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This study analyzes the impact of sports social media on a country regarding three international events connected to the brand Spain. It examines (1) the use and importance of various social media platforms in sports events and (2) identifies the countries generating the most social media content.

A total of 1,711,084 posts were collected for analysis, focusing on FIFA World Cup Qatar 2022, XLI Marathon Valencia Trinidad Alfonso 2022 and Davis Cup 2022, with a particular emphasis on the Spain brand. Through Atribus, diverse social media data were recovered and analyzed. Later, we recommended employing various metrics and ANOVAs to address the research questions. Additionally, we conducted a sentiment analysis.

The results show differences between (1) the use and relevance of social network platforms and events and (2) the content generated by different countries. The practical implications offer valuable insights for sports event organizers, destination managers and other stakeholders. The research implications suggest potential avenues for future research based on the observed patterns and behaviors in social media posts related to sports events and Brand Spain.

(1) Some papers have studied the role of sports events’ social media, ignoring the comparison among different social media platforms; (2) usually, previous literature has focused on a single event or sport and (3) although there is considerable research related to the strategic and operational Inés Küster Boluda Inés Küster Boluda role of social media, there is less systematic analysis related to the extent sports events use social media in general and in specific social media platforms and virtually nonexistent studies that employ index measurements.

本研究擬分析就三個與西班牙品牌有關的國際體育賽事而言，體育社交媒體對一個國家的影響。俱體而言，本研究擬探討： (一) 、各體育賽事社交媒體平台的使用和其重要性，以及 (二) 、是哪些國家生成最多的社交媒體內容。

研究人員收集共計1,711,084帖子以便進行分析;其焦點放在2022年卡塔爾世界盃 (即2022年國際足聯世界盃) ，2022年特尼利尼達阿方索馬拉松賽－瓦倫西亞 (XLI Marathon Valencia Trinidad Alfonso 2022) 和2022年台維斯盃;研究人員特別把重點放在西班牙品牌上。研究人員透過 Atribus 重新取得多種多樣的社交媒體數據，然後進行分析。之後，研究人員建議使用不同的度量和方差分析去處理各研究問題，以及進行了情感分析。

研究結果顯示了以下兩者之差異：(一) 、社交網絡平台和比賽項目的使用和關聯，以及 (二) 、不同國家生成的內容。從這個研究發現，體育賽事的籌辦者、目的地管理人員和其它利益相關者，均會獲得寶貴的實務啟示;至於就未來學術研究的路向而言，學者和研究人員或許可觀察關於體育賽事和西班牙品牌的社交媒體帖子裡顯示的模式和行為，從而找到合適的研究路徑。

本研究有以下的貢獻：(一) 、從前的研究多只探討關於體育賽事的社交媒體所扮演的角色，而忽略了要比較不同社交媒體平台的需要;(二) 、過去的文獻通常聚焦於單一的賽事或運動上;以及 (三) 、雖然探討關於社交媒體在戰略上和在操作上所扮演的角色的研究為數不少，但甚少研究、就體育賽事大體使用社交媒體的程度，或使用特定的社交媒體平台的程度進行分析和探討。再者，幾乎沒有學者或研究人員在有關的研究上使用指標測量法;就此三點而言，本研究可說填補了有關的研究空白。

Purpose: The purpose of this paper is to consolidate knowledge and benchmark the progress being made across the 32 International Federations (IFs) in the Summer Olympic Programme.

Design/methodology/approach: A website content analysis, analytical hierarchy of information, and social media research was conducted to triangulate the barriers and drivers of environmental sustainability (ES) progress. This data was then analysed to empirically substantiate the findings of previous methods by exploring potential drivers of IF ES progress and communication and refining the ranking of IF ES progress.

Results and findings: World Sailing is by far the most advanced IF in terms of ES progress, followed by World Athletics. Only 4 out of 32 have any sort of strategic ES plans. Only golf, surfing, football, sailing, and hockey have received any academic attention. There is a significant lack of understanding of environmental practices across sport, and their drivers/barriers. There is limited accountability with regards to ES progress and activities throughout the Olympic Movement. This has resulted in uneven diffusion of environmental activities.

Originality: This paper is a new contribution to sport management and ES literature. It provides a benchmark of understanding for ES in the Summer Olympic Programme for the first time using a hierarchy of information to ground results. The exploration and comparison of the perspectives of separate sports adds to the paper's originality.

The purpose of this study is to compare measurement scales of sports fans’ motivations applied to women’s football.

A survey research approach was used to collect 574 valid responses from participants in Brazil and the USA. Three prominent scales – Sport Interest Inventory (SII), Sport Fan Motivation Scale (SFMS) and Motivation Scale for Sport Consumption (MSSC) are were compared using the structural equation modeling technique.

