Purpose There is a growing number of potential demand on experiential horse riding tourism due to the expand of tourism and sports industries, however the experiential horse riding clubs are operating inefficiently. Therefore the purpose of this study is to investigate implicity importance of horse riding club’s selection attributes and analyze factors affecting positive effect on market share thereby find the way to improve operating system. Methods The survey was done among 258 horse riding tourism customers of Jeju, Gyeonggi, and Gyeongbuk provinces, and conjoint analysis to figure out the relative importance of selection attributes, and simulation to predict the market share of experiential horse riding were conducted. Results The results are as follows. Cost was the most important factor when selecting horse riding club and program, location, staff were followed by. Also, “The club that serves various activities with horse riding program at 10,000won where the condition of road and parking lot are good” had the best market share. Conclusion This study suggested the effective and efficient manners to operate the horse riding club and the political implication.
Purpose The purpose of this study was to investigate the factor that influence the using behavior of online sport media by university students applying Unified theory of acceptance and use of technology 2(UTAUT 2). Methods The study performed a research survey using convenient sampling method. The sample was 235 university students who had experience with online sport media. The data were analyzed through frequency analysis, reliability analysis, correlation analysis, confirmatory factor analysis, and structural equation model using SPSS Windows ver . 20.0 and AMOS 20.0. Results The results showed that, firstly, performance expectancy and effort expectancy had a positive effect on intention to use, however, no significant influence on social effect on intention to use. Secondly, facilitating condition had positive effect on usage behavior. Thirdly, hedonic motivation had positive effect on intention to use. Fourthly, Habit had positive effect on the intention to use and usage behavior. Lastly, intention to use had positive effect on usage behavior. Conclusion Based on the conclusion of this study, online sports media companies should provide useful and convenient viewing experience by providing personalized services, and should apply various attraction strategies to habitually use sports online media.
