The purpose of this study was to examine the effects of congruence type between sporting event and corporate sponsor as well as the effects of advertisement exposure frequencies (1, 3 or 5 times) on advertisement attitude and advertisement effectiveness, including brand attitude and advertisement wear-in and wear-out effects. Data (N=150) were collected using a convenience sampling method and 3-group random assignment. The collected data were analyzed by means of frequency analysis, reliability analysis based on factor rho coefficient, correlation analysis, one-way ANOVA, confirmatory factor analysis, and latent mean analysis. The results were as follows; firstly, in case of higher functional congruence condition, advertisement attitude was most positive in a 3-time exposure situation and it decreased as advertisement exposure frequency further increased. However, in the lower functional congruence situation, advertisement attitude was continuously decreased as advertisement exposure frequencies increased. Secondly, in the higher image similarity situation, advertisement attitude was increased as advertisement exposure frequencies increased. On the other hand, in the lower image congruence situation, advertisement attitude was decreased as advertisement exposure frequencies increased. Lastly, advertisement attitude, brand attitude, and wear-in effects were statistically higher in the high functional and image congruence situations than did in the low functional and image congruence situations.
The purpose of the study was to define the chronical aspect of the sport event and suggest timeline concepts include the work scope of the sport event organization. For accomplish the research goal, literature review on time frame of sport event and the in-depth interview(n=23) was fulfilled. The results of this study were as follows; 1) the time based concept and the perception of the point of phase transition is different in each functional area, 2) the sport event time-frame could be categorized in ex ante Event stage, Event operation stage and ex post Event stage as general and the Event operation stage was departmentalized in preparation phase, Game delivery phase and closure phase. As a result, this study suggested the transition criterion in each phase. Limitations and future directions for real time sport event organization were discussed.
The purpose of the study was to investigate the meteorological and environmental information which should be provided for a winter sport event from the users' point of view, and to provide the fundamental data for the construction of the meteorological information to be specified in a sport event. For this study, some case studies were conducted at the center of Winter Olympic Games. Essential meteorological elements which should be fundamentally provided for a sport event were analyzed. Also, in-depth interviews with athletes, coaches were held to explore the meteorological elements needed from the users' point of view. On the basis of the results analyzed from the study, considerable meterological and environmental elements for supporting 2018 Pyeongchang Winter Olympic Games were suggested through the discussions with meteorological and sport event experts. As results of the study, essential requirements regarding the meterological and environmental information were extracted. Based on the essential requirements, a method of constructing the information in support of meteorology for Pyeongchang Winter Olympic Games was presented.
Purpose The purpose of this study is to review the governance of the 2018 Pyeong Chang Winter Olympic Organizing Committee (POCOG), and to suggest potential governance models for the next mega sport event organizing committee. Methods For this study, In-depth Interview was conducted on 5 subjects who were involved in the process of organizing Pyeong Chang Olympic Games internally and also externally. Throughout the interviews, the subjects were asked to answer questions about the leadership of POCOG management, working relationships among the staff members, and improvement plans for the next mega event. Results The results of the study are as follows: First, POCOG sat up a governmental system and then tried to blend government officials and people from private sector to run the committee; Second, POCOG leadership was not an effective to run an Olympic Organizing Committee; Third, there were not effective working relationships among the staff members in the committee; Lastly, the subjects proposed the future organizing committee to hire more experts, to establish some kind of system that can prevent the turnover, and to go for privatization with the limited involvement from the government. Conclusions Therefore, this study suggests that the future mega sport event organizing committee should implement effective governance in bring more experts, and keeping them from the beginning to the end of the event. Also the organizing committee should consider implementing corporate governance to run the committee with entrepreneurial mindset, and to create cooperative working environment among the committee members.
