스포츠브랜드 주최 달리기 이벤트의 참여자 매력요인 분석

Abstract

Purpose: The purpose of this study is to verify the importance and siastfaction of participant attractiveness for running event hosted by sports brand using Importance-Performance Analysis (IPA). Method: The participants of the study consisted of 426 people who participated in ‘Run On Seoul’ of Newbalance held on September 9, 2018. The samples were extracted yb judgement sampling method. Total 426 data were collected in this study excluding data with trustles sresponses. In data processing, via SPSS 20.0 fo r window, frequency analysis, descriptive statistics method and final validation were carried out using IPA matrix to obtain the results of each quadrant. Results: First, Ⅰquadrant included proper tour guide, friendly staff, variety of souvenirs, souvenir specificity, helpfulness of operators, suitable places for competition, saftey & emergency facilities in the stadium, use o f souvenirs, and convenient access to the stadium. Second, Ⅱ quadrant included ease of participation process, number of operators, convenience of registration system, and souvenir quality. Third, Ⅲ quadrant included sufficient stadium size, easy access to public transport, sma rtphone registration, safety of traffic environment , various performances in the stadium, ample space for competition, efficient competition, mobile environment, and adequate information board. Fourth, Ⅳ quadrant included sufifcient parking facilities and operating staf f expertise. Conclusion: This study analyzed the attractive factors of running events directly hosted by sports brand. Future research will be able to reflect consensus and participants’ needs at the marketing level if a comparison of the factors of various marathon events is made.