Abstract
PURPOSE This study focuses on the experiences of novice tennis enthusiasts in Korea, aligning with the rising popularity of tennis as a burgeoning cultural phenomenon.METHODS Employing an ethnographic approach, we included eight participants with <5 years of tennis, in addition to three auxiliary participants.RESULTS The primary findings of this study are as follows: First, novice tennis players from the MZ generation actively employ tennis as a means of personal expression, sharing their tennis-related fashion and experiences on SNS. Second, most novice tennis players report a sense of detachment from the traditional club-centric tennis culture, gravitating toward casual court usage, spontaneous activities, and flexible membership structures. F inally, despite their modest technical proficiency, they avidly engage in knowledge-based consumption, displaying a profound grasp of tennis-related information.CONCLUSIONS These findings provide valuable insights into comprehending this burgeoning cultural phenomenon in Korean society, stemming from the escalating interest in tennis, and can serve as a valuable benchmark for establishing development strategies for tennis.
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