The purpose of this study was to analyze the difference selection and tourism attributes according to events of marine tourism, leisure, and sports and establish a target marketing strategy. In order to achieve this purpose, tourists visiting Yeosu in Jeollaname-do for the purpose of marine tourism, leisure, and sports activities were selected as the subjects of this study. Their participation types were classified into a sightseeing tour(marine tourism), sea fishing(marine leisure), scuba diving(marine sports). The convenience sampling method was used for sampling, and frequency and technical statistics analysis using SPSS for Window 12.0 program, and cross tabulation analysis using Chi-square were conducted for 813 questionnaires. Finally the following conclusion was made.
First, there was a significant difference between activity frequency and participation types. The sea fishing group was found to be the most frequent activity.
Second, there was a significant difference between participation types and demographic characteristics. The findings suggest that the scuba diving group contained a variety of classes in terms of an age, a job, and income. It indicates its high possibility to develop into popular sports, the need to foster coaches, and research on its demand.
Third, there was a significant difference between participation types and selection attributes. Since participants perceived that safety was the most important, its steps should be taken. Sea fishing and scuba diving were found as the most preferred events at all seasons and information was often obtained from clubs or communities. Thus the target marketing for marine SIT should be established for clubs or communities.
Finally, there was a significant difference between participation types and tourism attributes. Since preferred areas and accommodation varied by event, the target marketing strategy should be made according to a place.
Based on these findings, to establish a target marketing strategy for marine tourism, leisure, and sports, multilateral approaches to secure safety should be preceded such as the preparation of safety equipment necessary to use a ship, discussion on safety methods, and accurate statistics for marine accidents and public relations.