• 한국운동역학회지
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• 제32권3호
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• pp.69-79
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• 2022

Objective: The purpose of this study is to analyze trends related to sports and artificial intelligence (AI) to understand the trends and how they change according to time, and to establish methods to apply AI in sports. Both macro and micro perspectives related to sports utilization of AI were analyzed. Method: In this study, after analyzing and discussing various information related to the use of artificial intelligence in the sports through a search of academic journals, papers, books, and websites published recently at nationally and internationally, the application plan of artificial intelligence in the sports field was presented. Results: 1) Motion analysis technology using artificial intelligence is effective in sports where posture is important, and if it provides systematic feedback and training methods, it can help improve performance. 2) The introduction of a sports referee judgment system using artificial intelligence is expected to improve performance by restoring factual judgment and objective fairness in sports games. 3) Artificial intelligence will provide coaching staff and players with a variety of information to help improve performance through systematic coaching and improving feedback and enhanced training methods. 4) It is judged that artificial intelligence-related to sports ethics, sports ICT, sports marketing, sports prediction, etc. We think that based on the current AI research trends will have a positive impact on all sports-related areas, helping to revitalize sports. Conclusion: Motion analysis technology using artificial intelligence, sports referee judgment system, coaching using artificial intelligence, and artificial intelligence are judged to have a positive effect on all sports-related areas and help revitalize sports.

• 복식
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• 제64권2호
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• pp.35-49
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• 2014

In cases of fashion businesses operating by consignment, base estimate on quantity of sales is the most essential part of merchandising. This study classified factors influential to sales into factors with systematic influence and factors with unsystematic influence. In order to find out influence of each factor on sales, non-linear regression was used with SPSS package on the basis of actual data on sales for 5 years for sport shoes brand. Major findings of this study are as follows. First, price level had significant negative(-) influence on sales. Second, price expectation effects had significant negative(-) influence on sales. Third, competitor's price effect showed significant negative(-) value. Fourth, day-of-the-week effect showed significant positive(+) effect. The theoretical marketing implications of this study are as follows. First, study on price leads to expansion of the researches from apparels to sport shoes. Field of study on price was enlarged through expansion of variable of study from price level and price expectation effect to promotion, day-of-the-week effect and rainfall effect. Second, quantitative scale of day-of-the-week effect was found and it could be confirmed that there was seasonal differences with day-of-the-week effect. Implications of above findings on marketing managers are as follows. First, it was found that an increase in competitiveness of brand power and a decline in absolute value of competitor's price effect can be realized when new product groups are developed to meet the unsatisfied needs in the market. Second, it was possible to find out the parameters scales of the price response function, making it possible to estimate sales for the next season, and in turn realize increase in rate of sales and profit rate. This research is based on the dynamic price response function, which is rare to find in the apparel business and it academic significance due to its expanding response model which was focused on price in conventional researches to non-systematic variables.

• 패션비즈니스
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• 제23권2호
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• pp.89-109
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• 2019

The purpose of this study was to develop licensed fashion products based on the analysis of Korean professional baseball licensing. This study reviewed the introduction of sports marketing, licensing programs, and analyzed the current status of licensing brands and products in Korean baseball clubs. Based on this analysis, high value added licensed products were developed for Korean professional baseball clubs. The results of this study were as follows. First, all Korean baseball clubs operated offline shopping malls in their home stadiums and posted online shopping mall links on their websites. Moreover, licensed products were developed through agreements with sports and licensing companies, and sales were being done through official shopping malls, open markets, and shopping malls. Various marketing for specific events or targets were not done well. Second, licensed products were mostly fashion products such as clothing and hats. Most of them were unisex wear, but the proportion of fashion products for women was not large. Also, while the licensed products used elements that made the baseball team feel symbolic throughout, they sometimes sold products that did not reveal the identity of the professional baseball team, with an emphasis on motifs that were unrelated to the team. Third, this study selected KIA Tigers and developed 27 kinds of women's licensed fashion products including textile designs. Through this research, it was derived that there is the need for integrated marketing of Korean professional baseball, diversification of consumer-based licensing products, and enhanced entertainment products for the Korean baseball cheering culture.

