16tAsian Association for Sport Management Conference 19-20 August 2021 7. Self-awareness competency, and 8. Integrated problem-solving competency. McCool et al. (2008) pointed out that sustainability should be shared among the major institutional participants in tourism development decision: - (1) public agencies that manage the natural resources and ensure their long-term health; (2) the tourism industry that provides Page | 49 an array of supporting lodging, eating and transportation services; and (3) the local residents whose culture may from part of the attraction and may benefit from tourism development, but who may also pay certain costs associated with impacts on quality of life, physical infrastructure and service. In figure 2 the local residents sector, the community is motivated to sustain their quality of life; that includes such issues as a healthy economy and ecosystem. Sustainable tourism is any form of tourism that does not no irreparable damage to the natural environment, protects the cultural and community values of a destination and helps to generate income for local people (Robinson et al, 2013). Meanwhile sustainable tourism has been defined, based on the principles of sustainable development, as tourism development that meets the needs of present tourists and host regions while protecting and enhancing opportunity for the future (WTTC et al, 1995). Sustainable tourism development is not restricted to the sustainable development and management of the natural environment alone, but also the social, cultural and economic environment. It is equally important to note that sustainable tourism is not a goal only for ecotourism or green tourism, but that all forms of tourism should strive for sustainable development and practice. Sustainable tourism has the power to result in a higher quality of life (Edgell, 2007). It, properly managed, can become a major vehicle for the realization of humankind’s highest aspirations in the quest to achieve economic prosperity while maintaining social, cultural, and environment integrity (Edgell, 2007). Common goal of economic and resource sustainability Tourism Industry Management Nature/history/ agencies culture based Resource protection Multiple use Common goal of Local residents Common goal of economic and Resource protection/use sustainable resource social/cultural use and protection sustainability Figure 2 Major participants in tourism development and their shared goals and opportunities for social, natural resource and economic sustainability. Source: McCool et al., 2008, p. 286.
16tAsian Association for Sport Management Conference 19-20 August 2021 Sustainable tourism needs to identify who could benefit and what, why and how these beneficiaries need external support and funding. The achievement of sustainable tourism evolves from a mix of public - and private sector incentives for tour operations and accommodation provides helping to monitor, manage and reviews negative social, environmental and economic impacts of tourism. Long-term sustainable tourism requires visitors and operators to consider learning ways in which tourism can provide opportunities Page | 50 for hosts to improve quality of life and a clearly beneficial experience for guest and hosts (Robinson et al., 2013). HEALTH AND WELLNESS World Health Organization (1948) defined “health is a state of complete physical, mental and social well- being and not merely the absence of disease or infirmity”. Later WHO (1984) has broadened the definition of health becomes: The extent to which an individual or group is able to realize aspirations and satisfy needs, and to change or cope with the environment. Health is a resource for everyday life, not the objective of living; it is a positive concept, emphasizing social and personal resources as well as physical capabilities. Health and wellbeing have steadily become essential factors shaping all areas of people’s lives and have also increasingly influenced patterns of consumption and production. Wellness tourism focuses on the promotion of health and well-being and where a balance and holistic integration of multiple health dimension, active self-responsibility, healthy lifestyle, subjectivity and actualization of human potential play major roles (Voight & Pforr, 2014). Meanwhile the degree of health (literacy) affects seven dimension of wellness (see figure 3). Physical Spiritual Intelectual Occu Dimensions pational of Wellness Emotional Environ Social ment Figure 3 The Seven Dimension of Wellness. Source: Tapps & Wells, 2019, p. 315 Physical Wellness Physical activity and nutrition provide foundations for overall wellness. The components of physical wellness are eating and activity habits. Proper nutrition has many
16tAsian Association for Sport Management Conference 19-20 August 2021 health benefits. Being physical active, people aged 5 to 17 years should participate in moderate to vigorous physical activity for 60 minutes per day, as well as people aged 18 to 64 year should perform moderate physical activity for at least 150 minutes per week (WHO, 2016). Intellectual Wellness Intellectual wellness focuses learning throughout life. It need to continue to read, Page | 51 think, and reflect throughout our lives. Using educational manipulative will enhance understanding and problem-solving. Emotional Wellness People who are emotionally will have fewer negative emotions and can bounce back from those challenges. The wellness perspective includes a component that encourage people to develop a skill set that will allow them to effectively handle these emotional encounters (The National Institute for Health, 2015). Positive emotional health has been shown to increase longevity and increase productivity at work (American Psychological Association, 2011). Social Wellness Social wellness represents a person’s ability to interact and participate effectively in a variety of environments and includes communication skills, meeting new people and building relationship, showing respects for self and others, and developing a supportive network of family and friend (Symonds et al., 2019). Environmental Wellness Environmental factors have an important effect on the wellness of people, communities, and regions. Developing environmentally friendly building and energy practices and providing prosaically opportunities can promote wellness. Occupational Wellness Person performs in the occupation can directly affect physical health and emotional well-being. Meanwhile a person is unable to balance his work activities with leisure time, then workplace stress can occur. Health can decline poor occupational habits such as sedentary behavior during the workday. Spiritual Wellness Spiritual wellness is the concept of balance between what we need as individuals and our interactions with the world in which we live. You will know you are become spiritually well when your actions become more consistent with your beliefs and value (The National Wellness Institute, 2011). Wellness has been studied from a number of different perspectives, including philosophy, psychology, geography, sociology and political science. In a philosophical sense, well-being refers to have well a person’s life is going. In medical sense, well-being refers to the status of a person’s physiological well-being. In an economic sense, well-being refers to have satisfied a person is in terms of income, financial stability, and material goods. In psychological sense, well-being refers to the degree to which a person experiences positive emotion and fulfillment (Pollard & Rosenberg, 2003). Factors influence well-being includes cultural background and emotion, physical and social environment, socioeconomic status, family status and structure, age, and gender (Allison & Schneider, 2000). Wellness is a state of health. It comprises an overall sense of wellness and sees a person as consisting of body, mind and spirit. Lifestyle and self-responsibility for health are paramount in quest for a better quality of life. Wellness is the optimal state of health of individuals and groups (WTW, 2020). Positive health is a subjective, integrative, multidimensional construct that reflects optimal well-being (WHO: 2020). Wellness is a key
16tAsian Association for Sport Management Conference 19-20 August 2021 element of lifestyle (Wellness Tourism Worldwide, 2011). Wellness tourism satisfies the need to improve one’s health and well-being. It is unique in that it improves individual health and well-being more effectively compared to other modes of tourism, and it is offered in various forms around the world (Desilatham & Hosany, 2013). Wellness is a state of health when body, mind and soul are in harmony. Its key elements are self- responsibility / fitness / beauty treatment, a healthy diet, relaxation, Page | 52 intellectual activity / learning, placing a high emphasis on environmental sensitivity and social relationship (Ardell, 1985). Wellness tourism is fundamentally different from health tourism, and the most characteristic different lie in the fact that in wellness, various services are used by guests of their own free will and these activities are not financed by social insurance (Csirmaz & Peto, 2015). Voigt and Laing (Cited Csirmoz & Peto, 2015) identified three different categories of wellness-tourism service provides (Figure 4). Tourism & Health Wellness Beauty Hotels/Resorts Special Tourism Tourism Spiritual Hideaways Lifestyle Resorts Figure 4 Categories of wellness service providers. Source: Voigt & Liang, 2014, p. 757 Quality of life is usually defined as an individual’s sense of well-being, a satisfaction with life. The dictionary definition of quality of life (Free Dictionary, 2008) is two folds. At the personal level, quality of life is defined as the degree of enjoyment and satisfaction experienced in everyday life, including health, personal relationship, environment, the quality of working life, social life, and leisure time. At the community level, quality of life is defined as a set of social indicators. Payne et al. (2010) have developed a conceptual model for quality of life is multidimensional, including physical, social, spiritual, emotional, and cognitive well-being (see figure 5). Integrative Quality of Life Social Well- Physical Well- Emotional Spiritual Well-Being Cognitive Well- Being Being Well-Being Being Figure 5 A Conceptual model for Sub-domains of Quality of Life. Source: Payne et al., 2010, p. 14
16tAsian Association for Sport Management Conference 19-20 August 2021 Quality of life is often considered the degree of well-being felt by a person or group of people. It consists of two components (Symonds et al., 2019). The physical aspect includes items such as health, diet, physical activity and protection against pain and disease. The psychological aspect includes stress, worry, pleasure, and other positive or emotional states. IMPLEMENTING TOURISM TO HEALTH AND WELLNESS Page | 53 Health and wellness tourism are subset of sustainable tourism. Health tourism refers to tourism that is motivated or intended to promote health, rehabilitation therapy or a combination tourism, treatment and rehabilitation of both physical and mental health that is conscious to the conservation of tourism resources and environment in nature and cultural attraction (Sheldon & Bushell, 2019). Wellness tourism is travel for the purpose of promoting health and well-being through physical, psychological, or spiritual (Dimon, 2013). Wellness tourism is often correlated with medicine tourism because health interests motivate the traveler, wellness tourists are proactive in seeking to improve or maintain health and quality of life, often focusing on prevention, while medical tourists generally travel reactively to receive treatment for a diagnosed disease or condition (Wikipedia: online). Categories of wellness tourism (Sheldon & Bushell, 2019) are: - 1. Health promotion services for example fitness, health food, spa and beauty treatment services. 2. Mental health promotion services for example tai-chi, yoga. 3. Spiritual health promotion services for example meditation. 4. Social health promotion services for example social fitness networks. 5. Environmental health promotion services for example forest therapy. 6. Emotional health promotion services for example stress relieving. The Global Wellness Institute (2020) splits the wellness tourism market into two types of travellers: - 1. Primary wellness travellers–those who are primary motivated by wellness to take a trip. 2. Secondary wellness travellers–those who want to maintain wellness or participate in wellness activities during any kind of travel. DRI International defines wellness tourism as “all travel associated with the pursuit of maintaining or enhancing one’s personal well-being” (Market Business News, 2020). Sheldon & Bushell (2009) has explained that wellness tourism means travelling or journey to a nature the travellers learn how to use natural resources to heal, strengthen their health, refresh their mind with the travelling. In addition, wellness tourism encourages recommend that day off, holiday, or vacations improve physical wellness or well-being, efficiency, satisfaction, happiness, based on health trips offer the fresh perceptions with the positive and creative wellness tourism activities to travellers (Sheldon & Bushell, 2019). DISCUSSION Travel and tourism can shift our perspective on life and change the course of our knowledge, values, attitudes, and behaviors. Travel and tourism can transform our journey and help make the future better in good health and well-being. REFERENCES Allison, M. T., & Schneider, I. E. (2000). Diversity and Recreation Profession: Organizational Perspectives. PA: Venture Publishing.
16tAsian Association for Sport Management Conference 19-20 August 2021 American Psychological Association. (2011). Mind/body health: Did you know? https://www.apa.org/help center/mind-body.aspx Ardell, D. (1985). The history and future of wellness. Health Values, 9(6), 37–56. Csirang, E., & Peto, K. (2015). International trends in recreational and wellness tourism. Procedia Economics and Finance, 32(2015), 755-762. Deesilathan, S., & Hosany, S. (2013). Wellness Tourism and Quality of Life: Motivations, Page | 54 Constraints, Lifestyle & Satisfaction. http://scholarworks.umass.edu /ttra Dimon, A. (24 October 2013). Wellness Travel: 10 Trends for 2014 and Beyond. http://www.travelmarket report. com. Edgell, D.L.S. (2007). Managing Sustainable Tourism: A Legacy for the Future. NY: Haworth Hospitality Press. Free Dictionary. (2008). Quality of Life Definition. http://www.thefreedictionary.com. Market Business News. (2020). What is wellness tourism? http://www.marketbusinessnews.com McCool, S. F., & Moisey, R. N. (2008). Tourism, Recreation and Sustainability. Oxon: CABI. Page, S. J. (2015). Tourism Management. NY: Routledge. Payne, L., Ainsworth, B., & Godbey, G. (2010). Leisure, Health and Well-being. PA: Venture Publishing, Inc. Pollard, E., & Rosenberg, M. (2003). The strength-based approach to child well-being: Let’s begin with the end in mind. In M. Bornstein & L. Davidson (Eds.), Well-being: Positive Development across the Life Course. (p. 13-32). NJ: Eribaum. Rieckman, M. (2012). Future-oriented higher education: Which key competencies should be fostered through university teaching and learning? Futures, 44(2), 127-135. Robinson, P., Luck, M., & Smith, S. L. J. (2013). Tourism. OX: CABI. Sheldon, P.J., & Bushell, R. (2019). Introduction to Wellness and Tourism. In Wellness and tourism: Mind, body, spirit, and place (pp.3-18). http://researchdirect.westernsydney.edu.au/islandora/ object/ uws%3A25883. Symonda, M, Beemer, R. C., & Robertson, T. (2019). Health, Wellness, and Quality of Life. In T. Tapps, & M. S. Wells (Eds.). Introduction to Recreation and Leisure. IL : Human Kinetics. Tapps, T., & Wells, M. S. (2019). Introduction to Recreation and Leisure. IL: Human Kinetics. The Global Wellness Institute. (2020). Five Wellness Travel Trend in 2019. http://www.insight.ehotlier.com/global-news2019/01/17 The National Institute for Health. (2015). Positive emotional and your health, developing a brighter outlook. News in Health. https://newsinhealth.nih.gov/issue/aug2015/feature1 The National Wellness Institute. (2011). A definition of spiritual wellness. https://www.nationalwellness.org/ general.php?id_tier= 2%20&%20id=684 Tourism for SDGs. (2020). Tourism and Sustainable Development Goals. http://tourism4sdgs.org. UNESCO. (2015). Education for Sustainable Development. http://www.un.org/sustainable- development- goals. United Nations. (2015). The 2030 Agenda for SED. http://www.un.org/sustainable- development- goals. UNWTO. (2019). World Tourism Day 2019 Celebrates “Tourism and Jobs: A Better Future for All”. https://www2.unwto. org/2019-09-30/world-tourism-day-2019 Wellness Tourism Worldwide. (2011). 4WR: Wellness for Whom, Where and What? Wellness Tourism 2020 Full Research Report. Budapest: Xellum Ltd.
