생활체육 프로그램의 마케팅 전략에 관한 연구 (1)

다국어 초록 (Multilingual Abstract)

The purpose of this study is to develop marketing strategies for sports and leisure programs based on the needs of residents for sports activities. The subjects of the study were 398 adults over 20 years age. They were divided into two groups according to the frequency of using sport facilities: heavy users, light users. Then the behavioral patterns concerning the use of sport facilities were analyzed. The results of the study are as follows: Firstly, the sports participated most frequently by the heavy users were swimming, heath exercise, aerobic, golf etc in defending order. The desirable sport facilities to be added for the heavy users were analyzed to be racquetball and squash which require relatively small area and they showed increasing interests on golf. Secondly, the light users participated in restricted sports like bowling, swimming. The wished to participate in swimming, golf, tennis, health exercise etc in the future. The results imply that the light users have potentias to become heavy users when their preferred sports programs are provided in proper time zone and the cost for the program is not so expensive. Thirdly, the sport facilities were used mostly by the residents who lived within the distance of 30 minutes by foot and car. The profit can be obtained by the sports facilities when the household income level of 70-80% of the residents reaches to the 1,500,000 won. The manager of sports facilities have to consider the exact number of potential users and their ability to pay the cost using sports facilities before providing sports program to their residents. Fourthly, the major motive for participating sports facilities were accompanying with their friends, the other motives were the information by brochure and phamplet, and the near distance from the house. The results imply that in oder to increase the user of sports facilities, the promotion through the participants of the participants is most effective. This way of promotion could be achieved by heightening the degree of satisfaction of present participant`s using sports facilities through modernizing the facilities, providing good atmosphere for sport activities, and renovating the managerial process.