earticle

영어

The purpose of this study is to systematically understand the effects perceived by tourists experiencing sports tourism marketing. It is meaningful to analyze in detail by dividing it into tourism effects, economic effects, socio-cultural effects, and environmental effects recognized by tourists. A total of 13 people participated in the focus group and shared their opinions, and the results are as follows. Tourists who have experienced sports tourism marketing were found to be advantageous in obtaining useful information about tourist destinations. In addition, tourists feel that it helps them gain economic effects through sports tourism marketing. Tourists enjoying sports tourism were found to gain a positive image of socio-cultural effects. It was found that tourists have a high rate of revisiting because they not only visit tourist destinations but also because they obtain socio-cultural information about the region. It was found that continuously promoting eco-friendly products to tourists is necessary for the positive image of the marketing. The results of this study were that sports tourism marketing greatly contributed to appealing positively to tourists and creating various effects. It also suggests the direction in which sports tourism marketing should develop and provides practical information.