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Article
Publication date: 23 July 2020

Brian H. Yim and Kevin K. Byon

The purpose of this study was to examine the millennial fans decision-making process in connection with various sport consumption behaviors (i.e. game attendance, TV viewing…

1892

Abstract

Purpose

The purpose of this study was to examine the millennial fans decision-making process in connection with various sport consumption behaviors (i.e. game attendance, TV viewing, participation in online activities, and participation in social media activities) using a modified model of goal-directed behavior (i.e. Sport Fan MGB).

Design/methodology/approach

We collected data using Amazon Mechanical Turk (N = 222) to test the hypothesized model. Confirmatory factor analysis (CFA) was used to examine the psychometric properties of the measurement model, and structural equation modeling (SEM) was employed to test the hypotheses.

Findings

Sport Fan MGB was found have good psychometric properties. In addition, the findings indicate that the Sport Fan MGB explained various millennial fan behaviors (i.e., event attendance, TV viewing, online activity participation, and social media activity participation).

Originality/value

This paper examined the validity of the Sport Fan MGB and improved the predictability of the millennial fans' sport consumption behavior decision-making process.

Details

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

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Article
Publication date: 17 January 2022

Huimin Song, Ting-ting Zeng and Brian H. Yim

The purpose of this study was to examine the relationship between leisure involvement (LI), conspicuous sport consumption and subjective well-being (SW) for two luxury leisure…

569

Abstract

Purpose

The purpose of this study was to examine the relationship between leisure involvement (LI), conspicuous sport consumption and subjective well-being (SW) for two luxury leisure activities: golf and skiing.

Design/methodology/approach

The authors collected data from Guangdong Province (golf, n = 342) and Jilin Province (skiing, n = 310) and examined the proposed model using structural equation modeling (SEM) and tested the mediating effect of conspicuous sport consumption using bootstrapping method.

Findings

The findings show that the proposed model explained the relationships among LI, conspicuous sport consumption and SW. Furthermore, the findings suggest that LI and conspicuous consumption (CC) can elevate sport participants' perception of SW, enriching leisure-class theory.

Originality/value

The authors’ findings contribute to the domain of CC in sport participant and leisure research and provide significant implications for the sport tourism marketers.

Details

International Journal of Sports Marketing and Sponsorship, vol. 23 no. 4
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 13 December 2021

Brian H. Yim, Mark R. Lyberger and Doori Song

Although sport museums are considered an important sector in nostalgia sport tourism, annual visitations of the major sport Hall of Fames (HoF) have been decreasing, often…

857

Abstract

Purpose

Although sport museums are considered an important sector in nostalgia sport tourism, annual visitations of the major sport Hall of Fames (HoF) have been decreasing, often resulting in operational and financial difficulties for the HoF. The current study examined the relationship between sport museum image, motivation, constraints, monetary and non-monetary promotions (as a mediator), and visit intention among those who have attended or never attended.

Design/methodology/approach

Data was collected from the residents in the Northeast Ohio area via an online survey questionnaire using Qualtrics (N = 1,607). Two sets of data parameters were generated based on consumers previous visitation to Pro Football HoF (visited group n = 754; never-visited group n = 853) and each group's monetary and non-monetary promotion models (total of four models) were analyzed. Descriptive statistics and reliability tests were processed via IBM SPSS Statistics 26 and the structural relationships among the constructs were examined using SmartPLS 3.

Findings

Among all the antecedents, positive perceived image of HoF has been identified as the most significant predictor for both promotions and visit (revisit) intention. Social motivation was found to be a strong driver for visiting a sports museum regardless of the types of promotions. Promotions' mediation effects were found. The monetary promotion between cost constraints and visit intention implied, cost constraints can be mitigated through monetary promotion.

Originality/value

This is the first study examining the role of relationship between image, motivation, constraints and visit intention relative to sport museums. Results provide practical insights for the sport museum marketers and researchers relative to visit intension.

Details

International Journal of Sports Marketing and Sponsorship, vol. 23 no. 2
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 29 April 2016

Suk-kyu Kim, Brian H. Yim, Kevin K. Byon, Jae-Gu Yu, Sung-Min Lee and Jae-Ahm Park

The purpose of this paper is to examine spectator perceptions of service quality at the Formula One (F-1) event in Shanghai by means of Martilla and James’ Importance and…

1057

Abstract

Purpose

The purpose of this paper is to examine spectator perceptions of service quality at the Formula One (F-1) event in Shanghai by means of Martilla and James’ Importance and Performance Analysis (IPA).

