이벤트 품질, 가치, 태도, 그리고 행동의도 간 구조적 영향관계 분석

윤설민 ( Seol Min Yoon ),오선영 ( Sun Young Oh ) 한국고객만족경영학회 2015 고객만족경영연구 Vol.17 No.2

The purpose of this paper is to examine the effect relationships among event quality, value, attitude, and behavioral intention. To this end, onsite survey was conducted for visitors to the Busan International Seafood & Fisheries EXPO. The analysis results indicate that program and environment of event quality constructs had a positive effect on functional value of event, whereas all event quality constructs(program, environment, location) had a positive effect on emotional value of event. Particularly, program was found more important variable than environment and location in explaining emotional value of event. Also, functional value and emotional value of event had a positive effect on attitude toward event which in turn, influenced on attitude toward destination. Meanwhile, emotional value of event was stronger than functional value in influencing attitude toward event. Finally, attitude toward event and attitude toward destination appeared to be positively related to behavioral intention. According to importance among variables explaining behavioral intention, attitude toward event was first, followed by attitude toward destination. Based on these findings, academical and practical implications were further discussed in the concluding section.

게임 이벤트 품질요인이 참여자의 만족도 및 구매의도에 미치는 영향에 대한 고찰

송방호,김진희,이철영 한국이벤트컨벤션학회 2019 이벤트 컨벤션 연구 Vol.15 No.2

Purpose – The game market is one of the fastest-growing sectors along with the development of the media industry. Accordingly, a game has become a major tool for sales promotion as the market grows fast. Although companies need more promotion activities using a game, there have been few studies on this topic. In this respect, We try to conduct an initial study on the quality factors of a gaming event. Therefore, the purpose of this study is to confirm what factors are important in planning and producing a gaming event and to find the factors and the values that the participants recognize in the gaming event by analyzing the factors and the values that they expect. Furthermore we examine the effect of the awareness of the quality factors on satisfaction and purchase intention. Design, data, and methodology – For a gaming event, We selected 5 quality: physical service facility, provision of service, service for users, access to information, and reliability of service to measure the quality of a gaming event. Each of them was measured in two dimensions(importance and satisfaction) according to IPA(Importance-Performance Analysis). For analysis, the data was collected from the participants in Google Play Town through self-administered survey. Result – We found out information security is the most important quality factor in a gaming event and it is followed by the professionality and responsiveness of an event operator, the pleasant atmosphere of the video arcade, and information acquisition. In addition, the correlation analysis showed that there is a statistically positive relationship Conclusions – The significance of this study lies in that it is an exploratory study to analyze the expectation factors and experiential values of the participants in a gaming event between the importance of the quality factors and customer satisfaction, likewise between customer satisfaction with the quality factors and purchase intention, and between customer satisfaction and purchase intention.and that an in-depth analysis on the relationship between their awareness of the quality factors and customer satisfaction, aw well as on the relationship between that and purchase intention. It is hoped that this study would shed a light into how a game event can be successfully planned and produced in the future 본 연구에서는 게임 이벤트 품질 요인에 대한 참가자들의 기대와 이벤트 참가 후에 느끼는 요인별 만족도를 비교함으로써 각 품질 요인의 중요도와 만족도를 확인하고자 하였다. 이를 통해 게임 이벤트 품질에서 중요한 요인이 무엇인가를 확인하고자 하는데 본 연구의 목적이 있다. 이를 위하여 게임 이벤트 참가자들을 대상으로 자기기입실 설문조사 방법을 통해 자료를 수집하였다. IPA 분석기법을 통해 기대요인과 요인별 만족도를 비교하였으며, 상관관계 분석을 통해 품질 요인에 대한 중요도와 만족도가 고객만족과 구매의도와 어떠한 관계가 있는지를 확인하였다. 분석결과 첫째, 게임 이벤트 품질 요인에서는 첨단 게임이나 기술성이 높은 게임에 대한 관람 및 체험, 이벤트 현장에서 느끼는 체험의 편이성과 몰입성, 전문성의 확보, 다양한 프로그램과 부대행사, 이벤트 현장에서 운영진들의 대응 등이 중요한 요인인 것으로 나타났다. 둘째, 게임 이벤트 품질 요인에 대해 지각하는 중요도는 고객만족과 정(+)의 상관관계가 있는 것으로 나타났으며, 만족도는 구매의도와 정(+)의 상관관계가 있는 것으로 나타났다. 이러한 연구를 통해 게임 이벤트가 추구해야 할 이벤트 품질이 무엇인가를 확인함으로써 향후 게임 이벤트 기획 및 제작의 방향성을 제공할 수 있을 것으로 기대한다.

