지역연고 프로야구단의 스포츠마케팅과 지방자치단체 도시마케팅의 협업(collaboration)가능성에 대한 탐색연구

Abstract

Both central and local governments, that understand the importance of spectator sports as means of promoting the welfare and uniting local residents, strive to host professional teams and sporting events in their regions. This study looks into the relationships with attitudes of regional residence toward their regional professional teams, team reputation and intention to watch the televised professional baseball games in case of changing current professional baseball team name to regional government name. Samsung Lions(Daegu) representing the southeastern region of Korea respectively in the Korean professional baseball league, was used in this study. And in this study two kinds of newly named alternatives of professional baseball team were used for experimental stimuli. That is to say, they were ‘Daegue Lions’ and ‘Daegue Apples’. The results showed that there were not statistically significant difference between pre-case and post-case in terms of name changing on attitude toward professional baseball. But in case of team reputation and intention to TV watching on professional baseball games, post case was lower than pre-case. From this result, we can find that regional residents accept the newly changed name, ‘Daegu Lions’. By examining the differences of regional residents’ perceptions on the three dependent variables between the two names of regional professional baseball team, this study intends to make both theoretical and managerial contributions to the existing sports marketing theory, and promotion strategies in the professional sporting context.