16tAsian Association for Sport Management Conference 19-20 August 2021 Wellness Tourism Worldwide. (2020). 4WR: Wellness for Whom, Where and What? Wellness Page | 55 Tourisn 2020. Budapest: Hungarian National Tourism Publication. Wikipedia. (2020). Wellness Tourism. http://en.wikipedia.org/wiki/wellness-tourism. World Commission of Environment and Development. (1987). Our Common Future. NC: Oxford University Press. World Health Organization. (1948). Health Definition. http://www.who.int/about/en World Health Organization. (1984). Health Promotion: A Discuss Document. Copenhagen: WHO World Health Organization. (2016). Obesity and overweight. https://www.who.int/mediacentre/factsheets/fe 385 /en/ World Health Organization. (2020). Positive Health. http://www.who.int/mental- health/resources/evidence_research/en/index.html. World Travel and Tourism Council. (1995). Agenda 21 for the Travel and Tourism Industry: Towards Environmentally Sustainable Development. London: WTTC, p. 78 Voigt, C., & Pforr, C. (2014). Wellness Tourism: A Destination Perspective. NY: Routledge.
16tAsian Association for Sport Management Conference 19-20 August 2021 STRATEGIC MANAGEMENT GUIDELINE OF FAN ENGAGEMENT IN SPORT EVENTS DURING THE COVID-19 PANDEMIC Chananan Samahito Page | 56 King Mongkut’s Institute of Technology Ladkrabang, Bangkok [email protected] Introduction This study will demonstrate guidelines of fan engagement strategies for sports events under crisis. Research Questions: The COVID-19 crisis stimulates to think how to adapt the engagement of the fan and respond to the circumstances as the world went into lockdown. Two years afterwards, many sports events have been changed, for example, badminton competition with no spectators allowed, or limitation of fans in the football stadium. These new formats of sports events have challenged marketer and event organizer to create new pattern of marketing communication to boost the involvement of fan again otherwise it will affect to sponsorship management, so the question is how the effective format suit for such the situation look like. Hence the researcher would explore the strategies of fans engagement to help marketer and event organizer to manage the unexpected situations appropriately. Literature review In the sport management literature, limited attention has been devoted to the conceptualization and measurement of fan engagement. Pradhan, Malhotra & Moharana (2020) reveals that sport fans engage themselves in various ways of behavior to support their favorite sport clubs. Brand, officially sponsoring these sport clubs, are keen on attracting and building relationships with these highly engaged club fans. Therefore fan engagement is a mission for marketer and event organizer to implement. Despite the engagement of sport fan should be flexible. They could be adapted or be created following to situation. Majumdar &Naha (2020) illustrates the hiatus in stadium spectatorship due to the COVID-19 pandemic presents a unique opportunity to rethink the way sport fans participate in the making of live events. Method The researcher will in-dept interview 20 sponsors and 13 sport organizers, who have experiences in engaging fans of professional sports, to discover the impact of COVID-19 to fan engagement and how they adjust it within past 2 years. In addition, the researcher will interview 10 sport marketers to explore the appropriate engagement strategies for unpredictable situation. Then the researcher will develop tools from the strategies, recommended by the sport organizers and the sport marketers, and test with sport fans who are target group. Despite this study needs to know the suggestions from the marketers before creating tools to test to make this research more reliable. References Pradhan, D., Malhotra, R., & Moharana, T. R. (2020). When fan engagement with sports club brands matters in sponsorship: influence of fan-brand personality congruence. Journal of Brand Management, 27, 77-92. Boria Majumdar & Souvik Naha (2020). Live sport during the COVID-19 crisis: fans as creative broadcasters, Sport in Society, 23(7), 1091-1099.
16tAsian Association for Sport Management Conference 19-20 August 2021 KNOWLEDGE MAPPING OF ESPORT RESEARCH: A BIBLIOMETRIC AND VISUALIZED ANALYSIS Weisheng Chiu1, Thomas C. M. Fan2 and Heetae Cho3 Page | 57 1, 2The Open University of Hong Kong, Hong Kong 3Nanyang Technological University, Singapore Introduction eSports, organized sports competitions played electronically, have become one of the fastest-growing industries globally (Cranmer et al., 2021; Hamari & Sjöblom, 2017). Given the rapid development and expansion of the eSport industry in recent years, scholars from different disciplines have started to pay increasing attention to eSport research. However, little is known about the comprehensive and quantitative reviews exclusively focused on eSport research. Accordingly, the aim of this study was to explore the existing knowledge base of eSport and its research networks through bibliometric analysis (Chen et al., 2015; Cobo et al., 2011). Method Data were collected from SCOPUS, which is one of the largest abstract and citation databases. The keyword “eSport” was used to search within the article title, abstract, and Keywords. After limiting the “document type = article or reviews” and “Language = English” as well as excluding the “Source title = Apunts Medicina De L Esport”, the literature search finally generated 260 studies published between 2010 and 2021. As a next step, co- occurrence analysis of Keywords, citation analysis, and co-citation analysis were conducted using VOSviewer. Findings The results of co-occurrence analysis showed that the existing eSport literature was mainly focused on the eSport games and those activities and behaviors closely related to eSport. Moreover, citation analysis found that the most influential publication in eSport research primarily explored users’ motivations of eSport spectatorship and development and research direction of eSport. Moreover, the most important authors in the eSport research are mainly from the fields of gaming, psychology, and sport management. In a similar vein, eSport studies were published in journals relevant to technology, psychology, and sport management. In addition, co-citation analysis identified that many co-cited references were relevant to sport consumers’ motivations and the emerging phenomenon of eSport. The most cited authors are from the fields of gaming, psychology, and sport management. Finally, most-cited journals were focused on the fields of culture and society, (sport) management/marketing, and behavior research. Discussion Our findings contribute to a better understanding of eSport research and provide directions for future development and research. In particular, it was found that eSport is a multi-disciplinary topic including various aspects, such as gaming, psychology, sport management etc. The integration of knowledge in different research fields will facilitate the advancement of eSoprt research in the future. Keywords: eSport, competitive gaming, bibliometric analysis, Scopus, VOSviewer
16tAsian Association for Sport Management Conference 19-20 August 2021 References Chen, C., Dubin, R., & Schultz, T. (2015). Science mapping. Encyclopedia of Information Science and Technology. IGI Global. Cobo, M. J., López‐Herrera, A. G., Herrera‐Viedma, E., & Herrera, F. (2011). Science mapping software tools: Review, analysis, and cooperative study among tools. Page | 58 Journal of the American Society for Information Science and Technology, 62(7), 1382-1402. Cranmer, E. E., Han, D.-I. D., Van Gisbergen, M., & Jung, T. (2021). Esports matrix: Structuring the esports research agenda. Computers in Human Behavior, 117, 106671. Hamari, J., & Sjöblom, M. (2017). What is eSports and why do people watch it? Internet Research, 27(2), 211-232.
16tAsian Association for Sport Management Conference 19-20 August 2021 THE EFFECTIVENESS OF ESPORT PROMOTING IN CHINA Page | 59 Wanchalee Noriya1, Oam To-aj2, Sakkarin Muendech3 1, 2, 3Mahidol University, Thailand Satjawat Jarueksil4 4Faculty of Liberal Arts, Rajamangala University of Technology Tawan-ok, Thailand Abstract Esport is getting famous in term of having more the professional event all around the world which causes the value of Esport industry was up to 906.5 million US$ in 2019. Most value came from the sponsorship (40%) and the advertising (19%). There are many research paper that studied the Esport in China, for example Gemma did the work in the “The Growth of Esports in China: Its influence on the career paths of young men in China’s larger cities from 1998 to present.” She focused on the growth of the Chinese Electronic Sports industry (hereafter referred to as ‘eSports’) and how it’s development over recent years has impacted on the career choices of young men in particular. Another one did about Esports diplomacy in China, and found that the massive economic power it holds today in China, which helps attract foreign investment to the country. The massive sporting events move millions of dollars but also many with those reasons, the hosting Esport event management is important for developing the country, and worth for investing from the public and private sections. Anyway, although there are many published research about the Esport industry in China as the baseline information, but none of them showed the paper that focused on the effectiveness of Esport promoting in China. Hence, there are still more rooms to study since China considers to be one of the world greatest achievement countries in Esport industry these days. The current study attempts to fill this gap in the literature by focusing on the documentary research synthetic that pointed out what is the strongest point of Esport industry promoting in China which makes them always in top three biggest Esport industry in the world. The research objective was to study the guidelines of the effectiveness Esport promoting in China. This study adopted a qualitative research approach by using the documentary research then synthetic documents for finding the strongest point of Esport industry promoting in China. The finding found that Chinese government officially recognizes Esport as a reputable profession which supporting from the government makes the prospects for creating the concrete career path in the industry, and they developed the model for combining a large emerging market with increasing governmental recognition of the industry which are different with other Esport market around the world. The finding can be concluded that the Esport industry blossom comes from the consequence of the strong policy from the Chinese government which supports the industry as a whole. Keywords: Esport, China Introduction To study the guidelines of the effectiveness Esport promoting in China.Esport is getting famous in term of having more the professional event all around the world (1) which causes the value of Esport industry was up to 906.5 million US$ in 2019. (2) Most value came from the sponsorship (40%) and the advertising (19%). There are many research paper that studied the Esport in China, for example Gemma did the work in the “The Growth of Esports in China: Its influence on the career paths of young men in China’s larger cities from 1998 to present.” She focused on the growth of the Chinese Electronic Sports industry (hereafter referred to as ‘eSports’) and how it’s development over recent years has impacted
16tAsian Association for Sport Management Conference 19-20 August 2021 on the career choices of young men in particular. Another one did about Esports diplomacy in China, and found that the massive economic power it holds today in China, which helps attract foreign investment to the country. The massive sporting events move millions of dollars but also many with those reasons, the hosting Esport event management is important for developing the country, and worth for investing from the public and private sections (3). Anyway, although there are many published research about the Esport industry in China as Page | 60 the baseline information, but none of them showed the paper that focused on the effectiveness of Esport promoting in China. Hence, there are still more rooms to study since China considers to be one of the world greatest achievement countries in Esport industry these days. The current study attempts to fill this gap in the literature by focusing on the documentary research synthetic that pointed out what is the strongest point of Esport industry promoting in China which makes them always in top three biggest Esport industry in the world. Method This study adopted a qualitative research approach by using the documentary research then synthetic documents for finding the strongest point of Esport industry promoting in China. Results The finding found that Chinese government officially recognizes Esport as a reputable profession which supporting from the government makes the prospects for creating the concrete career path in the industry, and they developed the model for combining a large emerging market with increasing governmental recognition of the industry which are different with other Esport market around the world. The researcher can describe the effectiveness of Esport promoting in China into each issues which were as follows: 1. The government have planned themselves to be the world hub in Esport industry by having plan to build Shanghai as Esport capital town of the world. 2. The government recognizes Esport as the professional sport, and they have the systematically categorized the Esport player in five levels (From level 1to level 5). (4) 3. The government never stop promoting in Esport event, even during the COVID 19 pandemic, it showed that China has been the only country to host a live esports competition Since the cooperation between the private and public section for promoting and advertising Esport industry made more people to watch Esport, to compare with any other countries, China Esport fan base was the highest in the world. China audiences reaching 162.6 million in 2020, while in North America viewership is less than half that at 57.2 million. (5) 4. The government took 18 years to start cracking down the 15 years banning on gaming console since 2000, and had the new regulations for few years later. They started to crack from the little things first, for example in 2018, they launched the new videogame. Not long after that, they change the law of the competency of gamer to under 18. That was how clever the government is. Although, they promote the Esport industry in China, concerning the gamer health is also the government primary objective. They launched the regulations for the minor not to play online game at night time (Between 10:00pm and 8:00am), no more than 90 minutes on weekday. Anyway the government is still be kind to extend to three hours for minor to play online game on the Weekend and the public holiday. Those minor who are between 8 and 16 years old need to pay for money in order to play the online game, but it was limited to 200 yuan per month for their gaming accounts. For those who are between 16 and 18 years old will be extended the maximum pay for the online games (400 yuan).
