Priorities and preferences for collegiate athletic goals and processes in South Korea

We assessed priorities and preferences regarding athletic goals and approval of processes for achieving those goals in South Korean collegiate athletics students. Using a convenience sampling method, we collected data from 730 college students (580 general students and 150 student-athletes) at 4 South Korean universities. We found significant differences between subgroups divided by gender and student status (general students and student-athletes). Female students were more concerned than male students were with the process of creating gender equality and the goal of a diverse organizational culture. Student-athletes were more likely than general students were to consider that athletic departments should focus more on performance goals (e.g., winning) and processes (e.g., attracting athletes) than on athlete well-being. Our findings provide useful information for South Korean athletic administrators to help develop goals and processes that meet the priorities of the key stakeholder group of students.