Title Page
Contents
ABSTRACT 9
I. Introduction 13
1. Background and Problem Statement 13
2. Composition of the Study 15
2.1. Scope of the Study 15
2.2. Description of the Study 17
II. Theoretical Background 18
1. Marketing Communication 18
1.1. Concepts 19
1.2. Relevant Factors 21
1.3. The Rise of the Internet in Marketing Communication 31
2. Mega Sport Events 34
2.1. Concepts 34
2.2. Effects of Holding Mega Sport Events 36
3. Case Analysis of Mega Sport Events 44
3.1. 2014 Incheon Asian Games 44
3.2. 2010 Guangzhou Asian Games 48
3.3. 2006 Doha Asian Games 49
4. Brand Awarenessand Visit Intention 52
4.1. Concepts of Brand Awareness 52
4.2. Literature Review of Brand Awareness 53
4.3. Concepts of Visit Intention 54
4.4. Literature Review of Visit Intention 55
III. Research Method 56
1. Description of Study Model and Research Hypotheses 57
1.1. Study Model 57
1.2. Research Hypotheses 58
2. Sample Survey Design and Analysis Method 60
2.1. Population and Research Subject 60
2.2. Analytical Method 60
2.3. The Operational Definition of Variables 61
IV. Empirical Method 66
1. Characteristics of the Sample 67
2. Verification of the Hypothesis 69
V. Conclusion 76
1. Summary of Research 77
2. Significance and Implications of the Research 78
3. Limitations of the Research and Hereafter 80
References 83
Appendix 89
[Table 1] Types and Purposes of Sales Promotions 25
[Table 2] The Effects of Internet Marketing 31
[Table 3] Changes in the Concept of Marketing 32
[Table 4] Economic Effects of the 2002 Korea-Japan World cup 39
[Table 5] Marketing Communication for the 2014 Incheon Asian Games 47
[Table 6] The Properties of Variables 64
[Table 7] The Demographic Qualities of Samples 67
[Table 8] Measuring Reliability 69
[Figure 1] The Mascot of the Guangzhou Asian Games 48
[Figure 2] The opening ceremony of Guangzhou Asian Games 49
[Figure 3] Research Model 57