16tAsian Association for Sport Management Conference 19-20 August 2021 It is not as simple as that, the government have another regulator for monitoring the minor during of playing the game by forcing every minor who wants to play the online game need to register the real names in the registration system. Not only the gamers themselves to be forced, but also the gaming company need to verify the gamer ages as well before allowing them to play. Those companies who aren’t respect the rule, they shall be withdrawn the licenses immediately. (6) the formal support from the big private company under the Page | 61 5. In China, there is backing up from the government, for example Tencent, NetEase, Nike, and ETC. Tencent, Alibaba and Baidu is the big king internet of China. They have been passing the difficult situation since 2000. They are competitive, and at the same level, but if compared to the aspect of the leader in technology, Alibaba and Tencent are switching to hold the champion in Asia in term of the most value technology. Tencent whose famous product is League of Legends. When referred to Tencent, many people might not know them yet, but the products of Tencent that have been famous for long times was WeChat, Sanook, JOOX, and QQ. Whose gaming product not only League of Legends, but also Honor of Kings, and PUBG Mobile. They intended to cover the game-streaming void, and is to cooperate with DouYu and Huya in order to expand the market value to more than US$10 billion. Tencent is in the process of offering to buy 30 million shares of Huya from part-owner Joyy itself a live- streaming service operator for US$810 million. (7) NetEase is the leader technology in China. They provide the development and the researches in technologies. Their primary objective is to increase the performance of exchanging or sharing the data under the motto of “The power of combination through internet” since 2001. They are the second biggest game company in China, the first one is Tencent. Comparing to the company in Thailand, their income is almost as much as PTT in Thailand. As we know, most of the game market is under the occupation of NetEase and Tencent. Their partner is American, and their objective is to develop Blizzard Entertainment for Chinese publishing rights. Their favorite game are Hearthstone, Overwatch and World of Warcraft. Furthermore, in 2019, they have planned to build and operate a $710 million “Esports Park” in Shanghai’s Qingpu District. The Esports Park has over 151,000 square meters. The whole facility provides everything necessary for the esports industry. Not only provides the sufficient seats (2,000 seats), but also provide the training center for those who are interested in becoming the professional Esport player. Furthermore, to accommodate the 20,000 inhabitants nearby the area, they also provide the feature residential and commercial districts combining with several technology projects planned for the park. They expect to see more experts (Esports, game development, and Virtual Reality) gathering in one place, and have the same objective to fulfill the gap and make the dream become true (8). Beyond building up the esports ecosystem in China, it’s the sponsorship deals that are making headlines, denoting esports’ broadening influence over culture and society. Globally, sponsorship makes up about 60% of all esports revenue streams, and in China, it’s huge as well. Nike, they normally sport the traditional sport like Football, Running, Tennis, Basketball and ETC, but these days, they foresee the opportunity of the growing in Esport industry, so they decided to jump into these area by signing the endorsement contract with Uzi who is one of the members of Royal Never Give Up team. He was famous because of the game called League of Legends. Nike did endorse him only the shoes, but also the uniform (9).
16tAsian Association for Sport Management Conference 19-20 August 2021 K-Swiss also joined the Esport industry as one of the main endorsements for the gamers in China. They raised the issue of the quality of the shoes that fit to the room temperature which made them to be different than any other products (10). Mercedes-Benz started this journey 2017, and they participated as the partner of ESL (One of the largest Esport companies in the world) in 2018. They are named to be the first vehicle manufacturer to invest in Esport team (11). Page | 62 6. The success of the government in the issue of pushing the 5G technology for the new mode of Esport. As we know, the performance of using 5G as the signal of the internet will meet huge benefit to Esport which are higher speed, more reliability, and also provides technical support for creating a brand-new three-dimensional digital environment. 5G is able to connect with many equipment and device. Nevertheless, this technology is still with regard to the safety as well. According to its technology, 5G is easily to upgrade every mistake aspects that used to happed with 4G, for example the limited of supporting the traffic growth, the real-time transmission of ultra-high definition video with resolution of 2 K or above, the VR (Virtual Reality) / AR (Augmented Reality) / MR (Mixed Reality), big data, artificial intelligence, smart wear and other large-scale commercialization in the sports industry. They are planning to set sail and to be the leader of 5G technology in the world. Their expectation of having the users who use 5G will be 576 million. Any to success this achievement, combining with the vertical industry for generating new devices in order to respond to all consumer’s requirements. (12) Conclusion How China become a leader of Esport industry in the world is the issue that researchers intended to contribute in this research which can be concluded into 7 points. 1) China planned themselves to be the world Esport hub by building the Esport capital town of the world in Shanghai. 2) China recognizes Esport as the professional sport, and treat their athletes as the real professional sport. 3) Promoting is the main key success factors of China in order to approach to their customers as the viewpoint of Business to customer. The government and the private sections collaborate to achieve this mission. 4) The compromising and understanding of the government in the issue of cracking down the traditional attitude in China has been achieved with the price of becoming the world leader Esport industry. 5) China have many formal support from the private sections, such as Tencent, NetEase, Nike, K-Swiss, Mercedes-Benz, and etc. 6) China has 5G which considered to be the leader role in the Esport industry whether the speedy connection, or reliability. Recommendation 1.To see the effective skill of China in order to manage the culture perspectives toward Esport industry could be great model for any government which would like to use this conflict management in their country for managing the problem in the Esport area. 2. Understanding the China’s Esport ecosystem, product life cycle, and career path could be the guideline for those countries who seek to fulfil the gap in their Esport area. 3. Great cooperation between public and private section for promoting Esport in China could be the model for those countries who would like to name themselves as the world most powerful in Esport industry. References
16tAsian Association for Sport Management Conference 19-20 August 2021 Thiel A, John JM. Is eSport a ‘real’ sport? Reflections on the spread of virtual competitions. European journal for sport and society. 2018; 8(15):311-315. DOI: https://doi.org/10.1080/16138171.2018.1559019 Stafford JL. The growth of Esports in China: Its influence on the career paths of young men in China’s larger cities from 1998 to present. 2018; (N.P.). DOI: 10.13140/RG.2.2.18564.48000 Page | 63 Jenny ES, Keiper CM, Taylor JB, Williams PD, Gawrysiak J, Manning DR, Tutka MP. eSports venues: A new sport business opportunity. J. Appl. Sport Manag. 2018;10(1):34-39. DOI:10.18666/JASM-2018-V10-I1-8469 Kim BH, Kwon DQ. Chinese government officially recognizes esports as a reputable profession. Retrieved August 2, 2021 from https://www.invenglobal.com/articles/13371/chinese-government-officially- recognizes-esports-as-a-reputable-profession Chen R. Insight Magazine | Esports in China. Retrieved August 2, 2021 from https://www.amcham-shanghai.org/en/article/insight-magazine-esports-china ABC.net.au. China to impose curfew on young gamers in bid to cut gaming addiction rates Retrieved August 4, 2021 from https://www.abc.net.au/news/2019-11-07/china- imposes-online-gaming-curfew-tackles-video-game-addiction/11680522 Jones M. Tencent ready to dominate China’s eSports market with $10B merger. Retrieved 4 August, 2021 from https://techwireasia.com/2020/08/tencent-ready-to-dominate- chinas-esports-market-with-10b-merger/ Chen P. NetEase builds $710 million esports Industry Park in China. Retrieved 4 August, 2021 from https://www.esports.com/en/netease-builds-710-million-esports-industry- park-in-china-104053 Brandinside. Signing the contract from Nike for expanding the market through the co- campaign with LeBron James. Retrieved 5 August, 2021 from https://brandinside.asia/nike-and-esport-endosement/ Verry P. Under new owner Xstep, K-Swiss will make a big push for China. Retrieved 6 August, 2021 from https://footwearnews.com/2019/business/mergers-acquisitions/k- swiss-acquired-xtep-international-holdings-china-1202816325/ Mercedez-benz.com. Esports. Retrieved 8 August, 2021 from https://www.mercedes- benz.com/en/sports/esports/ Murata. The Growing Esports Market and the Impact of 5G. Retrieved 8 August, 2021 from https://article.murata.com/en-sg/article/the-expanding-esports-market-and-the-impact- of-5g
16tAsian Association for Sport Management Conference 19-20 August 2021 MANAGEMENT FOR ESPORT ORGANIZATION: CONSIDERATION AS OLYMPIC SPORT Yu Hanada and Etsuko Ogasawara Page | 64 Juntendo University [email protected] Introduction In recent years, the growth of eSport has been remarkable, and many eSport organizations have emerged, however their management is still not well established due to the new field. The relationship between eSport and the Olympics is deepening, as the IOC (2021) is organizing an eSport competition called the \"OLYMPIC VIRTUAL SERIES\". Therefore, the purpose of this study is to propose a management approach focusing on the concept of management for eSport organizations. In addition, based on the interviews with eSport experts, we propose the direction that eSport organizations should take in order to be accepted by the IOC. Comparing the stakeholders in traditional sports by Collignon (2014) and those in eSport by Nakazawa (2019), we found many similarities. Also, according to Jenny et al. (2016), many similarities were found when comparing the definition of sport and the definition of eSport. In order to achieve the objectives, this study sets a hypothesis that management theories of the concept of management in traditional sports organizations can be applied to eSport organizations based on the similarities between eSport and traditional sports. Method A literature review was conducted on \"Managing Organizations for Sport and Physical Activity: A Systems Perspective\" (Chelladurai, 2014) to focus on eSport organizations. Articles, papers, and websites on eSport organizations were included in this study. To test the hypothesis, we analyzed whether the current situation of eSport organizations is consistent with Chelladurai's managerial functions theory. In addition, in order to clarify the approach for eSport to become an Olympic sport, a semi-structured interview of about one hour was conducted with one expert who is knowledgeable about the relationship between eSport and the IOC, and content analysis was performed for the data. Results The results of the literature review revealed that management in sport organizations has four functions: planning, organizing, leading, and evaluating. In addition, a survey of online articles and websites about eSport organizations found that planning is done in all eSport organizations except for professional eSport teams, while organizing, leading, and evaluating are partially or completely absent. Therefore, some of the hypotheses were accepted by the fact that some of the management functions that were performed in traditional sports organizations were also performed inconsistently in eSport organizations. As a result of the interviews, the following concepts were identified as important for eSport to become an Olympic sport:\" Violence in eSport,\" \"Efforts of various esports organizations,\" \"Health of eSport,\" and \"eSport and traditional sports.\" Based on these results, we proposed the direction for eSport organizations, excluding professional eSport teams, should take to be accepted by the IOC. We suggested that for eSport organizations to
16tAsian Association for Sport Management Conference 19-20 August 2021 be accepted by the IOC, they need to interact with the traditional sports community and eliminate the violent nature of eSport. Finally, the limitations of this study include the small sample size of the literature review and interview survey, and the need to accumulate more knowledge about eSport as a future challenge. Page | 65 References Chelladurai, P. (2014). Managing Organizations for Sport and Physical Activity: A Systems Perspective. Scottsdale, Arizona : Holcomb Hathaway Collignon. (2014). KERNY Winning in the Business of Sports. Retrieved October 21,2020 from https://www.kearney.com/communicationsmediatechnology/article? /a/winning-in-the-business-of-sports IOC. (2021). IOC makes landmark move into virtual sports by announcing first-ever Olympic Virtual Series. Retrieved June 10, 2021 from International Olympic Committee makes landmark move into virtual sports by announcing first-ever Olympic Virtual Series - Olympic News (olympics.com) Jenny, E. S., Manning, R. D., Keiper, C. M., & Olrich, W T. (2016). Virtual(ly) Athletes: Where eSports Fit Within the Definition of “Sport”, Quest, 69, Issue 1. Retrieve from https://doi.org/10.1080/00336297.2016.1144517
16tAsian Association for Sport Management Conference 19-20 August 2021 THE EFFECT OF E-SPORTS COMMENTATOR’S CHARACTERISTICS ON VIEWER’S PERCEIVED ENJOYMENT AND RE-WATCHING INTENTION Keonhee Lee and Sangback Nam Page | 66 Hanyang University Introduction The purpose of this study was to secure viewers and to provide basic data for improving the quality of e-sports broadcasting contents by verifying the relationship among the characteristics of e-sports broadcasting commentators, perceived enjoyment, and re- watching intentions. Literature review In Korea, e-sports have various values. According to KOCCA(Korea Creative Content Agency)’s survey conducted in 2017, about 45% of the respondents said they enjoy e-sports as a hobby, and 75.1% of them watch e-sports broadcasts. It means that e-sports can create industrial value and marketing contents through professional league broadcasting and one- person media. Among them, professional league broadcasting take 39.8 percent of the e- sports industry. Therefore, success of professional league broadcasting is directly linked to the e-sports industry. According to study about audience's satisfaction of watching e-sports broadcasts(Lee, An, Lee, 2014), commentator is very important. Study of sports commentators has been conducted in a variety of ways. Study about TV program hosts including sports commentary(Shosteck, 1973), study about importance of sports commentator’s characteristics (Choi, Kim, 2007; Cho, 2011; Seo, 2019) are conducted. However, studies focused on e-sports commentators is insufficient. Method This study was conducted on 300 students from H University and adults in Gyeonggi Province who have watched e-sports broadcasts, and samples were collected for three months from January 2021. 279 questionnaires were used as final valid samples, and 21 invalid questionnaires were excluded. The questionnaire is consisted of 6 demographic characteristics, 15 commentator's characteristics, 5 perceived enjoyment, and 5 re-watching intention. A total of 31 modified and supplemented questions were used for this study. The analysis of the data was conducted using SPSS 26.0 Ver. for demographic analysis, exploratory factor analysis, reliability analysis, correlation analysis, and multi-regression analysis. Results First, among the e-sports broadcasting commentator’s characteristics, appearance, voice and speaking style, personal appeal have significant effects on perceived enjoyment. Second, the perceived enjoyment of broadcasting viewers have a significant effect on re- watching intention. Third, among the e-sports broadcasting commentator’s characteristics, appearance and voice and speaking style, personal appeal have significant effects on re- watching intention.
