摘要:The purpose of this study was to investigate the factors affecting foreign spectator attendance to provide basic knowledge for Korean professional marketers for effective and efficient marketing strategies. The level of attendance at sports events may be significantly related to teams’ revenues because sponsorship and broadcasting revenues depend heavily on the level of team attendance. 395 subjects were selected by convenience sampling method. The data was analyzed by PASW 18.0 for a t-test analysis, and Multiple regression analysis. The results were as follows. First, there are significant differences of attendance intention between attendance experiences. At Leisure, Event/Service, Performance Factors, the mean scores of 'Yes' respondents was statistically higher than 'No' respondents. Second, leisure, performance and event/service had significantly effects on attendance intention.
关键词:Attendance Intention;Korean Professional Baseball