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논문 기본 정보

자료유형
학술저널
저자정보
Sanghyeop Lee (Keimyung University)
저널정보
한국조리학회 Culinary Science & Hospitality Research Culinary Science & Hospitality Research Vol.29 No.4(Wn.153)
발행연도
2023.4
수록면
118 - 124 (7page)
DOI
10.20878/cshr.2023.29.4.012

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초록· 키워드

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The purpose of this study is to find out about the elements of sports marketing that professional baseball fans recognize. Studying how professional baseball"s sports marketing affects audience satisfaction is important. Therefore, understanding the impact of professional baseball sports marketing on spectators" intentions to revisit the stadium is meaningful. Outlining the opinions of a total of 15 interviewees, baseball fans were impressed and felt positive about the unique and interesting fan service offered by professional baseball teams. Baseball fans who feel this high level of satisfaction are more likely to visit the ballpark in the future. Baseball fans, who have a high level of interest in baseball, are more sensitive to the detailed fan services offered by professional baseball teams because they are loyal fans and spend a lot of money and time visiting baseball stadiums. It turns out that baseball fans are moved by fan services like players, such as communicating through SNS or taking pictures. Baseball fans were found to be aware of factors such as the level of food and beverage they consume when visiting baseball stadiums and the variety of menus, because baseball games take longer than other sports events, so there is no time-consuming difficulty for spectators to enjoy their meals. Likewise, professional baseball teams should try to make sure that baseball fans visit baseball stadiums and enjoy baseball in a more comfortable and pleasant environment.
#Professional baseball #Sports marketing #Customer satisfaction #Fan service

목차

ABSTRACT
1. INTRODUCTION
2. LITERATURE REVIEW
3. METHODS
4. RESULTS
5. CONCLUSION
REFERENCES

참고문헌 (22)

참고문헌 신청
Blake, J., Fourie, S., & Goldman, M. (2019). The relationship between sports sponsorships and corporate financial returns in South Africa. International Journal of Sports Marketing and Sponsorship, 20(1), 2-25. google schola Byon, K. K., & Phua, J. (2021). Digital and interactive marketing communications in sports. Journal of Interactive Advertising, 21(2), 75-78. google schola Cho, H., Lee, H. W., & Pyun, D. Y. (2019). The influence of stadium environment on attendance intentions in spectator sport: The moderating role of team loyalty. International Journal of Sports Marketing and Sponsorship, 20(2), 276-290. google schola Choi, S., & Kim, H. (2018). The effects of merchandised sex on satisfaction and behavioral intentions of beach volleyball by sport tourists: 2017 FIVB (Federation Internationale de Volleyball) Daegu women’s beach volleyball exhibition.Culinary Science & H google schola Choi, Y., & Kim, H. (2021). Determinants of satisfaction by leisure tourists from big data analysis: Focused on tourists who go fishing. Culinary Science & Hospitality Research, 27(10), 183-188. google schola

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