스포츠이벤트 관중의 체험이 만족과 후속행동의도에 미치는 영향 = Influence of experience factors on overall satisfaction and future behavioral intention by Sports event audiences

다국어 초록 (Multilingual Abstract)

The satisfaction of audiences participated in the sport events has been considered as a very important factor to increase in the marketing. Thus it is vital to maximize the satisfaction level of event visitors within organization`s resource capability. In previous research, the satisfaction of sport event has been researched as a key influence factor on future behavioral intention. The purpose of this study is to evaluate sport event audiences` experience satisfaction level and it`s influence on overall satisfaction, future intention of revisit and recommendation. The experience factors affecting visitor satisfaction were extracted from previous research, resulting in two elements of affective experience & physical experience. The sport event audiences of Korea`s professional baseball league have been selected as the respondents of this empirical research, and the survey questionnaire was distributed at the Jamshil and Mokdong stadium, a total of 295 useful responses were collected. The data were analysed by SPSS program for factor analysis and regression analysis. Findings revealed that: (a) all experience factors affected overall satisfaction and future behavioral intention; (b) between the experience factors, physical experience had the more influence on visitor satisfaction and future behavioral intentions. The results of this study can provide a sport event organizer with insights into areas for planning and operation, and by doing so, can help the sport event to reach a more sustainable position.

참고문헌 (Reference)

1 김용일, "프로야구 경기장 내 이벤트프로그램이 재방문 의도에 미치는 영향 연구" 한국이벤트컨벤션학회 2 (2): 1-21, 2006

2 류동수, "여가 활동으로서 풋살 이벤트 참가자의 대회 서비스품질 인식과 재참여의도와의 관계" 한국여가레크리에이션학회 32 (32): 49-60, 2008

3 강순화, "스포츠이벤트 서비스품질과 재참여의도간의 관계" 한국이벤트컨벤션학회 4 (4): 31-44, 2008

4 김재학, "스포츠관광의 이론적 개념과 연구동향에 관한 연구" 한국관광학회 34 (34): 73-94, 2010

5 김정명, "스포츠 이벤트 소비자의 참가인식에 관한 연구" 한국이벤트컨벤션학회 1 (1): 43-61, 2005

6 김경렬, "수상스포츠 이벤트 프로그램 활용방안" 한국여가레크리에이션학회 33 (33): 107-115, 2009

7 최성범, "래프팅참가자의 여가체험공간 속성과 감정반응, 체험만족, 재방문의도의 구조관계 분석" 한국여가레크리에이션학회 34 (34): 33-45, 2010

8 한윤수, "대학생들의 체조 동아리 체험 분석" 한국여가레크리에이션학회 29 : 35-44, 2005

9 Pine, B. J., "The Experience Economy" Harvard Business School Press 57-65, 1999

10 Green, B. C., "Sport tourism as the celebration of subculture" 25 (25): 275-291, 1998

11 Kim, S. S., "Residents' perceptions on impacts of the FIFA 2002 World Cup: the case of Seoul as a host city" 26 : 25-38, 2005

12 한숙영, "Pine과 Gilmore의 체험영역 모델에 관한 검증 :한산모시축제 체험활동 참가자 만족을 중심으로" 한국관광학회 29 (29): 131-148, 2005

13 Deccio, C., "Nonhost community resident reactions to the 2002 Winter Olypics : The spillover impacts" 41 : 46-56, 2002

14 Beard, J. G., "Measuring leisure satisfaction" 12 (12): 20-30, 1999

15 Getz, D., "Festivals, special events, and tourism" Van Nostrand Reinhold 1991

16 Schmitt, B., "Experiential Marketing: How to get customers to SENSE, FEEL, THINK, ACT, and RELATE to your company and brands" Simon & Schuster 1999

17 Cole, S. T., "Examining the mediating role of festival visitors' satisfaction in the relationship between service quality and behavioral intentions" 12 (12): 160-173, 2006