Journal of Sport and Applied Science

Korean Sports Science Association (한국스포츠과학회)
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Case Study on Current State of Distribution of Overseas New Sport

  • MOON, Bo Ra (Department of Humanities & Social Sciences, Korea Advanced Institute of Science and Technology) ;
  • KIM, Hae Yu (Department of Sport Convergence, Eulji University) ;
  • KIM, Chang Won (Korea New Sports Invention Research Center) ;
  • SEO, Won Jae (Department of Sport and Outdoor, Eulji University)
  • Received : 2021.06.17
  • Accepted : 2021.06.25
  • Published : 2021.06.30
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Abstract

Purpose: The purpose of the study is to review the current states of new sports imported from foreign countries and to discuss strategic insights for promoting new sports which has been invented in Korea. Research design, data, and methodology: This study employed the qualitative approach, in which reviewed a related literature. First, the study selected flying disc, sports stacking, and T-ball as sample cases. This is because these new sports were recognized the prominent sports frequently played in physical education classes in Korea. Second, the study reviewed prior studies in the field of distribution and marketing in order to determine the criteria of analysis and variables that frequently examined in distribution and marketing studies. Finally, the study confirmed such terminologies as research variables including new sport name, organization name, background of the invented sports, distributional channel, promotional activities and so forth. To collect data, the study search literature via academic search engine including DBpia, KISS, RISS, ScienceDirect, SAGE Journals, SpringerLink, and Taylor & Francis. Results: It was found that all of the imported new sports organized association and its nationwide branches to deliver their sprots to local schools and recreational markets. second, they targeted schools and sought to broaden their markets to recreational communities. Conclusions: In order to promote new sport invented in Korea, associations need to be systematically organized and mission should be clearly stated. In addition, creative methods for promotion need to be developed. Future directions were discussed.

Keywords

Acknowledgement

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

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