해양스포츠이벤트 평가속성이 도시마케팅 자산 및 도시마케팅 효과에 미치는 영향

The purposes of study were to examine the relationships among Appraisal attributes(AAs), city marketing asset(CMA) and city marketing effectiveness(CME) in a marine sport event(MSE) hosted by Busan metropolitan city and to provide fundamental information that could help establish city marketing strategies for the host city and MSE organizer. In order to accomplish such study purposes, a survey method was applied with a total of 350 out of town visitors, and 322 usable questionnaires were analyzed using SPSS 19.0 with descriptive statistics, correlation analysis and multiple regression analysis. Accordingly, following findings were derived from current study. First, the levels of AAs perceived by the visitors were relatively lower than those identified through previous research, which means little evidence that the event was operated successfully. However, the levels of CMA and CME were relatively higher than those of the AAs. Second, the AAs such as employee, facility and program factors had significant effects on the CMA factors. Third, the AAs such as employee, facility, program and cost factors had significant effects on the CME factors. Finally, the CMA factors including city attitude, city familiarity and city image which were established through hosting the event had significant effects on the CME factors.