Empirical Evaluation of the Sport Website Contents

The creation of Web 2.0 tools has changed the ways that fans and participants experience sports (Kahle, 2007). Fans and participants now select convenient mediums at chosen times to interact with specific events they choose to follow (Ioakimidis, 2010). For marketers, Web 2.0 tools contribute to the marketing effort by creating user engagement, user interaction, and word of mouth promotion (Lauren, 2010). The purpose of this study is to determine Web 2.0 tools contribution to Grand Slam tournament websites marketing efforts. The success of any online marketing effort depends on the ability to create content that provides users with an opportunity to be engaged (O Cass & Carlson, 2010). Since Web 2.0 tools are considered to be at the center of social interactive media, this study explored Web 2.0 tools effect on online marketing efforts in order to better service golf fans and participants (O Reilly, 2009).

Autorentext

Hyun-Duck Kim received his Ph.D. in Sports Administration at University of New Mexico. Currently, he is a professor/chair person of Sport Marketing Department at Keimyung University in Korea. His research interests are in the Olympic sponsorship, sport tourism marketing, market-based accounting research, and sports leadership.