"Korean Sport Consumers’ Perceptions of Sports in the United States" by B.J. Ruihley, K. Yu et al.
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Global Sport Business Journal

Abstract

This research examined Korean sport fans’ perceptions and consumption of United States-based sport. Spectators at two professional Korean Baseball Organization games completed a questionnaire exploring their understanding of sport in the United States and their media consumption habits, as well as their impression of Korean athletes participating in United States-based sport organizations. More than 75% of the respondents consumed United States-based sport, with the primary reason of following Korean players in professional leagues. U.S. sport culture was thought to be more business-oriented, with more financial investment, more talented athletes, and larger fan bases. These beliefs about U.S.-based sport are primary developed through media consumption and the participants’ views of U.S.-based sport evolve as more information is obtained. Sport management and marketing professionals should take advantage of Korean interest in United States’ sport and seek to expand its reach in other countries, as well as cater to the plethora of nationalities residing in the United States.

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