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체험형 스포츠 이벤트의 효과 분석: ‘Nike Training Runs’ 를 중심으로

Title
체험형 스포츠 이벤트의 효과 분석: ‘Nike Training Runs’ 를 중심으로
Other Titles
The Effects of Experiential Sport Events: Focused on 'Nike Training Runs'
Author
이훈
Keywords
체험형 스포츠 이벤트; 기업 스포츠 이벤트; 이벤트 마케팅 효과; 이벤트 서비스 품질; 이벤트 만족; 브랜드 태도; 행동 의도; Experiential sport events; Corporate sport events; Event marketing effects; Event service quality; Event satisfaction; Brand attitude; Behavioral intention
Issue Date
2014-09
Publisher
한국관광학회
Citation
관광학연구, 2014, 38(7), P.97-121
Abstract
In this study, the marketing effects of the ‘Nike Training Run’ are analyzed. Specifically, the conceptual relationships among event service quality, event satisfaction, event participation intention, brand attitude and purchasing intention are examined. The study shows that through mediation of event satisfaction, brand attitude is positively influenced by event service quality, which has no direct relationship with brand attitude. Second, event service quality has a positive influence upon participation intention by mediating event satisfaction. Third, event satisfaction has a positive influence upon event participation intention by partially mediating brand attitude. Fourth, event satisfaction has a positive influence upon purchasing intention by mediating brand attitude. This study discovered a difference of marketing effects between participatory sport events and sponsorship events, and identified behavior intention from brand attitudes.
URI
http://kiss.kstudy.com/thesis/thesis-view.asp?key=3265765http://hdl.handle.net/20.500.11754/52174
ISSN
1226-0533
Appears in Collections:
COLLEGE OF SOCIAL SCIENCES[S](사회과학대학) > TOURISM(관광학부) > Articles
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