지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2024.7
- 수록면
- 61 - 72 (12page)
- DOI
- 10.51979/KSSLS.2024.07.97.61
이용수
초록· 키워드
오류제보하기
Purpose: The main purpose of this study was twofold. Firstly, it was to help students to better understand the diverse and unique characteristics of sport products and services, which were fundamentally different from general industrial products, using the journey map method. Secondly, students were invited to sponsorship recall process to comprehend the congruency theory of sponsorship and its effectiveness in the field of baseball business in Korea.
Method: A total of 74 undergraduate students participated in this study. They were asked to answer 57 questions classified into 13 sections to document their journey map experiences, including stadium entrance, concession services, merchandising store, smoking area, cheering squad, security, green management, and exit experience after the game. Additionally, they were instructed to take six sponsorship pictures that caught their attention in the ballpark to identify the effectiveness of sponsorship based on the location of exposure, banner (signage) design, color, features, size, and types of banner (signage). One week after their ballpark visit, they were asked to recall the sponsors.
Results: The initial study on journey map experience was divided into two sections: outside and inside the venue. The entrance area outside the ballpark (4.15/5) was rated the highest, followed by the team’s social media service (4.07/5). Additionally, cheerleading (4.29/5) was identified as the most satisfying journey map experience inside the venue, followed by the merchandising store (3.98/5). The results of the second study on sponsorship recall indicated that the congruency theory was effective in a Korean professional baseball stadium. As suggested by Howard and Crompton (2005), four hierarchical categories [(1) directly used in a game, (2) indirectly used in a game, (3) high image association, (4) lack of connection] were still evident at a Korean baseball stadium.
Conclusion: In summary, sport management curricula need to adapt their teaching courses, methods, and formats to align with the rapidly evolving global sport industry. Industry Coupled Problem-Based Learning (IC-PBL) can be one of the options utilized in the field of sport management education. We anticipate that this research will contribute to the enhancement of sport management curricula in Korea.
Method: A total of 74 undergraduate students participated in this study. They were asked to answer 57 questions classified into 13 sections to document their journey map experiences, including stadium entrance, concession services, merchandising store, smoking area, cheering squad, security, green management, and exit experience after the game. Additionally, they were instructed to take six sponsorship pictures that caught their attention in the ballpark to identify the effectiveness of sponsorship based on the location of exposure, banner (signage) design, color, features, size, and types of banner (signage). One week after their ballpark visit, they were asked to recall the sponsors.
Results: The initial study on journey map experience was divided into two sections: outside and inside the venue. The entrance area outside the ballpark (4.15/5) was rated the highest, followed by the team’s social media service (4.07/5). Additionally, cheerleading (4.29/5) was identified as the most satisfying journey map experience inside the venue, followed by the merchandising store (3.98/5). The results of the second study on sponsorship recall indicated that the congruency theory was effective in a Korean professional baseball stadium. As suggested by Howard and Crompton (2005), four hierarchical categories [(1) directly used in a game, (2) indirectly used in a game, (3) high image association, (4) lack of connection] were still evident at a Korean baseball stadium.
Conclusion: In summary, sport management curricula need to adapt their teaching courses, methods, and formats to align with the rapidly evolving global sport industry. Industry Coupled Problem-Based Learning (IC-PBL) can be one of the options utilized in the field of sport management education. We anticipate that this research will contribute to the enhancement of sport management curricula in Korea.
목차
Ⅰ. 서론
Ⅱ. 연구방법
Ⅲ. 결과
Ⅳ. 논의
Ⅴ. 결론 및 제언
참고문헌
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