Global Development Strategy of Korean Marine (Leisure) Sports Industry Using SWOT / AHP Method

Purpose - Identify the priorities of important factors through SWOT/AHP analysis method for vitalization of global marine sports in Korea. Through this, we will identify prerequisites and strategies for Korean marine sports to become a global powerhouse, including revitalizing the Korean Wave for Chinese consumers. It also revitalizes global competitiveness and draws policy implications. Research design and methodology - Through interviews with experts and literature data, elements of important opportunities, threats, strengths and weaknesses of marine sports are summarized. Based on this SWOT, the AHP technique is applied to determine which is first and what is important between the factors that save opportunities and increase strengths, and measures to cope with threats and factors that complement weaknesses. Through this, the priority factor of experts suggests a plan for activating strategic marine sports. Results - First, the current status of marine sports in Korea and the perception of consumers are grasped through current data and literature research. Sub-elements are derived based on the theoretical literature on SWOT elements and opinions of experts. Prioritization is identified based on the AHP questionnaire of Korean experts. Conclusions - The strategy was derived through SWOT/AHP analysis, and the following implications were obtained. Regionally, Busan is psychologically and geographically adjacent to China and Japan. It is also an area where human exchanges are actively taking place along with the volume of imports and exports. Due to the increase in China's marine sports industry and population, it is necessary to expand the scope of Korea to marine sports beyond cosmetics, dramas, movies, and Korean waves (Hallyu) stars.