a study on the activation of marine leisure sports using a swot analysis · 2018-09-29 · a study...

A Study on the Activation of MarineLeisure Sports Using a SWOT Analysis

Kyung-Seok Han1 and Chun-Ho Yang∗2

1,2Dept. of Marine Sports, Hanseo University,Seosan, 31962, [email protected]

[email protected]∗2

Abstract

Background/Objectives: There is a need to explorethe factors needed to activate marine leisure sports in ourcountry and examine the related influencing relationships.At the same time, we also have to conduct an analysis ofthe strengths, weaknesses, opportunities and threats for theactivation of marine leisure sports. Accordingly, the pur-pose of this research is to determine the factors necessary topresent an effective activation plan for marine leisure sportsby analyzing the current issues involved in a SWOT analy-sis.

Methods/Statistical analysis: We selected 200 marineleisure sports for workers and participants as a population toexplore ways to activate marine leisure sports using SWOT.We used a stratified cluster random sampling method forthe target sampling. Excluding insincere response data, weused a total of 182 copies of the questionnaires for the finalanalysis.

Findings: First, the strength of the marine leisure sportsin Korea lies in the superb natural conditions, world-classshipbuilding and IT technologies, easy access to the coast,an increase in participants for marine leisure sports, anda national character for fondness in sports. Second, theweakness in marine leisure sports in Korea lies in a neg-ative perception of marine leisure sports, the cost burden

International Journal of Pure and Applied MathematicsVolume 120 No. 6 2018, 5427-5449ISSN: 1314-3395 (on-line version)url: http://www.acadpubl.eu/hub/Special Issue http://www.acadpubl.eu/hub/

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for equipment a lack of concerted promotion for businessesrelated to marine leisure sports, the break periods due toclimatic conditions, regulations related to the developmentof marine leisure resorts, and a lack of experts (leaders).Third, opportunities for marine leisure sports in Korea areincreasing due to the increase in national income, activity ofregional events related to marine leisure sports, interest bythe central government, the perception of change on marineleisure sports centering on adolescents, and active researchactivities related to marine leisure sports. Fourth, the threatof marine leisure sports in Korea lies in the preference formarine leisure sports activities abroad, the indiscreet devel-opment of experience tourism sites by local governments,opposition to the development of marine leisure sports byenvironmentalists, and the possibility of accidents

Improvements/Applications: There are limitationsin establishing an activation plan of marine leisure sportswith universal validity. In the future, research has to becarried out on an on-going basis to establish a comprehen-sive marine leisure sports activation plan that is not basedon a particular social stratum or region.

Key Words : Marine Leisure Sports, Strengths, Weak-nesses, Opportunities, Threats.

1 Introduction

Middle In modern society, the sea has become a space for healthyleisure activities beyond only providing space for shipping and fish-eries. If one looks at marine spaces from the perspective of leisure,the possibilities are endless. Given that each marine space has aunique environment, marine leisure sports can also offer a varietyof activities. Marine leisure sports include maritime tourism andleisure sports. Marine leisure sports constitute the majority of ma-rine leisure activities or marine tourism. Choi [1] stated that, unlikeon land where tourism and leisure sports activities are easily dis-tinguished, it is not easy to distinguish marine tourism and marineleisure sports since purpose of tourism is mostly leisure activitiesin the ocean. Therefore, marine leisure sports are inseparable frommarine tourism and have most characteristics that marine tourismhas. Of the different areas of leisure sports, marine leisure sports

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are just one area of temporary leisure in the summer. Accordingly,to activate marine leisure sports, we can say it is necessary to sep-arate the marine leisure sports from other leisure sports and toestablish a unique plan.

