초록 열기/닫기 버튼
This study sought to define the relationship between the users' motivation to participate in sports facility within universities on one hand and the servicescape on the other hand, and then to verify the difference in such relationship between participating students and local residents so as to present the information suitable for the characteristics of the users with a view to activating sports facilities within universities. The findings of such examination are described below. First, of the users' motivations to participate in sports facilities within universities, such factors as skills development, socialization, health and physical conditions had a significant effect on the sub-factors of servicescape, but the enjoyment factor did not have effects on the sub-factors of servicescape. Second, among the users of sports facilities within universities, local residents with strong preference for enjoyment and social motivation were found to have a higher effect on servicescape than students, while students seeking the health and condition factor were found to have a higher effect on servicescape. It thus was concluded that it is helpful to revitalize the operation of the sports facilities within universities if the servicescape strategy is differentiated according to participation motivations for each type of user of the sports facilities. Above all, in order to boost the participation of the external users such as local residents in sports facilities within universities, it is necessary to identify users with pleasure and social motives and pay attention to environmental improvement and the implementation of programs that do not offer a negative perception of the physical environment.
