Small-scale Sports Events Research Articles

The role of sports on destination branding: A bibliometric study

The role of sports in place branding is growing interest in literature. To orientate future research on this topic, the present paper aims: (a) to measure the visibility and impact of the scientific production on the topic, and (b) to identify the scientific structure by research themes, as well as its evolution in two different periods. To this end, 135 papers linking sports with a destination image were retrieved from the Web of Science. Two periods were compared (2003–2012; 2013–2022). Our results show future research opportunities for (a) new small-scale sporting events beyond big mega-events; (b) residents’ perspective beyond tourists’ approach, (c) sports focused on minority audiences beyond football and the Olympics, (d) studies focused on European countries, beyond Brazil, China, USA and Israel; (e) a higher focused on sports teams and clubs beyond sports events; and (f) attention to public administrations responsibilities beyond private companies.

Sport tourist perceptions of destination image and revisit intentions: An adaption of Mehrabian-Russell's environmental psychology model

In environmental psychology literature, an individual's perception of the surroundings leads to subsequent behaviors. In this regard, small-scale sport events (SSE) have been used as a marketing tool for tourism development. However, how SSEs are leveraged to improve destination image (DI) for tourists has not been fully understood. Building on Mehrabian-Russell's environmental psychology model, this study examined the relationship between the SSE environmental stimuli and revisit intentions through the sequential mediation of cognitive and affective DI. Data from the 423 respondents were collected from 2023 Wuxi Marathon held in Wuxi, China. Structural equation modeling was employed to analyze the hypothesized framework. The results indicated that the SSE environmental stimuli were positively associated with both cognitive and affective DI, which were positively correlated with revisit intentions. The applicability of the serial mediation of cognitive and affective DI within the relationship was confirmed. This study contributes to the sport and tourism literature by extending the applicability of Mehrabian and Russell's model to SSE settings and identifying the serial mediating effects of cognitive and affective DI.

Crisis Management Response Strategies of Small-Scale Sport Event Organizations to the Effects of the COVID-19 Pandemic

This study explores the strategies utilized by small-scale sport event organizations to respond to the effects of the COVID-19 pandemic. In doing so, it helps inform future crisis management preparedness in small-scale sport event organizations. Using semi-structured interviews, the crisis management experiences of eight participants from six small-scale UK-based sport event organizations were scrutinized. The interviews focused on a holistic understanding of their pre-, during, and post-pandemic experiences. Three key themes emerged from the data. They were (i) the diversification of revenue streams and reduction of costs; (ii) ensuring a customer centric approach; and (iii) the importance of fostering entrepreneurial and innovative characteristics. The study proposes a framework of effective crisis response strategies to help inform small-scale sport event organizations to better plan, prepare, and prevent future crises. Through the theoretical lens of resilience studies, it advances knowledge on the COVID-19 experiences of small-scale organizations in the events industry.

Structural Relationships among Perceived Sporting Event Quality, Image, Trust, Satisfaction, and Loyalty of Small-scale Golf Tournament Participants : A Case of Korea Family Golf Challenge

PURPOSE Sporting events constitute attractive platforms for providing participants with unique experiences. This study was aimed at investigating the structural relationships among perceived sporting event quality, image, trust, satisfaction, and loyalty of small-scale golf tournament participants.METHODS The questionnaire was structured in five dimensions: sporting event quality (4 sub-dimensions and 13 items), image (3 items), trust (3 items), satisfaction (3 items), and loyalty (4 items). A total of 217 amateur golfers from four Ecolian public golf clubs (Gwangsan, Jechon, Jeoungsun, and Younggwang) during the golf tournament participated in this study. Factor, reliability, validity, and structural equation model analyses were performed utilizing SPSS 24.0 and AMOS 24.0.RESULTS This study indicated that sporting event quality in a small-scale sporting event was the crucial factor of image, trust, and satisfaction, which, in turn, significantly impacted loyalty.CONCLUSIONS The results of this study contribute to theoretical understandings of sporting event quality factors that predict sport consumers’ image, trust, and satisfaction in the context of sports and leisure. Additionally, this study offers practical suggestions for administrators who develop marketing strategies for small-scale sporting events.

