상업주의에 따른 스포츠 변화 및 미래발전 = Influence of Commercialism on Sports and its Future Development

다국어 초록 (Multilingual Abstract)

This study is carried out to find the change brought about by the commercialism on sports. In addition, we to find the course of the future development of sports based on the current influence of the commercialism. The followings are the findings we have got from this study.
First, despite significant contributions to sports, commercialism also brought about confusion in the value system and the morality of sportsmanship, thus distorting the essential values of sports itself Therefore, it is needed to emphasize the importance of ethics education in sports, such as fair-play and sportsmanship.Second, the mass media have played an important role in fund raising, popularizing sports and technological development for sports. However, the commercialism immersed in the mass media has over-emphasized the important of the popularity of a certain areas of popular sports, so that other areas have been isolated from the interest of people, and consequently disadvantaged in their development in terms of humans and financial resources. Without the balanced attitude of the media, the balanced development of the sports in general will be impossible.
Thirdly, the commercialization of sports will raise the interest of the people on the qualiey of sports equipments. With this fact in mind, the educational institutes should have an eye on an interdisciplinary program of physical education and business administration in order to produce experts in marketing of sports-related products.
Fourth, as tourist business will become one of this nation's basic industries in the 21st century, and sports being an irreplaceable element of it, it is needed to establish a close relation between sports and tourism. Furthermore, if we focus on the fact that Korea is surrounded by sea, one of the most important factors in the future of tourism is the maritime tour development, Therefore, as seen in the examples of other countries, maritime-related sports and tourism development will become a main subject of policy in the future.
Fifth, the future development of sports is expected to move forward to techno-sports and eco-sports. An over-commercialized sports has the danger of being harmful to the ecology. An appropriate measure should be taken to balance the commercialization of sports with the environment-friendly development of sports by minimizing the negative by-product of the future development, especially in outdoor sports.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 스포츠 상업화의 변화
• Ⅲ. 스포츠 상업주의에 대한 발전 전망
• Ⅳ. 결론
• 참고문헌
• ABSTRACT