16tAsian Association for Sport Management Conference 19-20 August 2021 Discussion As seen in the result, e-sports commentator's appearance, voice and speaking style, personal appeal have significant effects on perceived enjoyment and re-watching intention. Therefore, In order to improve the quality of e-sports broadcasting, commentators with a sophisticated image and personal appeal should be selected. And e-sports broadcasting producer should enhance the commentator’s capabilities by creating curriculum for e-sports Page | 67 commentator. References Shosteck, H.(1973). Factors influencing appeal of TV news personalities. Journal of Broadcasting, 18(1), 63–71 Lee Ji-Young, An Jae-Woong, and Lee Sang-Woo. (2014). Factors affecting esports audience satisfaction: The case of League of Legend. Journal of Korea Game Society, 14(3), 35–45. Myung-Il Choi, and Jae-Bum Kim. (2007). Exploratory Study on the Effect of Sportscasters' Characteristics on the Viewing Intention of Audience: Focused on the Mediating Effect of Parasocial Interaction. Korean Journal of Joutnalism and Communication Studies, 51(6), 91–110. Jae Kwon Bae. (2014). An Empirical Study on the Effect of Perceived Privacy, Perceived Security, Perceived Enjoyment on Continuance Usage Intention in Mobile Cloud Computing. The e-Business Studies, 15(3), 3–27.
16tAsian Association for Sport Management Conference 19-20 August 2021 THE LANDSCAPE OF THAILAND SPORT ECOSYSTEM: HOW DOES ENERGY FLOW IN THE SPORT ECOSYSTEM IN THAILAND? Penprapa Teeranuwat Page | 68 Mahidol University Introduction The research determined to study the context, connections, problems and obstacles of the sports ecosystem in Thailand. Literature review Driving national’s sport plan through the perspective of the sport ecosystem will be a tool in smart orchestration to permit integration and promote active cross-sectoral development which consist of complex stakeholders in the sport ecosystem. It can be considered from examples of countries who succeeded in the development of national sports by utilizing the perspective of the sport ecosystem in operation level between stakeholders. India and Australia are good examples who applied the perspective of the ecosystem into their national sport management. According to that, the study is of interest to search for elements of the sport ecosystem in Thailand. The research study will be offering a perspective through the sport ecosystem landscape which consists of multi stakeholders. These will help to urge the stakeholders to realize that they are a significant cog of the drive of sport ecosystem. The concept and theories of the sport ecosystem was studied by many researchers, KPMG (2014) that evaluated the sport ecosystem by considering a particular scope where all stakeholders interact with each other. The stakeholders acknowledge and perceive their roles and responsibilities in the ecosystem having transparent and professional attributes. Therefore, there are 7 categories of stakeholder in the perspective of KPMG (2014). Rundh and Gottfridsson (2015) stated that the sport ecosystem consisted of a large number of people interacting with each other like a network. It is also a center of cooperation for value-creation among businesses. Rundh and Gottfridsson divided all members in the sport ecosystem into 7 groups as well but in different categories divided by KPMG. Besides, Maltese and Danglade (2014) defined the sport ecosystem as a demand-supply mechanism arising from a given business environment. It is a network of mutual interaction of an alliance of stakeholders living in the same environment. They mobilize their resources together to satisfy their customer’s needs until they accomplish their planned objectives. It is the business value- creation compared with a natural ecosystem. Furthermore, the sports ecosystem, according to them, has 2 essential factors. Furthermore, Collignon and Sultan (2014) defined the sport ecosystem as a group of stakeholders working together to create value for a sport industry to attain sustainable growth. According to their view, there are 5 important factors in the sport ecosystem. Moreover, Foster, O’Reilly and Davila (2016) considered all stakeholders living together in an environment according to the concept of the global business ecosystem. They defined the sport ecosystem as a group of stakeholders having mutual relationship and interaction. All of them give their hands in helping, encouraging, and developing sport together. In addition, the group of researchers considered a possible tension arises in the role and responsibility of these stakeholders in the sport system with other stakeholders in other systems. They
16tAsian Association for Sport Management Conference 19-20 August 2021 indicated 12 essential factors in the sport ecosystem. Bailey (2014) observed that the sport tournament program is interdisciplinary, the center of the global sport ecosystem where all knowledge is gathered together. It also maintains all business definitions and differences by dividing all stakeholders in the ecosystem into 3 groups. Method Page | 69 The research study aims to study context, connection, condition of problems and obstacles of the sport ecosystem in Thailand. The research study was divided into 2 steps. First step, analyze and synthesize the relevant research documents both domestic and international to get stakeholders of the sports ecosystem. Second step, used an in-depth interview method as a tool to study context, connection, condition of problems and obstacles of the sports ecosystem in Thailand. The 25 key informants were selected by purposive sampling. Results Due to analyzing and synthesizing the relevant research documents, it was found that stakeholders of the sports ecosystem were divided into 12 categories. Therefore, the in-depth interview of 25 key stakeholders of 12 categories found that the context of the sport ecosystem in Thailand can be divided into 3 groups of stakeholders by their role and responsibilities. The 3 groups of stakeholders consisted of (1) government sector (2) private sector (3) content creators. Moreover, it found that there are connections between those 3 groups of stakeholders: (1) the connection of the government sector (2) the connection of the private sector (3) the connection of content creators. Therefore, it was found that the problem and obstruction of the sports ecosystem in Thailand consisted of 9 issues. The research study discussed those results. Discussion Upon acknowledging the results of this study, it can be said that the sport ecosystem in Thailand is unique. Therefore, the holistic view of the ecosystem where all stakeholders conduct their activities together in it. However, the sport ecosystem in Thailand has confronted many problems and obstacles in its operation in various dimensions. Any action taken would inevitably affect all other stakeholders in the ecosystem. References Australia Goverment. (2018). Sport 2030. Online ISBN: 978-1-76007-374-9. Bailey, J. (2014). The Global Sport Ecosystem. Global Sport Leadership Practice.RSR Partners. www.rsrpartners.com Foster, G., O’Reilly, N, & Dávila, A. (2016). Sports Business Management: Decision Making Around the Globe. New York: Routledge. KPMG, Confederation of Indian Industry. (2016). The Business of Sport. Silva, E.C., & Casas, A. L. (2018). Sao Paulo’s Ecosystem: Fans’ Point of View Concerning Marketing Strategies. European Journal of Management and Marketing Studies, 3(3), 1–30.
16tAsian Association for Sport Management Conference 19-20 August 2021 GENDERISM AND THE ACCEPTANCE OF INTERSEX ATHLETES Page | 70 IN SPORT EVENTS Chikako Tanimoto1 and Koji Miwa2 1, 2Nagoya University [email protected] Introduction In 2018, the Court of Arbitration for Sport (CAS) ruled that athletes with differences of sexual development (DSD) need to reduce testosterone levels to participate in female competition. Although CAS admits that DSD regulations are discriminatory, it declares such discrimination is necessary for fair competition. Traditionally in sport, gender divisions have been adopted as a fundamental condition for equal competition. Consequently, gender nonconforming individuals have been experiencing difficulty in being accepted in sport events. In this study, we investigated how genderism influences acceptance of intersex athletes in women’s competition in both recreational and elite sport events. We also examined how it interplays with the notion of fairness to determine acceptance. Literature review Intersex athletes’ participation in sport events has been mainly referred to in the literature discussing the history of sex verification testing (Reeser, 2005). Underlying this strict gender division exist sport culture that gives importance to equal competition and genderism that considers women inferior to men in sport performance. Therefore, we employed genderism, the notion of fairness, and sport culture as our theoretical framework. Genderism has been understood as a negative evaluation of gender non-conformity (Nagoshi, et al. 2008). Discriminatory behavior against individuals who challenge genderism has been considered as part of transphobia. Therefore, in this study, we observed how transphobia influences the acceptance of intersex athletes in elite and recreational sport events. The research literature has related genderism to sport culture (Cunningham, & Pickett, 2018). However, the research conducted in Japanese context did not find a strong correlation between the two (Tanimoto & Miwa, 2021). Rather, it found an interaction between athletic identity (Brewer, 2001) and belief in a just world (Dalbert et al., 1987). In this study, we focused on the influence of just belief to the acceptance of intersex athletes in its interaction with genderism. We will also explore the influence of sport culture by examining respondents’ athletic identity. Method Quantitative data were collected from 373 members of university sport teams in Japan. Using linear mixed-effects regression modeling, we investigated contributions of athletic identity and effects of genderism with its interactions with the types of events and with belief in a just world. Results Negative influence of transphobia was observed more in elite events than in recreational events. For respondents with stronger transphobia, higher degrees of belief in a
16tAsian Association for Sport Management Conference 19-20 August 2021 just world were negatively associated with attitudes of acceptance. Athletic identity was positively associated with the acceptance of intersex athletes. Discussion The results indicate that genderism was not the sole determiner for acceptance of intersex athletes. Rather, event levels were more focused. For respondents with less belief in Page | 71 a just world, genderism was not relevant to the degree of acceptance. Although genderism has been considered as one of the characteristics of sport culture, there was no evidence for it. We hope our study conducted in Japan will provide new insight into the issue of intersex athletes by adding culturally different nuances. References Brewer, B. W., & Cornelius, A. E. (2001). Norms and factorial invariance of the athletic identity measurement scale. Academic Athletic Journal, 15(2), 103–113. Cunningham, G. B., & Pickett, A. C. (2018). Trans prejudice in sport: Differences from LGB prejudice, the influence of gender, and changes over time. Sex Roles, 78, 220–227. Dalbert, C., Montada, L., & Schmitt, M. (1987). Glaube an eine gerechte welt als motiv: Validierungskorrelate zweier skalen. [Belief in a just world: Validation correlates of two scales.]. Psychologische Beitrage, 29(4), 596–615. Nagoshi, J. L., Adams, K. A., Terrell, H. K., Hill, E. D., Brzuzy, S., & Nagoshi, C. T. (2008). Gender differences in correlates of homophobia and transphobia. Sex Roles 59, 521– 531. doi: 10.1007/s11199-008-9458-7 Reeser, J. C. (2005). Gender identity and sport: Is the playing field level? British Journal of Sports Medicine, 39(10), 695–699. doi:10.1136/bjsm.2005.018119 Tanimoto, C., & Miwa, K. (2021). Factors influencing acceptance of transgender athletes. Sport Management Review. doi: 10.1080/14413523.2021.1880771
16tAsian Association for Sport Management Conference 19-20 August 2021 PREVALENCE OF INJURIES AMONG SCHOOLS NETBALL Page | 72 ATHLETES IN SRI LANKA Shalika U. Kumari1 and Pathum P. Weerakkody2 1Sabaragamuwa University of Sri Lanka, Sri Lanka. 2Kasetsart University, Thailand [email protected] Netball is one of the demotic team sport in all round the world including Sri Lanka and netball is one of the leading sport for causes of sports-related injuries. As the number of participants and the intensity of the sport increases, so does the number of injuries. Past studies have shown that level of experience in the event have an impact of occurrence and variation of injuries among netball players. The purpose of this study was to identify the prevalence of injuries among schools netball athletes in Sri Lanka and increase the awareness about the injury management among school netball athletes. The research design was a retrospective survey and convenience sampling technique was used to select 96 players in eight schools as the sample. Netball survey Matthew Netball Center, 1983 questionnaire was used to collect data. According to the findings of this study, there is a high risk of ankle (26.2%), knee (29.8%), and shoulder (17.9%) injuries among school netball athletes. The findings have shown that most of those injuries occurred during the practice sessions. The injuries are primarily caused by the center position (17.9%) and the second half (52.4%). According to the results of this survey, the most common occurrences were the first time (40.5%) and while playing on grass (70.2%). Furthermore prevalence of injuries could be determined by the type of footwear worn and the level of athlete’s experiences. 3.6 % players have been done surgeries for their injuries and some were followed the medical instructions, and some players have used foot protections during matches and practices. All netball players have to get special nutrient support, proper recovery methods, seek medical care, correct treatments, proper warm-up and warm-down for those injuries. Furthermore it can be recommended that all coaches and athletes should be qualified with first aid as a mandatory requirement at all levels of the school competition. Keywords: netball, injuries, school athletes References Attenborough, A. S., Sinclair, P. J., Sharp, T., Greene, A., Stuelcken, M., Smith, R. M., & Hiller, C. E. (2016). A snapshot of chronic ankle instability in a cohort of netball players. Journal of Science and Medicine in Sport, 19(5), 379–383. De Villiers, J. E., & Venter, R. E. (2014). Barefoot training improved ankle stability and agility in netball players. International Journal of Sports Science & Coaching, 9(3), 485–495. Elphinston, J., & Hardman, S. L. (2006). Effect of an integrated functional stability program on injury rates in an international netball squad. Journal of Science and Medicine in Sport, 9(2), 169–176. Ferreira, M. A., & Spamer, E. J. (2010). Biomechanical, anthropometrical and physical profile of elite university netball players and the relationship to musculoskeletal injuries. South African Journal for Research in Sport Physical Education and Recreation, 32(1), 57–68.
