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http://dx.doi.org/10.5762/KAIS.2014.15.11.6536

Market Trends Prediction of the Sports Industry  

Kim, Hun-Il (Department of Physical Education, Cheongju University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.15, no.11, 2014 , pp. 6536-6546 More about this Journal
Abstract
The aim of this study was to predict the global sports market trend to make developmental and strategic marketing planning for governments, enterprises and scholars. By participating in Delphi, 21 professionals from 12 countries came up with 51 foresights. In addition, the following 7 final results emerged after 3 rounds of discussion. First, integrity issues (e.g., doping and gambling) will increase in the sports industry. Second, the market of youth sports will continue to grow worldwide. Third, the health-oriented sports service will growth, particularly for seniors or people with less wealth. Fourth, the convergence with high-technology, culture and leisure activity will be accelerated. Fifth, mega sports events will receive increasing scrutiny and criticism. Sixth, the leverage of new media (e.g., social media) as well as old media (e.g., TV and magazines) will expand in the sports industry. Finally, globalization, which is similar to the culture phenomenon, will be accelerated in the sports industry.
Keywords
Market Trends; Prediction; Sports Industry;
Citations & Related Records
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