제1장 서론·················································································1 1. 연구의 배경 및 목적····························································· 1 1) 연구의 배경······································································· 1 2) 연구의 목적······································································· 3 2. 연구의 범위와 방법······························································· 4 1) 연구의 범위······································································· 4 2) 연구의 방법······································································· 5 제2장 부산의 해양스포츠 현황·············································7 1. 해양스포츠 개념····································································· 7 1) 해양스포츠 정의······························································· 7 2) 해양스포츠 유형····························································· 10 3) 해양스포츠 가치····························································· 12 2. 부산의 해양스포츠 환경······················································ 15 1) 거시적 환경···································································· 15 2) 정부의 정책···································································· 18 3. 부산의 해양스포츠 현황 및 실태······································ 23 1) 부산의 해양스포츠 현황················································ 23 2) 부산의 해양스포츠 지원 실태······································ 28 4. 부산의 해양스포츠 SWOT 분석········································ 42 1) 강점(Strengths) ····························································· 42 2) 약점(Weaknesses) ························································· 42 3) 기회(Opportunities) ······················································ 43 4) 위기(Threats) ································································· 44 제3장 국외 해양스포츠 현황···············································47 1. 미국 해양스포츠 현황························································· 47 1) 참가자 현황···································································· 47 2) 장비 등록 현황······························································· 50 3) 해양스포츠 안전사고 현황············································ 51 4) 해양스포츠 센터····························································· 54 2. 영국 해양스포츠 현황························································· 55 1) 해양스포츠 참가자 및 장비 등록 현황······················· 55 2) 해양스포츠 센터(Alton Water Sports Center) ······· 61 3. 호주 해양스포츠 현황························································· 63 1) 해양스포츠 참가자 현황················································ 63 2) 해양스포츠 활동 유형에 따른 참가자 현황················ 63 3) 해양스포츠 장비 등록 현황·········································· 64 4) 해양스포츠 사고 현황(NSW Maritime) ······················ 64 4. 일본 해양스포츠 현황························································· 65 1) 해양스포츠 현황····························································· 65 제4장 해양스포츠 수요분석을 위한 선행연구 고찰········69 1. 해양스포츠 활성화에 관한 선행연구································· 69 2. 수요 분석을 위한 요인 고찰·············································· 72 3. 소비지출 요인 및 가치 평가·············································· 74 제5장 해양스포츠 수요 분석 결과·····································75 1. 조사개념················································································ 75 2. 조사대상 분포 및 장소······················································· 76 3. 조사대상의 일반적 특성······················································ 77 4. 해양스포츠 소비자의 참가동기 분석································· 78 5. 해양스포츠 소비자의 선택속성 분석································· 85 6. 해양스포츠 소비자의 장애요인 분석································· 93 7. 부산의 해양스포츠 수요 분석·········································· 100 1) 기존 해양스포츠 수요 분석········································ 100 2) 잠재 해양스포츠 수요 분석········································ 106 8. 해양스포츠 소비자의 소비지출 결정요인······················· 110 1) 소비지출 결정요인 분석 ············································ 110 2) 해양스포츠 소비자의 직접 소비지출에 따른 경제효과 ·································································································· 113 9. CVM을 통한 부산 해양스포츠의 경제적 가치 평가····· 114 1) 해양스포츠 지불의사 결정 요인 분석······················· 114 2) 해양스포츠의 경제적 가치 평가 추정······················· 118 3) 해양스포츠의 비지불 사유 분석································ 119 10. 요약 및 시사점································································ 121 1) 참가동기········································································ 121 2) 선택속성········································································ 122 3) 장애요인········································································ 124 4) 기존 수요 분석····························································· 125 5) 잠재 수요 분석····························································· 127 6) 해양스포츠 소비지출 결정 요인································ 128 7) 해양스포츠의 경제적 가치 평가································ 128 제6장 해양스포츠 활성화 정책··········································131 1. 정책의 방향과 개요··························································· 131 1) 정책의 방향·································································· 131 2) SMARTplus 개요 ·························································· 131 2. 