프로야구장, 어떻게 지을 것인가

Abstract

Sportscape, often referred to as the physical environment of soprt facilities, is known to significantly affec t spectators’ attendance frequency and their levels of revisit intentions. In this sense, the majority of professional teams are eager to develop new sport stadiums with a range of sportscape elements, which play an important role in forming their customers’ degrees of attendance satisfatcion. Using a study sample of Korean profe-s sional baseball fans, this study provides a useful opportunity for deeper insights into what sportscape attributes to comprising professional ballparks and are regarded as mostm iportant for spectators. The purpose of the study is also to better understand how baseball fans indicateh teir willingness to pay for different sportscape components. With a choice experimental approach, the study suggests that spectators put the heaviest weight on fast access to professional baseball parks, closely associated with the location of the stadiums. Furthermore, study results indicate that respondents are willing to pay KR₩4,102 for one more subway line available to ballparks. Several feasible strategies for constructing effective professional ballparks are discussed based on multiple results of simulation analyses.