Department of Tourism, Event, & Sport Management

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    Verification of Disparity among Levels of Motivation and Satisfaction, and Revising Intention of Marine Sports Participants through Latent Mean Analysis
    (2013) Mun, Sun-Ho; Lee, Soonhwan
    This research is intended to verify the levels of participation motivation and satisfaction, and revisiting intention of marine sports participants of each age group, using a latent mean analysis. The purpose is to provide basic data necessary for various environments to be considered for marine sports development by verifying the level of participation motivation and satisfaction, and revisiting intention of marine sports participants of each age group, after evaluating their measurement variables through verification of equality in terms of forms, measurement and segments. As a result, the following facts were derived. First, compared to people in their 20s, participants in their 30s showed statistical similarities in ‘deviance’ (p<.001), ‘entertainment value’ (p<.001), ‘satisfaction level’ (p<.05), and ‘revisiting intention’ (p<.05). In terms of effect size (d), the ‘entertainment value’ was very substantial (.8 or above), and ‘deviance’ showed an intermediate-level of disparity (.5 or above). Meanwhile, ‘educational value’, ‘satisfaction level’, and ‘revisiting intention’, showed a small level of disparity (.2 or above). Second, participants in their 40s showed statistical similarities in ‘deviance’ (p<.001) and ‘entertainment value’ (p<.001), and showed an intermediate-level of disparity (.5 or above) in ‘deviance’ and ‘entertainment value’ in the effect size (d). Third, participants in their 50s showed statistical similarities in ‘deviance’ (p<.001), ‘entertainment value’ (p<.001), and ‘reliability’ (p<.05). In terms of effect size (d), a high level of disparity (.8 or above) in ‘deviance’, an intermediate-level of disparity (.5 or above) in ‘entertainment value’, and a small level of disparity (.2 or above) was found in ‘reliability‘.
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    Study on the Influencing Factors of Constraint on Attitude and Intention of Participation in Marine Sports Activities
    (2012) Lee, Soonhwan; Mun, Sun-Ho
    The purpose of this study was to identify the causal relationship between constraint factors (intrapersonal, interpersonal, and structural constraints) and attitude of participation also intention of participation in marine sports activities. A total of 172 questionnaires was used in this study and using a convenient sampling method in part of non-probability sampling method. The questionnaires consisted of four parts as factors of constraint, attitude of participation, intention of participation, and demography factors. An confirmatory factor analysis and structure equation model (SEM) were utilized by AMOS. The results of this study are followed; First, among the factors of constraint, only structural constraints were statistically negative causal relationship with attitude of participation. Even though other factors (intrapersonal and interpersonal) were not statistically significant, both factors were negatively affected on attitude of participation in marine sports activities. Second, the factor of attitude was statistically positive significant on intension of participation.
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    A Confirmatory Factor Analysis for Generation Y’s Online Consumption on Sport Products
    (2010) Kim, Dae-Hyun; Lee, Soonhwan; Han, Joon-Young
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    The Difference of Leisure Attitude according to between Korea and America Students’ Characteristics
    (2008) Park, Jang-Geun; Lee, Soonhwan; Lee, Yong-Ho; Lim, Ran-Hee
    The purpose of this study was to examine for the deference of leisure activities attitude compared with Korean and America university students' characteristics of leisure activities attitude in subcategory factors of leisure activities attitude include recognitive attitude, definitive attitude, behavioral attitude. 241 M,H,Y university students in Korea and 143 North Carolina N university students are responded survey for this study from 2007, May to August. The collected data based of survey are analyzed through frequency analysis, t- test, one-way ANOV A analysis by SPSS WIN ver 12.0. The result is following : First, there were statistical difference of leisure activities attitude in behavioral attitude between Korean students and America students. Second, there were statistical difference shows difference grade sector, own major, personal expenses in recognitive attitude. Third, the statistical difference shows grade sector, personal expenses in definitive attitude. Forth, the statistical difference shows grade sector, own major and personal expenses in of behavioral attitude.