16tAsian Association for Sport Management Conference 19-20 August 2021 BLACK, RED OR BLUE? THE EFFECTS OF COLOUR ON SPONSOR RECALL IN SPORT EVENT ADVERTISEMENTS: AN EYE- TRACKING STUDY Brendon Yi Wei TOH and Leng Ho Keat Page | 73 Nanyang Technological University, Singapore Introduction This study aimed to investigate the effects of colour on sponsor recall and attention in sports event advertisements in university students. Literature review Spending in sport sponsorship has soared in recent years (Cornwell, 2014). In event sponsorship, more companies are sponsoring sport events as they can reach out to their target audience, create positive associations with the events, and raise brand awareness (Nufer & Bühler, 2010; Walliser, 2003). As sponsorships involve monetary investments, evaluating sponsorship effectiveness is key, and such measures include recall and attention (Walliser, 2003; Breuer & Rumpf, 2012). Previous studies have postulated that brighter colours and increased colour contrast between stimuli in advertisements can affect attention duration and consequently sponsor recall (Breuer & Rumpf, 2012, 2015). However, this needs to be further investigated in other carriers of sports sponsorship, particularly in sports posters as they are known to be important channels to reach out to the masses (Nufer & Bühler, 2010). The purpose of this study is to investigate the effects of colour on brand awareness and attention in sport event advertisements. Method Eighty-five participants between the ages of 19 to 29 (M = 23.12, SD = 2.01) were recruited, where thirty-six were males (42.4%) and forty-nine were females (57.6%). The study examined the effectiveness of four static sport event advertisements which were fictitious and created based on a popular marathon event in Singapore. Sponsors used in the sponsor area of the advertisement were official sponsors of the event, which increased realism of the study. To test for the advertisement effectiveness, a manipulation embedded original sponsor logos on a white background, and colours of logos were manipulated to three other colour palettes, namely red background, blue background, and greyscale. Participants were randomly assigned to one of four groups (n = 23 for original group, n = 22 for red group, n = 21 for blue group, n = 19 for greyscale group), and were tasked to view the advertisement on a computer equipped with an eye-tracking device in a laboratory. After viewing the advertisement, they were asked to recall and list brands that appeared through an open-ended question via an online survey. Results A one-way between-groups ANOVA was conducted to measure the effect of colour on sponsor recall. The sponsor recall rate was highest for the original group (M = 2.34) compared to the greyscale (M = 1.47), blue (M = 1.38) and red (M = 1.36; F (3,81) = 2.55; p = .06; η2 = .08) groups. However, while glance duration was longest for the original group (M = 3247.52) compared to the red (M = 1990.55), blue (M = 1729.25) and greyscale (M = 1876.60) groups, it did not reach statistical difference (F (3, 81) = 1.68; p = .17; η2 = .05).
16tAsian Association for Sport Management Conference 19-20 August 2021 Discussion This study contributes to existing literature on sponsorship effectiveness by extending the effects of colour on sponsor recall and attention to other advertising media such as sport posters. Findings suggested that different colour palettes can affect sponsor recall and attention, and marketers should retain original colours of sponsor logos which may help Page | 74 better foster brand awareness. However, findings from the study could be attributed to other factors such as brand familiarity and sport involvement. Future research should consider incorporating such factors to further explore the relationship between colour, attention and brand awareness. References Breuer, C., & Rumpf, C. (2012). The Viewer’s Reception and Processing of Sponsorship Information in Sport Telecasts. Journal of Sport Management, 26(6), 521–531. doi:10.1123/jsm.26.6.521 Breuer, C., & Rumpf, C. (2015). The Impact of Color and Animation on Sports Viewers’ Attention to Televised Sponsorship Signage. Journal of Sport Management, 29(2), 170–183. doi:10.1123/jsm.2013-0280 Cornwell, T. B. (2014). Sponsorship in marketing: Effective communication through sports, arts and events. London, UK: Routledge. Nufer, G., & Bühler, A. (2010). How effective is the sponsorship of global sports events? A comparison of the FIFA World Cups in 2006 and 1998. International Journal of Sports Marketing & Sponsorship, 11(4), 303-319. Walliser, B. (2003). An international review of sponsorship research: extension and update. International journal of advertising, 22(1), 5–40.
16tAsian Association for Sport Management Conference 19-20 August 2021 RECENT DEVELOPMENTS IN CHINA REGARDING THE PROTECTION OF INTANGIBLE SPORTS ASSETS Guo Cai Page | 75 Jin Mao Law Firm, China [email protected] Introduction The objective of the research paper/presentation is to introduce the latest legislative and judicial developments in China and assess whether these developments would indeed achieve the goal to enhance protection of intangible sport assets. Intellectual property and other intangible assets are key to commercial values of modern sports. In the past, there have been concerns that China lacks robust legal and policy framework to protect such intangible assets in an efficient manner, for example, foreign sport celebrities’ name rights, renowned brands’ trademarks, as well as the sport events live streaming rights. Policy No. 46 of China’s State Council, an instrumental nation-wide guideline pivotal for framing China’s sports policy from 2014 onward, established the principle to protect the names, marks, hosting rights, broadcasting rights and other intangible assets of sport events. A series of legislative and judicial developments enacted in 2021 implemented such protection principle. However, the change does not happen overnight and this research demonstrates the intersectoral interaction between practical realm, academic research and judiciary, that preceded and collectively brought out the legislative developments. Literature review Literature reviewed for this research consist of the following (non-exhaustive), Chinese legislation: PRC Civil Code (2021); PRC Copyright Law (Third Amendment); Supreme People’s Court Opinions on Toughening Up Sanctions on Infringements of Intellectual Property Rights Pursuant to Law; Supreme People’s Court Interpretations on Applicable Punitive Damages in the Trial of Civil Cases of Intellectual Property Infringement (Fa Shi〔2021〕No. 4, “SPC Opinion on IP Rights”); Supreme People’s Court Opinions on Increasing the Punishments on Intellectual Property Rights Infringements and implemented the Interpretations on the Applicability of Punitive Damages in Trial of Intellectual Property Rights Infringement Cases (Fa Shi〔2021〕No.4). State Policy: Several Opinions of the State Council of the People’s Republic of China on Accelerating the Development of the Sports Industry and Promoting Sports Consumption (Guo Fa [2014] No. 46, “Policy No. 46”); Policy Opinions on Strengthening the Protection for Intellectual Property Rights. Journal Articles and books: Judge LIN Ziying, “the Intellectual Property Protection for Sequence of Images from Online Broadcast of Sport Event”, published in September 2015 on the Journal “China Intellectual Property” (Issue No. 103); Dr. YAN Bo, “Research on Copyright Issues of Live Productions”, published in 2016 by Law Press of China. Method The methodology is primarily judicial case study in the context of literature review, with the objective to discern trend regarding the influences of these cases on the legislative development.
16tAsian Association for Sport Management Conference 19-20 August 2021 Results and Discussion The case by which NBA star Michael Jordan successfully protected his (translated) name rights could inspire Chinese athletes to be conscious of making effective use of their personal rights and protecting their own commercial value for exploitation. The fact that the protection of one’s “pseudonym, stage name, screen name, translated name, trade name, abbreviation of a name” is now codified in the PRC Civil Code clearly took into account Page | 76 Jordan’s name rights legal case. Since the issuance of the SPC Opinions on IP Rights, there has been remarkable step forward for protection of intellectual property rights derived from sport events. Before that, licensees for these rights found themselves in a difficult position as they could hardly protect the value of “exclusivity” they purchased (for broadcasting the events) at what is generally a huge price. Unauthorised streaming had been rampant because the cost for infringement was so low, yet the process for enforcing any degree of protection could run so long. Following the SPC Opinions on IP Rights, the Beijing Higher People's Court handed down landmark judgments for infringement cases concerning unauthorised livestreaming of high- profile sport events, including the Case initiated by NBA Properties, Inc. (“NBA”) against Shanghai Zhongyuan Network Co., Ltd. (“Shanghai Zhongyuan”). These judgments were significant in the sense that they departed from long- established jurisprudence that denied the “originality” of sport events broadcasts (a topic of debate, still, under the law of some other countries). There had been contradictory academic and judicial views regarding the criteria that qualify an audio-visual production for work. One school took a more rigid interpretation of the Copyright Law and opined that the criteria should be the level of originality; in addition, given that Article 4 of the Regulation for the Implementation of the PRC Copyright Law defined “works created by a process analogous to cinematography” as “being recorded on certain medium”, it was proposed that live sport event production also failed to satisfy the “fixation” requirement because live feeds were not considered “being recorded”. The lower courts in cases initiated by major rights holders such as CCTV, NBA, Sina, used to follow the school of thought and denied protection of live sport event production as “work” under the PRC Copyright Law. Such interpretation had since been rejected by the landmark judgments handed down by the Beijing Higher People’s Court. On the requirement of “originality”, the Beijing Higher People’s Court held that the defining characteristic of “work” should be possession of originality, rather than the level of originality as decided by the lower courts. The Beijing Higher Peoples Court endorsed the “excellent value” embodied by the highly competitive and spectacular sport events, thus requiring individualized creation for production. On “fixation”, the Beijing Higher People’s Court clarified that the legislative requirement for “being recorded on certain medium” referred to “capability of being reproduced”, rather than “being fixed stably”. The lower courts’ ruling that “work” must be “fixed stably on tangible carrier” was held incorrect by the Beijing Higher People’s Court as such requirement had “excessively narrowed down the connotation and denotation of works” under the PRC Copyright Law. The collection, selection, editing and transmission of the pictures from sport events real-time, had constituted the process of “fixation, reproduction and transmission” deemed indispensable for “work” protected by the PRC Copyright Law. The policy (to enhance protection of intangible sport assets) has been thoroughly implemented in judicial exercises, though the view of People’s Courts has been constantly evolving in line with emergence of novel issues. When seized with novel issues falling outside the existing legislation, Chinese courts tend to adopt a conservative approach and
16tAsian Association for Sport Management Conference 19-20 August 2021 stick to the express provisions of law–it is more common for the courts to refrain from any open or expansive interpretation that would go ahead of the legislative intent. However, China’s judicial practice also saw progressive moves by courts at the forefront of China’s economic or technology development, such as the approach taken by the Chaoyang Court in Beijing and Pudong New Area People’s Court in Shanghai. A handful of experienced judges attempted creative solution of novel issues in advance of legislative change, which eventually Page | 77 contributed to the developments at the legislative level. The intersectoral exchanges between the judiciary, academic and private practice prove to be fruitful for such process. References Civil Judgment (2012) Hu Er Zhong Min Yi (Min) Chu Zi Di No.1 Civil Judgment (2018) Jing Min Zhong No. 562 (2017) Hu 0115 Min Chu No. 88829 Sohu.com, Over 620,000 Unauthorized On-demand Links for Streaming Sports Events in 2017; 838 Letters of Warning Not Sufficient to Deter Unauthorized Streaming of AFC Champions League Dr. YAN Bo, “Research on Copyright Issues of Live Productions”, published in 2016 by Law Press of China.
16tAsian Association for Sport Management Conference 19-20 August 2021 THE EFFECT OF CSR ACTIVITIES ON CORPORATE IMAGE IN KOREAN PROFESSIONAL VOLLEYBALL LEAGUE: THE MEDIATED EFFECT OF BRAND IMAGE Kyu Hyun Choi, Tae Hoon Lee, Hong Wei Yang, and Choong Hoon Lim Page | 78 Department of Physical Education, Seoul National University, South Korea Introduction The purpose of this study is to investigate the effect of CSR activities on the brand image and corporate image of professional volleyball teams operated by negatively perceived corporations. In particular, this study will explore how corporations with negative images have influenced their corporate image through CSR activities. Literature review Among the various management activities by corporations, participating in sports team ownership and operating sports team is considered as Corporate Social Responsibility (CSR) activities in South Korea, which is promoting the growth of the Korean professional sports and improving the people’s quality of life (Kim, Kim, & Kim, 2010). CSR activities could make them to easily reach out to consumers and build intimate relationship by utilizing the unique attributes of sports as a means of improving corporate image (Choi, Shin, & Lee, 2017). In other words, corporations could form a novel brand and develop corporate values through operating professional sports team (Kim & Manoli, 2020) by transferring image. \"Image transfer\" is used in various literatures to describe the effects of exposure, advertising, and etc. as the concept of \"image transfer effects\". Corporations have participated in professional sports team’s ownership to integrate the attributes of sports with the corporate image, and using various sports marketing strategies to get close to consumers. Almost half (6 out of 13 teams) of professional volleyball teams in Korean professional volleyball league are owned and operated by insurance corporations or non- monetary financial institutions. The corporations such as insurance and non-monetary financial institutions perceived negatively by the advance literature, which indicates that consumers tend to have negative perception on the word \"insurance\" (Ioncica, Petrescu, Ioncia, & Constantinescu, 2012). Thus, consumers perceived negatively on professional sports teams operated or sponsored by non-monetary financial institution (Choi, Shin & Lee, 2017). Method In order to achieve the purpose of this study, we classify negatively perceived corporations which operating professional volleyball team among Korean professional volleyball. Then collecting 500 samples, who visited the professional volleyball game asking about types of CSR activities, brand images, and corporate images of negatively perceived professional volleyball teams and it will be analyzed by Structural Equation Modeling (SEM). Furthermore, this study will examine the mediated effect of brand images generated by CSR activities. Discussion This study aims to demonstrate an effectiveness and application of CSR activities by corporations with negative images such as insurance and non-monetary financial institution.
16tAsian Association for Sport Management Conference 19-20 August 2021 This study can suggest a future direction of sports team’s management and marketing, and revitalizing national and international sport ecosystem. In addition, this study will focus on the phenomenon how the negative image of the corporation is transferred positively in the sport industry. Academically, it provides suggestions that the corporate image and characteristics of corporations can make a difference in results of CSR activities. Page | 79 References Ioncică, M., Petrescu, E. C., Ioncică, D., & Constantinescu, M. (2012). The role of education on consumer behavior on the insurance market. Procedia-Social and Behavioral Sciences, 46, 4154–4158. Kim, J., Kim, S., & Kim, I. (2010). The Structural Relationship between Activity Type of Professional Basketball Teams` Corporate Social Responsibility and Brand Equity. Journal of Sport and Leisure Studies, 42(1),455–469. Kim, S., & Manoli, A. E. (2020). Building team brand equity through perceived CSR: the mediating role of dual identification. Journal of Strategic Marketing, 1–15. Choi, W., Shin, S., & Lee, H. (2017). The Causal Relationship between Advertising Properties and Corporate Image of OK Savings Bank reflected in the Media: Focusing on Moderator Effect of the Professional Volleyball Teams Image. Journal of Sport and Leisure Studies, 67, 149–158. Yim, K., & Chang, K. (2004). The effect of Managing Professional Sport Teams on Corporate Brand Equity. Korean Journal of Sport Science, 15(3), 69–80.
