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RISS 인기검색어
- 검색키워드
- 저자 : ( Brian H. Yim ) (검색결과 4 건)
- 무료
- 기관 내 무료
- 유료
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Understanding Cleveland as a Sport Destination: An Empirical Study of Brand Personality Theory
( Jiayi Wang ),( Brian H. Yim ),( Philip Wang ) 아시아스포츠융합과학회 2020 Asia Pacific Journal of Applied Sport Sciences Vol.1 No.2
PURPOSE In this globalizing world, sporting events play an important role in improving the attractiveness and competitiveness of a city. Cleveland’s continuously increasing sports offering is making the city an appealing travel destination to wider groups of tourists. Brand personality theory provides the theoretical support for the present study. The purpose of the study is to test the brand personality framework in the context of sports tourism, explore the brand personality of Cleveland as a sports destination, and apply the theory into destination marketing. METHOD A mixed method of focus group interview (N=16) and survey (N=96, data were collected through Amazon Mechanical Turk) were conducted. Ten brand personality traits of sports destination Cleveland were generated from the focus group. Multiple regression analyses were conducted to analyze the relationship between interest in Cleveland attractions and intention to visit Cleveland regarding the attractiveness of Cleveland’s sporting events (H1), the attractiveness of Cleveland sporting events (Questionnaire Section B) and intention to visit Cleveland (H2), and Cleveland destination personality and intention to visit Cleveland (H3). RESULT leveland’s brand personality traits were identified such as athletic, passionate, exciting, friendly, and hardworking. The results of the multiple linear regression showed that there is relationship between attraction and visit intention to Cleveland. As found in previous studies, sporting events enhance tourism industry’s performance. CONCLUSION This paper examined a city’s brand personality as a sport destination and found how they can predict sport tourists’ perception of the city and their intention to visit.
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Brian H. Yim,Kevin K. Byon 글로벌지식마케팅경영학회 2021 Journal of Global Sport Management Vol.6 No.4
The Sport Fan MGB was developed by incorporating sport fan-specific variables to predict millennial sport fan consumption behaviors. However, the efficacy and usefulness of this Sport Fan MGB remain uncertain in comparison to other well-known behavioral models that include the original Model of Goal-Directed Behavior (MGB), Theory of Reasoned Action (TRA), and Theory of Planned Behavior (TPB). Therefore, the purpose of this study was to further validate the Sport Fan MGB by comparing it to MGB, TPB, and TRA. To examine its relative effectiveness and efficiency, a non-nested model comparison was conducted with AIC and R-square values. The results indicate that the Sport Fan MGB significantly increased variance explained in various sport consumption behaviors over the MGB, TRA, and TPB. Specifically, it added more explanatory power to the desire to engage in each behavior for the millennial sample. Therefore, the usefulness of the Sport Fan MGB in examining millennial sport fan consumption behavior has been empirically demonstrated.
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Influence of Loss Aversion on NCAA Men's Basketball Bracket Predictions
Brian H. Yim 글로벌지식마케팅경영학회 2018 Journal of Global Sport Management Vol. No.
The NCAA Men’s Division I Basketball Championship, known to fans as March Madness, is one of the most popular annual sporting events in the United States. Despite its economic impact on the sport industry, relatively few studies have examined phenomena associated with March Madness bracketology. The few existing studies have focused on making accurate tournament predictions rather than examining bracketology in ways that might assist sport marketers. To fill this void, the current study applied loss aversion theory to the decision-making process of NCAA tournament bracket participants. The purpose of the study was to develop a framework for understanding how emotional loss aversion might influence the decision of highly and lowly identified fans to choose against one’s favorite team when it is likely to lose the game. The NCAA Men’s Division I Basketball Championship, known to fansas March Madness, is one of the most popular annual sportingevents in the United States. Despite its economic impact on thesport industry, relatively few studies have examined phenomenaassociated with March Madness bracketology. The few existingstudies have focused on making accurate tournament predictionsrather than examining bracketology in ways that might assist sportmarketers. To fill this void, the current study applied loss aversiontheory to the decision-making process of NCAA tournament bracketparticipants. The purpose of the study was to develop a frameworkfor understanding how emotional loss aversion might influence thedecision of highly and lowly identified fans to choose against one’sfavorite team when it is likely to lose the game.
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Sport Facility Feasibility Study: Assessment, Value and Demand
( Mark Lyberger ),( Brian H. Yim ),( Laurence M. Mccarthy ) 아시아스포츠융합과학회 2020 Asia Pacific Journal of Applied Sport Sciences Vol.1 No.1
PURPOSE A sport managemnt organization proposed to build an indoor sport facility in a town close to a major urban area. The potential investors and stakeholders required that feasibility studies be conducted before an investment decision was made. METHOD The case examined the proposed facility through a feasibility study and a market analysis to understand the market, potential demand, possible growth opportunities and to determine if a project was worthy of investment. CONCLUSION Included in the study are the key components and data analysis which led to a positive investment report.
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