• The Journal of Industrial Distribution & Business
• /
• v.14 no.6
• /
• pp.1-8
• /
• 2023

Purpose: The marketing practice for the leisure and sports industry is a complex process that requires a thorough understanding of the audience, their needs and motivations. Thus, this niche market is focused on specific products, services, or experiences. The present research explores and suggests meaningful strategies based on the literature textual dataset to provide how to attract consumers in this sector. Research design, data and methodology: We have conducted the 'Secondary Literature Analysis', reviewing and summarizing numerous findings in the relevant prior studies. As a result, we could obtain a total of 15 significant textual resources which are from only peer-reviewed journal article. All resources had a high quality of the instrument to prove their results. Results: The findings of this research pointed out that marketers in leisure sports sector need to communicate via following methods: (1) Understanding the Customers' Needs and Wants, (2) Social Media, (3) Advertising, (4) Promoting Brand Affinity, (5) Offering Discounts, and (6) Providing Value-Added Services. Conclusions: The present research concludes that the marketing practice in the leisure and sports industry should be performed using various channels. In addition, marketing practitioners are supposed to check if tailored marketing messages are compatible with products, services, and events that relate to their target audience's interests.

• Journal of Sport and Applied Science
• /
• v.8 no.2
• /
• pp.1-12
• /
• 2024

Purpose: The purpose of this study is to understand fans' perception of the MLS. Particularly, this study investigates both the avid fan's perception of the MLS as well as the same perception in a potentially larger audience. This study aims at (1) segmenting the findings into three groups, (2) understanding the characteristics of these groups from the sport marketing prospective and (3) comparing the three groups to see whether there are any similarities and differences. Research design, data, and methodology: Using motivational factors alongside the 4P's of marketing, these three segments were analyzed and their similarities and differences were compared. An online survey was created and distributed through different MLS databases. Results: Prior to the distribution, a few hypotheses were made regarding the motivational factors of fans; specifically, that the quality of play has led to a lack of interest in the league and that the presence of star athletes has the potential to bring in more fans for the league. The quality of play and star athletes are important and thus a bigger emphasis needs to be placed on the designated player rule. At the same time, more television coverage as well as more exhibition games with international teams can generate more buzz for the league and garner more fans. Conclusions: This study explored motivational factors which support fanship of Major League Soccer. Further implications were discussed.

• Journal of Sport and Applied Science
• /
• v.5 no.2
• /
• pp.63-71
• /
• 2021

Purpose: The purpose of this study, we will evaluate and analyze the importance and performance of Seongnam Football Club visitors using IPA analysis to present new marketing strategies and improvement plans based on the basis of the audience's perception of the team's priority, low priority, and excessive effort. Research design, data, and methodology: In order to achieve the purpose of the study, the survey was conducted on 120 home spectators of Seongnam Football Club, and the analysis of the data was conducted using SPSS Window Version 21.0. Data were analyzed via frequency analysis, exploratory factor analysis, corresponding sample t-test, and IPA analysis. Findings are as follows. Results: First, the first quadrant showed 'The convenience of access to the stadium', 'Parking lot convenience', 'Tournament schedule guidance', 'Providing information about player', 'Providing information about the team', 'Ticket reservation method'. Second, the second quadrant showed 'Players' fan service', 'Cleanliness of toilets', 'A player's level of performance', 'Team's level of play', 'A match against a rival team'. Third, the third quadrant showed 'Indication of facility guidance', 'Seat comfort', 'Team's Star Player Possession', 'Various participation events', 'Gift recommendation'. Fourth, the fourth quadrant showed 'Player-related promotion through media', 'Promote match schedules through media', 'Entrance convenience', 'Ticket Price'. Conclusions: Based on these findings, Factor in first quadrant, fourth quadrant should be kept. On the other hand, factors in second quadrant should be improved as soon as possible while factors in third quadrant can be improved through new marketing strategies in the future. Future implications were discussed.

