PURPOSE The outdoor camping market size is expected to hit a new high in 2021 as the popularity of outdoor activities surges due to the COVID-19 pandemic. The purpose of this study was to investigate the structural relationships among servicescape, perceived value, flow and behavioral intention, focusing on participants of international outdoor camping exhibition. METHODS Demographic analysis, confirmatory factor analysis, and structural equation modeling analysis were perfomed. RESULTS The findings suggest that (1) all servicescape factors (attractiveness, cleanliness, accessibility and responsiveness) have a positive effect on perceived value, (2) attractiveness, cleanliness and responsiveness are significant predictors of flow, (3) perceived value affects both flow and behavioral intention, and (4) flow also significantly impacts behavioral intention. CONCLUSIONS These findings highlight that high quality servicescape can result in enhancing a positive perceived value and flow, and in turn leading to behavioral intention of consumers. Hence, it is recommended for practitioners and staff of the exhibitions to considering the strategies for improving servicescape factors in order to achieve their goal.
Purpose This study has four objectives. First, the study attempted to see if trainee teachers in PE experienced a higher level of burnout as their experience as trainee teacher accumulated. Second, the current study explored whether female trainee teachers experienced a higher level of burnout than their male counterpart. Third, the study examined whether self-efficacy of trainee teachers had a significant causal relationship on the level of burnout. Forth, the study looked into the possible moderating effect of motivation in the relationship between burnout and intention to change their career path. Methods The data for the study were collected from 112 trainee PE teachers of middle and high schools in Seoul and its vicinity. The data were analyzed with the SPSS statistical package. Results First, the trainee teachers’ level of burnout increased between 2nd week and 4th week and the increase was statistically significant except in the sub-dimension of depersonalization. Second, female trainee teachers showed a higher level of emotional exhaustion than their male counterpart. However, male trainee teachers showed a higher level of diminished personal accomplishment than their female counterpart. Depersonalization did not show any statistical mean difference between male and female groups. Among the four teacher self-efficacy sub-dimensions, only teaching competence showed statistically significant negative influence on emotional exhaustion. Lastly, trainee teachers’ level of motivation worked as a significant moderator in the relationship between emotional exhaustion and intention to change their career path.
PURPOSE This study aimed to a) develop suitable screening tools for identifying gambling severity in Korea and b) explore factors that affect the gambling severity index in order to prevent Korean sports betting users from easily falling into gambling addiction, thus providing practical and useful guidelines in this regard. METHODS This study examined Korean sports fans who had experiences of participating in sports betting (Sports Toto), a legal sports betting system in Korea. Toward this end, an online survey was conducted from May 10 to June 25, 2022. A total of 214 questionnaire results, excluding 23 who gave insincere and/or incomplete answers, were analyzed for normal distribution through skewness and kurtosis, and subscale scores were calculated after performing exploratory factor analysis and reliability analysis using Cronbach’s α. RESULTS A psychological gambling severity index and behavioral gambling severity index were developed based on a stepwise regression analysis, which was conducted using the demographic characteristics of domestic sports betting participants and their lifestyle habits (e.g., smoking and drinking, problem gambling severity index, self-control scale, and gambling expectation scale). CONCLUSIONS First, factors affecting the psychological gambling severity index were identified (having a job, job stability, and security) along with lifestyle habits (smoking and drinking). Second, gender, occupational characteristics, full-time employment, confidence in self-control, and desire for self-improvement were indicated as significant factors that influenced the behavioral gambling severity index.
Purpose The purpose of this study was to develop an effective college life adaptation program for freshman student-athletes. Methods A total of 160 student-athletes and 5 experts agreed to participate in this study. Four procedures were followed in this study: the needs assessment, the preliminary program development, and the application of the program. For the needs assessment, in-depth interviews were conducted, and the data were analyzed using an inductive reasoning process. Results The results of the needs investigation showed seven need factors and four interruption factors for college life adaptation. In addition, three need factors based on experience and seven interruption factors based on experience were found. The preliminary program was developed based on the needs assessment through the expert meeting, and the program consisted of four stages. Each stage consisted of three sessions, and each session contained a specific topic. The program was provided to nine freshman student-athletes in two months. As a result, the final program which consisted of four stages and thirteen sessions was developed after the reinforcement process based on evaluation of the preliminary program was conducted. Conclusions It is concluded that, the program is able to be expected to help them to understand their roles, have a better sense of responsibility and improve their self-esteem. Therefore, coaches and mental performance consultants should provide the college life adaptation program for freshman student-athletes to reduce their stress and have a better college life.
[Purpose] This study aimed to investigate the structural relationships among event quality, spectators‘ destination image, country image, and behavioral intention in the international cycle competition, Tour de Korea 2017. [Methods] The questionnaire was structured in four dimensions: event quality (three sub-dimensions and twelve items), destination image (three items), country image (three items), and behavioral intention (four items). A total of 292 spectators from six hosting cities (Yeosu, Gunsan, Muju, Yeongju, Cheongju, and Seoul) during the event participated in this study. Factor analysis, reliability, validity, correlation analysis, and structural equation modeling analysis were conducted utilizing SPSS 21.0 and AMOS 21.0. [Results] This study indicated that event quality in an international sporting event was found to be the significant factor of spectators’ destination image and country image, which, in turn, significantly influenced the spectators’ intention to revisit to the place of the event and/or the event itself. [Conclusions] The findings of the present study contribute to theoretical understandings of event quality that predicts spectators’ behavioral intention and destination image in a global sporting event. Practically, this study also provides some important suggestions for practitioners who plan marketing strategies for international sporting events.
