한국여자프로골프 선수들의 외모중시 현상과 스포츠산업

Abstract

The purpose of this study was to examine the social phenomenon of over-interests in aesthetical values and sport industrial management among professional golfers in Korean Ladies Professional Golfers Association(KLPGA) Tournaments. By conducting a qualitative methodology of an in-depth semi-structured interview with four KLPGA golfers active in the tournament and sponsorship contract experiences, we find several research findings that are as followed. First, professional golfers in LKPGA with distinguished aesthetical values are preferred in the selection processes of sponsorship contracts. Second, female professional golfers performing in the second division tour (Dream Tour) also needs to persevere their efforts to fine-tune aesthetical values as well. Third, player age is one of the determining factors of aesthetical values of female professional golfers in sponsorship evaluation. Fourth. the social phenomenon of over-interest of aesthetical values about female professional golfers are reflected in the spectating patterns and formulation of galleries. Spectator group of galleries and fans specifically give credit to players who are aesthetically attractive and perform well in the game of professional golf. Fifth, we find higher relevancy of KLPGA players linked with beauty and plastic surgery industry due to sponsoring companies’ proclivty of interests in players’aesthetical values. Professional golfers are inclined to take plastic operations and consider it a fair investment for sponsorship opportunities. Sixth, aesthetical values of female professional golfers in KLPGA seem to prevail in golf apparel business in which players with more attractiveness can have marketing productivity to contribute to the sales of the modeled golf apparels. Finally, we also find that KLPGA is continuously educating professional golfers to put efforts in improving their appearance for their branding and marketing productivity that create overall sustainable values.