This study aims to propose diverse feasible management strategies for developing an effective ancillary service items offered at sport events. Using a sample of South Korean sport event tourists attending KBO (Korea Baseball Organization) League games, this study employs a gender perspective to devise marketing strategies that are capable of effectively attracting the buying power of female sport event tourists. Results from the choice experimental approach suggest that respondents put the heaviest weight on healthier local food sold at stadium concessions. The scenario analysis results indicate that female tourists show their stronger preferences for the highest levels of ancillary service settings. Results also denote that females are less concerned about the high levels of ticket prices, which provides a useful avenue for sport event marketers.

本研究旨在提出多种可行的管理策略，以开发体育赛事中提供的有效辅助服务项目。本研究以参加 KBO（韩国棒球组织）联赛的韩国体育赛事游客为样本，采用性别视角来制定能够有效吸引女性体育赛事游客购买力的营销策略。选择实验方法的结果表明，受访者最看重体育场特许经营处出售的更健康的当地食品。情景分析结果表明，女性游客对最高水平的辅助服务设置表现出更强的偏好。结果还表明，女性不太关心高票价，这为体育赛事营销人员提供了有用的途径。