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Article
Publication date: 19 April 2023

Effie Steriopoulos and Can-Seng Ooi

This research conceptualises the hallmark event, Melbourne Cup in Australia, as a major sporting brand experience. While numerous studies have explored consumer engagement and…

Abstract

Purpose

This research conceptualises the hallmark event, Melbourne Cup in Australia, as a major sporting brand experience. While numerous studies have explored consumer engagement and experiences in major sporting events, few research studies highlight the negative issues, such as alcoholism, gambling and violence, that may affect consumer engagement and experience. This article addresses the challenges and opportunities of providing immersive and transformative experiences through transformative service research (TSR) approaches when such negative issues are swirling around.

Design/methodology/approach

The paper is conceptual. It uses the example of Melbourne Cup to illuminate aspects of the conceptual framework.

Findings

The article unpacks a myriad of positive and negative immersive brand experiences and contributes a conceptual framework to understand the sporting brand experience phenomenon and shows how authentically responsible marketing approaches can improve the sport spectator experience.

Research limitations/implications

Insights from the extended TSR framework presents implications for various organisations that are involved with strategic destination marketing approaches. It guides key stakeholders to engage in dialogue and collaborate in order to improve the attendee transformative experience. Inviting collaborators will facilitate the exchange of ideas that will improve event organisation. Consistent approaches among hospitality service providers would improve alcohol service and create a safe environment for attendees. The TSR framework guides players of the experience to engage in meaningful dialogue with a common goal to improve consumer wellbeing. Education and training therefore are key elements in the consumer sporting brand experience.

Practical implications

The adapted TSR framework offers insights to destination marketers such as sporting agencies, tour operators and sporting organisations/clubs. Marketers may promote bigger sporting events and organise tours via travel agencies and ignore key elements that may influence attendee decision. Destination marketing organisations (DMOs) can use the framework to promote effective planning and the key initiatives that the iconic event is involved with. The framework can be used as a guide to manage similar international events. Events of major or mega size and international reputation need specific frameworks that address crowd behaviours of similar sizes.

Originality/value

An extended transformative service approach is being conceptualised for major sporting brand experiences. Practical implications are also highlighted for DMOs when raising the profile of city brands.

Details

International Journal of Event and Festival Management, vol. 14 no. 2
Type: Research Article
ISSN: 1758-2954

Keywords

Article
Publication date: 16 April 2020

Jingxian (Cecilia) Zhang, Kevin K. Byon, Kaijuan Xu and Haiyan Huang

The paper aims to (1) explore the positive and negative sociocultural, economic, and environmental impacts on satisfaction, and behavioral intentions; and (2) examine the changes…

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Abstract

Purpose

The paper aims to (1) explore the positive and negative sociocultural, economic, and environmental impacts on satisfaction, and behavioral intentions; and (2) examine the changes in relationships among event impacts, satisfaction and behavioral intentions of host city residents before and after a major sporting event.

Design/methodology/approach

We used panel data to estimate how resident responses change over time. The data were collected three months before (N before = 266) and three months after (N after = 266) the Nanjing Youth Olympic Games. Data were analyzed by confirmatory factor analysis (CFA), structural equation modeling (SEM) and invariance tests.

Findings

A significant relationship exists between negative and positive perceived sociocultural, economic, and environmental impacts, satisfaction and behavioral intentions. In addition, findings suggest that the effect of the sociocultural impacts on satisfaction and of satisfaction on behavioral intentions strengthened after the event. The relationship between positive environmental impacts and satisfaction was reduced across the two points in time. Our results indicate that residents’ assessment regarding the sporting event partially changed over the whole six-month course of the study.

Originality/value

This study differs from most recent research in that it examines the sociocultural, economic, and environmental event impacts in modeling residents’ satisfaction and testing the influence of negative event impacts on residents’ satisfaction and behavioral intentions. The current study contributes to the literature by emphasizing the changes that occur regarding the relationships among event impacts, satisfaction and behavioral intentions across the same respondents over time.

Details

International Journal of Sports Marketing and Sponsorship, vol. 21 no. 3
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 25 June 2020

David Parra-Camacho, Rómulo Jacobo González-García and Manuel Alonso-Dos-Santos

To examine the social impact of a small-scale sporting event and its influence on the willingness to support future events.

Abstract

Purpose

To examine the social impact of a small-scale sporting event and its influence on the willingness to support future events.

Design/methodology/approach

A self-supplied questionnaire was used with 248 residents-sportspeople that participated in the Valencia Triathlon. Descriptive analysis, exploratory and confirmatory factorials were done through SPSS, FACTOR and EQS.

Findings

Three dimensions of positive impacts were identified; sporting participation and city image, social development and human capital and economic development. The impacts in sporting participation and in the improvement to the image of the city contribute to positively explaining the willingness to support the holding of sporting events. Local sportspeople highlight their participative component and the projection of the city image as key factors to endorse holding future sporting events as a strategy for tourism.

Research limitations/implications

The convenience sampling limits the extrapolation of the results.

