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Visual Persuasion in Sport Product Advertising: A cross-cultural perspective
서원재 한국체육학회 2010 International journal of human movement science Vol.4 No.1
A key issue in international advertising is the extent to which an advertising campaign can be standardized across cultures. In spite of strategic advantages to standardized sport marketing campaigns, its effects are still being debated due to cultural influence. This study was conducted to examine how the effects of visual image vary as a function of culture in sport product advertising. Specifically, advertising and brand attitude were assessed across Korean and U.S college students. Results indicate that both for Koreans and Americans, the implicit visual sport advertising is more persuasive than the explicit visual sport advertising. With respect to visual preference, Koreans evaluated the implicit pictorial image, which relies on symbolic and metaphorical meaning, in a positive light. Similar responses were observed from Americans in the study. Implications for global sport brand communicators and future researchers are discussed.
해남 오시아노관광단지의 스포츠관광지 이미지, 관광만족, 행동의도의 관계
서원재,문보영,박현정 한국호텔리조트학회 2017 호텔리조트연구 Vol.16 No.4
The purpose of this study is to explore the relationship among destination image, tourism satisfaction and behavioral intentions. The data was collected 229 respondents visited Oceano tourism complex. Findings can be summarized as follow: first, the direct effect of destination image on tourism satisfaction and behavioral intentions was observed. Second, the mediating effect of tourism satisfaction on the relationship between destination image and behavioral intentions. Second, regarding the information channels tourists prefer, tourists collected the information from the Internet Blog/Cafe, and asked of acquaintance/friends as well. Third, 34.4% of respondents visited Osiano with their family for camping, and they prefer to participate leisure activities more such as marine sports and mountain biking than other activities. Implications for sport tourism marketing for Oceano Tourism Complex in Haenam were discussed.
스포츠 여가활동 활성화를 위한 종합형 스포츠클럽 발전 방안
서원재,박성희,한승진 한국체육정책학회 2016 한국체육정책학회지 Vol.14 No.4
The purpose of this study is to identify the development plans of multi-functional sports clubs to activate sport-leisure activities. In order to fulfill the purpose, the current situations, operations, and various implications were derived from the literature review focused on multi-functional sport clubs in Germany and Japan. In addition, qualitative research methodology such as in-depth interview and Spradley’s (1980) DRS analysis was also employed for five sports clubs professionals; the data was categorized into four important factors of policy, facility & infrastructure, coach & program, and finance. The following development plans for multi-functional sports clubs in Korea were generated based on the data analysis. First, municipal government (i.e., local government) in which multi-functional sports clubs exists needs to enact ordinances and cooperate with the clubs. Second, thorough approaches in facilitating unused facilities, school facilities and municipal facilities in the local area are needed. Third, the hierarchies of position and contract types of coaches need to be categorized into full-time, part-time, volunteer, etc. Finally, financial supports from the National Government needs to be obtained in the initial stage of multi-functional sports clubs. This study proposes continuous support and needs of follow-up research on development plans for multi-functional sports clubs.
Expenditure-based segmentation of participation sport tourism: The case of running event travelers
서원재,한승진,박성희 한국체육학회 2015 International journal of human movement science Vol.9 No.1
With call for profiling sport tourists specifying heterogeneous segments and their expenditure patterns, this study applied an expenditure-based segmentation on running event travelers to the running events of the United States. The study employed expenditure volume as the segmentation base. Based on the segmentation base, the profile was framed to present expenditure, travel characteristics, and demographics. Results pointed out that the heavy spenders were the representative segment in all of expenditure categories, which were responsible for the most of the participants’ total expenditure. In addition, findings disclosed that all three segments allocated the largest budget on lodging while they all spent the least budget on entertainment. Implications for event organizers and future researchers were discussed.
평창동계올림픽 빙상시설의 사후활용 정책방향: 해외사례의 시사점을 중심으로
서원재,박성희,문보라,김남수,한승진 한국체육정책학회 2018 한국체육정책학회지 Vol.16 No.3
This study is to develop insights of policies for post-event usage of Pyeong-Chang 2018 winter olympic venues. The study analyzed cases of ice olympic venues use including vancouver 2010 winter olympics, salt lake 2002 winter olympics, and nagano 1998 winter olympics. Types of post event uses were categorized into use for business and public. Moreover, institutions managing post-event olympic venues were identified. Given the case analysis, the study suggested two standpoints on policies concerning post-event usage of Pyeong-Chang 2018 winter olympic venues. First, post-event use of Pyeong-Chang winter olympic venues should be projected to reflect concept of sport-anchored development(SAD), which will be effective method to develop economy and socio-cultural environments of destinations as well as society. Second, institutions where olympic venues are located should take a charge of managing facilities and programs. Given the findings, the study discussed issues for post-event usage of Pyeong-Chang 2018 Winter Olympic Venues and suggested directions for future research.