본 연구는 해양레저 분야로 귀어⋅귀촌한 청장년층들이 겪는 현실적인 문제점을 분석하여 해양레저산업을 통한 귀어⋅귀촌 활성화 방안을 제시하고자 수행되었다. 해양레저 귀촌인이 겪는 문제점과 해양레저 귀어⋅귀촌을 활성화 할 수 있는 방안은 무엇인가? 라는 연구 문제를 해결하기 위해 질적연구방법 중의 하나인 사례연구를 통해 연구가 수행되었다. 면담 대상자는 해양레저 귀촌인과 관련 분야 전문가를 선정하였다. 그 결과 도출된 문제점은 다음과 같다. 첫째, 어촌의 배타적 문화로 발생하는 어려움. 둘째, 초기 투자비용 마 련의 어려움. 셋째, 해양레저 귀어⋅귀촌 교육프로그램의 부족으로 나타났다. 이러한 문제를 해결하고, 해양레저산업을 통한 귀어⋅귀촌 활성화를 위해 제시된 방안은 다음과 같다. 첫째, 인센티브제도 도입을 통한 어촌 진입장벽 완화. 둘째, 귀어⋅귀촌 종합센터의 매칭 시스 템 구축. 셋째, 어촌의 유휴부지를 활용한 귀어⋅귀촌 촉진. 넷째, 어촌계의 선 투자 후 위탁운영 시스템 도입. 다섯째, 수산 분야 교육이 포함된 해양레저 귀어⋅귀촌 교육프로그램 구축. 여섯째, 해양레저 귀어⋅귀촌 인프라 구축으로 나타났다.

The hotel industry has been reaching their existing and prospecting customers via emails throughout a customer’s journey, from pre-arrival information/promotions to post-stay emails for the reviews (Huang, 2016). In different from other email marketing campaigns containing pure promotional materials for acquiring customers, post-stay e-mails can be used to send personalized messages and build an emotional connection with customers by thanking and rewarding their stays. As an increasing number of customers open and read emails via mobile devices on the move (Jordan, 2015), effectively designed post-stay emails with persuasive messages can be a powerful communicating method keeping customers in the lines of dialog with the brands. However, there is lack of studies on how the post-stay email marketing campaign works to retain customers. This study aimed to identify post-stay email features that affect customers’ intention to revisit the same hotel brand depending on their levels of involvement in choosing hotels for leisure purpose. Grounded on the Elaboration Likelihood Model (ELM) (Petty & Cacioppo, 1986), this study identified what causes “motivation” to process a post-stay email and which email features can be more effectively positioned to persuade consumers with different elaboration levels. This study developed hypotheses regarding the effects of email features on attitude and intention to revisit the hotel brands. A total of 189 responses was determined to be usable in this study. Using Path Analysis, this study tested multivariate regression model with direct effect of email features on attitude and indirect effects of email features on intention to revisit the hotel brand. In addition, this study tested a moderating effect of leisure involvement on the hypothesized paths. The results showed that consumers with a low level of leisure involvement tended to be influenced by financial and interactivity features on their attitude towards the hotel brand while personalization features yielded favorable attitude towards the hotel brand for consumers with a high level of leisure involvement. Attitude towards the hotel brand was a significant predictor of behavioral intention to revisit the hotel brand that sends post-stay emails in this study. Industry professionals and researchers can utilize this study to better design their e-mails as customer retention strategies. The email features analyzed in this study can be strategically included in the post-stay e-mail according to their target market. The initiative can assist in reinforcing or persuading their guests to revisit the hotel brand and build stronger customer relationships.

주5일 근무제가 확대되어 국민의 여가시간이 증가되고 소득수준이 향상됨에 따라 해양레저스포츠에 대한 국민들의 관심이 높아가고 있다. 지자체들도 전시회, 국제요트대회 등을 경쟁적으로 개최하고 대규모 투자를 추진하고 있다. 그러나 우리나라는 선진국의 수요패턴과 달리 수요가 크게 늘어나지 않고 있다. 그동안 해양레저스포츠의 활성화를 위하여 스포츠관점에서는 많은 연구가 이루어졌으나 산업적 관점에서 산업환경 요인에 대한 연구는 미미한 실정이다. 본 연구에서는 해양레저스포츠산업에 영향을 미치는 경제적, 사회적 환경 등 환경요인을 고찰한다. 이를 위해 해양레저스포츠산업을 둘러싸고 있는 산업환경 요인을 해양레저스포츠산업의 주요성장 지표인 인구 천명당 레저보트(요트 모타보트) 보유척수와의 상관관계로 분석하였다. 마지막으로 선진국과의 해양레저스포츠산업 환경요인을 비교분석하여 우리나라 해양레저스포츠산업의 발전을 위한 방향을 제시하고자 한다.

Since 2000, S. Korea is building yachts through government supported localization, cooperation between industry and educational organizations, or partnerships with foreign firms but the yacht building has yet only accomplished trial manufactured ships and one-time production. Because of a lack of mass production, the industry assesses the domestic technical skills to an average 50~60% of developed countries and its market share is less than 1% in the world. In addition, domestic marine equipment is heavily depending on imports and the industry is experiencing shortage of technology and experts, small-sized companies, insufficient industry and educational organizations' cooperation networks, inadequate legislation and policies, deficient domestic market vitalization, and scarce international information. Thus, this study focuses on the alternative plans to strengthen competitiveness and to cope with problems in the southeast marine leisure equipment industry.