The Impact of COVID-19 on Small-Scale Sporting Events in South Africa

This article evaluates the impact that COVID-19 has had on small-scale sporting events within the context of South Africa. To this end, it considers the impacts that the pandemic has had on these types of events, and reflects on the strategic direction in the management and organisation of these events going forward. To achieve this, a content analysis of existing frameworks and documentary analysis of government policies and strategies, coupled with interviews with stakeholders involved in the organisation and management of small-scale sporting events domain was conducted. Through a purposive sampling technique, as well as snowballing, key stakeholders in the small-scale sporting event domain were interviewed using a semi-structured interview schedule. The key findings revealed that small-scale sport events experienced great financial loss due to the global pandemic which resulted in some of these events having to cease their operations during the hard lockdown levels. However, the lessons learnt during these times have offered event organisers ideas and guidelines for dealing with future external shocks. A key observation is made for increased governmental support for small-scale sporting events in this regard. This research forms a basis for improved understanding of sport tourism, and specifically small-scale events especially in changing times.

Developing a brand personality framework in the context of outdoor small-scale sport events

Outdoor small scale sport events like trail or local city running races are on a rise. Several event managers pivot their promotional strategies by developing unique brand personality characteristics to support their products from competition. This study aimed to develop a brand personality scale for outdoor small scale running events with the usage of mixed methods approach. First, 24 semi-structured interviews were conducted within event managers and trail runners to conceptualize the brand personality in small scale sport event settings. Then, an exploratory factor analysis was performed in 216 runners to identify the underlying construct. A third study with 396 respondents was carried out to validate the hypothesized scale. The results indicated a five factor model with seventeen characteristics: Safe, Local-oriented, Authentic, Competitive and Excited. This study has theoretical and practical significant contribution for both brand personality literature and sport event marketers as it strengths the promotional actions and provides a better event personality conceptualization for outdoor small scale events. Finally, several managerial implications are discussed in the later sections.

Volunteer retention: Examining intentions and behaviours in the wrap-Up mode of a professional recurring small-scale sport event

ABSTRACT Research question The purpose of this study was to explore volunteers’ intentions and behaviours in the wrap-up mode of a professional recurring small-scale sport event. Research methods Thirteen volunteers completed an online self-administered questionnaire 10 months after the 2019 Osprey Valley Open, a professional small-scale golf tournament held annually in the Greater Toronto Area (Ontario, Canada) since 2015. The questionnaire included closed-ended and open-ended questions about volunteers’ intentions and behaviours. Data were thematically analysed in NVivo12. Results and findings All volunteers reported having positive intentions towards the 2020 Osprey Valley Open. Eleven volunteers continued their involvement with the event as they completed their application to participate again. The positive volunteer intentions among seven participants led to their participation as volunteers in other sport (e.g. organizations and/or events) and non-sport settings (i.e. organizations). The remaining participants indicated no involvement in additional volunteer opportunities after the event. Implications Findings demonstrate positive volunteer intentions can create different types of formal sport participation behaviours among volunteers in the wrap-up mode of the event lifecycle. Notably, legacies in small and recurring sport events occur via volunteers’ ability to repeat their involvement and pursue additional opportunities in and beyond sport.

An investigation of the economic impact of small-scale sports events: The case of a medium-sized city in the Western United States

The current study was designed to bridge a sporting event typological and geographical gap by investigating evidence of the economic impact of five small-scale sports events in the Western region of the United States. Utilizing the input-output economic impact equation established by the Sports Event and Tourism Association, data was collected from participants and spectators through on-site intercept surveys. Data was analyzed using the traditional calculations for economic impact as well as offering real-time economic impact data using an sporting event intercept survey procedure. Results showed small-scale events impact the economy of their host city positively, mainly by filling hotel rooms that would otherwise have gone vacant. Results also show that real-time economic impact data may prove more reliable to future decisions of cities hosting events. Previous research on mid-sized cities hosting sporting events as well as the current research related to small-scale sporting events proves more beneficial than large-scale sporting events in large-sized cities. Given the information from the current study, local sports commissions and political figures may effectively advocate hosting small-scale events to their public using the justification of economic impact (traditional or real-time). Additionally, stakeholders of such events should consider maintaining or expanding the current inventory of small-scale events throughout the calendar year.