Leisure sports for which you must have water. Although thereare differences depending on the type of marine leisure, the spatialextent of marine sports refers to the place where human culture canbe identified in the sea, with more than 70 cm of either sea wateror fresh water [2]. In the case of Korea, there are 504 inland waterand 343 sea water business areas where marine leisure sports can beenjoyed [3]. However, when marine leisure sports that require seawater, such as yachting, skin or scuba diving, and sea bathing, aretaken into consideration, the sea can be said to be more suitable asan active space for marine leisure sports. Korea has a long coast-line compared to its land area, and it is that much easier to accessthe sea. Therefore, marine industries, such as maritime logisticsand marine recreation and leisure activities, can be performed ef-ficiently. However, despite such favorable geographical conditionsfor marine leisure sports, social and institutional conditions to ac-tivate marine leisure sports are quite poor [4]. In particular, liketourism policy in Korea, the sports promotion policy of the Koreangovernment is based on land activates. To date, marine leisuresports are largely limited to a particular social stratum and marineleisure equipment have a high price, which are factors that hinderthe activation of marine leisure sports [5]. Ji [6] argues that poorequipment and infrastructure as well as institutional inadequacy atthe national level makes our country remain in the early stage ofdevelopment of marine leisure sports. Therefore, it seems to be theright time now to conduct a research on the activation plan of themarine leisure sports when the national income is increasing andthe living standard of Koreans is improving.

If marine leisure sports are activated, there can be positive ef-fects in many areas. First there can be positive effects on the diver-sification of leisure, improvement in physical fitness, and beneficialleisure time [7]. The activation of marine leisure sports is alsoconducive to economic, social, cultural, and educational develop-ment of the area many tourists will visit [8]. By changing the formof leisure culture, it provides participants with greater opportuni-ties for new leisure activities and it increases the opportunities for


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stress relief and health promotion [9]. In addition, by participatingin sports activities that are in contact with nature, this helps usunderstand the providence of nature and cultivate positive think-ing by satisfying our desires for adventure and challenge [10]. Dueto these advantages, marine leisure sports have become a culturefor everyday life for people in Europe, Australia, USA and Japan,and related industries are being activated as the number of partici-pants increases. Recently, schools and local festivals that specializein marine leisure sports have been gradually expanding in China aswell. Judging from this worldwide trend, a new culture for leisureand quality of life will soon appear and an era of marine leisuresports is also expected in Korea. If we look at marine leisure sportsin our country, these mainly consists of marine tourism [11, 12, 13]and marine sports experience [14, 15, 16]. However, research onsupport systems of marine leisure sports and environment creationfor participants of marine leisure sports as a target is still care.Hence, there is a need to explore the factors needed to activatemarine leisure sports in our country and examine the related influ-encing relationships. At the same time, we also have to conduct ananalysis of the strengths, weaknesses, opportunities and threats forthe activation of marine leisure sports. Accordingly, the purposeof this research is to determine the factors necessary to present aneffective activation plan for marine leisure sports by analyzing thecurrent issues involved in a SWOT analysis.

2 Research Methods

2.1 Research Target

The In this research, we selected 200 marine leisure sports for work-ers and participants as a population to explore ways to activate ma-rine leisure sports using SWOT. We used a stratified cluster randomsampling method for the target sampling. Excluding insincere re-sponse data, we used a total of 182 copies of the questionnaires forthe final analysis.


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2.2 Survey Tool

This study used a questionnaire to collect data to develop a planto activate marine leisure sports. The questionnaire used in this re-search consisted of 5 questions on demographic characteristics, 12questions on the support system that were selected as independentvariables, 14 questions on satisfaction, 19 questions on the creationof an environment for, and 7 questions on the activation of marineleisure sports that were selected as dependent variables. To exam-ine the suitability of the data, an exploratory factor analysis wascarried out using Varimax. The results of analysis, show that theload of the support system by factor has a level of .779-.925, andthe total variance of the four sub-factors (reinforcement of admin-istrative services, reinforcement of financial support, readjustmentof laws, and training of experts) turned out to be about 76.5%.The load of marine leisure sports satisfaction by factor showed alevel of .659-.902, and the total variance of the five sub-factors (the


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number of facilities, facility satisfaction, facility usage fee, lodgingfacility satisfaction, and transportation convenience) turned out tobe about 71.9%. The load of the marine leisure sports environ-ment creation by factor showed a level of .624-.904, and that of thetotal sub-factors (reinforcement of programs, reinforcement of cul-tural contents, reinforcement of equipment and facilities, nurturingof civic organizations, reinforcement of safety, and securing easinessof information access) turned out to be about 73.3%.