스포츠이벤트 참여가 스포츠 채널 선호도와 시청의도에 미치는 영향

박성화 ( Seong Hwa Park ),이명권 ( Myoung Kwon Lee ) 한국스포츠산업경영학회 2014 한국스포츠산업경영학회지 Vol.19 No.3

본 연구는 스포츠 채널이 기획·운영하는 스포츠이벤트의 참여경험이 참여자들의 스포츠 채널 선호도와 시청의도에 미치는 영향을 살펴보고자 하였다. 그리고 스포츠이벤트 참여경험 효과는 참여자들의 특성(성별, 연령대, 스포츠 관여도)에 따라 어떻게 다르게 나타나는지도 살펴보았다. 이를 위해 연구자들은 MBC 한강마라톤 참가자들을 대상으로 참가 전과 후의 2차례에 걸친 설문조사를 실시하였고, 그 결과를 분석하였다. 연구결과, 스포츠이벤트 참가 전과 후 참여자들의 해당 스포츠 채널에 대한 선호도와 시청의도는 향상되고 있었다. 참여자의 특성(성별, 연령별, 관여도)에 따른 스포츠이벤트의 참여효과(채널 선호도향상, 시청의도 향상)의 차이는 관여도에서만 유의미하게 나타났다. 참여자의 관여도에 따른 분석의 경우, 고관여 집단은 참여 전과 참여 후 모두 저관여 집단보다 채널 선호도와 시청의도가 높았다. 그러나 이벤트 참여를 통한 채널 선호도와 시청의도의 향상효과는 저관여 집단이 고관여 집단보다 크게 나타났다. 즉 스포츠이벤트는 고관여 집단보다 저관여 집단에게 더 효과적인 마케팅 툴이 될 수 있음을 보여준다. 연구자들은 이 결과를 바탕으로 이론적·실무적 함의를 제시하였다. This study was aimed to examine how sports event planned and organized by sports channel influences consumers`` preference change of the channel and how consumer``s marathon involvement influences to the channel preference and viewing intentions on the channel. This study was to suggest and present various effects of sports events toward sports channel through the analysis of sports events organized by the sports channel. And also the study was to provide the basis of sports channel marketing strategy to maximize and maintain the effects of organizing sports events. Targeting example was stratified sampled 300 participants of "2012 adidas MBC Han-river Marathon" which was organized by MBC Sports Plus on April 8th, 2012. The survey was conducted twice on the same sampling before and after the sports event and total 213 cases were analyzed. For data analysis, Windows SPSS 12.0 version was used and frequency analysis, descriptive statistics, factor analysis, reliability analysis, t-test were carried out. First of all, the main result was verified that the sports channel preference was increased with the sport event participation by age, gender and participated race courses. Secondly, it was verified that participant``s involvermrnt factors had significant effect to sports channel preference and viewing intension. This study has significance to the fact that the sports events as a way to improve competitiveness and to diversify income structure had influences and effects empirically. Especially, consumers positively effected on the sports channel preference by participating sports event organized by the sports channel. And also consumers`` sports involvement factors had attentive effect to sports channel preferences and viewing intentions. Above study results would be critical base line data for sports event strategy to sports channel. In addition, to draw continuous growth of sports channel through sports events, the channel must understand consumer``s mature and demand. At the same time, the channel needs to carefully analyze the consumer``s sports involvement factors that influence the sports channel preference and viewing intentions. It would be critical to utilize the analysis to sports event planning and organizing exhaustively.

국내 이벤트산업의 역사적 고찰

신창열 한국이벤트컨벤션학회 2019 이벤트 컨벤션 연구 Vol.15 No.3

Purpose – The event industry is recognized as a growth industry of nation along with the MICE industry. The purpose of this study is to create a new paradigm of the policy, industry, and academic aspects of event through a historical review of domestic event industry. Design, data, and methodology – The definition and concept of event, the size and development process of event industry, the development process of event business and council, the development process of human resources and educational infrastructure. Result – Domestic events in the modern sense began in the 1960s, and most corporate events were in the mid-1980s. With the widespread use of term ‘event’ in the 88 Olympics, the event industry has expanded to public sector. Since the 2000s, the event industry has been at its peak and the nationwide event era has begun. Conclusions – To create a new paradigm of event’s studies for the future history of event industry, it must be accompanied by efforts of both industry, government, academia, and government. In order to systematically develop the event industry, the government should establish the promotion law and designate the department in charge for event industry.

