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팀 충성도에 따른 여가 활동으로서 관람스포츠의 지역주민에 대한 시장세분화 연구
한승엽(Seoung Youb Han),김흥렬(Heung Ryul Kim),윤설민(Seol Min Yoon) 한국호텔외식관광경영학회 2007 호텔경영학연구 Vol.16 No.4
The purpose of this study was to examine the differences with demographic·behavioral properties among the groups of local residents, consisted by team loyalty, and then, to suggest appropriate market segmentation for spectators of sport spectatorship. First, the main targets of both clusters were the twenties~forties age groups and people who have with family/friends` visiting pattern, but particularly cluster Ⅰ(`positive team loyalty` group) seemed to have prospective customers; teenagers. Second, it would be good for cluster Ⅰ(`positive team loyalty` group), which had basically high team loyalty, to promote joining in supporters activity as a leisure. On the one hand, cluster Ⅱ(`passive team loyalty` group) was a group of regional residents who were not interested in local sports spectatorship, usually watched games by TV or radio, and whose watching a home(H) game in the stadium was the first time that being in the stadium. So, for the team, it would be a positive potential income to promote the visiting stadium of cluster Ⅱ. Consequently, it would be need to actively develop and to try differentiated marketing strategies for the team to achieve its goal; the growth of revenue, the admission charge. And, based on these differentiated marketing strategies of the team, regional residents would be able to have a new understanding of regional professional sports as leisure activities.
한승엽(Seoung Youb Han),김흥렬(Heung Ryul Kim),윤설민(Seol Min Yoon) 한국관광연구학회 2006 관광연구저널 Vol.20 No.2
Focusing on the importance of exhibition industry, which had significant meanings with respect to marketing of participation companies as well as development of exhibition industry, this study analyzed the relationship between participation objectives and performance of exhibition. Furthermore, the determinants of exhibition choice and behavioral intention, associated with the two key factors above, were examined to suggest some ways to improve the competitiveness of the domestic exhibition industry. The results of this study elicited some implications. First, most companies, which participated in exhibition, established objectives and measured performance, by documentation before and after the exhibition. Second, there were significant relationship between participation objectives and determinants of exhibition choice, and third, participation performance of exhibition and behavioral intention also had positive correlation.