• Journal of Global Scholars of Marketing Science
• /
• v.16 no.2
• /
• pp.95-108
• /
• 2006

The major objective of this study is to test if an Olympic Games sponsorship program can influence investors' behavior: stock returns, stock volatility and transaction volumes. The paper deals with stock market reaction on Olympic sponsorship announcement for service organizations using event study method. Our research intention is to test 440 daily stock prices and transaction volumes, in order investigate the potent influence between the announcement of a grand sport sponsorship program and investors' behavior. For this study we examined the announcement data of three grand sponsors of Olympic Games of Athens 2004 (Alpha Bank. Delta and G.T.O) The main contribution of this study is to examine how stock investors' behavior is influenced by the sponsorship program of companies and to extend research scope of marketing field toward stock market. They authors suggest that organizations interested in influencing investors' behavior should invest in sponsorship activities at the sports' sector.

• The Journal of the Korea Contents Association
• /
• v.7 no.10
• /
• pp.262-273
• /
• 2007

The current study sought to acknowledge the female sport fan as a sport marketing segment. In order to do so, female sport consumption motivation was identified and among motivation factors, factors effecting re-attend intention and word of mouth intention according to level of team identification was identified. In order to accomplish the purpose a focus group interview was conducted concerning female sport fans, and a survey took place in Korean Pro-sport event collecting 300 data. Among 300 data 248 data were used for the analysis. Using Lisrel 8.7 and SPSS 15.0 correlation analysis, descriptive analysis, confirmatory factor analysis, and multiple regression analysis was conducted. The results of study are as follows, First, 9 female sport consumption motivation was identified and among these factors, skill, achievement, drama, and escape had a positive effect on re-attend intension. Second, among 9 female sport consumption motivations skill, achievement, and social factor had a positive effect on word of mouth intention. Third, among the motivation factors, factors effecting re-attend intention had difference on the level of team identification. Forth, among the motivation factors, factors effecting word of mouth intention had difference on the level of team identification.

• Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology
• /
• v.8 no.4
• /
• pp.171-181
• /
• 2018

As the proportion of sports events in the sports industry grows, the official sponsor market for sports events is also increasing. But because official sponsors are limited and expensive, some companies approach sporting events by way of Ambush marketing. This study is to analyze the differences of media exposure between official sponsors and general companies of mega sport events. To accomplish the purpose of the study, we collected text articles and analyzed them from the period of 2016 Rio Olympics, one year before the Olympics and one year after the Olympics. Web crawling was performed using Python for the collection of articles. Morphological and frequency analysis was performed using the KoNLP package and the TM package of statistical program R. In addition, the opinions of the related experts group were gathered to classify the companies or organizations in the media as the Organizing Committees for the Olympic Games(OCOGs), official sponsor, and general companies. As a result of the analysis, 5,220 times appeared related to the OCOGs, 7,845 times appeared related to the official sponsor, and 7,028 times appeared related to general companies. There isn't much difference in the frequency of exposure between official sponsors and general companies. It implies that Ambush marketing is recognized as a strategic marketing technique. The International Olympic Committee(IOC) has to recognize these social phenomena and establish reasonable standards for the marketing activities of official sponsors and general companies. And this study will serve as a basis for fair sponsor activities or marketing activities of sports events.

• International Journal of Contents
• /
• v.9 no.1
• /
• pp.71-80
• /
• 2013

The golf industry has become the center of attention for recreational activities in the participant sport market; however, there has been little effort made to understand golf consumer and their consumption behavior using the concept of 'recreational specialization' which segments the golfers based on level of specialization in golf. The purpose of this study was to explore the differences in the relationships among perceived service quality, price of playing golf, overall customer satisfaction with the course, and a player's intention to revisit the same golf course based on the magnitude of recreation specialization in golf. Four public and two private golf courses from the southeastern state of the United States were randomly chosen from a list in a golf magazine. The 365 surveys among 417 participants were ultimately analyzed. Multiple group analysis was conducted in order to investigate differences in relationships among service quality, price, customer satisfaction, and revisit intentions between groups based on the level of recreation specialization. The key findings were 1) for more specialized golfers, satisfaction with price did not affect overall customer satisfaction or revisit intention, however, service quality significantly influenced both overall customer satisfaction and revisit intention, 2) for less specialized golfers, satisfaction with price significantly influenced overall customer satisfaction but did not affect revisit intention. Knowledge about which the determinants of satisfaction are different between more and less specialized golfers could provide a better understanding of how different marketing strategies should be implemented for different specialized levels of golfers.