The Influence of Small-Scale Sporting Events on Participants’ Intentions to Recommend the Host City

Tourism, including sports tourism, is an important driver of social and economic development. Sports tourism events, and small-scale sporting events in particular, are a powerful resource for promoting tourism in the host city, as a viable way of developing sustainable tourism in the local community. This study aims to analyse the impact of functional quality, outcome quality, satisfaction, and perceived value on intentions to recommend the host city among participants in a small-scale sporting event. A total of 866 runners in a 21-km recreational race participated in this study. A multi-item scale was used and a confirmatory factor analysis of the model was carried out, and the presence of gender differences in the relationships was ascertained using a multigroup analysis. The results revealed a direct effect of functional quality and satisfaction, and an indirect effect of outcome quality and value on intentions to recommend the city. Intention to recommend the city and functional quality showed differences between males and females. In conclusion, managing quality is a key strategy in encouraging participants in small-scale sporting events to recommend the host city.

Assessing the Pro-environmental Behaviour Associated with Small-scale Sport Tourism Events

This study examined the pro-environmental behaviour that is associated with small-scale sporting events in the context of South Africa. To achieve this aim, the study employed a mixed-method research strategy, wherein face-to-face questionnaire surveys (n=316) were conducted with small-scale sporting event attendees. These were complemented by in-depth, semi-structured interviews with key informants who are involved in the organisation and management of such events (n=9). The key findings indicated that small-scale sport event attendees are environmentally conscious and practice pro-environmental behaviour at small-scale sport events to a large extent. However, the study observed certain nuances relating to behavioural differences at different events, with regards to environmental management. Moreover, there seemed to be a misalignment of environmental management from the event organisers and environmental behaviour by the attendees of small-scale sporting events, especially when looking into intended future behaviour at the events. The study advocates for a more comprehensive planning and management approach for small-scale events, particularly from the viewpoint of the organisers in order to promote responsible behaviour by attendees of the events going forward.

Percepción de calidad, impacto sociocultural, imagen de destino e intenciones futuras del turista participante en un evento náutico sostenible

The aim of this study was to analyse the factor structure of a scale of tourism perception in a small-scale event, as well as to evaluate the possible differences in perception between national and foreign tourists participating in a nautical event. The sample was composed of 115 participating tourists, 69.6% were foreign tourists and 30.4% national tourists. An adaptation of two questionnaires on quality in sports events and tourism impact in sports events was used, composed of 16 items on four factors (perceived quality, socio-cultural perception, destination image and future intentions). A Confirmatory Factor Analysis and a t-test for independent samples were carried out. The results of this study presented a valid and reliable tool to measure the tourism perception of a small-scale sport event. The socio-cultural perception was the dimension best evaluated by the tourists. Foreign tourists had a better perception than the national tourist in terms of sociocultural perception, destination image and future intentions. These findings allow sports event organizers to segment their target audience and develop different strategies according to the characteristics of their stakeholders.

Motivational profiles of university volunteers in sport events: a segmentation approach

University volunteering is a recurring resource for many sports organizations, contributing altruistically to the success of small-scale sports events and enhancing their sustainable development in society. This study aimed to evaluate the motivation of sport volunteers in small sport events, identifying the different profiles of volunteers according to their degree of motivation. Participants in this study included 216 university students. The instrument used was an adaptation of the SEVMS scale formed by 22 items divided into four factors (Solidary, Purposive, Commitments/External Traditions, and Spare Time). An exploratory factor analysis (EFA) and a cluster analysis were carried out to identify possible groups of participants according to the motivational factors. Three factors were identified: Solidarity, Purpose, and Commitment/external traditions. The cluster analysis identified three motivational profiles: Altruist with high scores on all three factors; Career and social seekers with high scores on solidarity and purpose and very low scores on the factor commitment/external traditions; and the group Indifferent with average scores on all items. This study allows us to know better the motivational profile of the university student’s volunteer according to their characteristics, helping to develop strategies for the promotion and recruitment of volunteers for different university sports programs.

Small-Scale Sport Events as Place Branding Platforms: A Content Analysis of Osona’s Projected Destination Image through Event-Related Pictures on Instagram

Over the last few decades, various regions have taken advantage of sport as a tool for place branding. One of the most used strategies has been sporting events, which can help to position the regions and improve their image. With regard to destination image (DI), the penetration and popularity of social media such as Instagram has opened new avenues for place promotion and has turned the users of these platforms into active agents in the promotion of DI. This study aims to explore whether the participants and organisers of small-scale sport events (SSSEs) can contribute to the creation of destination image through the content they post on Instagram. For this purpose, the content of 1315 photographs posted by SSSE participants and organisers on Instagram was analysed. The results show that the photographs related to SSSEs reproduce destination attributes of the region and, consequently, are a source of DI creation. The results also show the importance of the specific moment of the event both in the DI and in the engagement of the posts. This research provides valuable information on the management of Instagram in the context of SSSEs, on the importance of the characteristics of the starting and finishing lines and of the course of the event; and on the desirability of aligning the perspective of the organisers and participants to maximise the potential for the creation of DI through SSSEs.

