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The present study investigated which choice factors are most valued by Korean college skiers and snowboarders in choosing a domestic ski/snowboard destination. The results of the conjoint analysis with 205 college skiers and snowboarders found that the snow quality, average lift wait time, travel time, cost, and the number of ski trails/slopes, in that order, influenced the choice of a winter sport destination. Findings also indicated group differences in prioritized choice factors between skiers and snowboarders. Cluster analysis was conducted to identify benefit-based market segments and suggested four clusters of skiers/snowboarders based on the similarities in their preferences for the five choice factors: (a) fun and safety, (b) ski variety, (c) cost-conscious, and (d) timeconscious.

The purpose of the current study was to examine the validity of the Leisure Satisfaction Scale(LSS) and confirm the relations between the LSS and subjective well-being. The LSS developed by Beard and Ragheb [9] has been used for about 20 years without the examination of the validity since it was utilized in Lee[2]'s study in Korea. First, all items of the original LSS and the operational definition of factors were translated and then inversely translated, and reviewed by experts in leisure studies. A total of 515 respondents participated in the study. To achieve the goals of this study, item-total correlation, correlation analysis, exploratory factor analysis, reliability analysis, multiple regression and confirmatory factor analysis were conducted by SPSS 14.0 and AMOS 5.0 programs. Main findings are as follows: First, the factor names(psychological, educational, social, physical, esthetic, and relaxation) and items were modified. Second, modified operational definition of factors were presented. The reliability and validity of the LSS consisted of 24 items and five factors were very high. Psychological and relaxation factors of LSS affected subjective well-being positively. The new LSS would be useful for the future studies associated with leisure satisfaction.■ keyword :|Leisure Satisfaction Scale|Leisure Satisfaction|Validity|Quality of Life|

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