[Purpose] This study was designed to explore Yuna Kim’s psychological strengths and the contextual factors, which led her to obtain the gold medal and the reflection of peak performance and preparation at the 2010 Olympics. It was hoped that by sharing the experience of one of the top athletes, other athletes would learn from her and prepare themselves better for Olympics in the future. [Methods] A case study method was applied with a qualitative approach. To obtain the purpose of the study, five in-depth interview sessions including introductory and member checking procedures were conducted. The interviews were recoded and transcribed verbatim, and content analysis was used to inductively analyse the data. [Results] The four general dimensions that were discovered in the results included Social-external Factors, Personal Traits, Coping Strategies, and Peak Performance. The social-external factors consisted of social support and attached/detached relationships while personal traits were personality traits, confidence and motivation. Coping strategies to overcome external and situational pressures were detached coping and resilience whereas peak performance was reflected on flow and the state of being mindful. [Conclusion] In conclusion, Yuna Kim’s strength was parallel with the previous research on the top athletes and other findings such as adaptive perfectionism and a sense of rivalry in the research were discussed.
This study classified and analyzed groups of spectators of professional baseball through market segmentation and predicted the sports consumer behavior by using artificial neural networks model and logistic regression model. The results of hierarchical cluster analysis, K-means cluster analysis, cross-tabulation analysis and one-way ANOVA using PASW 18.0 and AMOS 18.0 suggest five clusters of consumer segments and by using Modeler 14.1, artificial neural networks model was made to predict the data. By using artificial neural networks model and logistic regression model, hit ratio was grasped about the spectator satisfaction and future consumption behavior. The results are as follow: The hit ratio were high in ‘cluster 5’ for artificial neural networks model(spectator satisfaction: 71.3%, future consumption behavior: 99.3%) and logistic regression(spectator satisfaction: 71.8%, future consumption behavior: 96.5%). Furthermore, cross-tabulation and one-way ANOVA was performed to understand the cluster's characteristic which had highest hit ratio about the spectator satisfaction and future consumption behavior. And through this marketing strategy was suggested.
[Purpose] The purpose of this study was to explore the formation process and influential factors of professional identity for the establishment and growth of physical education(PE) teachers majoring in dance. [Methods] Based on the phenomenological research method, data from the interviews, focus group interviews, and local document were collected and analyzed from ten teachers. [Results] First, we explored the process of professional identity formation of PE teachers majoring in dance. It appeared in four stages, 'stranger,' 'adaptation,' 'settler,' and 'pioneer.' Second, we explored the factors of forming the professional identity of the PE teachers majoring in dance. The factors influencing the process of identity formation from the stranger to the adaptation were 'utilization of various training' and 'imitation of their mentor.' The factors influencing the formation process of identity formation from the adaptation to the settler were 'recognition and support of fellow teachers' and ‘opportunity of professional development.’ The factors influencing the process of identity formation from the settler to the pioneer are ‘sense of commitment as a PE teacher,’ ’constant attitude of study and learning.’ [Conclusion] The results suggest that the formation of professional identity of PE teachers majoring in dance goes through a certain stage, and the environment is important as well as the active effort and potential attitude of individual.
PURPOSE This study aimed to examine the effects of motion analysis and image training using self-modeling with visual cues on the skill performance, imagery, and sports confidence of adolescent female soccer players. METHODS The participants were elite soccer players from two girls’ high school soccer teams divided into an experimental group (D girls’ high school, n=16) and a control group (I girls’ high school, n=13). The experimental group underwent motion analysis and image training when performing penalty kicks, short kicks, and long kicks using self-modeling with visual cues, while the control group underwent training using self-modeling videos without visual cues. Before and after the training, the evaluation score was calculated according to kick performance, and the imagery and sports confidence factors were measured. For the statistical analysis of all collected data, descriptive statistics, the Friedman test, the Mann-Whitney U test, and two-way repeated-measures analysis of variance were used. RESULTS First, on the motion analysis using self-modeling with visual cues, the experimental group’s penalty kick and short kick scores were improved and differed significantly, but no significant change was noted in long kick score. Second, as a result of image training using self-modeling with visual cues, all visual, kinesthetic, mood, and controllability factors of the experimental group improved except for the auditory factor, and the interaction effect was confirmed. In addition, the stated sports confidence of the experimental group was improved and the interaction effect confirmed. CONCLUSIONS The analysis of kick motion using self-modeling with visual cues was effective for the penalty kicks and short kicks of adolescent female soccer players. Moreover, this study confirmed that the analysis of kick motion improved the visual, kinesthetic, mood, and controllability sub-factors of imagery and significantly affected the players’ stated sports confidence.
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.