2.3 SWOT Analysis

The This study, used a SWOT analysis model to identify problemsby judging internal factors and external factors at the same time,and we have derived a strategic activation plan through economic,social, cultural, environmental, technological, political, and legalanalyses. The research model presented below shows internal fac-tors (strength and weakness) and external factors (opportunity andthreat) for the SWOT analysis in [Figure 1].

Figure 1: SWOT analysis

The SWOT analytical method presents results in the form ofa matrix by matching the external factors such as organizationalstrengths and weaknesses and internal factors such as opportuni-ties and threats so that the organization’s activities can be sys-tematically performed. This method is used mainly in marketingof businesses or in exploring competency analysis and developmentstrategy of public organizations [17]. SWOT is an acronym for 4major factors of strength, weakness, opportunity, and threat, ananalytical tool that is used to establish a strategy by analyzingand integrating the respective areas of the 4 factors. Of these fac-tors, the strength/weakness analysis is an area for analyzing the


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inner side whereas the opportunity/threat analysis is an area foranalyzing the external environment [18]. Generally, the strategydevelopment method follows the method of deriving the internalfactor and the external factor by SO, ST, WO, and WT matching[19].

2.4 Data Collection and Processing

In an effort to present an activation plan of marine leisure sports,we have conducted a literature review in this research to graspthe current situation of marine leisure sports in Korea. The litera-ture was analyzed through national policy related dissertations andtheses, and academic articles and monographs which are includedin Academic Research Information Service (RISS) and Korea Aca-demic Information (KISS). Periodicals and non-regular publicationsof related research organizations were also included when deemedappropriate.

As for data processing of the questionnaire, a total of 182 copiesdeemed reliable were inputted and processed. For these data, anexploratory factor analysis and a multi-regression analysis were car-ried out using SPSS 20.0 Statistical Program.

3 Research Results

3.1 Effects of Marine Leisure Sports SupportSystem on Activation of Marine LeisureSports


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The problem of multi-collinearity did not occur since the tol-erance value of Table 1 was .723∼.952, and the variance inflationfactors (VIF) value was 1.050∼1.383. The effect of marine leisuresports support system on activation of marine leisure sports wasstatistically significant (F=41.035, p<.001). The total explanatorypower was about 48.3% of the total variance (R2 = .483). When welook at the Beta value, which is the relative influence of the supportsystem and activation, it had a positive effect on the readjustmentof laws (β = .727, p <.001).

3.2 Effects of Marine Leisure Sports Satisfac-tion on Activation of Marine Leisure Sports

The problem of multi-collinearity did not occur since the tol-erance value of Table 2 was .795∼.933, and the variance inflationfactors (VIF) value was 1.072∼1.259. The effect of marine leisuresports satisfaction on activation of marine leisure sports was sta-tistically significant (F=35.409, p<.001). The total explanatorypower was about 50.3% of the total variance (R2=.503). When welook at the Beta value, which is the relative influence of satisfactionand activation, it had a positive effect in the order of lodging facil-ity satisfaction (β=.638, p<.001) and transportation convenience(β=.150, p<.05).


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3.3 Effects of Environment Creation on Activa-tion of Marine Leisure Sports

The problem of multi-collinearity did not occur since the tol-erance value of Table 3 was .723∼.838, and the variance inflationfactors (VIF) value was 1.194∼1.368. The effect of marine leisuresports environment creation on activation of marine leisure sportswas statistically significant (F=28.714, p<.001). The total explana-tory power was about 49.8% of the total variance (R2=.498). Whenwe look at the Beta value, which is the relative influence of environ-ment creation and activation, it had a positive effect in the order ofreinforcement of cultural contents (β=.536, p<.001), nurturing ofcivic organizations (β=.245, p<.001), and reinforcement of safety(β=.122, p<.05).

