부산대학교 도서관

This study primarily focused on analyzing the motivating factors that should be addressed proactively to provide fundamental data for the sustained participation in marine leisure sports. To achieve this, data was collected from 217 participants using purposive sampling at marine leisure experience facilities. The study yielded the following results: First, the motivations for participating in marine leisure sports were ranked in the following order: intrinsic motivation, extrinsic motivation, and amotivation. Second, differences in motivation based on personal characteristics were observed, except for the specific sport. Differences in motivation were noted based on gender, age group, experience level, and cost. In conclusion, marketing strategies for promoting the activation of marine leisure sports should adopt a differentiated approach based on individual characteristics. Overall, it is essential to recognize that participants exhibit a significant level of amotivation, and efforts are urgently needed to facilitate motivation conversion. This may include organizing competitions and exhibitions tailored to the interests of participants, establishing systems for obtaining marine leisure sports information, and providing a variety of promotional and educational programs