프로야구단 경영 전략을 위한 지역별 관중 성향 분석

다국어 초록 (Multilingual Abstract)

The purpose of this study is to identify spectators` characteristics and tendencies of professional baseball games. In order to achieve the purpose, this study examined how several factors influenced the spectators` satisfaction rate. Specifically, these factors are facilities of baseball stadium, ticket price and characteristics of the game. For the analysis, 902 randomly chosen spectators from three different major baseball stadiums in Korea were surveyed. The χ2-test, ANOVA and Discriminant analysis were used for data analyzing. The conclusions of this study were as follows; First, the spectators` satisfaction rates on the accessibility to stadium, parking facility, ticket purchase process and maintenance of the stadium showed major differences. Based upon the survey results, spectators of the Chamsil Stadium showed the highest satisfaction rate. Among the factors, the spectators chose the parking convenience as the most important facility factor(.882); second, the accessibility to stadium(.202); and third, maintenance of stadium(.159). Second, the price of tickets and supplementary cost varied among the three stadiums. Compared to other two baseball stadiums. the spectators of the Chamsil Stadium were most satisfied with the price The ticket price(.825) was identified as an important factor determining their preferences on the stadium they attend. Third, among several game factors, the availability of star players and games between rival teams were identified as major factors that stimulate interests of the spectators. The spectators of the Chung-ju Stadium and the Tae-Gu Stadium were more satisfied the factors comparing to those of the Chamsil Stadium. Availability of star players(.940) and games between rivalry(.573) were determined to be the major factors that influence the satisfaction rates of spectators.