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This study aims to identify how the use of digital technology for performance and commercial aspects of action sports can both create and destruct value.

Exploratory research based on 30 interviews with coaches, athletes, judges, federations, fans and sponsoring organizations from Europe, across five action sport disciplines that are included in the Olympic program.

Value creation of digital technology use related to the performance aspect of action sports fall into two categories: performance enhancement and performance evaluation. Value creation related to the commercialization aspect of action sports relate to specific technologies, in particular a video streaming and a centralized data and engagement platform, as well as to possibilities for betting and making sponsoring more measurable. Notably, such value creation opportunities are also accompanied by possible value destruction, as they interfere with the ethos of action sports (i.e. the unique nature and special culture).

Drawing from service-dominant logic and adopting the value creation/destruction lens, this paper is the first to study how digitalization in the areas of performance and commercialization may further intensify tensions related to the ethos of action sports. Our approach is inclusive in terms of the types of digital technologies, action sport disciplines and stakeholders considered.

This study examines how the World Para Snow Sports Championship 2021 was leveraged to create para sport outcomes. The purpose of this study is to add to the knowledge of how different organisations can create positive para sport legacies from elite para sport events.

This qualitative case study used interviews with representatives from key stakeholders and archival materials as main sources. An event leverage model was used to better understand the context, structures, and resources relevant to the development of para sport outcomes.

The main findings show how a variety of organisations set goals and implemented strategies to create para sport legacies. While the short-term increase in para sport participation remained rather limited, the new infrastructure, new para sport policies, and increased awareness of para sport were the main para sport legacy outcomes.

The main contribution of this study is empirical knowledge on how different organisations can leverage a para sport event to create legacies for para sport. Future research can examine the perspectives of additional groups, such as other athletes, spectators, and people with disabilities.

For organisations involved in para sport, this study shows the opportunities and challenges of using a sport event to recruit new para sport participants.

While there are some studies on the legacy outcomes of the Paralympic Games, this study focuses on a different para sport event and adopts the leverage perspective.

The aims of this study are to analyse the impact of brand-centric relationships (individual and collective) and negative emotions on brand hate felt towards brands used in extreme sports and to assess whether brand hate is a driver of negative consumer behavioural intentions.

This study takes a quantitative approach, using a sample of 300 Spain-based users of snow-sports brands. After validating the measurement scales, the hypotheses were tested through structural equation modelling. Drawing on the cognitive perspective of emotions and the triangular theory of hate, this study posits that individual and collective consumer-brand relationships evoke inward negative emotions and brand hate, thus influencing brand avoidance, brand switching and negative word-of-mouth.

The results showed that collective and individual consumer-brand relationships (negative brand experience, consumer-based brand equity and symbolic incongruence) impact inward negative emotions towards snow-sports brands. Inward negative emotions directly influence brand hate, which in turn affects consumers’ intention to avoid brands, switch brands and engage in negative word-of-mouth.

This research provides novel insights into how individual and collective brand-centric relationships evoke inward negative emotions towards extreme sports’ brands, which in turn increases brand hate, and expands knowledge of how brand hate might increase the consumer’s intentions to avoid the brand, intention to switch brands and intention to engage in negative word-of-mouth.

The paper reports the findings of a research project exploring the information experiences of bonsai growers in Australia as an example of a serious leisure pursuit.

The study used phenomenology as a qualitative approach in an interpretive paradigm. The data collection technique was a semi-structured interview with open-ended questions, and 23 volunteers were recruited via a maximum variation sampling strategy. The study employed the Serious Leisure Perspective and Information Experience as its theoretical frameworks.

Bonsai growers rely on three primary sources of information: publications, people, and plants. They use formal and informal publications across various media. They interact with fellow bonsai growers to share experiences and seek advice. The shape and conditions of bonsai trees are sources of embedded information that help them to make informed decisions in their practice. They have a culture of information sharing on many grounds, such as local clubs, online forums, and workshops. Their embodied information manifests in their sophisticated skills of shaping bonsai trees to express the aesthetic principles of this ancient art.

The findings are contextual and cannot be generalised. A generalisation of the result needs to be tested in a broader population.

Engaging in the bonsai hobby often fosters a sense of community among bonsai enthusiasts. Understanding these social connections can contribute to the development of supportive networks and enhance belongingness.

The study contributes to understanding the information experiences in serious leisure. It offers new evidence-based insights that can inform the design of information systems and services tailored to the needs of leisure pursuers.

The aim of this paper, which analyses the use of sports celebrities in advertising discourse, is to understand the strategic use to which brands put them in their commercial and corporate communication on Instagram.

To this end, a content analysis was performed on the Instagram posts of the brands Santander, Movistar, Red Bull and Iberdrola during the period 2021-2022.