• 한국항행학회논문지
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• 제14권6호
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• pp.890-899
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• 2010

본 논문은 스포츠 산업은 미국에서 지난 수 십년 동안 계속해서 발전해오고 있으며, 그것은 전문가들에게 있어서 후원자의 수를 증가시키는 주요한 원인이 되고 있다. 이 기회를 스포츠 관련 기관에게 있어서 최고의 이익으로 전환시키기 위하여, 전문가들이 당면한 과제는 스포츠 활동에의 적극적 참여를 유도하는 것과 재방문(지속적 참여) 요소를 홍보하는 것이다. 지금까지 많은 연구들은 스포츠 활동의 참여 정도에 영향을 미치는 변수들을 확인하려고 노력하였다. 하지만 변수들 중 많은 부분은 스포츠의 본질성과 불확실한 장소로부터 파생 되는 우연성으로 인하여 다소 통제하기가 힘든 특징을 가지고 있다. 그러므로 경쟁력 확보와 수익의 극대화를 위하여 관리자들이 통제 가능한 요소를 찾아내고 이해하기 위한 노력이 필수적이다. 이 연구는 스포츠 활동의 참여에 영향을 미치는 통제 가능한 많은 변수들이 1992년 이후 환대산업에 널리 쓰여진 '서비스 스케이프'요소와 일치한다는 것을 알아냈다. '서비스 스케이프'의 개념적 모형에 비추어 보았을 때, 이 연구는 스포츠 활동 참여를 증가시킬 수 있는 통제 가능한 변수들을 분리시키는 시도이기도 하다. 스포츠 산업의 개념으로서 '서비스 스케이프'의 적용을 증진시키는 점에서 뿐만 아니라 더 나아가 이 변수들을 증명하고 변수들간의 관계를 측정하고, 그리고 스포츠 참여의 영향력을 평가하는 미래에 있을 실증적 연구에 대한 의견을 제공하는 점에서 이 연구는 중요하다고 할 수 있다.

• 한국조경학회지
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• 제44권6호
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• pp.26-39
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• 2016

본 연구는 우리나라 도시공원에서 스포츠 활동 중 하나인 스케이트보드 활동이 어떻게 공간적으로 발달하게 되었는지 살펴보고자 한다. 이 과정을 통해 도시공원이 동적 활동을 수용하는데 나타나는 특징과 시사점을 도출해보고자 한다. 연구방법은 신문기사에 나타난 스케이트보드 문화 유입에서부터 공간 설치에 관한 내용을 담론분석을 통해 도출하고, 시기별로 어떠한 요인에 의해 공간 생성 혹은 소멸로 이어졌는지 알아보았다. 연구의 결과는 다음과 같다. 스케이트보드 행태가 공원에서 일부 공간으로 자리 잡은 데는 세 가지 원인으로 설명할 수 있다. 첫째, 도시 공원이 스케이트보드 이용에 적절한 장소로 이용자와 운영자 모두 받아드렸고, 이 이용에 대한 긍정적 시대 담론과 결합해 공원정비가 이루어졌다. 둘째, 시대적으로 다른 신생, 혹은 대중적 스포츠와 흐름을 같이 하면서 복합적인 용도 공간 창출이 가능할 때 스케이트 파크가 집중적으로 발달하였다. 셋째, 신도시간의 문화 비교 양상과 공원 유치를 스포츠 마케팅의 수단이 되어 지역경제를 부흥하려는 양상을 볼 수 있고, 이때 스케이트보드 공원의 보급이 이루어졌다. 반대로 공간 소멸로 이어지는 원인은 첫째, 일부 공간을 점유하는 방식이나 장소의 행태가 부딪치는 공간은 소멸로 이어졌다. 둘째, 이용자 행태를 담지 못한 설비의 부적절함과 일시적이고 이벤트성의 대회, 행태만을 위한 설비가 공간 자체를 오래 이용할 수 없는 설비로 이어졌다. 셋째, 메가 이벤트의 개최와는 상관없이 국내에서는 이런 기물을 지속적으로 활용할 만큼 문화현상이 지속되지 않았고, 공간용도와 다른 행태를 유도하는 스케이트보드 문화가 이어져 전용 공간에 대한 관심이 멀어지게 되었다. 분석 내용을 바탕으로 한 도시공원과 스포츠 활동의 수용에 대한 논의는 다음과 같은 과제를 논할 수 있다. 첫째, 일시적인 이슈와 경향 등 공간의 설정에 대한 담론을 뛰어넘는 스포츠 활동을 제공할 수 있는 계획 설정이 부족하다. 둘째, 공간적의 설정에서부터 생성 이후에 따라오는 공원에서 스포츠 활동 운영에 있어서 공간과 활동의 상호작용이 부족하다. 셋째, 다양하게 나타나는 스포츠 활동과 기존 공간의 문제점을 적극적으로 다양한 시도로 해결하는 움직임이 필요하다. 본 연구는 공원에서 스포츠 활동의 수용과 발달에 대한 고찰을 통해 현 도시공원의 체재에서 동적 행태를 수용하는 동안 나타나는 상황들을 파악해 봄으로써 스포츠를 공원에 계획하는 것에 대한 문제를 제고해볼 수 있는 연구가 될 수 있도록 하였다.