The results indicate that the SII scale demonstrates superior predictive power for variables such as “purchase intention,” “electronic word of mouth,” “identification as a fan” and “interest in women’s football” compared to the SFMS and MSSC scales. The primary motivation among followers and spectators of women’s football in the study was “supporting women’s opportunities” in sport.

While the study is grounded in the most relevant scales pertinent to the theme, the limited academic production on the subject hinders direct comparisons with prior research.

Leveraging the insights from the SII scale, football team managers can refine their marketing strategies by understanding the primary motivations driving women’s football consumption. This knowledge can inform targeted efforts to enhance women’s football consumption, subsequently expanding opportunities for women in the sport.

This study provides valuable information that can inform initiatives aimed at boosting women’s soccer consumption, thereby contributing to increased opportunities for women in the sport.

To the best of the authors’ knowledge, this study represents the first attempt to compare scales in the specific context of women’s soccer, contributing with a unique perspective to the development of women’s sports.

In a dynamic, continuously evolving sports landscape, social media have become an indispensable tool for sports organizations to cultivate meaningful connections with fans. The rapid pace of technological advancements has elevated these digital platforms from a supplementary role to a pivotal position within strategic management frameworks. The existing literature explores how football clubs can utilize social media, but analyzing social media strategies within the context of football leagues is lacking. The absence of comparative studies benchmarking clubs across different geographical regions while simultaneously analyzing multiple social media platforms is especially noteworthy. In this study, a comprehensive analysis of social media engagement is undertaken within esteemed football leagues spanning Europe, South America and North America.

Drawing on relationship marketing and employing content analysis as a methodological tool, the study examined 10,772 posts from the official accounts of eight football leagues on Facebook, Twitter and Instagram.

Across the leagues, the findings reveal that content quality drives engagement more than frequency. In addition, several format combinations were identified that facilitate engagement and Instagram emerged as the top social media platform for generating fan engagement.

This is one of the first empirical studies focusing on optimizing the use of social media to amplify fan engagement across various geographies and social media accounts and formats simultaneously.

This study aims to analyze the impact of event experience on event satisfaction and intentions to return and recommend the destination.

Relationships among constructs were tested on data gathered from 542 tourists during the America's Cup World Series held in South Italy in April 2013 by using a structural equation modeling approach. Moreover, a multigroup analysis was developed to test the possible moderator factors.

The results revealed that event experience and event satisfaction had positive impacts on the intentions to recommend and return to the host destination. Moreover, nationality, gender and trip motivation emerged as important moderating factors in the relationships among the latent constructs.

The findings of this paper enrich the existing literature and help tourism destination marketers and managers consider the triggering factors of a satisfying mega-sports event for the host destination and the marketing power of the on-site experience.

Practitioners should draw on the insights provided by this study to design destination strategies, particularly by paying attention to how an event experience causes an attendee to return to and recommend the host destination.

This study enriches the existing event literature in several ways. First, it emphasizes the importance of the event experience to the satisfaction level and willingness to return and recommend the host destination for a vacation, supporting the link between an event and its destination. Second, it provides a moderating analysis that offers new insights for marketing the event experience. It offers a multilevel model of mega-event tourism legacy, which opens up new avenues of research. Third, complementing the consumer-based analysis, this research includes the trend of visits (after 2013 to the present) to examine how a mega-sport event has brought about more postevent visits.

The study investigates perceptions and debate that are linked to the relationship between religion, alcohol, tourism and hospitality within the context of an Islamic tourist destination. An analytical approach involving a review of literature, assessment of conservationists’ attitude representing Islam and Christianity, and current trends using a student sample to determine intentions is used. The study findings suggest that alcohol and religiosity are not compatible, use, abuse and dependency are more common among non-believers than believers. A tense dispute continues in the Arab World around alcohol. The study contributes to the literature by highlighting economics, social practice, theoretical and managerial implications related to alcohol service in Egypt and suggests a way forward for global Muslim staff working in the hospitality, tourism, and travel industries.

The study uses an analytical approach involving a review of literature, assessment of conservationists’ attitude representing Islam and Christianity and current trends using a student sample to determine intentions.

The study findings suggest that alcohol and religiosity are not compatible, use, abuse and dependency are more common among non-believers than believers. A tense dispute continues in the Arab World around alcohol.

The study is assessing the relationship between religion, alcohol, hospitality and tourism within the context of Egypt, advances knowledge about halal tourism and hospitality by explicitly linking religious obligations and the implication on tourism. The findings should be used with caution considering the subjectivity of responses and the size of the sample.

The service/hospitality industry managers could be Muslims or non-Muslims representing major airlines, hotels and restaurants where alcohol is served by Muslim employees. These managers should consider avoiding the sale or serving of alcohol completely, and if not, they must not force their workers to serve alcohol if they chose not to.

