Effects of Marine Leisure Tourism Satisfaction Factors on City Marketing and Residential Intention

Purpose: This study aims to identify the relationship between satisfaction with marine leisure tourism and city marketing. It proposes service marketing alternatives to enhance the competitiveness of marine leisure tourism service providers and provides essential data for developing effective city marketing strategies for local governments that promote marine leisure tourism as a policy initiative.<br/> Method: This study conducted an online survey of marine leisure tourism users who visited B Metropolitan City. Based on 308 valid questionnaire responses, we assessed satisfaction levels concerning their marine leisure tourism experiences and the effects of city marketing. The analysis confirmed the relationships between these variables.<br/> Results: The satisfaction levels of marine leisure users regarding tourism were found to be above average. Among the contributing factors, employee satisfaction ranked the highest. Additionally, the perceived effects of city marketing by marine leisure tourists were found to be above average, with the city’s likability, reflected in a positive attitude towards tourist attractions, emerging as the most important factor. Furthermore, satisfaction with marine leisure tourism was found to influence both city marketing assets and residents’ intentions to remain in the area.<br/> Conclusion: This research suggests potential development directions and policy implications for marine leisure tourism, ultimately aiming to positively impact the local economy and society.