Purpose Limited research has investigated the marketing mix of international sporting events empirically. This study filled this gap by identifying the marketing mix and examined the structural relationships among marketing mix, destination image, satisfaction and revisit intention focusing on foreign spectators of 2019 Gwangju FINA World Championships. Methods The questionnaire was structured in four sections: sporting event marketing mix (seven dimensions and 21 items), host city image (three items), satisfaction (three items) and revisit intention (three items). Analysis of data from 396 foreign spectators in FINA Championships indicated that the proposed model fit the data well. Within a attitude-behavior theoretical framework, this study proposed and tested a structural relationships among the constructs. Results The results of this study presented that (1) product, place, and people in sporting event marketing mix significantly impacted foreign spectators’ destination image, (2) product, price, place, promotion, and physical evidence were appeared to be significant predictors of satisfaction, and (3) destination image and satisfaction had a significant effect on foreign spectators’ revisit intention. Conclusion The findings suggest marketing mix for the international sporting event and its influential mechanism on foreign spectators’ revisit intention. Practically, this study provides important implications for event organizers that can be utilized to develop strategic marketing mix in sporting events to enhance spectators’ destination image, satisfaction, and revisit intention.
Purpose The purpose of this study was to analyze the relationships among sport-products self-congruence, product love, product trust, and purchase behavior of sports-for-all club members through structural equation model analysis. Methods A survey was conducted targetting 227, men & women in their twenties who are members of MTB, Tennis, Badminton, Golf in at the 8 in Seoul metropolitan area. For sampling method, convenience sampling method was used, while the questionnaire was self-administered. In an effort to verify the proposed structural model, this study used IBM SPSSWIN Ver. 21.0 and AMOS 18.0. Results First, actual self-congruence has positive influence on the product love. Second, ideal self-congruence didn't have positive influence on the product love. Third, social self-congruence has positive influence on the product love. Fourth, product love has positive influence on the product trust. Fifth, product trust has positive influence on the positive word-of-mouth. Sixth, product trust has positive influence on the repurchase intention. Seventh, product trust has positive influence on the attitudinal loyalty.
Purpose The purpose of this research is to empirically analyze the relationship between a indoor swimming pool on perceived risk & perceived benefit, emotion responses, class attitude, and word-of-mouth intention through structural equation model analysis. Methods This study set 224 members at the six private indoor swimming pools located in Gyeonggido as the research subjects. As for sampling method, convenience sampling method was used, and self-administered questionnaire was used for the survey. In an effort to verify the proposed structural model, this study used SPSSWIN Ver. 23.0 and AMOS 18.0. Results First, perceived risk had a positive effect on positive emotion. Second, perceived risk had a positive effect on negative emotion. Third, perceived benefit had a positive effect on positive emotion. Fourth, perceived benefit did not have a positive effect on negative emotion. Fifth, positive emotion had a positive effect on class attitude. Sixth, negative emotion did not have a positive effect on class attitude. Seventh, positive emotion had a positive effect on word-of-mouth intention. Eighth, negative emotion did not have a positive effect on word-of-mouth intention. Ninth, class attitude had a positive effect on word-of-mouth intention.
Purpose The current study aimed to identify national youth cyclist`s experience and change tendency of experience during camp training. Methods A total of 35 cyclists who participated in 2017 Korea youth national cycling camp training provided the data. The survey was conducted 9 times during the 20 days of camp training using open-ended questionnaire by diary method. The collected data were analyzed based on inductive categorization and response rates. This study was conducted in the order of formation rapport, data collection, and data analysis. Results Youth cyclists experiences during camp training to growing pains as an athlete, developing the attitude of savoring training, serve as a motivation, expertise formation and opportunity of self-examination. Based on the change in response frequency of the survey data, camp training experience falls into two categories: variable and invariable. Conclusions Youth national cyclist were growing their growth power through various experiences during the training camp, and these experiences changed to specific inflection points from the beginning to the end of the camp. Understanding changes in psychological experience can provide the design of timely psychological support and coaching method. This study will be used as a material for the design of the camp training program for the youth cyclist, as well as an opportunity to increase the interest of continuity reflection on the psychological experience.
Purpose The purpose of this study was to provide title sponsorship marketing strategies by defining the relationship between professional volleyball title sponsorship, brand equity, brand attitude, and repurchase intention. Methods This study distributed 390 questionnaires to 2018-2019 V-League audiences and a total of 313 questionnaires were used as final validity sample. For data analysis, SPSS 21.0 and Amos 18.0 were used for frequency analysis, reliability analysis, confirmatory factor analysis, and structural equation analysis. Results First, title sponsorship had significant influence on brand equity, therefore hypothesis 1~3 were accepted, except for 1-3(perceived quality) and 1-4(brand loyalty). Second, among brand equity subfactors, hypothesis 4-1(brand awareness) and 4-4(brand loyalty) had significant influence on brand attitude which made hypothesis 4 partially accepted . Third, among brand equity subfactors, only brand image(hypothesis 5-2) had significant influence on repurchase intention which made hypothesis 5 partially accepted. Lastly, brand attitude had significant influence on repurchase intension, which made hypothesis 6 accepted. Conclusions It is anticipated that based on the result of the study, effective marketing strategy can be developed for title sponsorship companies in the future.
