An Analysis of Preventing and Improving Ticket Scalping in Professional Baseball

This study aims to identify factors for preventing and improving ticket scalping in Korean professional baseball using Importance-Performance Analysis (IPA) and to propose practical countermeasures. The research targeted adults who, within the past three months, had purchased or attempted to purchase tickets at inflated prices through secondary platforms. Importance and performance scores for anti-scalping measures were analyzed, and factors were plotted on the IPA matrix. Results show that spectators rated “system transparency and fairness” as the most important factor, while “on-site security and promotion” achieved the highest performance. The IPA matrix revealed that Quadrant I (high–high) included security system enhancement, additional ticket issuance, and ticket price ceilings. Quadrant II (high–low) comprised transaction transparency, expansion of official sales channels, stronger legal sanctions, relaxation of purchase limits, and scalper identification systems. Quadrants III and IV contained lower-priority or over-performed factors such as distribution systems, website blocking, publicity campaigns, and identity verification.