• Journal of Sport and Applied Science
• /
• v.8 no.1
• /
• pp.1-10
• /
• 2024

The purpose of this study was to examine the structural relationship among organizational justice, athlete satisfaction, team commitment, and organizational citizenship behavior toward college athletes. To achieve this purpose, this study employed a convenience sampling method via a questionnaire dissemination. A total of 285 responses were collected from college athletes. Among those, 21 responses were excluded as they were not completed, leaving 264 usable data. The data was computed in SPSS 28.0 and AMOS 28.0, and analyzed with correlation analysis, reliability analysis, confirmatory factor analysis, and structural equation modeling analysis. Overall, organizational justice had a positive influence on athlete satisfaction, team commitment, and organizational citizenship behavior. Athlete satisfaction had a positive influence on team commitment and organizational citizenship behavior. However, there was no relationship between team commitment and organizational citizenship behavior. These findings provided empirical foundational data on the impact of organizational justice on psychological and behavioral outcomes and the overall efficiency and effectiveness of organizations, with a focus on college athletes who played a central role in the context of college sports setting.

• Journal of Sport and Applied Science
• /
• v.6 no.2
• /
• pp.9-18
• /
• 2022

Purpose: This research aims to analyze the relationship marketing between football club organizations, players, and the fans club community. Research design, data, and methodology: An ethnographic approach was used to observe for eight months in the community, interviews, and documents analysis in Bonek Mania community fans club and Persebaya, a football club management in Surabaya, Indonesia. Results: The results show that the management of the football club has maintained the football high-end brand image in the national league. Stakeholders have endeavored to build the values and shared meaning with the public and cohesively with Bonek Mania. The struggles and achievements are intended to maintain the local collective memory of Surabaya's patriotism as the "city of heroes." Sustainable relationships were built by professional football club managers, players, and the fans club to foster the spirit, economic resources, and sustainable development. Conclusions: This research implies that it can provide direction for the management of football clubs by paying attention to relationship marketing, developing unique local values to build the customers' loyalty. Further implications were discussed.

• International Journal of Computer Science & Network Security
• /
• v.22 no.5
• /
• pp.154-162
• /
• 2022

Digital marketing tools are actively used in managing the development of park and recreation complexes to familiarize the population with the objects of natural heritage. This article aims to empirically evaluate digital marketing tools for popularizing the park and recreational complexes. The methodology was based on the concept of ecosystem value of park and recreation complexes as a natural heritage site. These methods included: identifying and selecting websites with information about park and recreation complexes in Slovakia and Ukraine. structural analysis of the main channels of online details about natural parks. Assessing the current state of online identity of the studied sites from the perspective of Internet users. The results indicate that to manage the development of park and recreational complexes developed their driven official websites in the Internet space, on which sections structure the information with the allocation of data on tourism and recreational potential. The article identifies additional digital marketing tools for managing the development of park and recreation complexes, particularly social networks and tourist websites. There is a sufficient amount of information about tourist recreation sites within these natural parks and tourist routes. Among the main problems of the websites: the information on the websites is entirely textual, there is a lack of sufficient data on social networks, despite the created official pages, there is no video content, which was more attracted tourists and visitors, allowing a visual assessment of the tourist potential; there is a problem of many communication channels to present the natural heritage of the countries. The research proves that the website is the primary and most common digital marketing tool for natural heritage, structuring information about tourism potential and recreation.