A study on the enhancement of spectators" satisfaction through an analysis of the priority for improving the professional baseball stadium facility

Abstract

The purpose of this study was to investigate the perception of stadium facilities by Korean professional baseball spectators to identify areas for improvement and provide a basis for efficient decision-making by teams. An online survey was conducted(n=521), and a total of 502 responses were used for the final analysis. Frequency analysis, exploratory factor analysis, reliability test, paired t-test, and IPA analysis were conducted using SPSS 26.0. In addition, the Borich Model and Locus for Focus Model were used to analyze the order of priority for stadium improvement. The results of this study were as follows; First, as a result of the IPA analysis, 8 items were to be in need of priority improvement. Second, 11 requisites were identified to improve the stadium environment through the Borich model and Locus for Foucs Model. Third, 8 items(sufficient seating space, seat comfort, restroom waiting time, cleanliness of restrooms, food quality, parking lot exit time, number of parking spaces and parking lot location guidance) were identified to the top priorities for improvement through three analysis methods. In conclusion, professional baseball teams should improve spectator satisfaction through improvement and enhancement of the 8 items that require top priority improvement.