국제스포츠이벤트 테러리즘의 분석과 향후전망 - 한국과 독일사례를 중심으로 -

전대양,이대성 한국스포츠엔터테인먼트법학회 2011 스포츠와 법 Vol.14 No.3

In modern society, the quality of life has been improved with the shortened working hours and economic affluence. As the leasure time is getting more important in our lives, it becomes a culture, and accordingly the interest in sports is getting higher. The interest in sports became expanded to direction participation and watching, which brought the improvement of health and the development of sports events. Participating sports give the public the opportunity to participate in the sports themselves. Such social atmosphere can help the participants to establish self-identity, to resolve stress and tension and to improve the quality of life by maintaining mental and physical health. It becomes a general phenomenon to consider sports a part of the life of the civilized. Sports watching gives the public the opportunity to release their everyday stress or realize themselves through various sports events or sports programs. The expansion of sports watching brings the activation of various sports events. Such sports events have become important tools to vitalize the local and national economy as well as to activate the related sport itself being combined with tourism and cultural products. Sports event hosting enhanced national image, created added-value in economy, stimulated patriotism and gave them pride that they are number one class citizens. Korea has hosted sports events such as Seoul Olympic Games in 1988 and World Cup in 2002 successfully, and it will host World Athletics’ Competition in Daegu in August 27, 2011. Additionally, Korea will host Winder Olympic in Pyungchang in 2018 and become the fifth country that has ever hosted 4 major world sports events following France, Germany, Italy and Japan. However, it should be reinstated that there is threat of terrorism behind of the sports events hosting. The most notorious terrorism events related to sports events in international society are the kidnapping and murders of Black September under PLO on the athletics and administrators of Israel in Munich Olympics in Germany on September 5, 1972, bomb terrorism in Gimpo International Airport in Korea on September 14, 1989 a week before Seoul Asian Games, and the explosion of KAL858 aircraft over Andaman sky on November 29, 1987 to disturb Seoul Olympic Games in 1988. In this study, it was tried to make an analysis of the terrorism cases related to sports events. Through this, it was tired to forecast the terrorism to disturb or interfere large scale sports events such as Pyungchang Winter Olympic Games in 2018, to induce the suggestions on the terrorism that can happen related to sports events in the future and to make proposals to prevent sports events related terrorism. 현대사회는 노동시간의 단축과 경제적 풍요로 인하여 생활의 질적 향상이 이루어지게 되었다. 이로 인하여 여가시간이 생활에 차지하는 비중이 증가하였고, 여가시간의 증대는 여가문화 정착에 기여하였으며, 그에 따라 스포츠에 대한 관심도 높아지게 되었다. 스포츠에 대한 관심은 직접적인 참여와 관람으로 확대되었고, 국민 건강 증진과 스포츠이벤트로 발전하는 계기가 되었다. 국제스포츠이벤트 개최는 국가의 이미지를 향상시키고, 경제적으로 부가가치를 창출하며, 국민들에게 국가에 대한 애국심을 고취시켜 세계 1등 국민이라는 자부심을 갖게 하는 원동력이 되고 있다. 한국은 1988년 서울올림픽과 2002년 월드컵 등과 같은 국제스포츠이벤트를 성공적으로 개최한 경험이 있으며, 2011년 8월 27일 대구에서 세계육상선수권대회를 개최할 예정이다. 또한 한국은 2018년 평창에서 동계올림픽을 개최하게 됨으로써 프랑스, 독일, 이탈리아, 일본에 이어 세계에서 5번째로 세계 4대 국제스포츠이벤트를 모두 개최하는 국가가 되었다. 그러나 국제스포츠이벤트 개최의 이면에는 테러리즘의 위협이 상존한다는 사실을 인식하여야 할 것이다. 국제사회에서 국제스포츠이벤트와 관련하여 발생한 대표적 테러리즘은 1972년 9월 5일 독일 뮌헨올림픽에서 이스라엘 선수와 임원을 대상으로 한 팔레스타인 해방 기구(Palestine Liberation Organization)산하 검은 9월단의 인질․납치․살해 테러리즘, 1986년 9월 14일 한국 서울아시안게임 1주일 전에 김포국제공항을 대상으로 발생한 폭탄 테러리즘, 그리고 1988년 서울올림픽을 방해하기 위하여 1987년 11월 29일 미얀마 안다만 상공에서 대한항공 858기를 폭파한 테러리즘 등이 있다. 이 연구에서는 한국과 독일에서 개최한 국제스포츠이벤트와 관련하여 발생한 테러리즘 사례를 분석하여, 2018년 평창 동계올림픽과 같은 국제스포츠이벤트 개최를 저지하거나 방해하기 위한 수단으로 발생 가능한 테러리즘을 전망하고, 이에 대한 제언하고자 한다.