16tAsian Association for Sport Management Conference 19-20 August 2021 CHALLENGES OF REGIONAL REVITALIZATION THROUGH STADIUM DEVELOPMENT AND COMMERCIALIZATION Yamato Okabe and Etsuko Ogasawara Page | 80 Juntendo University [email protected] The \"Stadium and Arena Reform Guidebook\" (Japan Sports Agency, 2017) presented by the Sports Agency and the Ministry of Economy, Trade and Industry (METI) has led to a nationwide movement toward the concept of new stadiums and arenas. However, the problem arises when the model plan of the basic plan is forced to be revised, as in the \"Y Prefecture Comprehensive Stadium Plan\" released in 2019, and projects and maintenance cannot proceed. Literature review We reexamined the elements of stadium reform from the four requirements of stadium reform (Mukoyama & Kato, 2019), and endeavored to identify what elements are present and how they are combined. The four requirements for stadium reform are indicated as 1) to be a resource for community development, 2) to complement functions that are lacking in the community, 3) to be a symbol of the community, and 4) to combine multiple funding methods. In addition, we tried to clarify what stakeholders present and their tasks based on the classification of the stakeholders (Funahashi, et al., 2020). The purpose of this study is to examine what kind of stakeholders, functions and facilities are needed and what kind of business model can generate profit in the \"Y Prefecture Comprehensive Stadium Plan\" currently under consideration, and to verify its feasibility. Method We conducted a literature review of articles related to regional revitalization and urban development through stadiums, as well as reports on actual case studies on stadium concept models and business processes. In addition, a semi-structured interview survey was conducted with one of the members of the Y Prefecture Comprehensive Stadium Planning Study Committee, and the Modified Grounded Theory Approach (Kinoshita, 2007) was used for data analysis. Results The following four categories were identified as necessary elements for a comprehensive stadium plan in Y prefecture. These are \"stadium functions,\" \"social significance/role of the stadium,\" \"stakeholders,\" and \"business methods.”Functions of the stadium\" can be divided into \"social functions\" and \"benefit functions. The social functions include disaster prevention and MICE functions. In addition, stadiums are expected to become smart stadiums that utilize data and IT.\" As for the \"social significance and role of stadiums,\" they are expected to become a regional sports industry. In addition, stadiums are required to contribute to the resolution of regional issues. As for the \"stakeholders,\" the stadium project plan includes \"local governments and home teams. As for the \"project method,\" the introduction of the P-PFI or PFI method is being considered, as the private sector can be expected to increase profits and reduce costs by efficiently managing the facilities.
16tAsian Association for Sport Management Conference 19-20 August 2021 Discussion The realization of a plan is a matter of the project proponent deciding on the policy and method of the project and working with the necessary stakeholders to achieve it. The stadium is supposed to revitalize the local economy, serve as a nucleus for urban development, and enable solutions to problems that arise in the region. To achieve this, the Page | 81 stadium must have social functions, benefit functions, and be a smart stadium. References Funahashi, H, Kan, F., Katsurada, T., & Mano, Y. (2020). Identifying and Mapping. Stakeholders in a Stadium Construction Project: The Case of Kitakyushu Stadium. Journal of Japan Society of Sports Industry, 30(2),131–149. Mukoyama, M, & Kato, Y. (2019). Strategic Planning for sports stadium construction: Analysis of construction process for Kamaishi Unosumai Memorial Stadium. The journal of Ryutsu Keizai University, the Faculty of Health & Sport Science, 12, 11– 20.
16tAsian Association for Sport Management Conference 19-20 August 2021 THE EFFECT OF CEO’S IMAGE ON SPECTATOR LOYALTY IN THAI PROFEESSIONAL FOOTBALL CLUB IN BANGKOK AND PERIMETER Kanoknan Suchao-in1, Wachilakunlaya Puttachadwong2and Amonrus Nitayatareekul3 Page | 82 1,2,3Faculty of Allied Health Science, Thammasat University, Thailand [email protected] Abstract CEO’s image is the overall mental picture one has about a person. This is an important strategy to strengthen corporate image. Although professional sports team organization is one of business that has a high financial performance, there is little research has examined how professional sports team organizations can effectively communicate their activities to increase spectator loyalty. The purpose of this research was to examine the effect of CEO’s image on spectator loyalty. Brand image is a set of perceptions about a brand as reflected by brand associations in the consumer's memory. This study was quantitative research by using survey questionnaire to ask a convenience sample of 720 respondents who buy the ticket sales and physically attend at home games in Thai Professional Football League 2020. To measure the constructs, we modified survey questionnaire from previously developed scales. The resulting 17-item questionnaire consisted of two main components: CEO’s image and spectator loyalty. Our study conducted correlation and regression by using SPSS 24.0. There was a statistically significant correlation between CEO’s image and spectator loyalty at 0.107. The CEO’s image would predict the spectator loyalty at 1.20% (R2 = 0.012). The influence of CEO’s image on spectator loyalty was 0.107 (β = 0.107). The effect of CEO’s image on spectator loyalty were statistically significant in the expected direction (p < 0.01), with relatively low levels of correlation and factor loading. CEO’s image increases spectator loyalty in Thai professional football league. This article is able to contribute to those managers who would like to extend their fan base. Keywords: CEO’s image, Spectator loyalty, Professional football league 1. INTRODUCTION Football is the most popular sport in Thailand. Sports marketing public relations is an important part of a rather relevant growth of the Thai football industry. The strategy of sports marketing public relations can attract various spectators to follow and support the professional Thai football league. Therefore, it is very important to increase the sports market segmentation of the professional Thai football league. However, spectators’ behavior have dramatically changed over the past ten years. Nowadays, the professional Thai football league should adapt the strategy in order to understand spectators’ behavior and to maintain their existing fan base and extend their new fan base. With a highly competitive sports industry, brand loyalty plays a key role in the development of sports marketing public relations on the spectators’ attitude towards a business. Brand loyalty consists of two components: behavioral loyalty and attitudinal loyalty (Bandyopadhyay & Martell, 2007). Behavioral loyalty is a behavioral pattern of repurchase of product or service. Attitudinal loyalty is a positive consumer’s perception who have an experience with the product or service. Therefore, the consumers have a good attitude
16tAsian Association for Sport Management Conference 19-20 August 2021 towards the brand, leading to repurchase behavior, which have a beneficial profit for company (Oliver, 1980). From a broader marketing context, several research in chief executive officer (CEO)’s image become a rather relevant area of research (Park & Berger, 2004). It is particularly important for a marketing manager who creates the company’s image to understand the role of CEO’s image to relationship with stakeholders (Lievens & Slaughter, 2016). The past Page | 83 literatures have tended to focus on CEO’s image. There is the effect of CEO’s image on the company’s image (Ko et al., 2008), consumer’s confidence (Park & Berger, 2004), and consumer’s trust (Stravinskiene et al., 2020). Andreini et al. (2020) examined the measurement construct of CEO’s image, which is an independent construct that differs from CEO familiarity, corporate brand image, corporate brand reputation, and product brand awareness. They revealed that CEO’s image could transfer the meaning to consumers including personality, performance, and leadership. Furthermore, CEO’s image predicts the advertisement’s credibility and mediates the relationships between the advertisement’s credibility and CEO’s familiarity and between the advertisement’s credibility and consumer attitude toward social-media advertisement. However, previous literatures reviewed that the effect of CEO’s image on consumer’s loyalty has not been studied. From a sport marketing context, many studies have tended to focus on the effect of team brand association on brand loyalty in sports team (Gladden & Funk, 2001; Gladden & Funk, 2002; Parent & Foreman, 2007). They found that team brand association has an advantage in long term to prevent failure from losing in the competition and to perform spectator loyalty. In spite of being studied extensively in the context of sport marketing, little attention has been given to actual personal brands in relation to extend their fan base needs to be investigated. The CEO’s image is used to support a brand or a football clubs, for example Navin Chidchop who is a famous CEO of the Buriram united club and a most valuable person in sport industry in Thailand. Thus, CEO’s image is likely transferred his/her meaning to attract a new spectator admiring towards their football clubs. Therefore, the first objective is to examine the effect of CEO’s image on spectator loyalty in the professional Thai football league. 2. LITERATURE REVIEW 2.1 CEO’s image The chief executive officer (CEO) is defined as one of the most significant in building the consumer opinion about the organization (Stravinskiene et al., 2020). Brand image is a set of perceptions about a brand as reflected by brand associations in the consumer's memory (Keller, 1993). CEO’s image is the overall mental picture one has about a person (Khalilah & Khairul, 2018). Thus, CEO’s image is an important strategy to strengthen their corporate image and their interaction of consumer behavior. According to Fetscherin (2015), the 4Ps of the CEO branding mix, which serves as a memorable grouping system of key elements of the CEO brand. These four elements are the most important manageable ones that CEOs and companies can also directly or indirectly measure. Two of these elements are related to CEO’s image (the CEO person and the CEO personality) while the other two elements relate to CEO’s reputation (CEO prestige and CEO performance). CEO’s image consists of the elements the CEO and his or her personality while CEO’s reputation consists of CEO’s performance and CEO’s prestige. These four elements make up the CEO branding mix which helps the CEO and the company to measure and manage the CEO brand and to successfully position the CEO and the company. Furthermore, Andreini et al. (2020) has developed a scale to measure CEO’s image from his
16tAsian Association for Sport Management Conference 19-20 August 2021 or her personality, which is a multidimensional structure. The CEO’s image consists of 3 dimensions including performance, personality, and leadership. Performance is measured by successful, business minded, and ambitious CEOs. Personality is measured by clean records, integrity, and balanced CEOs. Finally, leadership is measured by meritocratic, initiating, and challenging CEOs. These data are very useful for planning a PR event, an announcement, launching a new product, or an annual shareholder meeting. Page | 84 2.2 Spectator loyalty Consumer loyalty is defined as a consumer’s commitment to repurchase of a product or service despite the impact of situational and marketing efforts to change this behavior (Oliver, 1999). Consumer loyalty refers to a number of indicators related to repeated purchases made by consumers such as the quantity of purchase, purchase frequency, date of last purchase and consumer share (Jacoby & Chestnut, 1978). For a professional sports team, behavioral loyalty is when a group of consumers purchase season tickets or partial season tickets and watch all of a team’s games on television (Baade & Tiehan, 1990), purchase team merchandise (Wann & Branscombe, 1993) and has been a fan for a number of years (Mahony & Moorman, 2000). On the other hand, attitudinal loyalty refers to a favorable attitude towards a brand or organization that can predict consumer behavior in the future (Jacoby & Chestnut, 1978). For a professional sports team, attitudinal loyalty is when a group of consumers hold favorable attitudes toward a sports team, leading to increased consumption of team merchandise, increased game attendance and media rights (Mahony & Moorman, 2000). Therefore, repetitive behavior of the spectator is not enough for it to be considered as loyalty. Thus, this study chooses to determine the two components of loyalty, including behavioral loyalty attitudinal loyalty, towards a team and will represent ‘spectator loyalty’. 2.3 CEO’s image and Loyalty The previous research have found that the corporate image has an effect on consumer intentions (Nguyen & Leblac, 2001; Keh & Xie, 2009), consumer satisfaction (Helm et al., 2010), consumer loyalty (de Leniz & del Bosque Rodriguez, 2016), and consumer perceived value (Zameer et al., 2015). Zameer et al. (2015) have suggested that CEOs and their behavior influence on the company image. However, the literature on the issues of CEO’s image and consumer loyalty with the organization is limited. This led to the fact that previous studies have shown that the character traits of CEO as a leader consists of leadership, psychology or sociology, leading to the impact of management styles for the achievements of the organization (Park & Berger, 2004; Stravinskiene et al., 2020). The empirical studies have demonstrated the impact of CEO’s image on consumer confidence (Park & Berger, 2004), and consumer trust (Stravinskiene et al., 2020). Alghawi et al. (2014) found that CEO’s image strategy affects follower loyalty in the microblogging context in China and CEOs present themselves as experts rather than as friends. The prevalence of loyalty builds better results and encourages positive consumer behavior. Although consumer loyalty is related to various business profitability outcomes, there is limited research on the impact of CEO’s image on spectator loyalty in professional sports teams. Therefore, the following hypotheses were formulated: H1: CEO’s image has a positive relationship with spectator loyalty. H2: CEO’s image has direct impact on spectator loyalty.