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    Ticket Pricing Per Team: The Case of Major League Baseball (MLB)
    (2013-09) Park, Kwang Woo (Ken); Lee, Soonhwan; Miller, Phillip
    In this paper, we explore the determinants of demand for attendance at Major League Baseball (MLB) games for 23 individual MLB teams during the period 1970 to 2003. Our central focus is to explore team-specific price elasticities of demand for attendance. We use Error Correction Models (ECM) to identify these elasticities. The empirical findings show that factors of demand differ between teams with respect to the factors that determine attendance and to the estimated weights. We find that demand for attendance is mostly inelastic with levels varying between teams.
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    Coverage of the Gay Games from 1980-2012 in U.S. Newspapers: An Analysis of Newspaper Article Framing
    (2014-03) Lee, Soonhwan; Kim, Seungmo; Love, Adam
    Many members of the LGBT community have viewed the Gay Games as an opportunity to challenge dominant ideologies concerning sexuality and sport participation. Members of the mass media, however, play a potentially important role in how the event is perceived by the general public. Therefore, the primary purpose of the current study was to examine how the Gay Games have been framed in newspaper coverage. A total of 646 articles published in the United States covering the eight Gay Games events held during the 32-year period of 1980–2012 were analyzed in terms of three aspects of framing: (a) the types of issues highlighted, (b) the sources of information cited, and (c) the manner in which either episodic or thematic narratives were employed. The results of the current study revealed that issues of identity and optimism were most commonly highlighted, LGBT participants were most frequently cited as sources of information, and thematic framing was most commonly employed in newspaper coverage of the Gay Games.
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    Consumer Decision-Making Styles for Singaporean College Consumers: An Exploratory Study
    (2010) Bae, Sungwon; Pyun, Do Young; Lee, Soonhwan
    The purpose of this study was to investigate Singaporean consumers' decision-making styles (shopping styles) for sports products. This study used a scale of the Purchaser Style Inventory for Sport Products (PSISP) to identify if the scale was reliable. An instrument, consisting of 42 items under 9 dimensions, was administrated to 234 college students in Singapore. This study computed data factor analysis and alpha coefficients for scale reliability. The results indicated the generality of some consumer decision-making styles. Some similarities and differences as well as managerial implications for marketing research will be discussed.
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    Predicting Volunteers' Intention to Return: An Examination of Brand Personality, Prestige, and Identification of Sporting Events
    (2014-06) Bang, Hyejin; Lee, Soonhwan; Swart, Kamilla
    The purpose of this study was to examine the relationship among four variables: brand personality traits, prestige of a sporting event, brand identification, and individuals' intention to return to volunteer for future sporting events. Five personality traits were included in the study: sincerity, excitement, competence, sophistication, and ruggedness. A proposed conceptual model was developed and tested with a sample of volunteers at the 2010 FIFA World Cup in South Africa. Two hundred twenty-four individuals participated in a self-administered questionnaire during the event. Results from structural equation model analysis showed that three brand personality dimensions—sincerity, competence, and sophistication—were associated with individuals' prestige of the sporting event. Furthermore, event prestige positively influenced brand identification, which had a positive impact on volunteers' intention to return for volunteering.
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    A Study of Psychological Support from Local Residents for Hosting Mega-Sporting Events: A Case of the 2012 Indianapolis Super Bowl XLVI
    (2013-10) Lee, Soonhwan; Krohn, Brian D.
    The purpose of the current study was to assess local residents' psychological support prior to hosting a mega-sporting event and to report preliminary results as to which factors of support affect local residents' attitudes toward hosting future mega-sporting events, using the case of the 2012 Super Bowl in Indianapolis. This study provides a theoretical model to examine local residents' psychological support factors using structural equation modeling, which helps the understanding of local residents in the process of supporting the hosting of mega-sporting events in the future. The results of this study indicate that the perceptions of positive outcomes from the event have the strongest relationship to feelings toward hosting future events. Therefore, governing bodies of the host community and the event should rely most heavily on the positive outcomes. While the negative factors were not as strongly related, they were still significant indicators of feelings toward future events. The part of the plans pertaining to growing community support should include ways that the negative impacts might be mitigated.