This study analyzed value systems of leisure activity participants and the meanings of the values pursued, using Means-end Chain(MEC). For stepwise value analysis, this study made an approach, based on soft laddering, a qualitative in-depth interview ...
This study analyzed value systems of leisure activity participants and the meanings of the values pursued, using Means-end Chain(MEC). For stepwise value analysis, this study made an approach, based on soft laddering, a qualitative in-depth interview method, and hard laddering, a questionnaire survey, was conducted at the same time. 17 adult males and females at the age of 20 and above participated in the soft laddering research, and among the participants, who have participated in leisure activities for at least a year and over once a week on a regular basis, this study targeted those that were considered to have clear awareness and value of leisure participation. For hard laddering analysis, convenience sampling was employed. This analysis targeted a total of 648 participants (278 males, 370 females). The average period of leisure activity participation among the subjects was nearly 8 years and 7 months and the average time of leisure participation per session was nearly 3 hours. The study results are as follows. First, the major finding of soft laddering analysis showed that attributes(A) contained psychosocial factors, such as diversion, satisfaction and achievement and functional factors, such as stability, an escape from daily life and accessibility. Also, consequences(C) contained functional consequences and psychological consequences, and values(V) consisted of 9 factors, including happiness, healthy self-formation and vitality of life. Second, as a result of hard laddering, value structures of leisure value systems were found in diverse circles. Final major values of leisure behavior were vitality of life, life satisfaction, healthy body and happiness.