관람형 스포츠관광객의 행동 모델 분석: 기억할만한 관광경험과 신기성 욕구를 중심으로

Purpose: Small-scale sporting events can bring diverse benefits to hosting areas, such as job creation and image improvement. The purpose of this study is to explore the structural relationships among memorable tourism experiences (MTEs), novelty seeking, tourist satisfaction, and behavioral intentions.<BR> Method: To achieve the objective of this article, the current study surveyed tourists visiting the 2019 Chungju World Martial Arts Masterships. A total of seven hypotheses were verified using frequency analysis, correlation analysis, reliability analysis, confirmatory factor analysis (CFA), and structural equation modeling (SEM) through SPSS 24.o and AMOS 24.0 statistics.<BR> Results: The results of this study are as follows. 1) MTEs had a positive effect on tourist satisfaction. 2) MTE didn’t have a positive effect on behavioral intentions. 3) Novelty seeking had a positive effect on tourist satisfaction. 4) Novelty seeking had a positive effect on behavioral intentions. 5) Tourist satisfaction had a positive effect on behavioral intentions. 6) Tourist satisfaction fully mediated the path between MTEs and behavioral intentions. 7) Tourist satisfaction fully mediated the path between novelty seeking and behavioral intentions.<BR> Conclusion: In this respect, MTEs and novelty seeking should be regarded as important when attempting to understand tourist psychology and behavior.

Conducting a special small-scale sporting event: what motivates people to volunteer in a small city?

ABSTRACT Purpose/rationale Volunteers of special events have been cited as being unlike volunteers at other events. Moreover, little is known regarding why people volunteer at small-scale sports events in small cities. Building on the four volunteer factors developed by Farrell et al. (1998. Volunteer motivation, satisfaction, and management at an elite sporting competition. Journal of Sport Management, 12(4), 288–300. doi:10.1123/jsm.12.4.288), the concepts of communitas and liminality as well as age and gender differences, this study sought to examine the motivations of sport volunteers in the context of a small-scale special sports event. Design/methodology/approach Descriptive statistics were used to report the results. Additionally, MANOVA’s were used to determine if any differences existed between the gender or age and any of the four factors identified in the Special Event Volunteer Motivation Scale (SEVMS). Findings The results indicated a purposive sense of community and sharing similar experiences, community meaningfulness, sense of togetherness, and satisfaction from the development of personal relationships and interactions from the volunteer experience were important reasons to volunteer at small-scale sports events. Practical implications The results of this study can be utilized by practitioners responsible for small-scale sports events for volunteer recruitment. Research contribution The present study also explored the SEVMS within the context of small-scale, special events, which has been underexplored using this scale.

An Empirical Exploration of Sports Sponsorship: Activation of Experiential Marketing, Sponsorship Satisfaction, Brand Equity, and Purchase Intention.

The purpose of this study is to investigate the relationship between the activation of experiential marketing, satisfaction with sponsored sporting events, brand equity, and subsequent product purchase intentions in a small-scale sponsorship campaign. Survey data were collected from 238 actual runners in the terminal rest area after they had completed a race. Structural equation modeling with the bootstrap method was carried out to examine the proposed hypotheses. Results revealed that in terms of product purchase intention, brand equity was the most influential factor, followed by experiential marketing activation and satisfaction with the sponsorship. Specifically, experiential marketing activation significantly influenced the sports sponsorship and the sponsor's brand equity; however, satisfaction showed an insignificant effect on purchase intention. In addition, the mediation test shows that brand equity is an important mediator of experience marketing and satisfaction to product purchase intention. Findings provide some empirical insights into how small-scale sponsorship can benefit sponsoring companies, including intangible brand assets and tangible product consumption. The results could encourage more companies to organize small-scale sponsorship races and to present brand-related experiences (e.g., experiencing product packaging, on-the-spot experience areas). In this way, opportunities may be provided to attract more runners (or potential consumers) to participate in the event and have a deeper brand experience. This study contributes to a better understanding of the effectiveness of small-scale sponsorship in Asia to increase the generalization of the small sponsorship literature. Small-scale sporting events can bring public attention and economic benefits to the host company, and encourage more people to participate, thereby resulting in long-term social and health benefits in the community.

