스키지도자의 이미지가 학부모의 지도자만족, 참여지속 및 추천의사에 미치는 영향 :

김동현

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자료유형: 학위논문

저자정보: 김동현 (경희대학교, 경희대학교 대학원)

지도교수: 이정학

발행연도: 2013

저작권: 경희대학교 논문은 저작권에 의해 보호받습니다.

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국민들의 라이프스타일이 삶의 질과 다양성을 추구하는 형태로 변화되면서 스키장은 종합 리조트 시설로 변화되었고 90년대부터 내장객 수가 꾸준히 증가하여 스키인구 700만 시대를 앞두고 있다(한국스키장경영협회, 2012). 스키인구가 증가함에 따라 스키를 배우고자하는 강습생 역시 급증하고 있어 스키스쿨에서는 더 많은 스키지도자를 필요로 하게 되었다. 이렇듯 스키에 대한 관심이 증가하면서 강습생들은 지도자에게 더 높은 수준의 전문성, 역할, 의식 등을 요구하고 있고 스키의 대중화와 저변확대를 위해 지도자의 역할이 점차 증가하는 추세이다(허승은, 2008). 이에 따라, 본 연구의 목적은 자녀의 스키수업을 수강하는 학부모들이 인지하고 있는 스키지도자 이미지가 지도자만족, 참여지속 및 추천의사에 미치는 영향을 파악하여 향후 스키학교 지도자의 관리와 운영 및 마케팅 전략을 위한 기초자료를 제공하는데 그 목적이 있다.
연구의 대상은 2011~2012년 동계시즌동안에 강원도에 위치한 3곳(알펜시아, 용평, 휘닉스파크)의 스키학교에서 자녀가 스키강습을 받은 학부모 280명이며, 사용한 질문지는 “지도자 이미지”의 경우 박종진(2000)의 연구에서 사용된 이미지 기술 질문지(IDQ: Image Description Questionnaire)를 기초로 국내 연구에서 김영갑, 김동석(2005)의 연구와 김영갑, 이정식(2005)의 연구에서 사용된 18문항을 이용하였으며, 지도자만족은 이홍윤(2007), 윤정욱(2009)의 연구에서 사용된 7문항을 이용하였다. 또한 참여지속은 이승행(2009), 최정란, 최영렬(2011)의 연구에서 사용된 5문항을 사용하였고 추천의사는 이정학, 정승훈, 송종철(2010)의 연구에 사용된 3문항을 본 연구의 목적에 부합하도록 수정·보완하여 사용하였다. 설문문항은 총 35문항으로, 5점 리커트척도(Likert scales)를 사용하였다. 본 연구의 자료처리방법으로는 SPSS 18.0을 이용하여 빈도분석, 탐색적 요인분석, 신뢰도 분석, 상관관계분석, 단순 및 다중회귀분석을 실시하였다.
연구결과는 첫째, 스키지도자 이미지 중 지도자만족에 영향을 미치는 요인은 의식, 전문성, 역할 요인 순으로 나타났다(p<.001). 둘째, 스키지도자 이미지 중 참여지속에 영향을 미치는 요인은 태도, 의식, 전문성, 역할요인 순으로 나타났다(p<.001). 셋째, 추천의사에 유의한 영향을 미치는 요인은 의식, 태도, 자질 순으로 나타났다(p<.001).
이러한 연구결과에 비추어 볼 때 겨울시즌 스키를 수강하는 학부모의 경우 지도자의 성실성, 책임감, 봉사정신 등과 같은 의식 요인을 가장 중요하게 생각하는 것을 알 수 있으며, 이는 스키장의 경우 다른 스포츠 활동에 비해 위험한 부분이 많고 지도자에게 의존하는 경향이 많기 때문이라고 해석된다. 뿐만 아니라 스키활동의 특성상 스키 기술에 대한 전문성이 포함된 전문적인 지도자를 원하고 있는 것으로 지도자 교육 및 지침서를 통해 지도자의 의식(성실감, 책임감, 봉사정신)적인 부분을 강화하고 지도자와 학부모의 접촉 및 상담을 통해 지도자에 대한 긍정적인 이미지를 심어줄 수 있도록 하고 다양한 교육 서비스 제공하여 역량을 강화한다면 학부모의 지도자에 대한 만족이나 참여지속, 추천의사는 높아질 것으로 판단된다.

