The effect of perceived sportainment, argumented reality technology contnents on spectator sport tourist’s visit intention

Abstract

Background/Objectives: The purpose of this study is to confirm that the recognition of new convergence industry as ‘Sportainment’ and the provision of new content with Augmented Reality technology(AR technology content) actually affect the Spectator sport tourists’ Visit Intention. Methods/Statistical analysis: A questionnaire survey was conducted for 20’s adult men and women who visited Jamsil Stadium and Gocheck Sky Dome for 2 months from September to October 2016, after watching sports video related to Augmented Reality(AR) technology. A total of 394 data were used for the actual data analysis, and the data were computerized using the SPSS statistical program. After coding, we conducted confirmatory factor analysis and reliability analysis of factors designed in the study. After that, correlation analysis and regression analysis were performed. Findings: First, The perception of ‘Sportainment’ has a positive effect on the visit intention of spectator sports tourist. In addition, the economic, social, and cultural property of ‘Sportainment’ have a positive effect on the intention to visit sports tourists. Second, AR Technology content provided with augmented reality technology have positive effect on visitors’ intention to spectator sport tourist. Improvements/Applications:As a result of the analysis, it was confirmed that, in order to revitalize the spectator sports tourism market in the future, it is necessary to provide awareness of 'sportainment' and new contentswith Augmented Reality technology.However, since the questionnaire was conducted for the visitors who visited the baseball field, it is necessary to conduct research on potential customers watching the baseball through the mass media and enthusiasts looking for a baseball field.