Abstract
The COVID-19 has led to a shift in many industries from offline to online, with offline activity decreasing and online channel activity increasing, and this shift can be seen in the sports industry as well. However, professional baseball has been centered on offline revenue generation, and as regulations are relaxed due to COVID-19, each team should explore strategies to convert online viewers to offline viewers. This study aims to collect experience data from offline stadium visitors and online game viewers and analyze them to derive O2O strategies for professional baseball. This study analyzed the data through using text mining methods and based on this, we identified and compared the attributes of experience differences between offline and online game viewers. As a result of the study, there were significant differences in the experience attributes of offline and online game viewers, and O2O strategies were proposed based on the results.
Published Version
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