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To Play or Not to Play: Developing a Model of Social Sport Participation

To Play or Not to Play: Developing a Model of Social Sport Participation. Brendan Powell – PhD Candidate. Agenda. Research problem Justification for the research Literature review and gaps in it Sports Marketing Literature Sports Participation Literature Gaps in the Literature

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To Play or Not to Play: Developing a Model of Social Sport Participation

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  1. To Play or Not to Play: Developing a Model of Social Sport Participation Brendan Powell – PhD Candidate

  2. Agenda • Research problem • Justification for the research • Literature review and gaps in it • Sports Marketing Literature • Sports Participation Literature • Gaps in the Literature • Theoretical framework • Key models relevant • Preliminary model • Methodology • Likely contributions

  3. Research Problem • Gaps: • How to increase participation rates targeting social sport • Why participants choose to stop participating in sport When and why do people decide to stop playing social sport?

  4. Justification for the research Exists on 3 levels: • Importance of sport to the individual • Importance of sport to society • Gaps in the extant literature

  5. Sports Marketing Literature Sports Marketing Literature

  6. Sports Participation Literature Sports Marketing Literature

  7. Gaps in the Literature Sports Marketing Literature • Existing research identifies factors influencing the decision to participate/not participate in sport yet no research does this specifically for social sport • None of the existing research explores the factors affecting a person’s decision to stop participating in sport • While common elements exist in the models used in existing research, there is no use of an integrative theory

  8. Theoretical Framework Summary of key models relevant to integrative model of sports participation Sports Marketing Literature

  9. Preliminary Model 1. Cultural Constraints Stage 1: Awareness 2. Self Efficacy 3. Constraints on Individual Decisions 4. Structural Constraints a. Intrapersonal Constraints b. Interpersonal Constraints 5. Outcome Expectations 6. Participation 7. Non-Participation Stage 2: Attraction 8. Continue Participating 9. Stop Participating Stage 3: Attachment 10. Ongoing Participation 11. Stop Participating Stage 4: Allegiance Sports Marketing Literature

  10. Methodology • Multiple methods: • Meta analysis of existing studies • to confirm gaps, existing approaches and contexts, and further develop the preliminary model. • An exploratory study • participants of social sport, and • former participants of social sport. • Testing of the preliminary model using an online survey • participants of social sport, and • former participants of social sport. Sports Marketing Literature

  11. Likely Contributions • This research will contribute on three levels: • A contribution to theory • made by addressing the three gaps identified above. • The contribution to practice • byproviding a deeper understanding of why participants choose to stop. • will allow practical and cost efficient strategies to be developed by sporting organisations to increase participation rates. • increased participation rates will improve both the physical and psychological health of individuals and the health of society in general. • The contribution to policy • through providing an increased knowledge in these areas and how sport can positively affect them • will serve to make better informed policy decisions and therefore produce improved outcomes. Sports Marketing Literature

  12. Where to next Sports Marketing Literature • Key areas for feedback: • Framework • Model • Method • All constructive comments welcome!

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