Study on the Trend of Sports Marketing Focusing on the Study of Watching Sports in Korea

In research on watching sports so far, marketing has been the subject of the most interest among researchers, and in particular, studies related to satisfaction with viewing and quality of service have been the main focus. Therefore, the purpose of this study is to analyze research trends focusing on studies targeting the field of watching sports among sports marketing-related studies and suggest future research directions. First, a total of 52 papers published in domestic sports-related academic journals that dealt with sports marketing of watching sports as a research topic were analyzed by research topic and research method (research target organization, data collection method, data analysis method). This study was conducted, and based on this, directions for future research were presented. In conclusion, spectator sports require the clubs and associations that operate the sport to continuously attract spectators to the stadium throughout the year, rather than through one-time events, for the development of the sport and spectator sports. I believe that such efforts will be possible by developing various marketing methods.