4 Results of SWOT Analysis

4.1 Strengths of Marine Leisure Sports

When the strength of marine leisure sports is examined, Korea hassuperb natural conditions as three (3) sides are surrounded by thesea. Although there are differences in environmental conditionswhen compared to United Kingdom, Japan, and Pacific island ar-eas, Korea has the best conditions for activation of marine leisuresports due to its geographical conditions [20]. Secondly, Korea is inpossession of world-renowned shipbuilding technology and IT tech-nology. Especially, possession of advanced shipbuilding technology


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that is directly related to marine leisure equipment is one of themajor advantages for activation of marine leisure sports. Thirdly,Korea has excellent access to coastlines. Characteristically, ma-rine leisure sports require the sea (or the inland waters) to enjoy,and infrastructures are in place allowing easy access to coastlinesthanks to the opening of KTX and West Coast Expressway. Inaddition, the fact that the number of participants in marine leisuresports is gradually increasing through on-going expansion of marineleisure sports facilities is also an advantage. Fourthly, the nationalcharacter of Koreans is traditionally fond of sports. The leisureactivities favored most by Korean people are sports activities. Ad-mittedly, there is somewhat negative perception of marine leisuresports in certain quarters. But except for this, the national char-acter of Koreans that is fond of sports itself is clearly an advantagefor activation of marine leisure sports.

4.2 Weaknesses of Marine Leisure Sports

The major weakness of marine leisure sports is the negative per-ception on marine leisure sports. Despite the unlimited growthpotentiality for a country with three (3) surrounded by the sea,progressive spirit is lacking in Korea due to historical land-orientedthinking and the influence of Confucianism.

The habitual worry of the guardians to be careful of water dur-ing one’s childhood caused a fear of water [21] and implanted apassive awareness of marine leisure sports activities. In addition,there is also a negative perception of marine leisure sports thinkingit is a high-class luxury. Secondly, the marine leisure sports equip-ment has not been localized yet, and the cost of using the equipmentis taken by many Koreans as an economical burden. Based on newproducts, imported leisure vessels cost 50∼60 million won per ves-sel. In the case of a sailing yacht, it costs 100∼200 million woneasily [22]. This kind of exorbitant price constitutes a major stum-bling block for most Koreans not to engage in marine leisure sportsactivities. Thirdly, the marine leisure sports related activities arenot carried out systematically as the relevant responsibilities aredistributed in various ministries. Establishment of sports relatedpolicies is handled by the Ministry of Culture, Sports, and Tourism,management of marine tourism and beaches is carried out by the


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Ministry of Land, Transport, and Maritime Affairs, developmentof marine leisure equipment is entrusted to the Ministry of Knowl-edge Economy, license system and safety management is handledby Korea Coast Guard, making it difficult to expect any kind ofsynergy effect. Especially, the fact that there is no marine leisuresports related law is also one of the reasons why marine leisuresports cannot be activated. Fourthly, there occurs a break periodof marine leisure sports activities due to natural conditions. Unlikelandbased sports, marine leisure sports are possible only for about6 months in a year from May to October [20]. Fifth, there are vari-ous regulations that have been adopted along with the developmentof marine leisure tourism site. Many of the coastal areas in Koreaare bound by various regulations such as the Environmental Con-servation Act, limiting various private initiatives. There are toomany laws that have to be satisfied before a particular area is to bedeveloped. If a private investor wants to develop facilities to starta marine leisure business, more than 40 individual laws have tobe applied. As a result, private investment is virtually impossible[21]. Sixthly, there is a shortage of qualified experts who can teachmarine leisure sports. This is a result of not establishing marineleisure sports related departments on college level and thus failingin training qualified experts. In view of the special characteristicsof marine leisure sports that require special equipment and pro-grams unlike land-based sports, lack of qualified leaders is a majorobstacle to marine leisure sports.