Practical implications

Making the most of the intangible aspects is recommended due to the great potential these events have to generate social capital and increase the networks of social collaboration. Give a more active role to volunteers and local organizers in an organization. Transmit the pride of the community and the sense of belonging to this community to the media and advertising communication.

Social implications

Small scale sporting events can contribute to improving the quality of life, increasing pride, the sense of belonging of the residents, opportunities for entertainment and encouraging local participation.

Originality/value

A contribution to the empirical analysis of the social impact of small-scale sporting events from the perspective of local participants.

Details

Sport, Business and Management: An International Journal, vol. 11 no. 2
Type: Research Article
ISSN: 2042-678X

Keywords

Article
Publication date: 19 June 2017

Albert A. Barreda, Sandra Zubieta, Han Chen, Marina Cassilha and Yoshimasa Kageyama

This study aims to examine the impact of a mega-sporting event “2014 FIFA World Cup” on hotel pricing strategies and performance.

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Abstract

Purpose

This study aims to examine the impact of a mega-sporting event “2014 FIFA World Cup” on hotel pricing strategies and performance.

Design/methodology/approach

The present project examines the host regions’ response to the 2014 FIFA World Cup which was established by the variance in the main hotel key performance indexes: occupancy, average daily rate, revenue per available room (RevPAR) and supply. Using data gathered from STR, this research distinctly shows how the Brazilian host regions reacted to the World Cup.

Findings

Results suggest that the key performance indicators of Brazil’s lodging sector reacted differently to the World Cup. Although all hosting cities experienced significant RevPAR growth because of the increase in hotel room rates during the event, the supply and occupancy performed differed from each city.

Research limitations/implications

Research is limited to the case of hotel performance at the country level for mega-events. The study focused on the reaction of revenue managers in the Latin America context. Other contexts may generate different results.

Practical implications

The study helps revenue managers to examine how the FIFA World Cup travel demand affected pricing strategies and revenue management practices in the Brazilian hotel sector in areas undergoing seasonal growths in overnight tourism. This study serves to inform hoteliers and practitioners about revenue management pricing strategies to improve hotel performance during mega-sporting events.

Social implications

This study reveals that the benefits brought by a mega-event are not always translated into strong hotel revenue performance. This study highlights an important but understudied research area of revenue management pricing strategies and the effect of mega-sporting events in the hotel sector. This study contributes to the literature as one of the few investigations to benefit hotel pricing strategies and overall revenue performance.

Originality/value

This study is one of the few studies about exploring the reaction of revenue managers during the execution of a mega-sporting event. The value of the present study lies in the fact that the authors extend previous studies examining the impact of the most important sporting event in the hotel industry at the country-level perspective. This study serves to inform hoteliers and practitioners about revenue management pricing strategies to improve hotel performance during mega-sporting events.

Details

Tourism Review, vol. 72 no. 2
Type: Research Article
ISSN: 1660-5373

Keywords

Article
Publication date: 7 March 2022

Daichi Oshimi and Shiro Yamaguchi

This study extends the event leverage model and applies the community development theory to explore how event managers can leverage recurring, non-mega sporting events for…

Abstract

Purpose

This study extends the event leverage model and applies the community development theory to explore how event managers can leverage recurring, non-mega sporting events for sustainable socio-economic development.

Design/methodology/approach

The authors conduct a survey comprising 6 semi-structured interviews by targeting recurring participatory events in Japan with an average 37.7 years of history.

Findings

The model highlights the strategic objectives (community needs) for socio-economic community development by attracting tourists during both event and event-free periods. Social development comprises three factors: social capital, sport participation and health promotion. Economic development comprises two factors: event revenue and tourism revenue. To achieve strategic objectives, the uniqueness of the event, good relationships with the media and locals, a platform to enjoy the local culture and sport event infrastructure are identified as means (community assets). Furthermore, locals and media are added to the model as key stakeholders, an additional category of the event leverage model.

Practical implications

Event managers need to make efforts to identify local resources and should optimize the event to attract participants and tourists for socio-economic development. In particular, local experience, local products, local culture and good relationship with locals could be key resources to produce sustainable benefits for the local city. The proposed model adding locals and media as key stakeholders could be useful for other similar contexts/future events aimed at socio-economic benefits for community development.

Originality/value

The proposed model extends the theoretical explanations in the literature on leveraging strategies through events to the perspective of the community development theory. Specifically, this study sheds light on community needs and assets for community development in the context of recurring non-mega sporting events.

Article
Publication date: 1 April 2012

Chen-Yueh Chen, Yi-Hsiu Lin and Cathryn L. Claussen

This research investigates whether conditioning (the systematic pairing of celebrity endorsers with sporting events) produces positive attitudes towards sporting events. It also…

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Abstract

This research investigates whether conditioning (the systematic pairing of celebrity endorsers with sporting events) produces positive attitudes towards sporting events. It also investigates whether using celebrities who are highly congruent with a sporting event leads to a stronger conditioning effect. The results demonstrate that individuals exposed to the systematic pairing of a sporting event with a celebrity did develop a more favourable attitude towards the event than individuals in the control condition. Moreover, the pairing of a celebrity with a sporting event was more effective in forming a positive attitude towards the sporting event when congruence was high.

