스포츠경영학 수업의 IC-PBL 적용 : 한국프로야구 팬경험 및 스폰서십 연구 사례 (Application of IC-PBL in Sport Management Course : Experiential Learning through Journey Mapping and Sponsorship Recall)

서지정보

· 발행기관 : 한국사회체육학회
· 수록지 정보 : 한국사회체육학회지 / 97호 / 61 ~ 72페이지
· 저자명 : 박성배, 권태근, 현신재

초록

Purpose: The main purpose of this study was twofold. Firstly, it was to help students to better understand the diverse and unique characteristics of sport products and services, which were fundamentally different from general industrial products, using the journey map method. Secondly, students were invited to sponsorship recall process to comprehend the congruency theory of sponsorship and its effectiveness in the field of baseball business in Korea.
Method: A total of 74 undergraduate students participated in this study. They were asked to answer 57 questions classified into 13 sections to document their journey map experiences, including stadium entrance, concession services, merchandising store, smoking area, cheering squad, security, green management, and exit experience after the game. Additionally, they were instructed to take six sponsorship pictures that caught their attention in the ballpark to identify the effectiveness of sponsorship based on the location of exposure, banner (signage) design, color, features, size, and types of banner (signage). One week after their ballpark visit, they were asked to recall the sponsors.
Results: The initial study on journey map experience was divided into two sections: outside and inside the venue. The entrance area outside the ballpark (4.15/5) was rated the highest, followed by the team’s social media service (4.07/5). Additionally, cheerleading (4.29/5) was identified as the most satisfying journey map experience inside the venue, followed by the merchandising store (3.98/5). The results of the second study on sponsorship recall indicated that the congruency theory was effective in a Korean professional baseball stadium. As suggested by Howard and Crompton (2005), four hierarchical categories [(1) directly used in a game, (2) indirectly used in a game, (3) high image association, (4) lack of connection] were still evident at a Korean baseball stadium.
Conclusion: In summary, sport management curricula need to adapt their teaching courses, methods, and formats to align with the rapidly evolving global sport industry. Industry Coupled Problem-Based Learning (IC-PBL) can be one of the options utilized in the field of sport management education. We anticipate that this research will contribute to the enhancement of sport management curricula in Korea.

영어초록

Purpose: The main purpose of this study was twofold. Firstly, it was to help students to better understand the diverse and unique characteristics of sport products and services, which were fundamentally different from general industrial products, using the journey map method. Secondly, students were invited to sponsorship recall process to comprehend the congruency theory of sponsorship and its effectiveness in the field of baseball business in Korea.
Method: A total of 74 undergraduate students participated in this study. They were asked to answer 57 questions classified into 13 sections to document their journey map experiences, including stadium entrance, concession services, merchandising store, smoking area, cheering squad, security, green management, and exit experience after the game. Additionally, they were instructed to take six sponsorship pictures that caught their attention in the ballpark to identify the effectiveness of sponsorship based on the location of exposure, banner (signage) design, color, features, size, and types of banner (signage). One week after their ballpark visit, they were asked to recall the sponsors.
Results: The initial study on journey map experience was divided into two sections: outside and inside the venue. The entrance area outside the ballpark (4.15/5) was rated the highest, followed by the team’s social media service (4.07/5). Additionally, cheerleading (4.29/5) was identified as the most satisfying journey map experience inside the venue, followed by the merchandising store (3.98/5). The results of the second study on sponsorship recall indicated that the congruency theory was effective in a Korean professional baseball stadium. As suggested by Howard and Crompton (2005), four hierarchical categories [(1) directly used in a game, (2) indirectly used in a game, (3) high image association, (4) lack of connection] were still evident at a Korean baseball stadium.
Conclusion: In summary, sport management curricula need to adapt their teaching courses, methods, and formats to align with the rapidly evolving global sport industry. Industry Coupled Problem-Based Learning (IC-PBL) can be one of the options utilized in the field of sport management education. We anticipate that this research will contribute to the enhancement of sport management curricula in Korea.

참고자료

· 없음