Universal Journal of Management Vol. 2(7), pp. 265 - 271
DOI: 10.13189/ujm.2014.020702
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The Effect of Factors on Foreign Spectators' Intention to Attend the Korean Professional Baseball Games


Kwang Yong Lee 1,*, Sang Woo Bae 2
1 Department of Sport & Leisure Studies, Yonsei University, 50 Yonsei-Ro, Seodaemoon-Gu, Seoul 120-749, Korea
2 School of Global Sport Studies, Korea University Sejong Campus 2511 Sejong-ro, Sejong City 339-770, Korea

ABSTRACT

The purpose of this study was to investigate the factors affecting foreign spectator attendance to provide basic knowledge for Korean professional marketers for effective and efficient marketing strategies. The level of attendance at sports events may be significantly related to teams’ revenues because sponsorship and broadcasting revenues depend heavily on the level of team attendance. 395 subjects were selected by convenience sampling method. The data was analyzed by PASW 18.0 for a t-test analysis, and Multiple regression analysis. The results were as follows. First, there are significant differences of attendance intention between attendance experiences. At Leisure, Event/Service, Performance Factors, the mean scores of 'Yes' respondents was statistically higher than 'No' respondents. Second, leisure, performance and event/service had significantly effects on attendance intention.

KEYWORDS
Attendance Intention, Korean Professional Baseball

Cite This Paper in IEEE or APA Citation Styles
(a). IEEE Format:
[1] Kwang Yong Lee , Sang Woo Bae , "The Effect of Factors on Foreign Spectators' Intention to Attend the Korean Professional Baseball Games," Universal Journal of Management, Vol. 2, No. 7, pp. 265 - 271, 2014. DOI: 10.13189/ujm.2014.020702.

(b). APA Format:
Kwang Yong Lee , Sang Woo Bae (2014). The Effect of Factors on Foreign Spectators' Intention to Attend the Korean Professional Baseball Games. Universal Journal of Management, 2(7), 265 - 271. DOI: 10.13189/ujm.2014.020702.