The effect of ski instructor image on instructor satisfaction, participation continue and recommendation intention of school parents. People''s lifestyle has been changed for pursuit about quality and variety of life and ski resort has been also changed to a comprehensive resort facilities. Ski population is about to be seven million people now through visitors increase since the 1990s(Korea ski resort management association, 2012). Ski school needs more ski instructors because of trainee increase. thus, trainee want a high level of expertise, roles, and consciousness from the instructor and the role of instructor is increasing by degrees for popularization on ski(Hur, 2008). So the purpose of this study is to provide basic data for marketing strategy, management of instructor on ski school through identification the effect of ski instructor image on instructor satisfaction, participation continue and recommendation intention of school parents.
The subjects of this research are the 280 school parents who send their children to ski school during the winter season 2011-2012 in Gangwon region(Alpensia, Yongpyong, phoenixpark). As the survey tool, questionnaires were used for instructor image from 18 questions used in the study of Kim & Lee(2005) and Kim & Kim(2005) based on Image Description Questionnaire(IDO) used in the study of Park(2000). In case of instructor satisfaction, 7 questions used in the study of Lee(2007), Yun(2009), and in case of participation continue, 5 questions used in the study of Lee(2009), Choi, Choi(2011). lastly, in case of recommendation intention, 3 questions used in the study of Lee, Jeong & Song(2010). These questionnaires are a total of 35 questions and used 5-point Likert scale. The PASW 18.0 statistical programs were used to frequency analysis, exploratory factor analysis, reliability analysis, correlation relative analysis, simple regression analysis and multiple regression analysis.
The results of the analysis are as follows. First, consciousness, expertise and roles factor in ski instructor image affect on instructor satisfaction in order(p<.001). Second, attitude, consciousness, expertise and roles factor in ski instructor image affect on participation continue in order(p<.001). Third, consciousness, attitude and qualification factor in ski instructor image affect on recommendation intention in order(p<.001).
Judging by these studies, school parents who send their children to ski school think that sincerity, responsibility, and the spirit of service in consciousness factor are most important because there are dangerous parts in ski resort so trainee is dependent upon the instructor. furthermore, the school parents want a professional instructor. thus, ski instructors need to reinforce about consciousness(sincerity, responsibility, and the spirit of service) and provide the positive image about ski instructor through contact and counselling, then instructor satisfaction, participation continue and recommendation intention of school parents could get higher.