Design/methodology/approach

The items were plotted on the four IPA dimensions, including: Concentrate Here; Keep Up the Good Work; Lower Priority; and Possible Overkill.

Findings

The results indicated that staff courtesy seems to be the strength of the event. However, concession quality, food prices, and arena accessibility, including restrooms at the Shanghai F-1 event, did not meet spectators’ expectations. In addition, the results suggested that in any spectator sporting event, food consumption helps to create a positive experience. Therefore, IPA revealed that service quality related to concessions, food pricing, and arena accessibility at the Shanghai F-1 are in need of immediate improvement, whereas staff courtesy and race visuals were satisfactory.

Originality/value

The findings will help marketers prioritize certain services and offer strategic direction in effective service provision by highlighting management problems.

Details

International Journal of Sports Marketing and Sponsorship, vol. 17 no. 2
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 1 January 2021

Kirstin Hallmann, Anita Zehrer and Julia Rietz

Combining sport event tourism and experience economy has led to an experience-based explanation of sport tourists' behavior and the creation of experiencescapes. This study aims…

1663

Abstract

Purpose

Combining sport event tourism and experience economy has led to an experience-based explanation of sport tourists' behavior and the creation of experiencescapes. This study aims to analyze the interdependence of perceived experiences and revisit intention across three events.

Design/methodology/approach

Using a survey, data (n = 986) were collected from spectators at the ice hockey world championships, the table tennis world championships and motorsport events (e.g. German-touring car championship). Entertainment, esthetics, escapism and education served as dimensions defining the experience at sport events and their association with revisit intention. The models were tested using confirmatory factor analyses and structural equation modeling.

Findings

The four dimensions of experience were confirmed. Yet, they differ across the three sport events. For instance, whereas entertainment loaded highest on experience for all events, education had the second-highest factor loading for the table tennis event and esthetics for the ice hockey and motorsports events.

Practical implications

Sport event marketers must understand spectators' experiences and the influence on post-consumption behavior. For motorsports, the promotional material should emphasize the esthetics of an experience, for ice hockey the entertainment, and for table tennis education is at the core of the experience.

Originality/value

This study employed the four realms of experience to a sport event setting, which is new. The results suggested that the three sport events provide distinct experiencescapes for the spectators.

Details

International Journal of Sports Marketing and Sponsorship, vol. 22 no. 4
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 7 February 2025

Lin fang Wang, Brian Yim, Doori Song and Yi Zhang

Adopting the context, input, process and product (CIPP) evaluation assessment model, this study aims to achieve three objectives: (1) to identify the characteristics of…

14

Abstract

Purpose

Adopting the context, input, process and product (CIPP) evaluation assessment model, this study aims to achieve three objectives: (1) to identify the characteristics of educational activities conducted by the International Table Tennis Federation (ITTF) museum; (2) to explore the key factors that promote and optimize the educational objectives of the ITTF museum and (3) to develop a framework that attempts to unpack the complex and dynamic processes of activities conducted by the ITTF museum.

Design/methodology/approach

A qualitative research using in-depth interviews was conducted to explore the functions and activities of the ITTF museum.

Findings

The path of educational activities carried out is expressed in four aspects: (1) educational background including philosophy and purpose, advantages possessed and the learning needs and readiness of the audience; (2) the resource input includes resource allocation, venue structure, funding channels and the basis of activity program design; (3) the educational activity process includes external cooperation and exchange, the specific content of the activity programs, the teaching strategies and methods during the activities and the response to the challenges of the epidemic and (4) the results of the activities include the number of audience and population distribution, evaluation and feedback of the activities, ways and means of promoting the activities and difficulties and challenges faced.

Research limitations/implications

In the follow-up studies, quantitative research can be conducted by developing a questionnaire based on the current study’s findings. Evaluation scales can be set to continue to enrich and improve the uncovered research content, which is conducive to promoting the objectives of the ITTF museum and giving full play to the educational function, thus enriching the research of sports museums.

Originality/value

The contributions of this study are as follows. First, it enriches the application of the CIPP assessment model in the context of sports museums. It helps the ITTP museum better perform its educational function and provides a reference for future activities of sports museums.

Details

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

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Article
Publication date: 14 March 2024

Qiang Zhang, Brian Yim, Kyungsik Kim and Zhibo Tian

The aim of this study was (1) to investigate the relationship between destination image (DI), destination personality (DP) and behavioral intention (BI) in the context of ski…

296

Abstract

Purpose

The aim of this study was (1) to investigate the relationship between destination image (DI), destination personality (DP) and behavioral intention (BI) in the context of ski tourism and (2) especially the role of DP in the relationship between DI and BI among ski tourists.

