PURPOSE This study empirically analyzes the relationship between injury prevention factors and injury outcome indicators (treatment costs and injury frequency) among recreational sports participants in order to propose practical policy recommendations for safer sports environments. METHODS The raw data of 6,615 recreational sports participants registered under 64 member sport organizations of the Korean Sport & Olympic Committee as of October 2024, drawn from the Korea Sports Safety Foundation’s 2024 Sports Safety Accident Survey, was analyzed. The key injury prevention factors were categorized as environmental factors, sports activity habits, and emergency response factors. Their validity and reliability were verified using exploratory factor analysis and reliability testing. RESULTS Environmental factors significantly reduced injury treatment costs and frequency. Contrary to expectations, sports activity habits showed a positive association with injury frequency, suggesting reverse causality. Emergency response factors were positively associated with treatment costs but showed no significant relationship with injury frequency. CONCLUSIONS Participants without injury experience demonstrated higher safety awareness than those with it, underscoring the importance of systematic safety education and awareness initiatives. However, because the cross-sectional design of this study does not allow the determination of causality, the proposed policy recommendations should be implemented gradually through pilot programs and evaluation and their effectiveness need to be validated by future intervention studies.
PURPOSE This study examines how fitness centers’ care services affect the MZ generation’s perceived value, exercise attitude, and exercise commitment and how perceived value mediates this impact. METHODS Patrons aged 20–30 who used fitness centers in the Seoul and Gyeonggi regions participated in a questionnaire survey from January to February 2024, providing a total of 233 responses. Using SPSS 21.0 and AMOS 21.0, the data underwent frequency analysis, reliability analysis, confirmatory factor analysis, correlation analysis, and structural equation modeling. RESULTS First, perceived caring services had a significant effect on perceived value. Second, perceived value had a substantial influence on exercise attitude. Third, perceived value had no significant effect on exercise commitment. Fourth, exercise attitude significantly drives exercise commitment. Fifth, perceived caring services did not significantly affect exercise attitude or commitment. Sixth, perceived value fully mediates the relation between perceived caring services and exercise attitude. Seventh, perceived value had a full mediating effect on the association between perceived caring services and exercise commitment. Finally, tailored services and emotional support were identified as key factors in fostering MZ individuals’ positive exercise experiences and commitment. CONCLUSIONS Fitness centers should develop strategic services reflecting their customers’ goals and values to enhance their exercise attitudes and commitment and ultimately secure long-term customer loyalty.
PURPOSE This study compared and analyzed the current status, system, and trend of evaluation and operation of member sports organizations of the Korean Sport & Olympic Committee from 2006 to 2020. METHODS A literature study was conducted for this study. RESULTS The 15-year evaluation was developed through three periods: preparation, execution, and construction. The preparation stage (2006–2009) was when the evaluation index development and operation system were established. The execution stage (2010–2016) is a critical time; when the current system was established. This was when evaluation perception was spread in the sports world and continuous changes such as evaluation system and operation, indicators. Finally, the construction stage (2017–2020) was when the evaluation system was established after integrating the Korean Sport & Olympic Committee and the National Sports Council. CONCLUSIONS It played a role in promoting balanced growth from organizational management to ethical management of sports organizations through preparation, execution, and construction. Further, the evaluation reflected the continuous development and change of the Korean sports community and one organizational assessment.
PURPOSE The purpose of this study was to investigate the relationship between the integrated marketing communication (IMC) attribute of professional baseball teams, their fans’ perceived value, and voluntary behavior related to the parent company. METHODS In this study, the target population consisted of spectators watching a professional baseball game. A survey was conducted on 360 fans watching the KIA tigers’ and kt wiz’ home game using the convenience sampling method. Finally, a total of 261 were used for data analysis, and frequency, confirmatory factor, reliability, correlation, structural equation model analyses using SPSS 20.0 and AMOS 20.0. RESULTS Main findings are as follows: First, interactivity of professional baseball teams’ IMC had positive effects on the emotional value. Second, interactivity and reminders from the parent companies of professional baseball teams’ IMC had positive effects on social value. Third, stakeholder connectivity and reminders from parent company of professional baseball teams’ IMC had positive effects on altruistic value. Fourth, with regard to the social aspect, the fans’ perceived value had positive effects on loyalty, customer participation and customer cooperation of voluntary behavior related to parent company. Lastly, with regard to the altruistic aspect, the fans’ perceived value had positive effects on customer cooperation of voluntary behavior related to the parent company. CONCLUSIONS Therefore, professional baseball teams should identify the IMC elements that fans perceive as important and establish effective marketing communication strategies to enhance the perceived value of their brand among their fans, ultimately increasing their voluntary engagement with the parent company.
