Importance and Satisfaction of Destination Attraction for Water-Based Tourism in Jeju Island

The purpose of this study was to verify importance and satisfaction of destination attraction for water-based tourism in Jeju Island using Importance-Performance Analysis (IPA). The participants of this study consisted of 429 water-based tourism participants who visited Jeju Island in Korea. The collected data were analyzed and interpreted using SPSS program, frequency analysis, exploratory factor analysis, reliability analysis, and Importance-Performance Analysis. The results of this study were as follows. First, quadrant 1 included in season and climate comfort, local souvenirs, and hospitality of tourism program guide. Second, quadrant 2 included six items with sports activities rental facilities, scenic viewing activity, hospitality of local residents, accessibility of the island, convenience of local island transportation, and tourism safety. Third, quadrant 3 included four items with congestion of sightseeing spot, the reputation of a tourist destination, amusement facilities, affordable price, and traditional foods Fourth, quadrant 4 included eight items with marine related experience training activity, coastal landscape and terrain, marine sports activity, accommodation and shopping facilities, marine festivals and events activity, rest and recreational activity, history and cultural heritage, and service facilities.


Introduction
The tourism industry is globally recognized as the single largest business (Haber & Reichel, 2005).Among various types, water-based tourism is attracting attention as the fastest growing industry.Recently, as marine leisure and marine sports have become popular and demand for them has increased, tourism centered on marinas and coasts has emerged (Collinces, 2008;Hall, 2001), as a highly interesting common phenomenon in Europe, North America, and many island nations.For this purpose, development of a tourism business model related to oceans is under way (Dawson, Maher & Slocombe, 2007).Water-based tourism is also recognized as a highly addictive tourism sector (Orams, 2002), which has been spotlighted for ocean-based leisure activities including, motor boating, scuba diving, fishing, windsurfing, yachting, and other marine sports.
Certain regions, for instance, Australia, Europe, Japan, and the United States, have very high water-based tourism participation rates (Smith & Stewart, 2007).Until a few years ago, however, on the Korean peninsula the development rate was very low, and participation rates were low compared with the global trend Nevertheless, the Korean government is now at the planning stage for appreciating and utilizing marine resources' growth potential.In particular, it plans to nurture water-based tourism and cruise and marina industries into tourism service industries (Chang, Park, Liu, & Roh, 2016).As such, water-based tourism resources reflect Korea's spatial and socio-cultural characteristics.Therefore, the Korean government should actively develop water-based tourism to improve local residents' quality of life promote local economic development, and the tourism industry in general (Kim & Ryu, 2009).Indeed, Korea's natural environment shows that the tourism industry is highly likely to grow.Korea has 3,170 islands, 11,542km of coastline, 2.39km² of mud flats, 2,240 fish ports and catchments, and 306 beaches.In addition, about 70 large and small marine festivals and sporting events are held at scenic maritime locations around the country (Lee & Yeo, 2007).Additionally, in coastal areas, water-based tourism is actively sought as an alternative to urban and regional economic development.As an example, Jeju, is Korea's largest island, and Jeju's most famous sightseeing locations attract not only Korean but also Japanese and Chinese tourists.The number of visitors to Jeju Island is expected to reach 10 million in 2013 and exceed 15 million in 2016.This number is also expected to increase as the number of tourists to Southeast Asia and neighboring countries increases.Furthermore, factors that attract increasing numbers of tourists to Jeju Island are as follows.First, tourists from neighboring countries, Japan and China, for instance, can easily visit the island because of low-cost, direct flights.Second, the social network service (SNS) for residents and tourists on Jeju has become an active means of publicity.Third, the number of marine and cruise tourists have increased.Finally, the number of tourists has surpassed 1.2 million and is expected to increase with various events and programs this year (Jeju Tourism Organization, 2016).
To compete as a tourist destination, Korea needs a broad approach to tourism planning (Hunter, 1997).Grasping what tourists value and how they form experiences and evaluate expectations is necessary (Litvin& Ling, 2001).Generally, since tourism experience begins with strong impressions of tourist destinations and places visited, innovative creation and proactive management of attractions are necessary to maintain the resources' positive attraction and experiences, which are the key elements of tourist sites (Oh &Ko, 2006).Until now, however, previous studies have focused on increasing the number of external visitors, but have not been able to improve the satisfaction of tourist sites by evaluating those visited internally.Therefore, continuous and efficient assessment of attractiveness can improve the tourists' level of satisfaction.In particular, Jeju's high likelihood of offering water-based tourism can actively establish a direction for efficient tourism development and management, as well as help create policy alternatives for attracting tourists.Importance-Performance Analysis (IPA) IPA understands the satisfaction of tourists with a simple statistical method and can prioritize the improvement of service quality.Particularly, by presenting strengths and weaknesses, efficient distribution of goods, services, resources, and competitiveness of tourism destinations can be clearly diagnosed.Thus, it was judged to be suitable for this study.
Therefore, this study evaluates water-based tourism's attractiveness on Jeju Island, using Importance-Performance Analysis (IPA) a relatively useful technique for evaluating tourist attractions and searches for improved directions based on analysis results suggesting alternatives to the island's current tourism policy.

Island Tourism
In the mid-20 th century, island tourism began with the technological revolution and air transportation, which made far-flung islands reasonable destinations for tourism and its development (Bell & Bramwell, 2005).In particular, geographical isolation, a unique culture, and an attractive climate and environment are an island's main attractions.The distinctive natural ecosystem and unique lifestyle, differentiation, small scale, unique culture, wild ecosystem, marginal life, and primitive environment are characteristic of island tourism (Baum, 1999;Buhalis & Costa, 2006).However, island mysteries are disappearing due to the construction of commercial resorts and accommodations, artificial beaches, and irreverent golf courses.According to Twining-Ward and Butler (2002), expansion of tourism through development directly impacts the size of an island's economy, but for sustainability of island tourism, local residents and tourists should highly appreciate its attractiveness.