Design/methodology/approach

We collected data using WJX.CN (N = 400) to test the hypothesized model. Confirmatory factor analysis (CFA) was used to examine the psychometric properties of the measurement model and partial least squares structural equation modeling (PLS-SEM) was used to test the hypotheses.

Findings

The results show that DI directly affects DP and partially affects BI, while DP directly affects ski tourists' BI. In addition, the indirect effect of DP between affective image and BI was significant, showing full mediation, and the indirect effect of DP between cognitive image and BI was significant, showing a partial mediation effect.

Originality/value

The findings enrich the ski tourism literature, contribute to the development of ski tourism in destination cities and the strategic marketing of ski resorts and provide recommendations for ski tourism researchers and marketers.

Details

International Journal of Sports Marketing and Sponsorship, vol. 25 no. 3
Type: Research Article
ISSN: 1464-6668

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Book part
Publication date: 30 July 2020

Kyoung-yim Kim

To examine the mobilization of environmental sustainability policies in the Winter Olympic Games in Asia guided by approaches that highlight policy mobilities. The construction of…

Abstract

To examine the mobilization of environmental sustainability policies in the Winter Olympic Games in Asia guided by approaches that highlight policy mobilities. The construction of sledding tracks in two cases, the Winter Games in Japan and South Korea, was analyzed to demonstrate how sustainability was framed and which policy programs were implemented.

The first part of the chapter introduces Olympic mega-events as agents of sustainability policy circulation. It discusses the study's key concepts and describes approaches to policy circulation studies. The second part of the chapter outlines the construction of the Nagano and PyeongChang sledding tracks and the sustainability policies that were in use during that time. The third part discusses the two cases from a policy mobility perspective.

The two sledding track cases are described, along with national and Olympic policies of environmental sustainability. Discursive policy framings of environmental sustainability in Nagano and PyeongChang similarly modeled previous Games' best practices that were supported by scientific and technological knowledge. It was clear, however, that best practices were taken up differently in each construction effort, and that the lack of cooperation between Games organizers across these venues and countries meant that environmental expertise was not always transferred from one Games to another. Policy circulation was also affected by entangled transnational power relations, and by the fact that each nation state and the corporate actors who built the sledding tracks arguably had uneven power relations with international expert agencies. Thus, policy priorities and policy mobility from one Olympics to the next were determined by a combination of the interaction with these expert networks, time pressure in the Olympic structure, and rivalry between the countries.

Implications for enhancing policy mobility and deliberation of policy commitments are discussed.

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Abstract

Details

Sport and the Environment
Type: Book
ISBN: 978-1-78769-029-5

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Article
Publication date: 27 June 2019

Felicitas Evangelista, Brian Koon Low and Minh Thanh Nguyen

Despite huge investments within the modern trade arena, Vietnam remains a traditional trade retailing country. The purpose of this paper is to establish the combined effects of…

1366

Abstract

Purpose

Despite huge investments within the modern trade arena, Vietnam remains a traditional trade retailing country. The purpose of this paper is to establish the combined effects of motivation, store attributes and demographic factors on the predictive outcome of store format choice in Vietnam.

Design/methodology/approach

A logistic regression model is used to determine the effect of these factors on the predictive outcome of traditional markets or supermarkets in purchasing non-food products or processed food products.

Findings

The dichotomy between what supermarkets and traditional markets have to offer is simple but effective. Utilitarian-motivated shoppers are more likely to shop at traditional markets. They emphasize the need to buy products quickly, find a good price, with less travel time and hence lower travel costs. Hedonistic shoppers are motivated by feelings of happiness; they shop to relieve stress and to keep up with trends. Significant difference in store choice also exists between older and higher income shoppers.

Research limitations/implications

Future research should examine the sociocultural dimensions of shopping at traditional stores by exploring how such shopping relates to, and is embedded in, the formation and changes of individual identity, especially in communities outside of Ho Chi Minh City where shoppers are almost entirely dependent on traditional stores.

Practical implications

Traditional stores have the benefit of convenient location and savings in both time and travel costs. These benefits are being eroded as supermarkets and transnational retail corporations establish new stores close to the traditional stores.

Social implications

Shopping at traditional markets is part of the social culture and is embedded in individuals’ identity formation, despite increasing urbanization and shoppers’ higher incomes.

Originality/value

This study comprehensively explores the interactions between store choice and motivation, store attributes and demographic factors, taking into account contemporary and contextually relevant factors.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 1
Type: Research Article
ISSN: 1355-5855

Keywords

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