관람환경 개선을 위한 프로야구 경기장 관람객 여정지도 분석 : KT wiz파크 중심으로

Abstract

Purpose: The purpose of this study is to understand the experiences of professional baseball spectators at every touchpoint of their journey. It seeks to comprehensively analyze the importance and satisfaction levels of specific internal and external factors using an IPA matrix. Method: Data were collected from 348 adult male and female spectators who visited a professional baseball stadium. Frequency analysis, exploratory factor analysis, reliability analysis, and descriptive statistical methods were used to compare the average values of importance and satisfaction. The study analyzed the significant differences and priorities between the importance and satisfaction of each variable. Finally, the IPA Matrix was used to interpret the coordinates indicated in each quadrant. Results: Firstly, Quadrant Ⅰ included ten items: the placement of trash bins at the exits, the hygiene of food and beverage outlets, the taste and price of food and beverages, safe route guidance for exits, the appropriate placement of security personnel, the comfort of seating, rapid and convenient admission, smooth ticket windows, safe routes, and an adequate supply of goods. Secondly, Quadrant Ⅱ encompassed eight items: the management of restroom supplies (paper, trash, soap, etc.), humidity, smell, and cleanliness of the restroom atmosphere, fire safety facilities, quick pickup of food and beverages ordered, signage for easily finding restrooms, design and quality of goods, separation for non-smokers, and adequate smoking zones. Thirdly, Quadrant Ⅲ revealed respect for privacy during personal bag checks. Lastly, Quadrant Ⅳ derived two items: pre-payment for parking and pricing of goods. Conclusion: This study proposes strategic directions for environmental improvement by evaluating the importance and satisfaction of spectators’ perceptions of the viewing environment, focusing on their experiences in the stadium. Given that these improvements stem from spectators’ direct experiences, professional baseball teams must acknowledge the significance of these findings and efficiently implement the proposed strategies systematically.