, Journal of Product Research, Vol. 30, No. 3, pp. 155-162. https://doi.org/10.36345/KACST.2012.30.3.014
  20. Hur, G. S. and S. R., Choi(2023), The Impact of Travel Vlog's Media Richness on Continuous Intentions to Use: Based on Post Acceptance Model. Korean Journal of Hospitality & Tourism, Vol. 32, No. 3, pp. 133-147. https://doi.org/10.24992/KJHT.2023.6.32.03.133
  21. Jo, L. H.(2022), The Effect of Post-COVID-19 Awareness on the Intention to Partake in Healing Agricultural Tourism : Examining the Mediating Effect of Supply Conditions, International Journal of Tourism and Hospitality Research, Vol. 36, No. 11, pp. 127-139.
  22. Jung, Y. K. and H. C. Ahn(2023), A Study on the Effects of Chatbot Characteristics on Continuous Usage Intention: Focusing on the Post-Acceptance Model, Journal of the Korea Society of Computer and Information , Vol. 28, No. 6, pp. 169-179. https://doi.org/10.9708/JKSCI.2023.28.06.169
  23. Kim, J. H., G. W. Shim, and C. S, Lee(2014), A Primer on Partial Least Squares Structural Equation Modeling(PLS-SEM), Pncmedia.
  24. Kim, J. O.(2018), The Effect of Perceived Stress of Urban Residents on Health-Related Quality of Life by Recovery Experience through Natural-based Healing Restoration Environments: Focusing on the Attention Restoration Theory, Journal of Tourism Science, Vol. 42, No. 7, pp. 51-70.
  25. Kim, J. O. and N. J. Kim(2017), Policy Implications of Nature-based Healing Tourism Using the Program Logic Model: Focusing on Policy Framework for Sustainable Healing Tourism, Journal of Tourism Science, Vol. 41, No. 10, pp. 105-123.
  26. Kim, J. O. and N. J. Kim(2019), An Exploratory Study on the Relations among Tourists' Mindfulness, Healing Restorative Environment Perception, Attention Restoration, and the Quality of Life of Participants in a Nature-based Healing Program, Journal of Tourism Science, Vol. 43, No. 2, pp. 55-78.
  27. Kim, J. W. and N. J. Kim(2021), The Relationship between the Awareness of Successful Aging among Middle Aged Healing Forest Visitors and their Behavioral Intention of Healing Tourism: An Application of the Extended Theory of Planned Behavior, Journal of Tourism Science, Vol. 45, No. 6, pp. 115-138.
  28. Kim, K. B. and W. S. Seo(2020), A Study on the Continuous Use Intention of Online Travel Agency(OTA): Extended Post Acceptance Model(PAM) Perspective, Journal of Tourism Science, Vol. 44, No. 6, pp. 141-163.
  29. Kim, M. J. and S. P. Ryu(2023), Mediating Effects of Perception of Marine Conservation in Relationships between Recognition of Marine Healing and Expectation Effects/Intention to Use, Journal of Marine Tourism Research, Vol. 16, No. 1, pp. 121-142. https://doi.org/10.22929/JMTR.2023.16.1.007
  30. Koh, M. Y. and S. S. Yang(2021), Structural Relations between Wellness Tourists' Motivation, Satisfaction and Behavior Intention: A Case of Healing Forest Visitors in Seogwipo, Journal of Tourism Science, Vol. 45, No. 8, pp. 173-188.
  31. Lee, J. E. and N. J. Kim(2016), The Impact on the Wellness Value of a Healing Program and its Influence on Satisfaction, Loyalty and Overall Life Satisfaction: Focusing on the Participants' of 'Forest Healing' Program. Journal of Tourism Sciences, Vol. 40, No. 1, pp. 167-183.
  32. Lee, J. H., H. S. Ahn, S. S. Euh, and S. Y. Sung(2023a), Effects of Marine Healing Program on Mental Health Promotion: Results of Living Lab of Wando-gun Marine Healing Program, Journal of the Korea Academia-Industrial cooperation Society, Vol. 24 No. 2, pp. 356-363. https://doi.org/10.5762/KAIS.2023.24.2.356
  33. Lee, J. H.., K. J. Lee, and J. H. Sung(2023b), Research Trends in Korean Healing Facilities and Healing Programs Using LDA Topic Modeling, The Korean Institute of Landscape Architecture, Vol. 51, No, 3. pp. 95-106. https://doi.org/10.9715/KILA.2023.51.3.095
  34. Lee, S. B., S. Y. Ryu, and W. G. Song(2013), A Relation between Travel Experience and Psychological Healing, Tourism Research, Vol. 38, No. 1, pp. 77-97.
