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논문 기본 정보

자료유형
학술저널
저자정보
이유업 (울산대학교) 이지언 (울산대학교) 유용상 (울산대학교)
저널정보
한국사회체육학회 한국사회체육학회지 한국사회체육학회지 제63호
발행연도
2016.2
수록면
289 - 305 (17page)
DOI
10.51979/KSSLS.2016.02.63.289

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초록· 키워드

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The purpose of this study was to investigate the effects of attribute of unusual sport event and participation satisfaction on city brand and city image of host city. Moreover, this study was based on offering strategic implications of city marketing through a unusual sport event.
For these primary reasons, participants of Polar Bear Swim Festival which held at Haeundae Beach in Busan were selected as subjects, and 195 copies of total 300 copies were used in data analysis. Data analysis of this study were done by PASW Statistics 21.0. Frequency analysis was conducted to verify the demographic characteristics of participants who attended the event. Exploratory factor analysis and Cronbach’s α coefficient were conducted to test validity and reliability.
Furthermore, Pearson’s Correlation Coefficient and Multiple Regression Analysis were conducted to investigate the effects of attribute of unusual sport event and participation satisfaction on city brand and city image of host city which is set up as research hypothesis. The results were as follows.
First, an amusement, attractiveness and specificity among attributes of unusual sport event factors had significantly positive effects on city brand.
Second, specificity and originality among attributes of unusual sport event factors had significantly positive effects on city image.
Third, event management among sub-factors of participation satisfaction had significantly positive effects on city brand.
Fourth, event management among sub-factors of participation satisfaction had significantly positive effects on city image.

목차

Ⅰ. 서론
Ⅱ. 연구방법
Ⅲ. 결과 및 논의
Ⅳ. 결론 및 제언
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ABSTRACT

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UCI(KEPA) : I410-ECN-0101-2016-692-002550544