The role of involvement and identification on event quality perceptions and satisfaction: A case of US Taekwondo Open
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 12 January 2010
Abstract
Purpose
Since the introduction of martial arts in the global community through a variety of international sport events, the sport of Taekwondo (TKD) has grown rapidly. Although the magnitude of the TKD market has increased, few systematic studies have been conducted to understand TKD participants, particularly consumer variables associated with TKD events. The rapid growth of TKD as a global cultural product warrants a better understanding of event consumers and their decision‐making processes. Accordingly, the purpose of this paper is to investigate consumers' quality perceptions and satisfaction by focusing on their sport involvement and identification.
Design/methodology/approach
Research respondents (n = 215) were spectators of the 2007 US Open TKD Championship, an annual event held by USA Taekwondo Inc.
Findings
Results suggest that identification and involvement positively influence event quality perceptions and satisfaction. Specifically, highly identified fans/competitors are highly satisfied and perceive service quality more positively. This study proceeds to a discussion of theoretical implications and future opportunities for event managers.
Originality/value
Until now, there has not been substantial research on these issues. It is anticipated that the results of this study may enhance the understanding of a particular TKD market in the USA and provide guidance for developing effective marketing strategies and maintaining current event successes. Therefore, the scholarly effort aimed at understanding these issues will make both scientific and practical contributions.
Keywords
Citation
Jae Ko, Y., Kyoum Kim, Y., Kil Kim, M. and Hak Lee, J. (2010), "The role of involvement and identification on event quality perceptions and satisfaction: A case of US Taekwondo Open", Asia Pacific Journal of Marketing and Logistics, Vol. 22 No. 1, pp. 25-39. https://doi.org/10.1108/13555851011013137
Publisher
:Emerald Group Publishing Limited
Copyright © 2010, Emerald Group Publishing Limited