Global issues and new ideas in sport management

Abstract

This book of research papers is intended to bring together scholars, practitioners, professionals, and students from around the world to share expertise, knowledge, and new ideas about the global venture of the sport business. The theme is a focus on sport business practice, issues, collaboration, networking, management, and marketing of sport business in a global marketplace, which offers a platform for the international exchange of ideas, best practices, and scientific inquires. Through examining the Ladies Professional Golf Association (LPGA) viewership, this chapter explores the role of multicultural beliefs and cross-cultural familiarity in addressing global issues and promoting new ideas in sport management. Beginning with the investigation of the role of culture on human behavior, multicultural belief and cultural familiarity were drawn as factors that influence intercultural and interethnic interactions. These two constructs, along with perception toward LPGA tournaments, are proposed as antecedents that influence the formation of viewer’s attitude and consequential intention to watch, while normative belief – subjective norm path – is proposed to influence intention to watch as predicted under the theory of reasoned action.