Broadcasting technology and its influence on sport broadcaster inter-organisational relationship formation

Technical developments in television have resulted in major changes to the delivery of sport. One significant change is the development of relationships between clubs and sport broadcasters. This research identified the technology that is emerging in sport broadcasting, and the impact that this technology has on the potential for Inter-Organisational Relationship (IOR) formation between sport broadcasters and Australian-based professional football clubs, taken from the perspective of the sport broadcaster. Six preconditions for IOR formation were considered, including uncertainty, knowledge/expertise, resource acquisition, adaptive efficiency, regulation and strategic enhancement. In-depth interviews with senior managers of eight sport broadcasting organisations were undertaken with the resulting data analysed, and the emergent themes identified. Results indicate that sport broadcasters were not willing to enter into IORs with professional football clubs.

The use of the web as a marketing tool by selected arts organisations in Vietnam : a preliminary investigation

This paper presents exploratory findings into the use of the web as a marketing tool by arts organisations in Vietnam. The uniform resource locators (URLs) of Vietnamese arts organisations listed in the cultural profiles category of the directory of Vietnamese Cultural Organisations/Departments created by Visiting Arts (UK) for the Ministry of Culture, Sport and Tourism, Vietnam (MCST) (formerly Ministry of Culture and Information – MOCI) were accessed. 17 of these websites were ‘live’ at the time of the study and were evaluated to determine current levels of marketing functionality utilised within the sites. The findings of the evaluation were analysed from the perspective of the four elements of marketing mix (price, place, product and promotion). The study found that all 17 Vietnamese arts organisations analysed were less sophisticated in the usage of the web as a marketing tool compared with their Western counterparts, and that such organisations’ websites contained basic information catalogues and contact details but had limited multimedia functionality. The implications to audience development will be explored further through a survey with stakeholders of the 17 arts organisations in Vietnam as a future research stream.

Is the grass greener on the other side? a review of the Asia-Pacific sport industry’s environmental sustainability practices

In recent years, sport entities have begun to prioritise environmental sustainability (ES) initiatives in their business strategies with the aim of minimising their environmental impact and engaging stakeholders within the ES movement. There has been minimal academic consideration of the ES movement in professional sport, particularly outside of North America and Europe. The aim of the present study is to provide an overview of the type and profile of ES initiatives being undertaken and communicated to stakeholders in the Asia-Pacific region by the industry bodies. Further, the study offers a conceptual model of the global-, country-, industry- and organisational-level forces impacting these sporting organisations’ ES practices. Various communication mediums of 114 professional sport teams from seven countries—Australia, India, New Zealand, Japan, China, Taiwan and Korea—were evaluated using content analysis. The results reveal low communication of ES practices by professional sport teams in the Asia-Pacific region compared to North America. Extended findings on the existing global profile of ES engagement provide a descriptive understanding of the ES movement in the Asia-Pacific region, and contribute to the identification of possible antecedents and correlatives to be evaluated in future research.

"Beyond number crunching" : applying qualitative techniques in sport marketing research

Valid and reliable research is pivotal to successful sport marketing strategy. Market research may be gathered via either quantitative or qualitative means. This paper explores the theoretical background and practical applications of qualitative research techniques. It explains the appropriate context for qualitative approaches, and discusses sampling procedures with particular emphasis on the powerful but simple technique known as theoretical sampling. In addition, it clarifies and explores data analysis procedures. The purpose of this paper is to provide sport market research practitioners with a model for implementing qualitative methodologies in sport marketing campaigns.

Balancing the risk of injury to gymnasts : how effective are the counter measures?

Background—To minimise injury risk and maximise gymnastics performance, coaches, parents, and health professionals working with young gymnasts need to understand and practise safe gymnastics.

Aims—To (a) identify the various injury counter measures specific to gymnastics, (b) critically review the literature describing each injury prevention measure, and (c) assess, using available risk factor and injury data, the weight of evidence to support each of these counter measures. Specific recommendations for further research and implementation strategies to prevent injury and improve safety are also given.

Methods—The relevant literature was identified through the use of Medline (1966 to May 1998) and SPORT Discus (1975 to May 1998) searches, hand searching of journals and reference lists, and discussions with key Australian gymnastics organisations.

Results—The key gymnastics injury counter measures identified in this review include coaching (physical preparation, education, spotting, and performance technique), equipment, and the health support system (medical screening, treatment, and rehabilitation). Categorisation of the type of evidence for the effectiveness of each of these counter measures in preventing injury showed that most of it is based on informal opinion/anecdotal evidence, uncontrolled data based studies, and several prospective epidemiological studies. There is no evidence from formally controlled trials or specific evaluation studies of counter measures for gymnastics.

