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The inspirational effects of three major sport events

The inspirational effects of three major sport events Purpose – The purpose of this paper is to investigate whether attending one‐off sport events might inspire audiences to increase their participation in sport or recreational physical activity. Design/methodology/approach – Primary data collection was undertaken with spectators aged 16 and over at three major sport events held in the UK in 2010. The findings are based on an aggregate sample of 2,312 respondents. Findings – Around two‐thirds of respondents reported that their event experience had inspired them to increase their participation in sport or physical activity. The inspiration effect varied according to age and respondents’ predisposition to sport. The main factors that caused the inspiration were linked directly to the athletes and the competition. The provision of information about opportunities to undertake sport was found to be the most important lever to convert inspiration into participation. Originality/value – Evidence of the impact of major sport events on mass participation is relatively scarce and inconclusive. In order for any “trickle‐down” effect to occur, it would be reasonable to assume that audiences would first be inspired by their event experience. It is this basic sense of inspiration that the research aimed to measure. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Event and Festival Management Emerald Publishing

The inspirational effects of three major sport events

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Publisher
Emerald Publishing
Copyright
Copyright © 2012 Emerald Group Publishing Limited. All rights reserved.
ISSN
1758-2954
DOI
10.1108/17582951211262693
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to investigate whether attending one‐off sport events might inspire audiences to increase their participation in sport or recreational physical activity. Design/methodology/approach – Primary data collection was undertaken with spectators aged 16 and over at three major sport events held in the UK in 2010. The findings are based on an aggregate sample of 2,312 respondents. Findings – Around two‐thirds of respondents reported that their event experience had inspired them to increase their participation in sport or physical activity. The inspiration effect varied according to age and respondents’ predisposition to sport. The main factors that caused the inspiration were linked directly to the athletes and the competition. The provision of information about opportunities to undertake sport was found to be the most important lever to convert inspiration into participation. Originality/value – Evidence of the impact of major sport events on mass participation is relatively scarce and inconclusive. In order for any “trickle‐down” effect to occur, it would be reasonable to assume that audiences would first be inspired by their event experience. It is this basic sense of inspiration that the research aimed to measure.

Journal

International Journal of Event and Festival ManagementEmerald Publishing

Published: Oct 5, 2012

Keywords: Event impact evaluation; Inspiration; Participation legacy; Sport development; Sports; Sporting events; United Kingdom

References