프로농구의 관람유인요인이 팀충성도 및 팀동일시에 미치는 영향 = The Effects of Professional Basketball Spectating Factors of Game on Team Loyalty and Team Identification

다국어 초록 (Multilingual Abstract)

The purpose of this study was to analyse effects of various factors affected spectators' enlargement at professional basketball games, and to understand spectators' character.
A second purpose of this study was to present the data to set up marketing strategy at professional sports, results of hypothesis testing indicated the following:
Behavior Loyalty was affected by game situation, stadium facilities, public relation, game schedule, ticket sale, and fan service factor, Among these factors, game situation, stadium facilities, and fan service factors were showed high extent of influence.
Through above these results, the strategies to develop of domestic professional basketball would be presented as follows;
Professional basketball League and team should continuously act public relation at various methods, and that is act concepts of form an set around professional basketball spectators.
The action of the stadium facilities on a game watching was showed very high degree. Accordingly, sports marketer should be managed stadium facilities, and in detail, toilets, stairs, and lobby should be cleaned and managed.
About ticket sales, sports marketer can control as various situations, Sport marketer used an apt method as the ticket purchase route, price of ticket, and season ticket, and a group ticket.
Lastly, professional basketball league and teams should develop en effective community relation programs. Through these programs, professional basketball teams bring various benefits and effects of image reform.
To collect professional basketball fans, first of all, teams should bringing up and scout for talented player, and make star player. And, sports markets should offer various spectate opportunities, events, the book of public relation, and the information of the player and team actions.