• 마케팅과학연구
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• 제18권4호
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• pp.33-59
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• 2008

This paper aims to analyse the preference for German farm tourism among the German population. For this reason, we conducted an empirical study in Germany during summer 2007 and we applieda structural equation model based on partial leasts quares(PLS) to analyse the data. In the following chapters we will introduce the literature review and our conceptual frame work. We will then outline the procedures we adopted and the results of the empirical analysis. In the final part so me conclusions will be presented and a discussion will follow in order to draw the future directions of our research. According to our hypotheses, the possibility that agri-tourism enters in the evoked set of an individual is higher: H1: The higher the information degree about it. H2: The lower the influence of the social stimuli. H3: The higher the physical exposure to it (experience). H4: The higher the wellness image of agri-tourism. H5: The higher the traditional image of agri-tourism. H6: The higher the exciting image of agri-tourism. H7: The higher the perceived value for money. Our further hypotheses affirm that the possibility that agri-tourism enters in the evoked set of an individual is higher: H8: The lower the perceived risk. H9: The higher the motive to enjoy a holiday in the nature. H10: The higher the motive to enjoy a sport holiday. H11: The lower the motive to have an organized holiday. H12: The lower the motive to have a holiday abroad. H13: The lower the motive of action and night life. H14: The higher the motive to spend a holiday with the family. H15: The lower the motive to spend a city holiday. Finally, our model has some socio-demographics data. As we mentioned before, German agri-tourism has traditionally been the travel destination of large-size families, with low-to-middle income. For that reason, our final hypothesises are the following: the possibility that agri-tourism enters in the evoked-set of an individual is higher: H16: The higher the number of family members. H17: The lower the family income. Since in this study we use a path model with a PLS approach, we are able to state some interrelations among the exogenous latent variables: H18: The motive of sport holiday has a positive influence towards nature motives. H19: The physical exposition to agri-tourism has a positive influence toward information. H20: The motive of family holiday has a negative influence toward the motive of action and night life. H21: Social stimuli have a positive influence towards individuals risk perceptions. H22: Social stimuli have negative influence towards experience. Data for this study were gathered via administrated questionnaires during the summer 2007 within the frame of an academic "marketing research" course. The corresponding t-values are assessed using the bootstrapping method with 500 re-samples. In our model 61% of the degree of appreciation of German agri-tourism (evoked set) is explained by five independent variables: value for money ($0.335^{{\ast}{\ast}{\ast}}$) (H7) experience ($0.267^{{\ast}{\ast}}$) (H3), exciting image ($0.204^{\ast}$) (H6) organisation ($-0.162^{\ast}$) (H11) and holiday abroad ($-0.156^{\ast}$) (H12). The variance explained ($R^2$) for the other endogenous variables are the following: nature 24.3%, information 14.1%, action holiday 13.8%, risk perception 5.8% and experience 2.4%. An overview can be inferred from table 5. The results also allow us to test each of the proposed hypotheses. With exception of organization and abroad, none of the others travel style factors (H9 to H15) seem to have any significant impact towards evoked set which leads to the rejection of the respective hypotheses. As expected, social stimuli have a significant influence on individuals' risk perception (H21 accepted), however neither the former nor the latter have a valuable impact on evoked set (rejection of H2 and H8). Besides, since the influence of social stimuli towards experience is not significant, also H22 has to be rejected. Experience influences information (H19 accepted) but the latter does not affect significantly the evoked set (H1 rejected). Both H4 as well as H5, referring respectively to the perceived images of German agri-tourism as a wellness destination and the traditional image of the German farm tourism have to be rejected. Finally, none of the demographic data included in the model explains significantly the variance of the factor evoked set. Therefore neither H16 nor H17 has been accepted. As far as the interrelation between sport and nature (H18) and family and action (H20) are concerned, the stated relationship among these variables has been statistically confirmed. Our path model based on partial least squares shows the factors influencing the preference for farm tourism in Germany. Among others value for money and experience are the most significant ones. Practical implications are discussed.

• 수산해양교육연구
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• 제27권2호
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• pp.589-600
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• 2015

The purpose of this study was to verify the analysis of differences between importance and satisfaction of destination attractiveness for the national marine sports games using IPA method. By doing so, this study aimed to utilize the result of study for a practical marketing strategy in operating and establishing Korean marine sports market circumstances. The participants of this study consisted of 328 who were participated in marine sport event (yacht, fin-swimming, canoe, triathlon and so on) of 9th national marine sports games. Samples were extracted by convenient sampling method. A total 328 questionnaires were collected in this study except data which did not respond or trustless responded. In data processing, Cronbach's ${\alpha}$, frequency analysis, paired t-test and Importance-Performance Analysis were performed through SPSS 20.0. The results were as follows. First, I quadrant included Programs Multiplicity, Pamphlet, Stand preparations, Food Cleanliness, Effective Progress, Guide Know-How, Food taste. Third, II quadrant included Pre-Publicity, Internet Information, Proper Food Price, Shade Facilities, Convenient Parking, Restroom Cleanliness, Number of Restroom, Safety Facilities. Fourth, III quadrant included Entertaining Program, Number of Guide, Local Culture, Game Progress, Directional Sign. Fifth, IV quadrant included Performance Program, Well-Matched Event, View Distance, Various Food.

