Marketing Model for the Worthy Use of the Stadium

Abstract

The purposes of this research were: 1. to develop the marketing model that can create the
worthy use of the stadiums, 2. to propose the project regarding the managing of the stadiums in
order to create the worthy use of the stadiums. The research instruments were interview forms and
questionnaires. For quantitative procedure, depth-interview with the 21 administrators of the public
stadiums, the businessmen and marketing personnel were conducted and for quantitative procedure,
532 the stadium service users were asked to do the questionnaires. The qualitative data were analyzed
by using content analysis. The quantitative data were analyzed by computer programs. Descriptive
statistic was analyzed by using percentage and mean. Statistic was analyzed by using exploratory
factor analysis.
The research revealed that 1) About the marketing model of the stadium, there was the
survey about the needs of the stadium service users in order to create some interesting activities.
The concept of the governmental activities was for creating the worthiness of society, and the
private activities were for creating the worthiness of value under the act of Public-Private Partnership
or PPP as the connection between two of them. Moreover, the communication was used to create
the worthy use of the stadium as the media for the clients to completely receive all the news and
2) This project and all the activities created the worthiness in 2 sections; (1) the governmental
activities which promoted the worthiness of society and (2) the private activities which promoted
the worthiness of value.