Ⅰ. 서론 ······································································ 1
1. 연구의 필요성 ··································································· 1
2. 연구의 목적 ····································································· 6
3. 연구 모형 ········································································ 6
4. 용어의 정리 ····································································· 7
Ⅱ. 이론적 배경 ····························································· 8
1. 스키 ················································································8
2. 스키지도자 현황 ································································ 9
1) 현황 ············································································· 9
2) 지도자의 필요성 ··························································· 12
3. 지도자이미지 ··································································· 13
1) 지도자 ········································································· 13
2) 이미지 ········································································· 15
3) 지도자 이미지 측정요소 ···················································· 21
4) 지도자 이미지 선행연구 ···················································· 30
4. 지도자 만족 ·····································································32
1)만족에 대한 이론적 고찰 ·····················································32
5. 참여지속 ········································································ 35
1) 참여지속의 개념 ····························································· 35
2) 참여지속의 선행연구 ························································ 37
6. 추천의사 ········································································ 38
Ⅲ. 연구방법 ······························································· 41
1. 연구 설계 ······································································ 41
2. 연구 대상 ······································································ 42
1) 인구통계학적 특성 ·························································· 42
3. 조사 도구 ······································································ 44
1) 연구 도구의 선택 ···························································· 44
2) 도구의 구성 ·································································· 44
3) 설문도구의 타당성 및 신뢰도 분석 ······································· 46
4. 자료처리 방법 ································································· 50
Ⅳ. 결과 ···································································· 51
1. 인구통계학적특성에 따른 스키지도자 이미지와 지도자만족, 참여지속 및 추천의사에 대한 차이 분석 ·················································· 52
1) 학부모에 따른 스키지도자 이미지, 지도자만족, 참여지속 및 추천의사에 대한 차이 검증 결과 ······················································· 52
2) 학부모의 연령에 따른 스키지도자 이미지, 지도자만족, 참여지속 및
추천의사에 대한 차이 검증 결과 ········································· 54
3) 학부모의 학력에 따른 스키지도자 이미지, 지도자만족, 참여지속 및
추천의사에 대한 차이 검증 결과 ········································· 56
4) 학부모의 직업에 따른 스키지도자 이미지, 지도자만족, 참여지속 및
추천의사에 대한 차이 검증 결과 ········································· 58
5) 학부모의 월 가계소득에 따른 스키지도자 이미지, 지도자만족, 참여지속 및 추천의사에 대한 차이 검증 결과 ····································· 61
2. 스키지도자 이미지, 지도자만족, 참여지속 및 추천의사 관계 ··········· 63
1) 스키지도자 이미지 요인, 학부모의 지도자만족, 참여지속, 추천의사에 대한 상관관계 분석 ························································· 63
2) 스키지도자 이미지가 학부모의 지도자만족에 미치는 영향 ··········· 64
3) 스키지도자 이미지가 학부모의 참여지속에 미치는 영향 ·············· 65
4) 스키지도자 이미지가 학부모의 추천의사에 미치는 영향 ·············· 66
5) 스키지도자 만족이 학부모의 참여지속에 미치는 영향 ················· 67
6) 스키지도자 만족이 학부모의 추천의사에 미치는 영향 ················· 68
7) 학부모의 참여지속이 추천의사에 미치는 영향 ·························· 69
Ⅴ. 논의····································································· 70
1. 인구통계학적특성에 따른 스키지도자 이미지 요인 및 지도자만족,
참여지속, 추천의사의 차이 ··················································· 70
1) 학부모에 따른 스키지도자 이미지 요인 및 지도자만족, 참여지속,
추천의사 ······································································· 70
2) 학부모의 연령에 따른 스키지도자 이미지 요인 및 지도자만족,
참여지속, 추천의사 ··························································· 71
3) 학부모의 학력에 따른 스키지도자 이미지 요인 및 지도자만족,
참여지속, 추천의사 ··························································· 72
4) 학부모의 직업에 따른 스키지도자 이미지 요인 및 지도자만족,
참여지속, 추천의사 ··························································· 72
5) 학부모의 월 가계소득에 따른 스키지도자 이미지 요인 및 지도자만족, 참여지속, 추천의사 ··························································· 73
2. 스키지도자 이미지가 학부모의 지도자만족, 참여지속 및 추천의사에
미치는 영향 ···································································· 74
1) 스키지도자 이미지가 학부모의 지도자만족에 미치는 영향 ·············· 74
2) 스키지도자 이미지가 학부모의 참여지속에 미치는 영향 ················· 75
3) 스키지도자 이미지가 학부모의 추천의사에 미치는 영향 ················· 76
4) 스키지도자 만족이 학부모의 참여지속에 미치는 영향 ··················· 76
5) 스키지도자 만족이 학부모의 추천의사에 미치는 영향 ··················· 77
6) 학부모의 참여지속이 추천의사에 미치는 영향 ···························· 78
Ⅵ. 결론 및 제언 ·························································· 80
1. 결론 ············································································· 80
2. 제언 ············································································· 81
참고문헌 ··································································· 83
ABSTRACT ······························································ 94
설문지 ····································································· 96

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AI 학습용 데이터	기본 메타	발행기관명, 간행물명, 권호명, 권(vol), 호(issue), 통권, 발행연도, 발행월, 논문명, 저자명, 시작페이지, 종료페이지, 전체페이지, 상세페이지URL
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	간행물 메타	부제목, 간행물 유형, ISSN, ISBN, 최초발행연도, 폐간연도, 간행빈도, 발행주기, 등재사항, 이용수, 피인용수, 권호수, 논문수, 표지이미지
	논문 메타	작성 언어, 부제목, 대등제목, 목차, 키워드, 초록, 이미지, 참고문헌, 이용수, 피인용수, 논문활용도, DBpia통합주제분류, KDC분류, DDC분류, 한국연구재단분류, UCI, DOI
	저자 메타	소속기관, 소속부서, 직급, 연구분야, 연구키워드, 이용수, 피인용수, 저자 논문활용도

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	연구 트렌드 키워드	특정 키워드 연관 연구동향 분석 데이터 키워드

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