Details

International Journal of Sports Marketing and Sponsorship, vol. 13 no. 3
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 1 October 2012

Hyung-Seok Lee and Chang-Hoan Cho

The objective of this study is to develop a theoretical structure of sporting event personality and to build a measuring scale for that personality. This study identifies five…

Abstract

The objective of this study is to develop a theoretical structure of sporting event personality and to build a measuring scale for that personality. This study identifies five sporting event personality dimensions: diligence, uninhibitedness, fit, tradition and amusement. The findings show that these personality dimensions are related to attitudes towards sporting events, which in turn lead to positive sponsorship evaluation and favourable evaluation of the sponsoring brands.

Details

International Journal of Sports Marketing and Sponsorship, vol. 14 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 1 April 2013

Yongjae Kim, Kitae Yim and Yong Jae Ko

This study develops and tests a theoretical research model delineating the relationships between consumers' patriotism and their response to patriotic advertising and the…

1196

Abstract

This study develops and tests a theoretical research model delineating the relationships between consumers' patriotism and their response to patriotic advertising and the advertised brand, and examines if the research model has the same pattern across different sporting events. Structural Equation Modeling is employed to test the model by using data collected from three different sporting event contexts. The results provide empirical evidence of the positive influence of consumers' patriotism on attitudes towards patriotic advertising and brands in sporting event contexts. A direct effect of patriotism on sports event involvement is found in international mega-sporting events but not in a domestic (or national) sporting event.

Details

International Journal of Sports Marketing and Sponsorship, vol. 14 no. 3
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 22 October 2010

Holly Henderson and C.M. “Skip” Lissiman OAM

The purpose of this paper is to examine the legacy of Australia II 's victory in the America's Cup in 1983. Achieving sporting success at international events produces a variety…

Abstract

Purpose

The purpose of this paper is to examine the legacy of Australia II 's victory in the America's Cup in 1983. Achieving sporting success at international events produces a variety of impacts and identities for the sporting nation, the team, and individuals involved in the victory. These impacts differ from sport to sport and are affected by the mechanisms involved in the event (such as the bidding process). What makes these legacies unusual is that they were driven by sporting success, with the right to host and defend the America's Cup being solely dependent on winning the Cup in 1983, rather than a pre‐planned concept from a bidding team or event manager.

Design/methodology/approach

A case study approach is used in this paper, based upon the evaluation of literature in the public domain. This information is enhanced by primary research obtained from the observations of one of the authors as a crew member of Australia II.

Findings

26 years on since Australia II 's success, and the legacy is still flourishing, the ripple effect has not dissipated. The cause and effect of winning the America's Cup has created three legacies, hosting the defence of the America's Cup, the creation of organisations developing participation in the sport of sailing with a growing events portfolio and the establishment of a national sporting identity.

Originality/value

Insights are outlined into the legacies of Australia II through the use of sporting heroes, identity, social capital, community networks and an emerging events management portfolio.

Details

International Journal of Event and Festival Management, vol. 1 no. 3
Type: Research Article
ISSN: 1758-2954

Keywords

Article
Publication date: 6 November 2017

Dongfeng Liu, Christopher Hautbois and Michel Desbordes

Using Beijing’s bid for the 2022 Winter Olympic Games as an example, the purpose of this paper is to explore the expected social impact of mega-sporting events, as perceived by…

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Abstract

Purpose

Using Beijing’s bid for the 2022 Winter Olympic Games as an example, the purpose of this paper is to explore the expected social impact of mega-sporting events, as perceived by non-host city residents, and the way in which this perception affects attitudes toward bidding.

Design/methodology/approach

An empirical survey study was conducted in which data were collected from residents in Shanghai, comprising a sample of 483 respondents. An exploratory factor analysis identified 40 items loaded on eight distinctive factors that underlie the expected social impact of the 2022 Winter Olympic Games. A multiple regression analysis was conducted to determine the effect of the perceived impact on residents’ attitudes toward the bid to host the Olympics.

Findings

Among the eight identified impact factors, six were found to be positive and two negative. While all factors were significantly higher above the point of indifference, perceived positive impact factors tended to outweigh those that were negative. In addition, seven out of the eight factors were found to be significantly predictive of support for Beijing’s bidding: while the effect of “tourism and environment,” “social capital and psychic income,” “international cooperation and exchange,” “infrastructure,” “national image,” and “sport development” was positive, the effect of the “higher living cost” factor was negative with regard to the support of the bidding. This study seeks to contribute by taking a non-host community perspective.

Originality/value

A growing body of literature has documented perspectives on events and their specific timing during event cycles, i.e., during the bidding stage. In addition, it also offers insight into the perception and attitudes of citizens from emerging markets toward event bidding and hosting, both of which play an increasingly important role in global sports but, on the whole, remain relatively under researched.

Details

International Journal of Sports Marketing and Sponsorship, vol. 18 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

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