The Effects of the Asian Quota System and Strategies on Expansion of Korean Wave of Sport: A Case of the Korean Professional Volleyball League

Abstract

The goal of this study was to prepare a practical strategy that can help the successful settlement of the Asian quota system and the success and development of Korean professional volleyball. Through in-depth interviews, participants were asked to respond about the expected effects of the introduction of the Asian quota, and the results were derived using content analysis and keyword analysis. The research results can be summarized as follows: (1) in the keyword analysis of expected effects, keywords such as performance improvement, competitiveness, fandom, profit generation, globalization, and the Korean wave of volleyball were frequently appeared. (2) Regarding the introduction of the Asian quota system, the participants showed a positive attitude rather than a negative attitude, and said that the Asian quota system would improve the league's performance and competitiveness. (3) Participants expected that a new fan base would flow into Korean professional volleyball and a fandom would be formed due to the player selected for the Asian Quota. (4) The introduction of the Asian quota could generate additional revenue for the V-League and clubs and would be of financial help. (5) The Asian Quota can play a role as a medium for the integration of Korean multicultural society and the development and growth of the Korean volleyball agent system was also identified. Based on the results, Korea Volleyball Federation (KOVO) will have to carry out marketing for the expansion of the V-League into the Asian market, using the introduction of the Asian quota system as a stepping stone. We hope that Korean professional volleyball will become the central axis of Korean sports through KOVO's global marketing including the Asian Quota.