4.3 Opportunities for Marine Leisure Sports

Opportunities for marine leisure sports are closely related to an in-crease in national income more than anything else. Leisure activityis proportional to income. Especially, as incomes rise, people pre-fer more advanced sports. In the case of advanced countries, thereare evidences that show when national income reaches the level of15,000∼20,000 dollars, interest in leisure is rapidly shifted from landto marine. Korea’s national income of 20,000 dollars is brighten-ing the outlook for marine leisure sports. Secondly, marine leisuresports related events are energetically held by each region. As ameans of activating local economy, many local government alongcoastal areas are promoting diverse policies in an effort to develop


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marine tourism. Marine leisure sports events can be regarded as oneof these endeavors. Thirdly, in recent years, the central governmentof Korea is also showing positive interest in marine leisure sports.The Ministry of Land, Transport, and Maritime Affairs attempts topromote expansion of marine leisure sports through the NationwideMarine Sports Festival. It is also trying to enact laws related to cre-ation and management of marina harbors. Fourthly, there has beena shift in recent years in awareness of marine leisure sports amongKorean adolescents. In the past, the adolescents were not interestedin water-related activities due to the influence of Confucian educa-tion, but their perception of the ocean is changing in recent years.Especially noteworthy in this regard is the marine leisure sportsactivities of the Sea Explorers of Korea including promotion of theocean spirit through education and training in the sea. Fifthly,marine leisure sports is gradually being recognized as an academicfield. Before the year 2000, very few marine leisure sports relatedstudies were published in academic journals, but since then ocean-related articles began to be published in earnest [23]. This kind ofacademic research in the field of marine leisure sports is providingan occasion for activation of marine leisure sports.

4.4 Threats for Marine Leisure Sports

The major threat for marine leisure sports in Korea is the factthat part of Korean citizens favor marine leisure activities abroad.As domestic tourism infrastructure and service supply are not ad-equate, leakage to foreign tourist spots is serious [24]. In the caseof skin scuba, this is especially serious since there are more popula-tion who enjoy marine leisure sports abroad than in Korea. Whentraveling to Southeast Asia, marine leisure sports are treated asa part of the package whereas, in Korea, many Koreans do notshow much interest in marine leisure sports within Korea. Sec-ondly, local governments of Korea are developing marine leisuresports experience tourism sites indiscriminately. Many local gov-ernments located along the nation’s coastal areas are waging a pre-emptive competition with regard to marina facilities and marineresort creation [21]. Indiscriminate development of marine leisuresports complex that do not take special geographical characteris-tics of the region into account can bring about a bankruptcy of


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regional economy. Hence, it is important to prevent overlapping orimproper development being promoted by local governments. Theinfrastructure of marine leisure sports needs a systematic inductionbefore they are created by function and hierarchy [25]. Thirdly, weshould be concerned about unconditional objection of the environ-mental protectionists when developing an experience tourism sitefor marine leisure sports. To be sure, indiscriminate developmentshould be stopped, but efforts should be made to provide a planthat minimizes damage to the nature through eco-friendly and sus-tainable development. Fourthly, since marine leisure sports takeplace in the ocean, they are exposed to potential safety accidentsat all time. This functions as a disadvantage for activation of ma-rine leisure sports since the latter has a higher possibility of safetyaccidents in comparison to athletic sports on land.

5 Discussion

To activate marine leisure sports, what is needed more than any-thing else is a promotional system that is constituted on the na-tional level. Only when the national level promotion system is inplace, the foundation for marine leisure sports in Korea can be laidwith the administrative and financial support of the government.In a country where the private sector is highly dependent on thegovernment like Korea, it is especially urgent to establish a nationalpromotion system. But in Korea marine leisure sports related workis distributed to various ministries, and there is no integrated lawof marine leisure sports until now. A plan should be prepared thatcan integrate marine leisure sports related works on the nationallevel and entrust it to the ministry that is mainly responsible forits implementation. Li & Park [26] also argued that it is necessaryto integrate dispersed marine sports administration in order to de-velop and practice public and productive value of marine sports.In reality, however, the integration of marine leisure sports relatedwork is not an easy matter because of the selfishness of variousministries concerned. Therefore, it is necessary to clarify the rolesbetween the ministries, especially the roles of the Ministry of Cul-ture, Sports and Tourism and the Ministry of Land, Transport andMaritime Affairs. As the ministry that is mainly responsible for