이벤트 요소가 잠재참가자의 태도 및 참가의사에 미치는 영향

정형식(Hyung Shik Jung),김영심(Young Shim Kim) 한국경영학회 2004 경영학연구 Vol.33 No.1

This research investigates the effects of the operating party factor of a public event, event characteristics, and individual factors on the potential participants` attitude toward the event and their participation intention. Regrading to a specific event, namely the Korean National Beauty Design Competition, a survey was administered to the hair designers who were working in the hair shops with various levels of work experience and positions. The results of the empirical findings are as follows: First. the respondents` benefits in the event was found to influence their attitude toward the event while their perception on the direct benefits through the participation to the event was not. Second, the respondents` knowledge of the competition event and their perceptions of practical utilization of the skill acquired in the event were found to affect the individuals` attitude toward the event. Third, the individual`s attitude toward the event was found to affect his or her participation intentions positively. Forth, the individual’s subjective norms were found to affect his or her attitude toward the event, rather than affect the participation intention directly. In addition, there were several differences in the perception on the performance of the event operation between the experienced group and the non-experienced group.

스포츠이벤트 관람만족이 이벤트신뢰, 이벤트몰입 및 재관람의도에 미치는 영향

김용만 ( Yong Man Kim ) 한국스포츠과학원 2005 체육과학연구 Vol.16 No.2

The purpose of this study was to examine the effect of spectatorship satisfaction of sports event on trustworthiness of event, commitment of event and re-spectatorship intention. The subjects were spectators who visited the Suwon Worldcup Stadium to watch ``Goodwill Soccer with FC Barcelona invited by Samsung Electronics``. 201 spectators among them were selected. All of the sample were older than the age of 17. SPSSWIN Ver. 10.0 and AMOS 4.0. was used. The results are as follows; First, the spectatorship satisfaction affects on the trustworthiness of event. Second, the spectatorship satisfaction affects on the commitment of event. Third, the spectatorship satisfaction have no effect on the re-spectatorship intention. Fourth, the trustworthiness of event affects on the commitment of event. Fifth, the trustworthiness of event have no effect on the re-spectatorship intention. Lastly, the commitment of event affects on the re-spectatorship intention.

Event Valence Matters: Investigating the Moderating Role of Event Valence on Event Markers' Systematic Effect

Lee, Hyejin,Choi, Jinhee Korean Marketing Association 2015 아시아마케팅저널 Vol.16 No.4

Previous research has revealed that people feel past target events are more distant when they recall more intervening events, event markers, that are both accessible in memory and perceived to be related to that target event (Zauberman, Levav, Diehl, and Bhargave 2010). This phenomenon was called the systematic effect of event markers (SEEM). In this research, we explore the moderating effect of the valence of the target event on SEEM and suggest the difficulty of recalling event markers as the possible mechanism. Study 1 shows that SEEM mainly occur when the valence of the target event is negative rather than positive. Study 2 showed that even though people have more difficulty recalling four event markers than one regardless of event valence, the difficulty of recalling event markers only mediates SEEM when the target event valence is negative. Furthermore, when the target event is positive, SEEM does not exist, confirming that the mediating role of the difficulty of recalling event markers on SEEM is moderated by the valence of the target event.