16tAsian Association for Sport Management Conference 19-20 August 2021 3. METHOD 3.1 Data collection The data collection used the modified scales from previous studies. The 17 items of questionnaire included CEO’s image (Andreini et al., 2020) and loyalty (Gladden & Funk, 2001; Kwon et al., 2005). All research scales used seven-point Likert scales. The Thai questionnaire was translated from English by professionals. After generating a list of items in Page | 85 Thai, these items had to be assessed for content validity. The Thai questionnaire was assessed by one professional from sports management, one professional from a communications program and one practitioner from a professional football team in the Thai League (T1). These revised questionnaires were incorporated and subsequently transformed into the pilot study. Two pilot studies were conducted for a check of the functionality and timing in survey format, and a preliminary questionnaire for the calculation of Cronbach’s alpha coefficients. The respondents were 720 spectators with an aged between 18–65 years, consisting of 120 from six teams in the Thai League (T1). Six teams have located in Bangkok and perimeter, including Muangthong united, Port FC, Samutprakan City, Pathum United, Police FC, and Bangkok United. This quantitative research was conducted from October 2020 to December 2020. Questionnaires were distributed to spectators by a researcher and research assistants. Fourteen research assistants were students from the Sports Management Program, Department of Sports Science and Sports Development, Faculty of Allied Health Science, Thammasat University, Thailand. At each home game, the researcher and research assistants were posted at entrances around the stadium to distribute questionnaires before the kickoff. Questionnaires were distributed by convenience sampling to the home team’s spectators. Additionally, if they had any questions about the questionnaire, they would be addressed by the researcher or research assistants. 3.2 Data analysis The normality of distribution was analyzed by using Kolmogorov-Smirnov goodness of fit test. The demographic data were presented by frequency and percentage. The mean values and the standard deviations (SD) of all constructs are calculated by SPSS 24.0. The relationship between CEO’s image and spectator loyalty were analyzed by the Pearson correlation test. The impact of CEO’s image and spectator loyalty were analyzed by the linear regression test. 4. RESULTS 4.1 Demographic data result Table 1 showed that spectators were mostly men (68.3%), outnumbering women (31.7%) by almost 36.6%. The age groups with the most spectators, in descending order, were between 18 and 25 years (39.4%), followed by the 26 to 33 years (19.2%), then 34 to 41 years (15.3%), 42 to 49 years (13.9%), 50 to 57 years (9.3%) and finally 58 to 65 years (2.9%). The majority of the spectators had bought daily match tickets [402 spectators (55.8%)] while only 170 (23.6%) spectators were season ticket holders, and only 148 (20.6%) spectators were free ticket holders. As to the level of loyalty of the spectator, 268 spectators liked only one specific team (37.2%) while 199 spectators neither liked nor disliked any teams (27.6%), 132 spectators liked more than one team (18.3%), and 121 spectators only liked their one favorite team (16.8%).
16tAsian Association for Sport Management Conference 19-20 August 2021 Table 1 Spectators’ demographic data (n = 720) Gender Description f% Page | 86 Age range Men 492 68.3 Women 228 31.7 Type of Ticket 18–25 years 284 39.4 Level of Spectator 26–33 years 138 19.2 34–41 years 110 15.3 42–49 years 100 13.9 50–57 years 67 9.3 58–65 years 21 2.9 Seasonal ticket 170 23.6 Daily match ticket 402 55.8 Free ticket 148 20.6 Neither likes nor dislikes 199 27.6 Likes more than one team 132 18.3 Likes only one specific team 268 37.2 Likes only this favorite team 121 16.8 Table 2 showed the mean value and the standard deviation of CEO’s image. The overall average value of mean and SD of all constructs was 5.63 ± 1.25. The items of CEO’s image measurement, in descending order, were the CEO is challenging (5.75 ± 1.26), the CEO is initiating (5.65 ± 1.27), the CEO is meritocratic (5.63 ± 1.26), the CEO is successfulness (5.63 ± 1.24), the CEO is integrity (5.63 ± 1.23), the CEO is clean records (5.62 ± 1.27), the CEO is balanced (5.62 ± 1.27), the CEO is ambitious (5.62 ± 1.26), and the CEO is business-minded (5.56 ± 1.27), respectively. Table 2 The mean value and the standard deviation of CEO’s image (n = 720) Dimension Item M SD Performance The CEO is successfulness The CEO is business-minded 5.63 1.24 Personality The CEO is ambitious 5.56 1.27 The CEO is clean records 5.62 1.26 Leadership The CEO is integrity 5.62 1.27 The CEO is balanced 5.63 1.23 The CEO is meritocratic 5.62 1.27 The CEO is initiating 5.63 1.26 The CEO is challenging 5.65 1.27 5.75 1.26 Total 5.63 1.25 Table 3 demonstrated the mean value and the standard deviation of spectator loyalty. The overall average value of mean and SD of all constructs was 5.71 ± 1.42. The items of spectator loyalty measurement, in descending order, were I would attend my favorite team regardless of which team they were playing against at the time (5.88 ± 1.35), I am more likely to buy (team name) clothing (5.81 ± 1.41), I consider myself a committed fan of my favorite
16tAsian Association for Sport Management Conference 19-20 August 2021 team (5.81 ± 1.40), I am more likely to attend future games (5.79 ± 1.41), number of home games attended (5.76 ± 1.39), I could never change my affiliation from my favorite team to another professional team (5.74 ± 1.43), I am more likely to purchase the team’s merchandise (5.54 ± 1.50), and I would be willing to defend my favorite team publicly, even if it caused controversy (5.35 ± 1.52), respectively. Page | 87 Table 3 The mean value and the standard deviation of spectator loyalty (n = 720) Dimensio Item M SD n 5.35 1.52 Attitudina I would be willing to defend my favorite team l loyalty publicly, even if it caused controversy 5.74 1.43 I could never change my affiliation from my favorite Behaviora team to another professional team 5.81 1.40 l loyalty I consider myself a committed fan of my favorite team 5.88 1.35 I would attend my favorite team regardless of which team they were playing against at the time 5.79 1.41 I am more likely to attend future games. 5.54 1.50 I am more likely to purchase the team’s merchandise 5.81 1.41 I am more likely to buy (team name) clothing 5.76 1.39 Number of home games attended 5.71 1.42 Total 4.2 The relationship between CEO’s image and spectator loyalty result The relationship between CEO’s image and spectator loyalty in the professional Thai football League (T1) in Bangkok and perimeter was shown in Table 4. The results showed that that Pearson correlations (r) was 0.107. There was significantly positive relationship between CEO’s image and spectator loyalty at very low level (p < 0.01). Table 4 The relationship between CEO’s image and spectator loyalty (n = 720). CEO’s image => Spectator r p Result loyalty 0.107* 0.004 Very low Note: *p < 0.01 4.3 The impact of CEO’s image on spectator loyalty result The impact of CEO’s image and spectator loyalty in the professional Thai football League (T1) in Bangkok and perimeter was shown in Table 5. The values of linear regression model showed that R Square (R2) was 0.012. The result represented that CEO’s image could be able to predict spectator loyalty in the professional Thai football League (T1) by 1.2%. Additionally, there was the standardized coefficients Beta (β) value at 0.107. This result demonstrated the impact of CEO’s image on spectator loyalty at 0.107, with a statistically
16tAsian Association for Sport Management Conference 19-20 August 2021 significant level at 0.004 (p < 0.01), in the professional Thai football League (T1) in Bangkok and perimeter. Page | 88
16tAsian Association for Sport Management Conference 19-20 August 2021 Table 5 The impact of CEO’s image on spectator loyalty (n = 720). CEO’s image => Spectator R2 β p Result loyalty 0.012 0.107* 0.004 Very low Note: *p < 0.01 Page | 89 5. DISCUSSION 5.1 Demographic data Men and women accounted for 68.3% and 31.7%, respectively. This showed that there were more males than females in Thai league (T1). Additionally, in terms of aged range, the 18–25 years, the 26–33 years, the 34–41 years, and the 42–49 years accounted for 39.4%, 19.2%, 15.3%, and 13.9%, respectively. This showed that the period of adult was the most number in Thai league (T1). On the other hand, the 50–57 years and the 58–65 years accounted for 9.3% and 2.9%, respectively. This showed that the period of older were the lowest number in Thai league (T1). In terms of type of ticket, the daily match ticket accounted for 55.8%. However, the seasonal ticket and the free ticket accounted for 23.6% and 20.6%, respectively. This showed that spectators’ behavior in Thai league (T1) bought daily match ticket, seasonal ticket, and the free ticket, respectively. Finally, in terms of levels of spectator, likes only one specific team and neither likes nor dislikes were the most number and accounted for 37.2% and 27.6%, respectively in Thai league (T1). While likes more than one team and likes only this favorite team were the lowest number and accounted for 18.3% and 16.8%, respectively in Thai league (T1). In term of the dimension of CEO’s image, there were higher in leadership (5.68 ± 1.26) greater than in personality (5.62 ± 1.26) and performance (5.60 ± 1.26), respectively. This result showed that the CEO’s leadership, including meritocratic, initiating, and challenging CEOs, was highly considered by spectator in Thai league (T1) located in Bangkok and perimeter. Additionally, in term of the dimension of spectator loyalty, there were higher in behavioral loyalty (5.73 ± 1.43) greater than in attitudinal loyalty (5.70 ± 1.43). These data are very useful for planning of the marketing public relations strategy in the emotional and behavioral reactions in spectators’ response to the sports team. 5.2 CEO’s image and spectator loyalty The reviewed literatures have reported the importance of CEO’s image to overall corporate image and influence consumer’s behavior (Flavian et al., 2005; de Leaniz & del Bosque Rodriguez, 2016). Despite that the majority of the research have been studied from a fundamentally theoretical perspective, examines the company’s image influence on consumer’s behavior, and no studies examine how CEO’s image influence on spectator loyalty in the sports organizations. It is likely very important to analyze not only the relationship between CEO’s image and spectator loyalty, but also CEO’s image leads to the spectators’ development of an emotional reaction in response to actions associated with the sports team. The results of the present study demonstrated that there were a positive relationship between CEO’s image and spectator loyalty and a very low impact of CEO’s image on spectator loyalty in the professional Thai football League (T1) in Bangkok and perimeter. These results disclosed CEO’s image structure and elements and confirm that personality, performance, and leadership of CEO have significant impact on spectator loyalty in Thai league (T1). Consistent with Stravinskiene et al. (2020), the consumers receive overall
16tAsian Association for Sport Management Conference 19-20 August 2021 perceptions of CEOs, then keep in their promises, especially social responsibility. The psychological traits have a positive impact on consumer trust in CEO, the consumers believe that organization provide and sell them good quality products and services. Additionally, in term of dimension of CEO’s image, it is likely that the CEO’s leadership, including meritocratic, initiating, and challenging CEOs, performs both emotional and behavioral reactions in response to the sports team actions in Thai league (T1) located in Bangkok and Page | 90 perimeter. Therefore, the psychological traits of CEO are transferred to the spectator, leading to performing positive attitude, belief, and trust toward the team and finally loyal to the team. 6. DISCUSSION CEO’s image has a positive relation with spectator loyalty and CEO’s image was found to directly impact spectator loyalty. These data are advantage for planning of the marketing public relations strategy in the sports teams. Therefore, CEO’s image contributes to their managers who would like to extend their fan base. ACKNOWLEDGEMENTS The authors extend their gratitude to Faculty of Allied Health Science, Thammasat University for the financial support. References Alghawi, I. A., Yan, J., & Wei C. (2014). Professional or interactive: CEOs’ image strategies in the microblogging context. Computers in Human Behavior, 41, 184–189. Andreini, D., Fetscherin, M., & Zarantonello, L. (2020). How a CEO’s personality, performance, and leadership predict advertising credibility: Conceptualizing and measuring CEO brand image. Journal of Advertising Research, 61(1), 1–15. Baade, R. A., & Tiehan, L. J. (1990). An analysis of major league baseball attendance: 1969– 1987. Journal of Sport and Social Issues, 14: 14–32. Bandyopadhyay, S., & Martell, M. (2007). Does attitudinal loyalty influence behavioral loyalty? A theoretical and empirical study. Journal of Retailing and Consumer Services, 12, 35–44. de Leaniz, P. M. G., & del Bosque Rodriguez, I. R. (2016). Corporate image and reputation as drivers of customer loyalty. Corporate Reputation Review, 19(2), 166–178. Fetscherin, M. (2015). CEO Branding: Theory and Practice. NY: Routledge. Flavian, C., Guinaliu, M., & Torres, E. (2005). The influence of corporate image on consumer trust: A comparative analysis in traditional versus internet banking. Internet Research, 15(4), 447–470. Gladden, J. M., & Funk, D. C. (2001). Understanding brand loyalty in professional sport: Examining the link between brand associations and brand loyalty. International Journal of Sports Marketing and Sponsorship 3, 67–94. Gladden, J. M., & Funk, D. C. (2002). Developing an understanding of brand associations in team sport: Empirical evidence from consumers of professional sport. Journal of Sport Management, 16(1), 54–81. Helm, S., Eggert, A., & Garnefeld, I. (2010). Modeling the impact of corporate reputation on customer satisfaction and loyalty using partial least squares. Berlin, Germany: Springer Berlin Heidelberg. Jacoby, J., & Chestnut, R. W. (1978). Brand Loyalty Measurement and Management. New York: John Wiley and Sons.
