Importance-Performance Analysis of Korea’s Relay Broadcast of the 2022 FIFA World Cup : A Sociological Perspective on Media and Culture Identity

Year 2025, Volume: 8 Issue: 3, 265 - 275, 25.07.2025

Seungman Lee , Sanghyup Choi , Buom Kim

https://doi.org/10.33438/ijdshs.1665880

Abstract

This study aimed to analyze the importance and performance of various elements of Korea’s relay broadcast of the 2022 FIFA World Cup to assess viewer perceptions and provide guidance for future broadcasting improvements. An online survey was conducted in January 2023 with 490 Korean individuals who had watched the World Cup relay broadcasts. The questionnaire contained 39 items evaluating the importance and performance of 19 broadcasting sub-factors. Data were analyzed using frequency analysis, reliability testing (Cronbach’s α), descriptive statistics, paired t-tests, and Vavra’s revised Importance-Performance Analysis (IPA). Results showed that for 17 out of 19 sub-factors, perceived importance significantly exceeded actual performance (p < .001), suggesting service gaps. No significant difference was found in the sub-factors “impression of the relayer” and “viewer corner participation.” Based on Vavra’s revised IPA, 10 sub-factors were identified as important performance factors, 5 as basic factors, 4 as unimportant performance factors, and none as excitement factors. These findings indicate the need to enhance relayer professionalism and viewer interaction tools. Strategic improvements in key areas can increase satisfaction with sports broadcasting, particularly in large-scale events like the FIFA World Cup and the Olympics.

Keywords

2022 Qatar World Cup , broadcasting , Importance-Performance Analysis , Vavra’s Importance-Performance Analysis , , Viewers

Ethical Statement

The study was conducted according to the guidelines of the Declaration of Helsinki, and approved by the Institutional Review Board of Kyungdong University (IRB 2023-004).

Supporting Institution

Kyungdong University

Project Number

202302-HR-004-01

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