The results indicate that, strategically speaking, these brands use the celebrity endorsement strategy to pursue emotional objectives and to adopt a position depending on the type of user. Likewise, these findings show that they single out uniqueness as the principal celebrity characteristic, while also mainly leveraging sports values, especially competence. These values represented by sports celebrities are markedly social in nature, which implies that they enjoy a degree of public recognition that is transferred to the brand to which they lend their image.

The conclusions connect celebrity endorsers with strategic branding issues and aspects of sports.

An empirical approach is followed here to study the representation of sports celebrities in the advertising of well-known brands linked to the sports world.

Sport organizations hold substantial ideological power to showcase and reinforce dominant cultural ideas about gender. The organization and portrayal of sporting events and spaces continue to promote and reinforce a hierarchical gender binary where heroic forms of masculinity are both desired and privileged. Such publicly visible gender hierarchies contribute to the doing of gender beyond sport itself, extending to influence gender power relations within sport and non-sport organizations. Yet, there has been a relative absence of scholarship on sport organizations within the organizational sociology field. In this paper, we review findings of studies that look at how formal and informal organizational dimensions influence the doing and undoing of gender in sport organizations. Subsequently, we call for scholars to pay more attention to sport itself as a source of gendered organizational practices within both sport and non-sport organizations. We end with suggestions for research that empirically explores this linkage by focusing on innovative theoretical perspectives that could provide new insights on gender inclusion in organizations.

Psychological well-being (PWB) is defined as one’s level of psychological happiness and health, encompassing life satisfaction and feelings of accomplishment. The literature on PWB has progressed rapidly in the past few decades. Meanwhile, camping has become a fast-growing outdoor recreation business in Taiwan. However, there is no extant research specifically focused on understanding the influences of travel distance on PWB in the context of eco-entrepreneurship such as sustainable camping management. This study aims to explore the PWB differences of campers who were from different living circles, travel distances, and regions in Taiwan. The study settings were the campgrounds in Wuling National Forest Recreation Area and Xitou Nature Education Area which were two renowned outdoor recreation and tourism destinations in Taiwan. There were totally 701 campers who responded to the on-site camper surveys. Campers’ residential zip codes were asked in the questionnaire and Google Maps was utilized to calculate campers’ travel distance, living circle, and residential region. To measure campers’ perceptions of PWB, the Ryff’s (1995) Scales of Psychological well-being theory was employed. The gravity model which provides an estimate of the volume of flows of goods, services, or people between two or more locations was used to explain the relationships between PWB and travel distance. The results indicated that campers who were members of a closer living circle and traveled shorter distance group to the campground, and campers who lived in the central region of Taiwan perceived higher levels of PWB. The management implications for eco-entrepreneurship on camping are provided.

Emerging from the COVID-19 pandemic, the Philippines has undergone the “new normal” transition, creating a strategic recovery effort to reinvigorate the industry. In tourism, these transitions aim to safeguard employees' and guests' health and safety, ensure continuity of business operations, boost tourism confidence leading to satisfaction, and establish a resilient and sustainable tourism industry in the postpandemic era. Hence, this chapter employs a system thinking leveraging a causal loop diagram (CLD) to construct a comprehensive roadmap for Philippine tourism's postpandemic resurgence through the system thinking lens. The CLD visually illustrates the inter-related factors influencing the recovery process, encompassing collaborative engagements, innovations, economic revitalization, and health and safety protocols. By analyzing the causal relationships among these variables, this chapter explicates the dynamic and interconnected nature of the postpandemic recovery leading to the recovery of the Philippine tourism industry, especially in the context of thinking small. Through this chapter, thinking small could involve a shift toward localized solutions and community-focused initiatives that allow them to foster local economies, build resilience, and create a more inclusive and sustainable postpandemic recovery.

In the past 10 years, the scale of running events in China has increased dramatically, and the forms of running events have also become rich and diverse. Running is not only a social phenomenon but also a historical and cultural phenomenon as an organic part of human culture with its own sociological values in China. This chapter offers insight into the development of Chinese running culture and how this has emerged from ancient and modern Chinese running cultures based on Foucault's disciplinary power theory, biopower and the technologies of the self. This chapter argues that running culture in China constructs the subjectivity of the Chinese runners under the joint action of the technologies of power and the technologies of the self. The findings acknowledge how Chinese Runners present and express themselves by showing a ‘sense of presence’. Runners illustrate the implicit or explicit meaning and value of a particular way of life through running. Runners regard running as the technology of the self for self-expression and self-creation so that individuals can control their bodies and soul, thoughts, behaviours and ways of existence. Emerging technologies of power provide possibilities for the production of running culture in China, and the current policy under the technologies of power meets the needs of runners. In Chinese running culture, power was not oppressive but productive.