체험형 스포츠 이벤트의 효과 분석

• 영문명: The Effects of Experiential Sport Events: Focused on 'Nike Training Runs'
• 발행기관: 한국관광학회
• 저자명: 김지선 신학승 정철 이훈
• 간행물 정보: 『관광학연구』제38권 제7호, 97~121쪽, 전체 25쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2014.09.30

영문 초록

In this study, the marketing effects of the ‘Nike Training Run’ are analyzed. Specifically, the conceptual relationships among event service quality, event satisfaction, event participation intention, brand attitude and purchasing intention are examined. The study shows that through mediation of event satisfaction, brand attitude is positively influenced by event service quality, which has no direct relationship with brand attitude. Second, event service quality has a positive influence upon participation intention by mediating event satisfaction. Third, event satisfaction has a positive influence upon event participation intention by partially mediating brand attitude. Fourth, event satisfaction has a positive influence upon purchasing intention by mediating brand attitude. This study discovered a difference of marketing effects between participatory sport events and sponsorship events, and identified behavior intention from brand attitudes.

목차

I. 서론

II. 문헌 고찰

III. 연구 설계

IV. 분석결과

V. 결론 및 시사점

참고문헌

키워드

체험형 스포츠 이벤트 기업 스포츠 이벤트 이벤트 마케팅 효과 이벤트 서비스 품질 이벤트 만족 브랜드 태도 행동 의도 Experiential sport events Corporate sport events Event marketing effects Event service quality Event satisfaction Brand attitude Behavioral intention