  35. Lee, S. M. and B. W. Jeong(2022), The Effect of the Care Farms Tourism on the Perceptions of COVID-19: Focusing on Mediation Effect of Psychological Well-being, Northeast Asia Tourism Research, Vol. 18, No. 1, pp. 85-107. https://doi.org/10.35173/NATR.18.1.05
  36. Lee, Y. K., S. I. Kim, C. Jeong(2021), The Impact of Travel Vlog Information Quality using the Post-Acceptance Model on Continuous Use Intention, Journal of Hospitality and Tourism Studies, Vol. 23, No. 4, pp. 75-94.
  37. Lin, C. S., S., Wu, and R. J. Tsai(2005), Integrating Perceived Playfulness into Expectation Confirmation Model for Web Portal Context. Information & Management, Vol. 42, No. 5, pp. 683-693. https://doi.org/10.1016/j.im.2004.04.003
  38. Min, J. H. and K. H. Kim(2021), The Effects of Program Satisfaction Attributes on Attention Restoration and Behavioral Intention of Rural Healing Tourists: Mediating Role of Personnel Services and Moderating Role of Age, Journal of Tourism and Leisure Research, Vol. 33, No. 8, pp. 43-67.
  39. MOF(2021), Master Plans to Manage and Utilize Marine Healing Resources, Ministry of Oceans and Fisheries.
  40. MOF(2022), Marine Tourism Visitors Survey 2021, Ministry of Oceans and Fisheries.
  41. MOLEG(2023), Ministry of Government Legislation, [online] www.law.go.kr, (accessed 09.30.23).
  42. Oh, J. H., J. W. Oh, and K. M. Cho(2019), Research on Consistent Use Intention of Home-training Program on Personal Media Service YouTube Based on Post-Adoption Model, Korean Journal of Convergence Science, Vol. 10, No. 2, pp. 183-193.
  43. Park, I. J. and Y. K. Lee(2015), Analytic Psychological Approach to Healing Value of Travel: Based on Kyung-Sook Shin, Dae-Nyung Yoon, and Kyung-Lin Jeon's Travel novel, Internnational Journal of Tourism and Hospitality Research, Vol. 29, No. 6, pp. 5-15.
  44. Park, J. A. and B. G. Kim(2017), Therapeutic Effects of Rural Tourism Experiences, The Journal of Korean institute of Forest Recreation, Vol. 21, No. 2, pp. 83-92. https://doi.org/10.34272/forest.2017.21.2.008
  45. Park, G. Y. and A. R. Nam(2020), Marine Healing Policy Frame Structure Analysis Using Text Mining: Comparison and Analysis of the Press and Journal Article, Journal of Tourism and Leisure Research, Vol. 32, No. 11, pp. 407-425.
  46. Shin, G. G.(2018), Partial Least Squares Structural Equation Modeling(PLS-SEM) with SmartPLS 3.0, SPSS, G*Power, G*Power, Chungram.
  47. Shin, J. I.(2022), Systematic Review of Marine Healing Program in Korea, Korean Aging Friendly Industry Association, Vol. 14, No. 1, pp. 53-62. https://doi.org/10.34264/jkafa.2022.14.1.53
  48. Shin, Y. C.(2013), New Evolution of Wellbeing: Healing Brand. Marketing, Vol. 47, No, 7. pp. 34-42.
  49. Sorebo, O., and T. R. Eikebrokk(2008), Explaining IS Continuance in Environments Where Usage is Mandatory. Computers in Human Behavior, Vol. 24, No. 5, pp. 2357-2371. https://doi.org/10.1016/j.chb.2008.02.011
  50. Spreng, R. A., S. B. MacKenzie, and R. W. Olshavsky(1996), A Reexamination of the Determinants of Consumer Satisfaction. The Journal of Marketing, Vol. 60, No. 3, pp. 15-32. https://doi.org/10.1177/002224299606000302
  51. Stanciulescu, G. C., G. N. Diaconescu, and D. M. Diaconescu (2015), Health, Spa, Wellness Tourism. What is the Difference. Knowledge Horizons-Economics, Vol. 7, No. 1, pp. 158-161.
  52. Willaby, H. W., D. S. J. Costa, B. D. Burns, C. MacCann, and R. D. Roberts(2015), Testing Complex Models with Small Sample Sizes: A Historical Overview and Empirical Demonstration of what Partial Least Squares (PLS) can Offer Differential Psychology. Personality and Individual Differences, 84, pp. 73-78. https://doi.org/10.1016/j.paid.2014.09.008
  53. Yoon, H. J., S. M. Choi, R. S. Jeong, and G. Y. Park(2022), A Study on the Leisure Constrains, Satisfaction, and Recommendation of Underwater Leisure Activities as Marine Healing: Focusing on the Survey of Marine Tourism Participants in 2021. Journal of Tourism and Leisure Research, Vol. 34, No. 10, pp. 5-21.