Abstract
Given the expectations regarding continued improvement in sports relay broadcasting, research related to Korea Baseball Organization (KBO) relay broadcasting is necessary for it to align with the priorities of viewers. The present study aimed to investigate viewers’ perceptions of the importance and performance of various aspects of KBO relay broadcasting. In May 2021, purposive sampling was used to select 523 participants who had watched KBO broadcasts for more than one year. Participants completed an online survey administered via Google Forms. Frequency analysis, reliability analysis, descriptive statistical analysis, paired t-tests, importance–performance analysis, and revised importance–performance analysis were used to analyze the data. Ratings of importance were higher than those for performance for all sub-factors of KBO relay broadcasting. The IPA, based on the method developed by Martilla and James, yielded 12 factors in Quadrant I, one factor in Quadrant II, five factors in Quadrant III, and two factors in Quadrant IV. In contrast, the use of Vavra’s revised IPA method yielded eight factors in Quadrant I, two factors in Quadrant II, five factors in Quadrant III, and four factors in Quadrant IV. Based on the results derived using these two methods, we discuss the strategic and practical implications of identifying priorities via IPA for future improvements in KBO relay broadcasting.
Highlights
The Korea Baseball Organization (KBO) has grown steadily since its inception in1982, and support among fans continues to increase based on the results of international competitions, including Korea’s gold medal win in the 2008 Beijing Olympics [1]
Prior to preparing the Importance–performance analysis (IPA) grid for KBO relay broadcasting, we conducted a paired t-test to examine whether there was a statistically significant difference between the importance and achievement items for the relay broadcasting properties rated by respondents
The difference between the average ratings for importance and performance was statistically significant for all items related to KBO relay broadcasting (p < 0.001)
Summary
The Korea Baseball Organization (KBO) has grown steadily since its inception in1982, and support among fans continues to increase based on the results of international competitions, including Korea’s gold medal win in the 2008 Beijing Olympics [1]. With an audience approaching 8 million in 2016, baseball has established itself as the most popular sport in Korea. The growth of the KBO has brought about innovative changes in relay broadcasting of the sport by increasing the demand for broadcasting, while getting the audience involved. Changes in KBO broadcasting have been accelerated by the expectations of Korean baseball fans, who have experienced high-quality broadcasting of games involving Korean players in the major leagues (e.g., Chan-Ho Park of the Los Angeles Dodgers and ByungHyun Kim of the Arizona Diamondbacks). After applying Vavra’s method [19], the IPA grid was constructed using explicit importance (X-axis), which is the result of the respondents’ evaluation of KBO relay broadcasting, and implicit importance (Y-axis), which is derived from the regression coefficient for overall performance. Sustainability 2021, 13, x FOR PEER REVIEW James [18]
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