IPA매트릭스 분석을 활용한 한국프로골프(KPGA) 대회관람요인 분석

Abstract

The purpose of this study was to explore key factors attracting spectators by reviewing problems associated with golf tournaments perceived by spectators who visited their venues to see the Korean Tour golf tournaments. For the purpose the study conducted a survey of 500 participants who visited the venues to watch the tournament in 2012 with IPA analysis using SPSS Window Program Ver. 18.0 The results drawn from the survey analysis were as follows:First, ‘performance’ in terms of the level of ‘importance’ is the most importance factor, followed by ‘access’, ‘convenient facilities’, ‘service’, ‘spectator attitude’, ‘tournament management’, ‘public relations’, ‘ticket prices’ and ‘event’. Second, ‘performance’ in terms of the level of ‘satisfaction’ is the highest factor, followed by ‘tournament management’, ‘public relations’, ‘performance’, ‘spectator attitude’, ‘access’, ‘ticket prices’, ‘service’, and ‘convenient facilities’. In conclusion, it is suggested that it should be sought to develop the event with a story of festival to be more than a tournament by identifying and nurturing star golfers (players) who are more likely to receive public attention and by hosting a distinctive event each tournament in order to attract more visitors. In addition to this, it needs to develop contents for the settlement of a culture of golf viewing fitted with Korean sentiments.