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athletic affairs, the former should determine an overall promotiondirection whereas the latter, as the ministry that is mainly respon-sible for maritime affairs, should establish detailed plans withinthe set promotion direction, and put them in practice as a realisticalternative. In relation to this subject, Kim [20] argued that the re-sponsibility and authority to manage, operate, and nurture marineleisure sports should be divided reasonably between the Ministry ofCulture, Sports and Tourism and the Ministry of Land, Transportand Maritime Affairs. Still, even when marine leisure sports relatedtasks are promoted by ministries under the principle of sharing rolesamong ministries, maritime leisure sports related laws should beintegrated into one. Although there are laws that regulate marineleisure sports now, these laws seem to be too limited to activatemarine leisure sports. A new integrated law should be establishedthat can reflect the characteristics of the leisure sports activities inthe sea.

The most important feature of the marine leisure sports is thatmarine leisure equipment is necessary except for the bathing. Butmost of the marine leisure equipment is expensive. One of the mostimportant reasons why marine leisure sports is not activated is thehigh price of marine leisure equipment. So, for activation of ma-rine leisure sports, development of domestic equipment should bepromoted by the initiative of the government. Since, in marineleisure equipment field, the initial development cost is excessive aswas the case in marina field, low- and medium-priced foreign ma-rine leisure sport equipment are being imported indiscreetly. Forthis reason, private investment in marine leisure sports rarely takesplace. Therefore, for activation of domestic marine leisure equip-ment industry, it is necessary to reorganize related finance and taxsystems in order to induce private investment and to provide legalbasis for such measures.

In view of natural conditions divided by four seasons clearly, acertain break period in marine leisure sports activities is unavoid-able. Even during May∼October period when marine leisure sportsare actively pursued, bad weather is a common place phenomenon.So, the natural conditions of Korea for marine leisure sports can beregarded as inferior to other maritime countries. A typical methodfor overcoming this kind of natural conditions is to install an oceandome. Installation of an ocean dome that enables full enjoyment


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of marine leisure sports activities not only during the break periodof winter but also when weather conditions are not favorable as analternative that can solve Korea’s seasonal problems. In addition,just as a lot of field athletic training takes place in the inland area orJeju Island in winter, it is also necessary to overcome the seasonal-ity in coastal areas and create the sites where marine leisure sportsactivities can be carried, and utilize them as much as possible.

Also, no matter how good the hardware is, if the program thatoperates it is not good enough, activation of marine leisure sportscannot be accomplished. As an example, during the early 2000s,a yacht related organization has supplied yachts throughout thecountry to popularize the sport, but the program failed in activat-ing the sport due to inadequate operation programs. To activatemarine leisure sports, operation programs are that much impor-tant. Therefore, it is necessary to develop and supply programs formarine leisure sports by season, age, place, and area diversely [21].It is especially urgent to develop marine leisure sports experienceprograms for children and adolescents. It is also possible to des-ignate and operate a marine leisure sports school with elementary,middle, and high schools as target.

Since it is difficult for the state to develop marine leisure sportsprograms directly, it seems more desirable to construct a cooper-ation system between marine leisure sports organizations and col-leges.

If economic conditions are improved, people will naturally preferexperiential or stay-type leisure activities. Hence, it is necessary todevelop a characteristic strategy that corresponds to that kind ofdemand. If similar marine sports tourism programs are offered byall areas, competitiveness will decline in the long term. Therefore,it is necessary to operate a program taking natural environment andsocial infrastructure into consideration [20]. One of the problemsthat should be resolved urgently in order to operate this kind ofprogram is training of experts.