• 한국응용과학기술학회지
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• 제35권3호
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• pp.925-934
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• 2018

본 연구는 대학의 경쟁력을 확보하는데 필요한 마케팅 방안을 모색하고자 대학교육서비스의 일환인 대학스포츠센터의 서비스품질과 학생만족, 대학이미지를 연구하는데 그 목적이 있다. 이를 위해 서울수도권지역의 3개 대학의 스포츠센터를 대상으로 편의추출법을 사용하였다. 설문지 총 350부 중 24부의 설문지를 제외하고 최종 326부의 자료로 분석하였다. SPSS 21.0프로그램을 사용하여 빈도분석, 탐색적 요인분석, 상관관계 및 다중회귀분석을 실시하였다. 그 결과 첫째, 대학스포츠센터의 서비스품질의 지리적, 인적, 편의성 요인이 학생만족에 영향을 미치는 것으로 나타났다. 둘째, 대학스포츠센터의 서비스품질의 시설적, 편의성 요인이 대학이미지에 영향을 미치는 것으로 나타났다. 셋째, 대학스포츠센터의 서비스품질의 학생만족이 대학이미지에 영향을 미치는 것으로 나타났다.

• 한국엔터테인먼트산업학회논문지
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• 제15권5호
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• pp.189-204
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• 2021

본 연구의 목적은 스포츠복지 향상을 위한 차원에서 장애인체육의 미래 방향을 모색하기 위해 장애인체육의 생활체육 완전 실행자 현황, 법적, 조직적, 정책적 현주소의 분석을 문헌연구방법을 통해 얻은 장애인체육 활성화방안의 결과는 다음과 같다. 첫째, 장애인 생활체육 완전 실행자의 확대를 위해서는 정부 및 민간조직의 연계를 통한 대단위의 체계적인 홍보의 확대가 필요하다. 둘째, 국민체육진흥법의 전면 개정 및 장애인체육진흥법의 제정을 적극적으로 추진한다. 이는 현실에 부합하고 시대변화에 대응하기 위한 가장 먼저 철저하게 준비해야하는 법률 제정이 필요한 것이다. 셋째, 장애인체육 및 관련 정부부처의 융합적인 협치를 통한 효과적인 시스템을 구축한다. 이는 이원화된 '신체활동'과 '생활체육'의 개념을 명확히 하고 그에 따른 정책방향성을 제시하여 효율적인 정책 및 사업 등을 추진이 필요하다. 넷째, 장애인체육 정책개발에 대한 다양한 전문가 집단의 참여를 강화한다. 이는 체육적인 요소뿐만 아니라 철학, 재활, 교육, 마케팅, 법 등 요소가 융합되어 이루어지는 것이 필요하다.

• 경영과정보연구
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• 제9권
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• pp.139-163
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• 2002

While the corporate practice of sponsoring major events has existed since the turn of the century, it has only recently become one of the fastest growing areas of advertising and promotion. Despite its long history and recent growth, however, event sponsorship has yet to receive the same kinds of rigorous theoretical and methodological attention that marketing researchers have devoted to other areas of advertising and promotion. Also, the recent Olympic Games in Sydney serve as excellent showcase of the sponsorship phenomenon. On the hand it becomes very clear that an event of such magnitude cannot take place without the commercial support of the sponsors. At the same time, there is a growing concern that the Olympic Games are losing their spirit and are over-commercialized because of the excessive sponsorship-linked marketing activities. At the centre of the debate is the impact and the reaction of the consumers to the growing use of sponsorship to stage major events. While the Olympic Games might be an extreme example of the growth and impact of sponsorship, the proliferation of the phenomenon is widespread across other sports events as well as other cultural and community based events. But a comprehensive model of sponsorship is not currently available in the literature. This research is the aim of the current research to investigate consumer attitude constructs towards sponsorship such as sport involvement, attitude towards the event, attitude towards commercialization. The results still have potentially significant applied and theoretical implication. First, This investigation is the first known effort, grounded in consumer behavior theory, to model antecedent variables believed to influence consumer response to event sponsorship in Korea. Second, these findings are in line with previous research, as sports involvement attitude towards the event, and attitude towards commercialization are found to be significant influences on respondents' ability, motivation and opportunity to process sponsorship information, as well as directly and indirectly impacting emotional response.