Investigating the satisfaction of active event sport tourists

Active event sport tourists (AESTs) are those tourists who are taking part in organised events as competitors. Each event is held in a particular destination and, as a part of a highly competitive industry, both events and destinations offer an ever-widening range of services, striving to make their visitors satisfied. In order to better understand, conceptualize and manage the AESTs’ satisfaction, the primary research based on a questionnaire survey was conducted on 16 small-scale sports events, collecting 502 responses. Results indicate that six satisfaction categories emerged: four event-related dimensions (staff and communication, event reputation, safety, and facilities and key processes) and two destination-related dimensions (destination offering and destination attributes). Understanding the role of the satisfaction of AESTs in a small-scale sport event creates both scientific and practical contributions, where sport event management and marketing need to consider each of these satisfaction categories in order to design and deliver the best active sport tourism experience.

Psychic income benefits of small-scale sports events: host community perspectives

ABSTRACT Research Question Prior event impact research has largely focused on the tangible outcomes of mega- and large-scale sports events. Significantly less work has examined the intangible impacts of such events. This study helps fill this research gap by testing a measurement framework and scale for psychic income in the context of a small-scale sports event (SSSE) in Northern Iran. Research Method We tested and validated five factors thought to encapsulate the main psychic impacts of a small-scale event. Primary data (N = 825 usable questionnaires) were collected among local community residents. The study samples were divided into two sets: one (n = 412) for the exploratory factor analysis (EFA, Varimax Rotation), and two (n = 413) for the confirmatory factor analysis (CFA). Results The results showed that community pride and image, community attachment, event excitement, cultural confidence, and community excitement are valid measures for SSSE psychic income. Although prior research has suggested that community infrastructure is a strongly supported intangible event impact, this construct was not influenced here. Implications Examining the psychic income of SSSE’s in a culturally and geographically distinct setting provides and pathway for future work dedicated to smaller, even grassroots and startup, events. Moreover, by refining and extending existing frameworks, a model of evaluating the psychological benefits of SSSE’s is suggested, which event organizers can utilize to entice sponsors, leverage event-related assets, and maximize host community (and regional) benefits.

Measuring Residents' Perceptions of Corporate Social Responsibility at Small- and Medium-Sized Sports Events.

Due to the increase of sports events in local communities, it has become essential to organize such events in a socially responsible way at the environmental, social, and economic levels. The aim of this research was to develop a measurement tool to help determine the degree of social responsibility perceived by residents at small-medium scale sports events, to guide sports managers towards the design of socially responsible sports events. From the elaboration of a questionnaire developed ad-hoc, the perception of the residents was analyzed (n = 516). The psychometric properties of the tool, composed of 35 items, were analyzed by means of an exploratory and confirmatory factor analysis. As main conclusions, we were able to contrast the validity and reliability of the questionnaire on the perception of corporate social responsibility in small-scale sports events, around the dimensions of Sustainable Sports Activity, Social Cohesion, and Well-Being. As a consequence, it allowed us to identify three strategic management areas towards which the organizers of these events should focus special attention if they want to progress towards the achievement of socially responsible sports events.

Potential for the regeneration of rural areas through local involvement in the organisation of sport events

ABSTRACT Rationale/purpose The purpose of this paper is to examine the role of the local community in small-scale sport events in rural areas, from the perspective of contestants and sport event organisers. Design/methodology/approach : Six small-scale sport events in the region of Gorski Kotar, Croatia, were analysed. Authors employed quantitative and qualitative methods in order to understand perceptions of contestants and event organisers. Findings The local community as a partner in small-scale sport events can increase satisfaction of contestants with the event. Organisers of those events are often not aware of that and although their approaches to local community support differ, most of them focus predominantly on the economic benefits while neglecting the social impacts and importance of those impacts on satisfaction of contestants. Practical implications and research contributions Research results underlining the importance of local community engagement in small-scale sport events can be useful for planning sport events in other rural destinations in Croatia and abroad. Direct evidence of the significance this engagement has for the overall satisfaction of contestants can motivate event organisers to focus more on the social impacts of the sport events they are organising and to re-think their contribution to the regeneration of hosting rural areas.