Conclusions—Although gymnastics is a sport associated with young participants and frequent high volume, high impact training, there is a paucity of information on injury risk factors and the effectiveness of injury practices. Further controlled trials are needed to examine the extent to which injury prevention counter measures can prevent or reduce the occurrence of injury and re-injury. Particular attention should be devoted to improving training facilities, the design and testing of apparatus and personal equipment used by gymnasts, and coaching and the role of spotting in preventing injury.

Give us a fair go! Legal obstacles to reporting sport on the internet

As the Internet becomes a mainstream conduit for business and communication, it can no longer be referred to as a “ lawless frontier" (De Zwart 1999, 112). The laws that regulate this environment, however, are not always obvious, particularly to reporters who have to collect stories for online newspapers, which are facing competition from their traditional sources of information. This article uses a case study of on-line sport to examine the legal pitfalls facing journalists reporting on-line.

Visitor loyalty in sport tourism: an empirical investigation

This paper reports research regarding the relationship between consumer loyalty, satisfaction,and novelty seeking, including an analysis of these constructs as reflected in the published literature. A telephone survey was conducted of 500 city residents, focusing on their visitation of special events, including sporting events. It was found that satisfaction was somewhat positively related to interest in attending the same sporting event, and the intention to actually visit the sporting event again. However, novelty seeking was virtually unrelated to both interest in attending the same sporting event, and the intention to actually visit the sporting event, and unrelated to satisfaction. Novelty seeking in general, or in relation to special events particularly,performed similarly as a predictor. Further research is needed to clarify the role of other moderating variables, such as the feeling of involvement in sporting events, and to investigate segmentation aspects which might be operating in relation to specific sporting events and tourists.

Location dependency and sport sponsors : a factor analytic study

Theories explaining the mechanics of sport sponsorship relationships arc underdeveloped (Gilbert, 1 988; Hock, Gendall, & West, 1990; Pope, 1 998), bolstered by studies lacking systematic methods (Kuzma, Shanklin, & McCall, 1993) and tending toward broad, descriptive, macro-level analysis (Sandler & Shani, 1993). This paper attempts to redress this empirical chasm in a small way by examining an element of the sponsorship relationship. Specifically this paper explores the importance of one particular mode of sponsorship delivery: the location of a venue containing sponsor affiliations or what has been named location dependency. Location dependency of sport sponsors has been shown to be a pivotal determinant when devising sponsorship proposals or when assessing the attractiveness of a sponsorship opportunity (Wester- beek, 2000). Factor analysis was used to determine if sponsors' response patterns would deliver a number of constructs that could be related to the concept of location dependency. Factor analysis revealed five factors that principally reinforced the notion of location dependency of sponsorship. T-tests delivered significant differences between location dependent and location independent sponsors on some of the factors. The results of this study suggest that appreciating the concept of location dependency may assist companies in the effective discharge of their sponsorship decisions.

A basis for association? The role of third sector welfare organisations

The paper considers questions of the nature, extent and role of the third sector in the development of welfare strategies in Australia. Based upon both qualitative and quantitative data, a typology of third sector welfare  organisations is discussed together with the identification of current operational models of welfare: charity; activism; welfare state industry and market. The organisational types of third sector welfare organisations in Australia are outlined and the field characterised as being large, diverse and growing. The paper reflects on the claims that the third sector provides a site for the establishment of active, pluralistic forms of welfare. Le papier considè re des questions de la nature, de l'ampleur et du rôle du troisième secteur dans le dèveloppement des stratègies d'assistance sociale en Australie. Basè acute sur des donnèes qualitatives et quantitatives, une typologie des troisième organismes d'assistance sociale de secteur est discuteè ainsi que l'identification des modèles opèrationnels actuels du bien-ètre: charitè; activisme; industrie et marchè d'ètat providence. Les types d'organisation de troisième organismes d'assistance sociale de secteur en Australie sont tracès les grandes lignes et la zone sont caractè risèes en tant qu'èacutetant grande, diverse et la croissance. Le papier rèflèchit sur les rèclamations que le troisième secteur fournit un site pour l'etablissement des formes actives et pluralistes du bien-èt re

The sport spectator satisfaction model : A conceputal framework for understanding the satisfaction of spectators

Customer satisfaction is associated with numerous positive business outcomes and is recognised as an important field of study. However, only limited research has addressed the satisfaction of sport spectators, with even fewer studies examining the determinants of this satisfaction. Yet an understanding of how spectators arrive at evaluations of satisfaction or dissatisfaction provides a useful insight for directing marketing and operational efforts. The Sport Spectator Satisfaction Model (SSSM) is an extension of the Disconfirmation of Expectations Model (DEM) accommodating unique aspects of the sport product, as well as accommodating the core and peripheral dimensions of the spectator service. The SSSM depicts club identification and the win/lose phenomenon as considerable influences on the satisfaction spectators derive from the game and its peripheral services. The SSSM integrates marketing theory, social identity theory and sport marketing theory to broaden our understanding of spectator satisfaction and provide a platform for further research.