스포츠 시설의 마케팅믹스가 스포츠 시설 이미지와 이용자의 태도에 미치는 영향

The objective of this study is to provide references necessary to establish managerial strategy of sports facilities by empirically studying influence of marketing mix elements on image of a sports facility and user attitude through structured model-based analysis. The study was implemented for members of four sports facilities with more than 200 annual memberships in P Metropolitan City from March to June 2010. Obtained data were analyzed with SPSS version 14.0 for frequency analysis, exploratory factor analysis, reliability analysis and correlation analysis as well as AMOS version 7.0 for confirmatory factor analysis and structured model-based analysis. The following results were deduced from the analyses. First, regarding relationship between marketing mix elements and their images, three elements, i.e., price, promotion and product, have exerted positive (+) influence on their images. Second, the image of a sports facility has exercised positive (+) effects on customer satisfaction. Third, the customer satisfaction has exerted positive (+) influence to customers` intention to revisit.