Journal of Sport and Applied Science

Korean Sports Science Association (한국스포츠과학회)
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Analysis of Spectator Factors of Seongnam Football Club Spectators

  • Kim, So Hee (Department of Practical Physical Education, Dongyang University) ;
  • Kwon, Ki Hyun (Department of Sport Convergence, Eulji University) ;
  • Han, Seung Jin (Department of Sport and Outdoor, Eulji University)
  • Received : 2021.06.20
  • Accepted : 2021.06.25
  • Published : 2021.06.30
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Abstract

Purpose: The purpose of this study, we will evaluate and analyze the importance and performance of Seongnam Football Club visitors using IPA analysis to present new marketing strategies and improvement plans based on the basis of the audience's perception of the team's priority, low priority, and excessive effort. Research design, data, and methodology: In order to achieve the purpose of the study, the survey was conducted on 120 home spectators of Seongnam Football Club, and the analysis of the data was conducted using SPSS Window Version 21.0. Data were analyzed via frequency analysis, exploratory factor analysis, corresponding sample t-test, and IPA analysis. Findings are as follows. Results: First, the first quadrant showed 'The convenience of access to the stadium', 'Parking lot convenience', 'Tournament schedule guidance', 'Providing information about player', 'Providing information about the team', 'Ticket reservation method'. Second, the second quadrant showed 'Players' fan service', 'Cleanliness of toilets', 'A player's level of performance', 'Team's level of play', 'A match against a rival team'. Third, the third quadrant showed 'Indication of facility guidance', 'Seat comfort', 'Team's Star Player Possession', 'Various participation events', 'Gift recommendation'. Fourth, the fourth quadrant showed 'Player-related promotion through media', 'Promote match schedules through media', 'Entrance convenience', 'Ticket Price'. Conclusions: Based on these findings, Factor in first quadrant, fourth quadrant should be kept. On the other hand, factors in second quadrant should be improved as soon as possible while factors in third quadrant can be improved through new marketing strategies in the future. Future implications were discussed.

Keywords

Acknowledgement

This study was supported by the research grant of the KODISA Scholarship Foundation in 2021.

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