[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 The purpose of this study is to empirically inquire into the relationship between a indoor swimming pools employee’s group cohesiveness, swimming pool identification & communication and job satisfaction, customer orientation, long-term orientation, and positive word of mouth through structural equation model analysis. Methods For this purpose, For this purpose, the survey targeted 221 workers working at 10 swimming pools in Seoul for over three months. For sampling method, convenience sampling method was used, while the questionnaire was self-administered. In an effort to verify the proposed structural model, this study used IBM SPSSWIN Ver. 21.0 and AMOS 18.0. Results First, group cohesiveness, swimming pool identification & communication has positive influence on the job satisfaction. Second, job satisfaction has positive influence on the customer orientation. Third, job satisfaction has positive influence on the positive long-term orientation. Fourth, customer orientation has positive influence on the positive word of mouth. Fifth, long-term orientation has positive influence on the positive word of mouth.
Purpose The purpose of this study was to analyze the propensity to consume the consumer of the baseball equipments who have difference of the product preference by regulatory focus, and who have construal level and suitable message framing. Methods Populations are consumers who have purchased the baseball equipments before, and the sampling groups, five different society baseball group’ league from Seoul and Kyeongi-do, were distributed, 318 copies, by convenience sampling. The questionnaire proceeded by three-way completely randomized design with stimulated sentences of four different advertisement compartmentalized by the regulatory focus, construal level and message framing. The analysis utilized SPSS 21.0 to perform the frequency analysis, manipulation check, independent t-test, two-way ANOVA, and Scheffe was used to post-hoc. Therefore, the result of this study is as below. Results First, after analyzing the distinction of the regulatory focus of the consumers of baseball equipments, the preference of the consumer who has improving focus was higher than that of consumer who has the prevention focus. Second, preference differentiation analyzed by construal level and the message framing of the consumer of the improving focus, the preference was higher when the message framing was positive, and the construal level was in short time. Third, preference differentiation analyzed by construal level and the message framing of the consumer of the prevetnion focus, there was no difference of the preference of the equipments followed by the construal level and message frame for prevention focus consumers.
Purpose The current study reexamined the financial value of National Fitness Award. Methods To determine the economic value of National Fitness Award, we incorporated 6 willingness to pay(WTP) models using contingent valuation method(CVM). The data were collected from 250 members and 250 non-members of National Fitness Award(NFA) who were over 19 years old. Out of 500 completed questionnaires, total of 489 usable questionnaires were used for data analyses. Among 489, the WTP were calculated after 125 protest responses were discarded. The data were analyzed with SPSS 24.0 for frequency analysis, descriptive statistics, reliability test, and exploratory factor analysis. Stata 14.0 and R programs were used for calculating WTP. Results First, WTP was positively influenced by household income. Second, WTP was positively influenced by satisfaction level among members. Third, willingness to pay (WTP) for the National Fitness Award were 30,877won (Mean WTP), 29,455won (Median WTP), 25,829won (Truncated WTP). The average WTP was 28,720won. Conclusions Although National Fitness Award has been provided as free service to Korean people, previous study noted problems in facility and promotion. For the National Fitness Award to possess sustainability with proper service quality, it may need to be changed to fee based service. The current study suggested that, should it be changed to fee-based service, the proper price for the service is 25,000won.
Purpose The purpose of this study was to examine the effects of parents’ involved dance-sports program on a physical activity level and a fitness of children with a developmental disability and on their parents’ perception. Methods The participants were seven children with a developmental disability ranged between 8 and 16 years and seven parents of them participating in the dance-sports program during 90 minutes, 3 times per week for 8 weeks. The quantitative data (i.e., the physical activity level, the physical fitness, and the questionnaire) were collected before and after the intervention. Results The results showed that there was statistically significant difference of the parents’ perception on children’s participation in a physical activity [F=5.63, P<.04]. Although the experimental group showed increase trend, whereas the control group showed decrease trend, there was no statistically significant difference of the physical activity level and the physical fitness of the children with development disabilities. Conclusions Parent participated dance sports program seems to be effective on parents’ perception on children’s participation in a physical activity, physical activity level and the physical fitness of the children with a development disability in experimental group.