활성화 정책········································································ 134 1) 소프트웨어(Software) ················································· 134 2) 마케팅(Marketing) ······················································· 137 3) 접근성 및 편의시설(Accessibility & Amenity) ····· 142 4) 재창조(Re-Creation) ··················································· 144 5) 목표시장 및 차별화(Targeting) ································· 147 6) 프로그램(Program) ····················································· 149 7) 위치(Location) ····························································· 152 8) 온오프라인 편재(Ubiquity) ········································· 154 9) 안전(Safety) ·································································· 156 제7장 결론 및 제언·····························································159 1. 결론····················································································· 159 2. 제언····················································································· 163 Abstract ·················································································· 165 참고문헌 ··················································································· 166

<표 Ⅱ-1> 해양스포츠의 기능적 특성에 따른 분류················ 10 <표 Ⅱ-2> 해양스포츠의 구성요소별 분류······························· 11 <표 Ⅱ-3> 해양스포츠의 종목별 분류······································· 11 <표 Ⅱ-4> 수상레저안전법에 따른 분류··································· 12 <표 Ⅱ-5> 해양스포츠 체험교실 운영 현황····························· 23 <표 Ⅱ-6> 해양스포츠 대회 현황·············································· 24 <표 Ⅱ-7> 해수면 해양스포츠 특화 현황 ······························· 25 <표 Ⅱ-8> 내수면 해양스포츠 특화 현황································· 26 <표 Ⅱ-9> 해양스포츠 기반시설 조성 현황····························· 27 <표 Ⅱ-10 마리나항만 개발(안) ················································· 31 <표 Ⅱ-11> 부산의 해양스포츠 SWOT 분석··························· 46 <표 Ⅲ-1> 미국 해양스포츠 활동 참가자 현황(단위: 천명) ··· 48 <표 Ⅲ-2> 미국 종목별 해양스포츠 활동 현황······················· 49 <표 Ⅲ-3> 미국 해양스포츠 선박 등록 현황(연도별) ············· 50 <표 Ⅲ-4> 미국 해양스포츠 선박 등록 특성··························· 51 <표 Ⅲ-5> 미국 해양스포츠 안전사고 현황····························· 52 <표 Ⅲ-6> 보트 조종자의 교육기관에 따른 사고 현황·········· 54 <표 Ⅲ-7> 영국 해양스포츠 참가자 현황································· 56 <표 Ⅲ-8> 영국 보트 소유 현황(가구) ······································ 57 <표 Ⅲ-9> 영국 해양스포츠 활동 현황(연인원) ······················· 58 <표 Ⅲ-10> 영국의 해양스포츠산업 현황································· 60 <표 Ⅲ-11> 호주 해양스포츠 활동 참가자 현황····················· 63 <표 Ⅳ-1> 선행 연구 분석························································· 70 <표 Ⅳ-2> 수요조사 요인의 이론적 근거································· 73 <표 Ⅴ-1> 조사대상 분포 및 장소············································ 76 <표 Ⅴ-2> 조사대상의 일반적 특성·········································· 77 <표 Ⅴ-3> 해양스포츠 수요자의 참가동기 기술통계·············· 78 <표 Ⅴ-4> 기존 및 잠재 수요자의 참가동기 차이·················· 80 <표 Ⅴ-5> 권역별 수요자의 참가동기 차이····························· 82 <표 Ⅴ-6> 시민과 외부 수요자의 참가동기 차이···················· 83 <표 Ⅴ-7> 해양스포츠 수요자의 선택속성 기술통계·············· 85 <표 Ⅴ-8> 기존 및 잠재 수요자의 선택속성 차이·················· 87 <표 Ⅴ-9> 권역별 수요자의 선택속성 차이····························· 89 <표 Ⅴ-10> 시민과 외부 수요자의 선택속성 차이·················· 91 <표 Ⅴ-11> 해양스포츠 수요자의 장애요인 기술통계············ 93 <표 Ⅴ-12> 기존 및 잠재 수요자의 장애요인 차이················ 95 <표 Ⅴ-13> 권역별 수요자의 장애요인 차이··························· 96 <표 Ⅴ-14> 시민과 외부 수요자의 장애요인 차이·················· 98 <표 Ⅴ-15> 기초통계································································· 100 <표 Ⅴ-16> 종목별 참여 경험················································· 101 <표 Ⅴ-17> 변수코딩································································· 102 <표 Ⅴ-18> 모델 결과······························································· 103 <표 Ⅴ-19> 로지스틱 회귀분석 결과······································ 104 <표 Ⅴ-20> 기초 통계······························································· 106 <표 Ⅴ-21> 종목별 참여 의사················································· 106 <표 Ⅴ-22> 변수코딩································································· 108 <표 Ⅴ-23> 모델 결과······························································· 108 <표 Ⅴ-24> 로지스틱 회귀분석 결과······································ 110 <표 Ⅴ-25> 변수코딩································································· 110 <표 Ⅴ-26> 모델 결과······························································· 111 <표 Ⅴ-27> 로지스틱 회귀분석 결과······································ 112 <표 Ⅴ-28> 해양스포츠 소비자의 직접 소비지출에 따른 경제효과 ······································································································ 113 <표 Ⅴ-29> 변수코딩································································· 114 <표 Ⅴ-30> 모델 결과······························································· 115 <표 Ⅴ-31> 로지스틱 회귀분석 결과······································ 116 <표 Ⅴ-32> 단계별 지불의사 결과·········································· 117 <표 Ⅴ-33> 제시액별 지불의사 결과······································ 118 <표 Ⅴ-34> 해양스포츠의 경제적 가치 평가 추정··············· 118 <표 Ⅴ-35> 해양스포츠 비지불 사유 분석 결과··················· 119 <표 Ⅵ-1> 해양스포츠 마케팅믹스(4Ps) 전략························ 138 <표 Ⅵ-2> 해양스포츠 관련 박람회········································ 139 <표 Ⅵ-3> 해양스포츠 종목별 이미지 전략··························· 141 <표 Ⅵ-4> 국가별 해양스포츠 참가 및 사고 현황················ 156

<그림 VI-1> 부산 해양스포츠 정책의 비전과 전략·············· 133