Although mega sporting events are becoming an effective means of brand communication, there has not been systematic research on involvement development and perceived fit enhancement through the sporting events. This study developed and tested a conceptual model delineating the impact of consumer involvement on perceive fit, and brand equity in mega sporting event context. Using quota sampling method, 1,847 participants (916 from IAAF; 931 from the F1) were recruited from several different cities in Korea during the mega-sporting events. Structural equation modeling were employed to examine the relationship between research constructs and test the model respectively. The study found that mega event involvement has a positive effect on perceived fit; and perceived fit influences brand equity(brand awareness, perceived quality and loyalty) toward event sponsor brands. The direct effects of involvement on sponsorship effectiveness (brand awareness, perceived quality and loyalty) did not have a significant effect on brand equity. The findings also reveal the mediating effect of perceived fit on brand equity.
[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 Sporting events constitute attractive platforms for providing participants with unique experiences. This study was aimed at investigating the structural relationships among perceived sporting event quality, image, trust, satisfaction, and loyalty of small-scale golf tournament participants. METHODS The questionnaire was structured in five dimensions: sporting event quality (4 sub-dimensions and 13 items), image (3 items), trust (3 items), satisfaction (3 items), and loyalty (4 items). A total of 217 amateur golfers from four Ecolian public golf clubs (Gwangsan, Jechon, Jeoungsun, and Younggwang) during the golf tournament participated in this study. Factor, reliability, validity, and structural equation model analyses were performed utilizing SPSS 24.0 and AMOS 24.0. RESULTS This study indicated that sporting event quality in a small-scale sporting event was the crucial factor of image, trust, and satisfaction, which, in turn, significantly impacted loyalty. CONCLUSIONS The results of this study contribute to theoretical understandings of sporting event quality factors that predict sport consumers’ image, trust, and satisfaction in the context of sports and leisure. Additionally, this study offers practical suggestions for administrators who develop marketing strategies for small-scale sporting events.
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 This study presents policy implications for a Korean sports commission’s introduction and the strategies to realize it. METHODS As an important policy tool, a sports commission system attracts large-scale sports events, revitalizes local economies, and promotes the sports industry’s sustainable development. Such an introduction’s necessity and direction were explored through analysis of overseas cases and interviews with experts. First, the study examined the concept of a sports commission system, along with major overseas cases and derived policy implications to present a model suitable for Korea’s reality. RESULTS Introduction of a sports commission system requires reorganization of legal and administrative systems, strengthening the public-private cooperation model, convergence with the local tourism industry, and customized operation tailored to regional characteristics. In addition, future research directions include evaluating the system’s effectiveness after its introduction, operating customized commissions for each region, and developing sustainable models. CONCLUSIONS The results provide policy guidelines for successful introduction of the Korean sports commission system and can play an important role in establishing a foundation for development of the future sports industry and local economy. Furthermore, establishment of a comprehensive mid-to-long-term plan, including criteria for regional selection, organizational structure, and role distribution, should be prerequisite to introducing the system.
Purpose This study was to examine the relationships among title sponsor's social inference(majority exposure, reliability, topicality, & social response), sponsor attitude formation(sponsor attitude, event sponsorship attitude, & communication attitude), and sponsorship effect (sponsor identification, attitudinal loyalty, and behavioral loyalty) in the professional volleyball contexts. Methods A survey was conducted by using college students (n=370) majoring in sport and physical education at four universities located in Chungcheong Province. The data were recorded and analyzed using the SPSSWIN Ver. 21.0 and AMOS 18.0 to analyze the structural equation model. Results First, the increased majority exposure had a significantly negative effect on sponsor attitude. Second, reliability was found to impact significantly on sponsor attitude. Third, topicality was found to impact positively and significantly on sponsor attitude. Fourth, social response did not show significant impact on sponsor attitude. Firth, sponsor attitude was found to significantly influence on event sponsorship attitude. Sixth, sponsor attitude had positive impact on communication attitude. Seventh, event sponsorship attitude was found to impact positively and significantly on sponsor identification. Eighth, communication attitude was found to impact positively and significantly on sponsor identification. Ninth, sponsor identification was found to impact positively and significantly on attitudinal loyalty. Tenth, sponsor identification was found to impact positively and significantly on behavioral loyalty. Finally, attitudinal loyalty was found to impact significantly and positively on behavioral loyalty.