Marine leisure sports are not the kind of sports that can be doneby simple will like marathon or mountain climbing. Diverse marineleisure sports equipment are necessary, and since it is a sport playedin a special space called the sea, experts or leaders are necessarywho can teach how to use equipment and explain various rules.In Korea, however, competent experts are lacking as in all other


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marine leisure sports related fields. Hence, training of professionalexperts is necessary through college education. It is also necessaryto set up additional marine leisure sports related departments andenhance the curriculum. In addition, it is necessary to build a DBfor experts and utilize them. When the scarcity of marine leisuresports experts or leaders is considered, sharing of information onexperts and their utilization is very important. In the short term, itis necessary to operate a marine leisure tourism leader academy fortraining of marine sports experts [27]. In the long term, continuoustraining of experts will be necessary in linkage with colleges.

There is still a negative perception of marine leisure sports asluxury leisure although it is limited to a certain quarter. It seems tobe related to the perception that marine leisure sports are mainlyenjoyed by rich people in advanced countries and the price of ma-rine leisure equipment is exorbitantly high. When golf, which wasperceived as a high-class sport in the past, is now popularized asa result of changes in social and cultural environments, the era ofmarine leisure sports that ordinary people can enjoy will surely ar-rive along with an increase in national income. That is, althoughthere is a perception that marine leisure sports are luxury leisure,it is believed that, along with an increase in national income, theywill be accepted as popular sports. Still, there are many thingsthat should be improved before ordinary people can enjoy marineleisure sports. First of all, to enjoy power marine leisure sports,it is necessary to acquire a license. Besides, information is lackingon the need of a license and the license test center, not to mentionof the facilities where you can learn how to operate marine leisureequipment after acquiring a license, as you do with a driving licenseof automobile. These things still remain unattended as a hindrancefor expansion of marine leisure sports.

Installation and operation of a marine sports training center ora marine sports experience center for adolescents is one of the mostimportant strategies for expanding marine leisure sports. Also,there is a need to promote routine marine leisure sports activities inthe sites of education by providing incentives through designation ofa marine leisure sports school and by making certain marine leisureactivities obligatory. Along with this, socially, marine leisure sportsorganizations should establish a federation to hold various eventsand provide information in an effort to expand the base of marine


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leisure sports. An organization like Korean Sports and OlympicCommittee should be organized and assume a role for activation ofmarine leisure sports.

Since marine leisure sports activities are performed in the sea,where forecasting of weather conditions is more difficult, securingof safety conditions is essential more than anything else. Thereis a close relationship between securing of safety conditions andpopularization of sports [2]. For the purpose, the Government hasintroduced Water Leisure Safety Act and is implementing variousmeasures to secure safety conditions for marine leisure sports. Theprime examples include the licensing system for water leisure equip-ment, the water leisure activities prohibition zone, and the inspec-tion system of water leisure equipment, etc. Securing of safety formarine leisure sports activities is important together with intro-duction of various systems, but foremost among them is the safetyeducation for participants in marine leisure sports. When the factthat most of the participants in marine leisure sports are adults istaken into consideration, a simple education will not be enough.Accordingly, it seems that on-going PR education needs to be re-inforced. For example, automobile drivers were quite reluctant touse a seat belt at first, but on-going campaign s made most of thedrivers to fasten their seat belt voluntarily. Marine leisure sportsneeds to benchmark this example. Due to limitations of manpowerand organization, control of marine leisure sports activities that areperformed in a wide marine space is difficult to enforce in reality.Therefore, the participants’ safety awareness is the most fundamen-tal and effective way to prevent accidents in marine leisure sportsactivities.

With regard to safety, marine leisure sports are two-sided. Onthe one hand, the autonomous environment of those enjoying itmust be thoroughly ensured as it is a leisure activity. On the otherhand, since the activity space is the sea, certain regulation is in-evitable to secure safety conditions. Hence, what is needed is asense of balance between ensuring of autonomy and securing ofsafety conditions, but more desirable is to enforce safety regulationwithin the boundary the autonomy is ensured. If marine leisuresports activities, which take place out of the ordinary for physicaland mental satisfaction, are subjected to more stress because ofexcessive safety regulation, people will avoid marine leisure sports.


