• Journal of Digital Convergence
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• v.15 no.5
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• pp.431-442
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• 2017

The purpose of this study was to investigate the relations among amateur tennis tournament through Sponsorship, brand knowledge and purchase intention. The results drawn through study, First, event contribution, event improve sub-factors of sponsorship of amateur tennis tournament, were indicated positively influential on its brand awareness. Second, communication, event contribution sub-factors of sponsorship of amateur tennis were indicated positively influential on its brand attitude. Third, event contribution, event improve sub-factors of sponsorship of amateur tennis tournament, were indicated positively influential on its brand image Fourth, brand knowledge was found to have a positive effect on repurchase intention.

• Journal of Digital Convergence
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• v.16 no.3
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• pp.543-552
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• 2018

The purpose of this study is to provide basic data for the improvement of the tournament operating environment and effective tournament operation. For the factor analysis, exploratory factor analysis was conducted. Based on this, in order to conduct hierarchical analysis, we've produced and distributed the questionnaire to expert group. And after, with collected data, AHP (Analytical Hierarchy Process) technique was used to analyze relative importance and determinants. As a result, operational factors showed the highest priority among the components of evaluation. And next prior factors are satisfaction of participants, environmental factors and etc. In order to stabilize the operation of the tournament, priority shall be securing the budget. And it is necessary to understand the desire of participants and shall consider characteristics and level of the tournament. In future studies, it will be necessary to make a comparative study through expert group in order to secure the fitness.