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The purpose of the study was to analyze the marketing communication case of the Mega-sport event called the PyeongChang Winter Paralympics in depth from various ways and provide basic data to draw up marketing communication strategies for various disability sports event to be held in the future. To achieve this, the marketing communication strategies for disability sports events were derived through case analysis Received(November 3, 2019), Review Result(November 25, 2019) Accepted(December 19, 2019), Published(December 31, 2019) Professor, 47503, Department of Adapted Physical Activity, Busan National University of Education., 33 Gyodae-ro, Yeonje-gu, Busan, Korea E-mail: oh-yang0329@hanmail.net (Corresponding Author) Researcher, 31172, Department of Adapted Physical Activity, Korea Nazarene University, 48 Wolbong-ro, Seobuk-gu, Cheonan-si, Chungcheongnam-do, Korea E-mail: kkij1004@gmail.com *   2017        (NRF-2017S1A5B5A07064723) A Study for Effective Marketing Communication Strategy using Disability Sports Event: Focused on the 2018 PyeongChang Paralympic Winter Games Copyright c 2019 HSST 406 and expert meetings. The following were strategies for the marketing communications for disability sports events. First, it was important to promote oral communication and market sports events to the public through event promotion events. Second, it was important how to brand disability sports events and improve awareness. Third, the physical environment should be able to create an active and pleasant image by using the original image of the sport. Fourth, the cost of watching the event should be set aside to the extent that the public would not feel burdened.

장애인 스포츠이벤트 마케팅커뮤니케이션 사례분석을 통한 전략연구: 2018 평창동계패럴림픽을 중심으로