Abstract
The purpose of this study was to investigate the effects of attribute of unusual sport event and participation satisfaction on city brand and city image of host city. Moreover, this study was based on offering strategic implications of city marketing through a unusual sport event.BR For these primary reasons, participants of Polar Bear Swim Festival which held at Haeundae Beach in Busan were selected as subjects, and 195 copies of total 300 copies were used in data analysis. Data analysis of this study were done by PASW Statistics 21.0. Frequency analysis was conducted to verify the demographic characteristics of participants who attended the event. Exploratory factor analysis and Cronbach’s α coefficient were conducted to test validity and reliability.BR Furthermore, Pearson’s Correlation Coefficient and Multiple Regression Analysis were conducted to investigate the effects of attribute of unusual sport event and participation satisfaction on city brand and city image of host city which is set up as research hypothesis. The results were as follows.BR First, an amusement, attractiveness and specificity among attributes of unusual sport event factors had significantly positive effects on city brand.BR Second, specificity and originality among attributes of unusual sport event factors had significantly positive effects on city image.BR Third, event management among sub-factors of participation satisfaction had significantly positive effects on city brand.BR Fourth, event management among sub-factors of participation satisfaction had significantly positive effects on city image.BR
Published Version
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call