K리그2 관람객 여정 분석을 통한 경기장 관람환경 개선 방안

Abstract

Purpose: The purpose of this study is to evaluate the importance and satisfaction levels addociated with various touchpoint experienced by K League 2 spectators, as well as to analyze the overall spectator journey using Importance-Performance Analysis (IPA). Method: The study targeted adult spectators attending K League 2 professional football matches. A purposive sampling method, which is a form of non-probability sampling, was used to select the participants. Data were analyzed using the IPA framework to assess the relative importance and satisfaction across various dimensions of stadium services. Results: Spectators identified restroom conditions, including signage, cleanliness, and odor control, along with a stable supply of merchandise (MD) products, and comfortable seating as highly important factors. In contrast, they reported high satisfaction with entry and exit procedures, including quick access, a user-friendly ticketing system, and safe flow management upon exit.. The results of IPA revealed the following. 1) Quadrant I (high importance and high satisfaction) included the placement of trash bins at exits, management of restroom supplies (e.g., soap, waste bins, toilet paper, etc.), and a smooth and prompt exit procedures; 2) Quadrant II (high importance, low satisfaction) comprised restroom signage, humidity control, cleanliness, odor control, adequate supply of MD products, seating comfort, unobstructed walkways, reasonable prices and quality of MD products, and staff deployment to minimize inconvenience; 3) Quadrant III (low importance, low satisfaction) involved food taste and pricing, hygiene at food outlets, timely pickup of food orders, and the design and usability of MD products; and 4) Quadrant IV (low importance, high satisfaction) included convenient ticketing booths, secure exit guidance, and efficient, safe entry processes. Conclusion: This study provides strategic insights into enhancing spectator satisfaction by improving key stadium services. Addressing low-performing yet important touchpoints can increase revisit intentions, ultimately contributing to the sustained growth and revenue generation of the K League 2.