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6 Conclusion and Suggestions

The purpose of this study is to explore ways to activate marineleisure sports using SWOT analysis. As a result of this study, theeffects of the marine leisure sports support systems, satisfaction,and environment creation on the activation of marine leisure sportsturned out to be as follows:

First, with regard to the effect of the marine leisure sports sup-port systems on the activation of marine leisure sports, readjust-ment of the related laws had a positive effect. Second, with regardto the effect of marine leisure sports satisfaction on the activation ofmarine leisure sports, lodging facility satisfaction and transporta-tion convenience had positive effects in descending order. Third,with regard the effect of marine leisure sports environment creationon the activation of marine leisure sports, reinforcement of culturalcontents, nurturing of civic organizations, and reinforcement of sta-bility had positive effects in descending order.

Marine leisure sports activation plan through SWOT analysishad the following characteristics: First, the strength of the ma-rine leisure sports in Korea lies in the superb natural conditions,world-renowned shipbuilding technology and IT technology, easyaccess to the coast, an increasing trend of marine leisure sportsparticipants, and the national character that is fond of sports. Sec-ond, the weakness of the marine leisure sports in Korea lies in thenegative perception on marine leisure sports, the burden of equip-ment use cost, the lack of concerted promotion for marine leisuresports related business, the occurrence of a break period due toclimatic conditions, regulations related to the development of ma-rine leisure resorts, and the lack of experts (leaders). Third, theopportunities for marine leisure sports in Korea are increasing dueto the increase in national income, active regional events related tothe marine leisure sports, the interest of the central government,the perception change on marine leisure sports centering on ado-lescents, and the active research activities related to marine leisuresports. Fourth, the threat of marine leisure sports in Korea liesin the preference for marine leisure sports activities abroad, theindiscreet development of experience tourism sites by local govern-ments, opposition to the development of marine leisure sports byenvironmentalists, and the possibility of safety accidents.


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According to the results of this study, of Korea’s marine leisuresports support systems, readjustment of the laws had an effect onthe activation of marine leisure sports, and lodging facility satis-faction and transportation convenience also had effects. Especially,of marine leisure sports environment creation, it turned out thatreinforcement of cultural contents, nurturing of civic organizations,and reinforcement of stability had effects. In the past, participantsof marine leisure sports were mostly visitors, but in recent yearslocal residents are also participating in marine leisure sports in in-creasing number [28]. This suggests that the livelihoods of localresidents, which were focused mainly on fishing in the past, areexpanding to include marine leisure sports.

In this research, the questionnaire survey was conducted mainlywith concerned parties and the participants in marine leisure sportsas target, and the data was collected mainly from domestic sources.For this reason, there are limitations in establishing an activationplan of marine leisure sports with universal validity. Therefore, inthe future, research has to be carried out on an on-going basis toestablish a comprehensive marine leisure sports activation plan thatis not based on a particular social stratum or region. In addition,policy-oriented research that can be used to benchmark marinadevelopment and program operation should be carried out, not tomention of the comparative studies between the literature of marineleisure sports powerhouse countries (US, Australia, France, Japan,etc.) and the literature of Korea.

References

[1] Choi, Jang. Hyeon. (2001).Exploration of Excellent Strategyfor Marine Tourism Expansion. Central Officials Training In-stitute, Gyeonggi-do.

[2] Ji, Sam Up (2006). Marine Sports Source. Seoul: DaegyeongBooks.

[3] Korea Coast Guard (2008). Coast Guard White Book. Seoul:Korea Coast Guard.


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[4] Chio, Chol. Ho. (2011). Legal Issues in Marine Leisure Sportsand Improvement Plan. The Korean Association of SportsLaw, 14(1), 181-196.

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