메가스포츠이벤트 및 개최국 브랜드성격이 이벤트 방문의도에 미치는 영향

김대환,김하니 한국스포츠산업경영학회 2019 한국스포츠산업경영학회지 Vol.24 No.6

The purpose of the present study was to expand the Brand Personality model, to examine the theoretical relationship among nation brand personality, event brand personality, and event visitation intent, and to investigate the moderating effect of event involvement. For this, a survey targeting 300 participants in the Amazon Mechanical Turk was performed, and 261 cases of the 300 participants were used in the data analysis to test the research model. The results of a Latent Moderated Structural Equation modeling showed that nation brand personality has a positive impact on event brand personality. Furthermore, event brand personality was found to positively influence event visitation intent while nation brand personality indirectly influences it. Interestingly, event involvement negatively moderates the effect of event brand personality on event visitation intent. Specifically, as the level of event involvement decreases, the effect of event brand personality on event visitation intent escalates. We conclude that an event branding strategy reflecting key words of Korean culture such as uniqueness and traditionalism would be effective for promoting mega sport events in Korea and such strategy would be more effective for those who are highly interested in the target event. 본 연구는 기존의 브랜드성격 모델을 확장하여 한국 문화에 적합한 메가스포츠이벤트 및 개최지 브랜드성격을 규명하고, 이를 바탕으로 메가스포츠이벤트 및 개최지 브랜드성격과 이벤트 방문의도의 구조적 관계와 이벤트 관여도의 조절효과를 설명하는 연구모형을 검증하는데 그 목적이 있다. 이를 위해, 평창동계올림픽 개최 전 300명의 Amazon Mechanical Turk 패널들을 대상으로 설문조사를 실시하였으며, 이 중 261명의 자료를 활용한 잠재조절구조방정식(Latent Moderated Equation Modeling) 분석을 실시하여 설정된 연구모형을 검증하였다. 그 결과, 개최지 브랜드성격은 메가스포츠이벤트 브랜드성격에 긍정적인 영향을 미치는 것으로 나타났다. 또한, 메가스포츠이벤트 브랜드성격은 직접적으로 이벤트 방문의도에 긍정적인 영향을 미치는 것으로 나타났으나, 개최지 브랜드성격은 이벤트 브랜드성격을 통해 간접적으로 이벤트 방문의도에 영향을 미치는 것으로 나타났다. 흥미롭게도, 이벤트 관여도는 메가스포츠이벤트 브랜드성격이 이벤트 방문의도에 미치는 영향을 부정적으로 조절하는 것으로 나타났다. 구체적으로, 올림픽 관여도가 낮을수록 메가스포츠이벤트 브랜드성격이 이벤트 방문의도에 미치는 영향은 증가하는 양상을 나타냈다. 결론적으로, 잠재적 이벤트 방문자들에게 효과적으로 이벤트를 홍보하기 위해서는 한국의 진실성, 흥미로움, 능력, 세련됨, 평화로움, 독특함, 전통추구성을 투영한 이벤트 브랜딩이 필요하며, 이러한 전략은 이벤트에 대한 관여도가 낮은 소비자 집단에게 보다 효과적일 것으로 사료된다.

메가이벤트 개최지역 주민의 지역애착이 이벤트 영향인식과 참여의도에 미치는 영향에 관한 연구

김미경(Mi Kyung Kim) 한국호텔외식관광경영학회 2012 호텔경영학연구 Vol.21 No.3

Mega-event such as Olympic Games, FIFA World Cup, and Expo are considered important in the tourism development of host countries or host communities. Having a great economic and socio-cultural impacts, mega-event can boost the urban redevelopment and improve tourism facilities and infrastructure. For the success of mega-event, residents`` support and participation is an essential factor. This study is designed to investigate the factors which affect the residents`` participation intention in the event. The purpose of study is to investigate the causal relationship among residents`` community attachment, their perception of mega-event impacts (economic, socio-cultural, and environmental impacts), and their participation intention in the event. The data for the study were collected from residents in Daegu which was held IAAF World Championships in 2011. From the results of the study, it was revealed that residents`` community attachment affect their perception of mega-event impacts (economic, socio-cultural, and environmental impacts), and residents`` perception of economic and socio-cultural impacts affect their participation intention in the event. The only hypothesis of the study which was rejected was that residents`` perception of environmental impact would affect their participation intention in the event. Finally residents`` community attachment has a direct effect on the participation intention in the event. The results of the study implies that to make residents perceived the positive impacts of the event is very important to lead residents`` participation in the event which is one of essential factors for the successful event.