Faith-based (e.g. Muslims, Seventh Day Adventists and Mormons), ideological or ethically driven alternative services should be created for the staff concerned with alcohol service/consumption. Employment is to be provided to adherents of these faiths or ideologies as an alternative resort.

The purpose of this paper is to obtain perceptions from three distinct millennial segments about human and nonhuman brands related to travel. Specifically, inter and intra relationships between human and nonhuman brand credibility and equity constructs were investigated.

Three millennial generational segments representing 571 respondents familiar with human and nonhuman brands, were investigated to explore their human and nonhuman brand credibility and equity perceptual issues. Structural equation modeling was employed to test the study hypotheses. Multi-group analysis was used to observe group differences.

Selected millennial segments were found to have differences in their behavior pertaining to human and nonhuman brand constructs. All hypotheses of the overall model were accepted. For group differences, a significant difference was observed. Gen Z was found to be different in emulating humans and their linked nonhuman brands when compared to both younger and older Gen Y segments.

Study findings contribute to the marketing and tourism branding literature, as do findings related to generational differences.

The authors suggested implications for hospitality and tourism marketing professionals under the headings of emotional attachment, entertaining content, use of social media and exploring brands online. Implications including multicultural, brands with strong values and engaging with brands can be helpful for hospitality managers in attracting millennials.

Social implications suggest behavioral differences related to three sub-groups of generational cohorts involving millennials.

This is the first study dedicated to observing millennial perceptions for human and nonhuman brands.

The purpose of this paper is to describe and compare seven case studies of strategic innovation projects of the Brazilian army; these projects present high transformational potential and high investments and are supported by technology and science policies.

The authors present herein multiple case studies in which the authors conduct a documentary analysis of the innovation processes in the Brazilian army, as well as semi-structured interviews conducted with eight servicemen with more than 15 years of working experience.

The results obtained suggest that the innovation process occurs in four stages: creation, selection, development and diffusion of ideas.

The research is relevant because it presents how the interaction between the Brazilian army, companies and academia strengthens the innovation ecosystem, stimulating the development of best practices for the management of strategic projects.

The main contribution of this study is to present the strategic project management of innovation based on public policies and investment in projects of the Brazilian army, which are drivers for the development of ecosystems that promote the creation and expansion of companies, the diffusion of technological knowledge in universities, and suitable solutions for the military sector.

A perceived misalignment between socially responsible fans and football club management has recently led to a major crisis during the annual meeting in 2021 of Bayern Munich, one of the largest professional football teams in Europe. In an unprecedented scenario, Bayern Munich fans demanded that management drop one of its largest sponsors due to alleged violation of human rights. The goal of this paper is to examine this particular phenomenon, as it not only demonstrates a discrepancy between the social organizational identity and its image, but more importantly, how it impacts legitimation strategies and the fans' loyalty attitudes towards the club.

Using the underlying concepts of legitimacy and loyalty, this conceptual model paper proposes two frameworks for social responsibility in professional football clubs: (1) analyzing how the (mis-)alignment between organizational identity and image impacts fan loyalty and (2) depicting four different types of social responsibility strategies to align organizational identity and image.

The authors identify various theoretical concepts that influence organizational identity and image in and for social responsibility and combine the two critical concepts of legitimacy and loyalty to categorize the social responsibility strategies for professional football clubs.

Both frameworks advance the understanding of the decision-making behind social responsibility strategies and also synthesize the current literature to offer conceptual clarity regarding the varied implications and outcomes linked to the misalignment between organizational identity and image.

This study aims to cover issues regarding traveling to a tourist destination which has seen war and terrorism. These problems can be addressed altogether, as they are interrelated. Based on tourists’ opinions, this paper aims to focus on measures or steps that can be taken to ensure changing their perceptions about a certain destination.

This study targets tourism experts for their opinions regarding the measures most necessary to change the perceptions of tourists. Their opinions were extracted through a questionnaire based on three criteria with four alternatives. Furthermore, raw data extracted are studied using the Fuzzy-VIKOR technique to rank the alternatives in order of importance. Moreover, the questionnaire also aims to know the perception of participants by asking them what would make them trust a destination with a history of terrorism.

The problems captivate the attention of government, guiding them to ensure that they need to focus more on physical security of tourists if they expect tourism industry to thrive. It was found that the steps needed to be taken are in the areas of international trade, cultural exchange programs and social media advertising.

Research based on improving tourist perception of Pakistan to develop Pakistan as a tourist destination is scarce. The study takes four different alternatives into account for image recovery and based on those alternatives, it provides a unique solution to the government in this regard with the necessary steps they need to take and attempts to help the government ensure tourism expansion in the country.