16tAsian Association for Sport Management Conference 19-20 August 2021 Keh, H. T., & Xie, Y. (2009). Corporate reputation and customer behavioral intentions: The roles of trust, identification and commitment. Industrial Marketing Management, 38: 732–742. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22. Khalilah A. H., & Khairul A. M. A. (2018). Brand image vs CEO’s image: Which matters to Page | 91 the consumers?. International Journal of Organization & Business Excellence, 3(2), 1–14. Ko, E. J., Taylor, C. R., Wagner, U., & Ji, H. A. (2008). Relationships among CEO image, corporate image and employment brand value in fashion industry. Journal of Global Academy of Marketing Science, 18(4), 311–331. Kwon, H. H., Trail, G. T., & Anderson, D. F. (2005). Are multiple points of attachment necessary to predict cognitive, affective, conative, or behavioral loyalty?. Sport Management Review, 8, 255–270. Lievens, F., Van Hoye, G., & Anseel, F. (2007). Organizational identity and employer image: Towards a unifying framework. British Journal of Management, 18, S45–S59. Mahony, D. F., & Moorman, A. M. (2000). The relationship between the attitudes of professional sport fans and their intentions to watch televised games. Sport Marketing Quarterly, 9(3): 131–139. Nguyen, N., & Leblanc, G. (2001). Corporate image and corporate reputation in customers' retention decisions in services. Journal of Retailing and Consumer Services, 8: 227– 236. Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decision. Journal of Marketing Research, 17(4), 460–469. Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(4): 33–44. Parent, M. M., & Foreman, P. O. (2007). Organizational image and identity management in large-scale sporting event. Journal of Sport Management, 21, 15–41. Park, D. J., & Berger, B. K. (2004). The presentation of CEOs in the press, 1990–2000: Increasing salience, positive valence, and a focus on competency and personal dimensions of image. Journal of Public Relations Research, 16(1), 93–125. Stravinskiene, J., Hopeniene, R., & Levickyte I. (2020). Impact of CEO image on the consumer trust in the organization. Inzinerine Ekonomika-Engineering Economics, 31(2), 243–253. Wann, D. L., & Branscombe, N. R. (1993). Sports fans: Measuring degree of identification with their team. International Journal of Sports Psychology, 24: 1–17. Zameer, H., Tara, A., Kausar, U., & Mohsin, A. (2015). Impact of service quality, corporate image and customer satisfaction towards customers' perceived value in the banking sector in Pakistan. International Journal of Bank Marketing, 33(4), 442–456.
16tAsian Association for Sport Management Conference 19-20 August 2021 INTERNATIONAL ATHLETE PARTICIPATION TRENDS IN AMERICAN COLLEGIATE SPORTS Robert L. Herron, Sandra K. Geringer, Brandon D. Spradley, Fred J. Cromartie, Page | 92 and Roch A. King United States Sports Academy [email protected] Introduction The objective of this study was to evaluate and describe international student-athlete participation trends in the United States’ collegiate sporting system from 2014–2019. Literature review In the United States of America (USA), the collegiate sport infrastructure is unique and led by the National Collegiate Athletic Association (NCAA). The NCAA is structured as a member-led organization that sets forth rules allowing athletes to compete in organized sport while attending college referred to as student-athletes. This unique structure attracts international interest and many student-athletes come to the USA to participant in sport and study as a student-athlete. The NCAA separates universities by division levels: 1, 2, or 3 (D1, D2, and D3 respectively). The division levels differ in several way–most prominently eligibility standards and the amount of financial aid student-athletes can receive in the form of free tuition, room, board, and other costs of attendance–often called athletic scholarships. D1 allows multiyear, full-cost-of-attendance athletic scholarships (National Collegiate Athletic Association, 2020), D2 allows partial athletic scholarships (National Collegiate Athletic Association , 2020), and D3 does not provide athletic scholarships (National Collegiate Athletic Association , 2020). Method Data were retrieved from NCAA databases that denoted D1 and D2 student-athlete demographics related to sport and country for the years 2014–2019 (N = 1,199,158 athletes) (National Collegiate Athletic Association, 2020). Results Over the period analyzed, international student-athlete participation increased from 2014 (N = 16,280) to 2019 (N = 21,739) by approximately 34%. Furthermore, these trends were similar in D1 (approximately 35% increase) and D2 (approximately 31% increase). However, the relative percentage of international student-athletes to total D1 and D2 NCAA athletes was stable over time and between divisions (approximately 10%). Of note, differences in international participation were observed by sport and global region. Discussion A continued increase in international participation within the NCAA sport structure creates a growing opportunity for student-athletes from all over the world. However, there are noted differences in demographics that can be attributed to geographical sport specialization and regional sport access to recruitment by NCAA coaches. As such, national sport federations should consider programs that can facilitate international opportunities for their athletes and help the student-athlete navigate the process (Popp, Pierce, & Mums, 2011). References
16tAsian Association for Sport Management Conference 19-20 August 2021 National Collegiate Athletic Association. (2020). International Student-Athlete Participation. Retrieved from https://www.ncaa.org/about/resources/research/international-student- athlete-participation National Collegiate Athletic Association. (2020). NCAA Division II Manual 2020–2021. NCAA. Popp, N., Pierce, D., & Mums, M. A. (2011, May). A comparison of the college selection Page | 93 process for international and domestic student-athletes at NCAA Division I universities. Sport Management Review, 14(2), 176–187.
16tAsian Association for Sport Management Conference 19-20 August 2021 THE IMPACT OF SOCIAL LIVE STREAMING SPORTS BROADCASTING JOCKEY BRAND IMAGE ON VIEWING SATISFACTION AND RE-VIEW INTENTION Hong Wei Yang, Sang Yong An, Ju Yeon Lee and Choong Hoon Lim Page | 94 Department of Physical Education, Seoul National University, Republic of Korea Introduction Based on the previous literatures on sport media and communication, the primary purpose of this study was to examine how the image of sports BJ can augment viewers’ re- view intention through the mechanisms of viewing satisfaction and flow. Literature review New media plays a very important role in the international sport ecosystem, the MLB made a deal with Facebook to live stream 26 games, which generated over 123 million views in 2018 (Emily, 2021). With the popularity of social media sports live services, sports broadcasting jockeys (BJ) also became more popular. However, only a few studies focused on exploring the importance of the sports BJ image to make the audience more interest to the game, and improve their viewing satisfaction and re-view intention (Hall, Towers & Shaw, 2017). Method For this purpose, with 37 online survey items, a total of 413 data was collected in four days from 23 to 26 November, 2020. Based on the convenience sampling method, participants who reside in South Korea and experienced of using social living streaming service were selected. The data were analyzed and interpreted through frequency analysis, reliability analysis, confirmatory factor analyses (CFA), and high-order structural equation model analysis (SEM) by SPSS 25.0 and AMOS 25.0. The significance of research’s reliability was tested with Cronbach’s Alpha and showed good results (> 0.7). Results The CFA results of independent variables indicated the measurement models was acceptable ( /df = 2.17, CFI = 0.944, RMSEA = 0.053). The convergent validity was evaluated by the loading score for all items at significant alpha level of 0.05 (Anderson & Gerbing, 1988), composite reliability score over 0.7 (Bagozzi & Yi,1988), and average variance extracted above the recommended standard which is 0.5 (Fornell & Larcker, 1981). Discriminant validity is established when the estimated correlations between the dimensions are not excessively high (i.e., > 0.85; Kline, 2005). All of the results indicated that both convergent validity and discriminant validity was secured. The high-order structural model also showed a goodness fit for testing the hypothesis ( /df = 2.297, CFI = 0.934, RMSEA = 0.056). This study found that sports BJ’s brand image was constructed with 10 sub-factors which can be divided into three second-order factors which are the sports BJ’s performance, sports BJ’s attractiveness, and sports BJ’s marketable value. Sports BJ’s performance consists of four sub-dimensions: communication skills, speech skills (verbal & nonverbal), and sports knowledge. Sports BJ’s attractiveness consists of three sub- dimensions: humor, voice, and appearance. Sports BJ’s marketable value consists of three sub-dimensions: relationship effort, self-concept consistency, and economic achievement. It
16tAsian Association for Sport Management Conference 19-20 August 2021 was also found that the sports BJ brand image has a positive significant effect directly on viewing satisfaction. Furthermore, flow positively mediated the relationships between sports BJ brand image and viewing satisfaction. In addition, the social live streaming broadcasting viewers’ viewing satisfaction positively mediate the relationships between sports broadcasting jockey brand image and reviewing intention. Page | 95 Discussion The finding of the current study adds to the understanding of the important role of sports broadcasting jockey for new social media, sports events, teams or players, or the sponsors that want to expand the industry through sports BJ. At the same time, this study can also provide positive and meaningful new ideas for revitalizing national and international sport ecosystem in the future through new media. References Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411. Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74–94. Emily. K. (May 07, 2021). 114 Live Streaming Statistics Every Broadcaster Should Know. Retrieved from https://www.dacast.com/blog/66-must-know-live-streaming- statistics/#search-lightbox. Fornell, C., & Larcker, D. F. (1981). Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics. Journal of Marketing Research, 18(August), 382–8. Hall, A., Towers, N., & Shaw, D. R. (2017). Understanding how Millennial shoppers decide what to buy. International Journal of Retail & Distribution Management, 45(5), 498–517.
16tAsian Association for Sport Management Conference 19-20 August 2021 DEVELOPMENT OF VIDEO MEDIA FOR PUBLIC RELATIONS OF WAKEBOARD Tuangporn Cheunchitpisaikul1, Saralee Sonchan2, Wirat Sonchan3, Watcharin Padungratchadakit4, Rongkapoom Puranawit5 and Pichaya Noppakal6 1, 2, 3, 4Faculty of Sports Science, Burapha University, Thailand Page | 96 5Faculty of Liberal Arts, Thailand National Sports University Ang Thong Campus, , Thailand [email protected] 6Faculty of Sports and Health Science, Thailand National Sports University Ang Thong Campus, Thailand This study aimed to study the level of satisfaction and to compare the difference between the demographic characteristic and the level of satisfaction of Burapha university’s undergraduate students towards the video media for public relations of wakeboard. The samples were 400 undergraduate students of Burapha University who registered the subject of Recreation and Tourism in the academic year of 2019. The Purposive Sampling method was used to select the participants and the data was collected by questionnaire. The descriptive statistics used for the analysis were Frequency, Percentage, Mean, and Standard Deviation and the inferential statistics was One Way ANOVA. The statistical significance was at 0.05. The results showed that 1.) The satisfaction on watching the video media for public relations of wakeboard was high. The most satisfaction’s factor was Visual at X̅ = 4.07. 2.) The demographic characteristic on their different faculty and different educational level affecting to the satisfaction towards the video media for public relations of wakeboard was significantly different. While the demographic characteristic on sex affecting to the satisfaction on watching the video media for public relations of wakeboard was not significantly different. According to the information concluded that the video media for public relations of wakeboard that was developed can apply for public relations of wakeboard. Keywords: Video media, Wakeboard, Sports tourism
16tAsian Association for Sport Management Conference 19-20 August 2021 THE SPORT MANAGEMENT IN SÃO PAULO PAN-AMERICAN GAMES 1963: THE WATER POLO GOLD MEDAL AND ITS IMPACT ON PRINTED MEDIA Silvio Telles1, Luiz Carlos Nery2, and Mário Coelho Teixeira2 Page | 97 1Universidade Federal do Rio de Janeiro, Brasil 2Universidade de Évora, Portugal Introduction This study aims to identify which representations of Brazilian society appear in print media narratives of the water polo gold medal achievement in the 1963 Pan-American Games. Literature review The years contained between 1950 and 1970 were a period of recognized effervescence for Brazilian society in various sectors. Almeida (1995) shows us a division of national ideology linked to the moment when certain forces determined the country’s direction. According to said author, national ideology and nationalism can be divided, demonstrating periods in which populist nationalism underwent ruptures: military nationalism (1930–1945), work nationalism (1951–1954), triumphant nationalism (1955– 1960) and reformist nationalism (1961–1964). A total of 21 countries participated, a modest amount when compared to the Pan-American Games held in Lima, Peru in 2019 with a total of 41 nations. The program contained 22 sports and 1665 athletes participated, the lowest number to this date in all editions. The Brazilian delegation reached the second place with 52 medals, an achievement that remains unparalleled to this day. The delegation earned 14 gold medals, 20 silver ones and 18 bronze medals (COB, 1963). Method We used the press as a source and conducted a documental analysis. The study’s cut- off is determined by the event period, from April 20th to May 5th of 1963. The search was conducted in newspapers with wide circulation at the time. Thus, the O Globo and Estado de São Paulo newspapers were searched digitally, with the search limits defined to include one month before and one month after the event. Results The results show a relationship between sport and a society in the midst of an industrialization process in the city of São Paulo. The largest metropolis of Latin America expended much effort in hosting the Pan-American Games. Despite there not being sufficient funds, the event’s management used spaces that already existed and this action did not require much from the public accounts, making the games economically viable. According to the newspapers, the population participated wholeheartedly, filling the venues in order to watch the competitions. Water Polo achieved its first and, to this day, only gold medal at this event. The games occurred at the Palmeiras club pool with a large crowd present. The victory over the United States, the big American powerhouse and event winner as per the medal board was highlighted in many newspaper articles. The feeling of having organized the event and reached the second place contributed to launch Brazil as a country capable of organizing large events, as occurred with the Soccer World Cup of 1950. Discussion We noted through the analysis that the event management was successful in using preexisting spaces, an advanced action for the time. Nowadays, structures are either
16tAsian Association for Sport Management Conference 19-20 August 2021 temporary or excessive expenses are cut in order to avoid financial failures such as the 1976 Montreal Games and Athens, 2004. It is important to note that Brazil entered the group of countries demonstrating adequate conditions for organizing large events, boosting national self-esteem. Keywords: Water polo, Pan-American, History, Media. Page | 98 References Almeida, L. F. (1995) Ideologia nacional e nacionalismo. São Paulo: Educ. Comitê Olímpico Brasileiro. (1963). Relatório Oficial do IV Jogos Pan-americanos de São Paulo de 1963. Rio de Janeiro: COB.
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