의사결정나무를 이용한 스포츠 이벤트 선택속성의 만족 차이연구

A Study on the Satisfaction Difference of Sports Events Selection Attributes Using Decision Tree Analysis: Targeting the 2018 Jakarta-Palembang Asian Games

The purpose of this study is to find out the difference in satisfaction of sports events according to demographic characteristics and then devise a differentiated marketing plan. In addition, by deriving a selection attribute with high satisfaction among the event selection attributes, it is useful for managing sustainable and successful sports events in countries and cities that want to host sports events, and provides data that can be used in practice. To this end, a survey was conducted on 375 Indonesian visitors of the Asian Games in Jakarta-Palembang. The implications derived through empirical analysis are as follows. First, it is necessary to actively promote offline promotions and advertisements such as SNS, Internet, and organizational homepage, and devise a plan to implement viewing vouchers, package admission tickets, discount tickets for specific games or times, etc. for visitors. Second, the stadium should have facilities like an amusement park. In addition, comfortable and comfortable accommodation facilities and friendly volunteers are needed to recharge the enthusiastic visitors. In addition, clean and hygienic food is the most important attribute for enjoying and viewing sports events.