Unlocking Loyalty: Exploring the Marketing Mix and Constraints in Marine Leisure Sports

Abstract

This study aimed to empirically analyze the effect of the marketing mix and constraints on visitor loyalty among marine leisure sports participants. A survey was conducted in Geoje, South Korea, where marine leisure sports are practiced. The survey included 250 visitors with experience in marine leisure sports, and data from 230 respondents were used for the final analysis after excluding 20 invalid questionnaires. The analysis was conducted using SPSS 29.0 statistical software, employing frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, and multiple regression analysis. The results indicate that, first, among the sub-factors of the marine leisure sports marketing mix, product, price, and promotion have a significant positive effect on loyalty. Secondly, within the sub-factors of constraints in marine leisure sports, intrinsic constraints and structural constraints have a negative impact on visitor loyalty. Third, within the marketing mix sub-factor, place negatively affects intrinsic and interpersonal constraints, while price negatively affects structural constraints. These findings provide a basis for developing strategies to attract and retain loyal customers in marine leisure sports and contribute to expanding the scope of research in this field.