Destination Attraction
Tourists generally consider all of their destinations before traveling (Kozak & Rimmington, 1998).Thus, destination attraction is significantly influenced by others' recommendations and motivation to revisit a location (Enright & Newton, 2004).To attract tourists, the destination must appeal to the tourists more than other destinations.Leisen (2001) reported that destination attraction has more scope than enjoy for beautiful scenery and fails as a tourist destination without the attraction factor.In addition, Richards (2003) indicated that tourism attraction is necessary because most tourists classify destination attraction as a cross-cultural and intercultural experience as they attempt to experience something different and more colorful than there, perhaps, routine and repetitive lives.

Water-Based Tourism
Water-based tourism specifically relates to any touristic activity undertaken in relation to water resources: lakes, dams, canals, creeks, streams, rivers, waterways, marine coastal zones, seas, oceans, and ice-associated areas (Jennings, 2007).Although not clearly defined at present, many researchers have defined water-based tourism as a very comprehensive, diverse concept.However, definitions commonly used in previous studies involve activities to pursue changes in marine and coastal areas, the main motive of tourism activities, and activities that ass.ccsenet.take place growth, its (Dowling, Japan-

Research Procedure
The primary research method adopted in this study was the questionnaire method (survey).

Validity and Reliability Tests
The validity and reliability of the study were verified through an expert discussion on the questionnaire items.To access the questionnaire's content validity, 80 questionnaires were distributed.Of these, 7 were eliminated because of a lack of information.Therefore, 73 were used in the preliminary research.Despite that the test value in this study was verified in earlier work, it was re-verified to ensure a better result.
Regarding construct validity and to verify questionnaire reliability, and exploratory factor analysis and reliability analysis were conducted.With principal factor analysis for factor extraction, the varimax rotation method was based on an eigenvalue of 1.0 or more, while selected items had factor values of .6 and more.To verify the reliability of the study, Cronbach's α coefficient was used, and to determine if internal consistency was acceptable.Table 3 provides the results of the exploratory factor analysis.

Data Process
The remaining 429 questionnaires were used in the statistical analysis, which was conducted using SPSS version 22.0.The analysis method was as follows.First, for the general features of the study, a frequency analysis was carried out.Second, to assess the validity of the study, an exploratory factor analysis was conducted.Third, to verify the importance and satisfaction degree difference of water-based tourism of destination attraction, and analyzed the importance and satisfaction of destination attraction through IPA matrix.

Importance-Satisfaction and Priority Analysis of Water-Based Tourism Destination Attraction.
The water-based destination attractions of importance-satisfaction and priority results were shown in

IPA Matrix Analysis of Water-Based Tourism Destination Attraction
IPA was used to compare and analyze the relative importance and satisfaction of each characteristic through the importance and satisfaction of water-based tourism destination attraction.In this study, the method of setting the center point of the axes is based on the median of the maximum and minimum values of the whole averages, and the IPA intersection points are set.The horizontal axis is the satisfaction level and the vertical axis is the importance level (Duke & Persia, 1996;Martilla & James, 1997).The results of the analysis were shown in Figure 2 and Table 5. the number of domestic and foreign tourists will likely increase.In the long run, continuously developing tourism products that reflect the natural ecosystem and unique living culture are crucial to the island's sustainability as an attractive tourist destination.Previous studies showed the difficulty of defining tourist satisfaction in outdoor leisure services, because tourists may be satisfied with the service in tourism programs but not with their participation.Therefore, a deeper exploration of tourist satisfaction in the water-based tourism context is needed in future research.

Table 1 .
General characteristics of the subjects of the study Enright & Newton (2004)ristics of the questionnaire.Questionnaire items included 5 questions pertaining to demographic characteristics, 22 focusing on importance of destination attraction, and 22 on satisfaction of destination attraction.Importance and satisfaction of destination attraction variables are composed with activity, convenience, facility, local and historical, natural environment, and hospitality.22itemsassesseddestinationattraction based on study by AbKarim & Chi (2010)andEnright & Newton (2004)was translated and modified for this study.Questionnaires were measured on a five-point Likert scale ranging from 'Strongly disagree' (1) to 'Strongly agree' (5).

Table 3 .
Results of the validity test: importance and satisfaction of destination attraction

Table 4
.27), facility (3.06), hospitality (3.00), activity (2.98), local and historical (2.92), and convenience (2.75).Specifically, 'coastal landscape and terrain' was the highest in natural environment, followed by 'marine related experience training activity' in activity, 'accommodation and shopping facilities' in facility, 'hospitality of tourism program guide' in hospitality, 'history and cultural heritage' in local and cultural, and congestion of sightseeing spot' in convenience.
. The average importance of hospitality was 3.62, which was the most importance, followed by convenience (3.38), environment (3.29), local and historical (3.17), activity (3.11), and facility (3.03).Specifically, 'hospitality of tourism program guide' was the highest in hospitality, followed by 'convenience of local island transportation' in convenience, 'season and climate comfort' in natural environment, 'local souvenirs' in local and historical, marine related experience training activity' in activity, and 'sports activities rental facilities' in facility.Satisfaction of natural environment was the highest in the average 3.32, followed by natural environment (3

Table 4 .
Importance-satisfaction and priority analysis of water-based tourism destination attraction

Table 5 .
IPA matrix results of water-based tourism destination attraction