Cause for event: not-for-profit marketing through participant sports events

Taylor, Ruth; Shanka, Tekle

doi:10.1362/026725708x381984

Cited by 48 publications

(62 citation statements)

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“…Ensuring customer loyalty and satisfaction is essential as it would in‰uence their ticket repurchase decisions (Oliver, 1999;Matsuoka et al, 2003;Tsuji et al, 2007;Taylor and Shanka, 2008). Stadium design and services also directly in‰uence attendees' desire to stay (Wakeˆeld and Sloan, 1995).…”

Section: Discussionmentioning

confidence: 99%

Community-based Management: Developing the Fan Base of Professional Baseball Teams

Wada

Matsuoka

2016

Int. J. Sport Health Sci.

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The purpose of this study is to examine the concept of community-based management (CBM) and to elucidate the in‰uential factors formulating the strategies for developing the fan base of professional baseball teams. Semi-structured interviews were conducted among staŠ members of four Paciˆc League teams on having regional team names and adopting``community-based management'' or``regional outreach activities'' in their team philosophy. In‰uenced by the reorganization of the Nippon Professional Baseball organization, the Paciˆc League teams have focused on a speciˆc community or region, rather than the entire nation, for better management. Teams are concentrating on garnering customer loyalty from avid fan club members and repeat customers, and then trying to retain and attract customers while expanding the customer target area in their community. The community-based approach implies developing a bond between local residents and teams. Through this study, CBM is deˆned as``developing consumers' attachment to and building their bond with a team through various local promotional or outreach activities within their speciˆc area.'' There are two signiˆcant factors emerged that in‰uence formulating the strategies for developing the fan base: (1) agreements between teams and stadium proprietors, and (2) relationships with local promotional vehicles such as local media companies and a railway company.

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Section: Discussionmentioning

confidence: 99%

Community-based Management: Developing the Fan Base of Professional Baseball Teams

Wada

Matsuoka

2016

Int. J. Sport Health Sci.

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“…Identification of festival or event visitors' needs is a prerequisite for effectively developing elements of festivals. Furthermore, effective marketing is unfeasible without identifying and understanding what motivates people to travel or attend an event (Taylor and Shanka, 2008;Fodness, 1994). Lee and Lee (2001) concluded that segmenting festival markets through motivations enables event managers to identify the strengths and opportunities of each market and helps guarantee visitors' satisfaction.…”

Section: Literature Reviewmentioning

confidence: 99%

Motives for Visiting Traditional Cultural Events of Ethnic Groups in Vojvodina

Blešić¹,

Pivac²,

Kovačić³

2017

Tourism in Southern and Eastern Europe

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Purpose -The Autonomous Province of Vojvodina is a distinctly multi-ethnic region. According to the 2011 census, Vojvodina is home to 26 nations and national or ethnic groups, which makes it a highly multi-ethnic environment. Each ethnic group nurtures a specific culture and traditions that are recognized as having significant potential for development, particularly development of cultural tourism in Vojvodina. Methodology -This paper will present the results of a questionnaire survey conducted in order to determine the basic motives for visiting the most popular events of Hungarians, Slovaks, Croats and Ruthenians that take place on the territory of Vojvodina. The questionnaire is modified and adapted based on the model used in the study of motives for visiting music festivals (Blešić et al., 2013;2014a). Analysis of the obtained will use descriptive statistical analysis, t-test for independent samples and analysis of variance ANOVA. Findings -The authors have conducted a pilot study (N=53) on the basis of which the reliability of the used questionnaire is confirmed. Also, there are set two initial hypotheses: H1 -The people of Vojvodina are insufficiently familiar with the events of ethnic groups; H2 -In relation to the socio-demographic characteristics of respondents, there is a statistically significant difference in the motives for visiting events and the attitudes towards events. Contribution -This research will show how the events of the ethnic groups are recognized by the local population of Vojvodina and which are the basic motives of their visit.

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“…Taylor and Shanka (2008) indicated that success in a given sport was one of the most important attributes of individuals involved in charity based sporting events. This finding is similar to that of Funk, Mahony, and Ridinger (2002), who determined exhibitionism, personal competitive drive, and the This is the author's manuscript of the article published in final edited form as: An additional motive for participant involvement in sport related philanthropic events is connected to social interaction.…”

Section: Motivational Factorsmentioning

confidence: 99%

Purposeful pedaling: analyzing MS 150 participant behavior

Gregg

Pierce

Sweeney

et al. 2015

International Journal of Event and Festival Management

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Purpose – The purpose of this paper is to explore factors affecting participant awareness, attraction, and attachment to the National Multiple Sclerosis Society’s (NMSS) MS 150 PGA Tour Cycle to the Shore charitable bike ride utilizing the Psychological Continuum Model (PCM) developed by Funk and James. In addition, the authors sought to outline variables sport organizations can use to predict donor behavior. Design/methodology/approach – Data for this project were derived from an electronic survey distributed to race participants and was analyzed in SPSS® software. Regression analysis was employed. Findings – The findings support previous research employing the PCM; wherein social situational variables have the greatest influence on the relational significance of hedonic and dispositional needs in attraction and attachment to sporting events. The work supports the inclusion of communities as an additional attachment outcome. Practical implications – In all, 92 percent of riders were informed about the event through word of mouth (WOM) marketing, highlighting the importance this promotional technique in the awareness stage of the PCM. NMSS would be well served by capitalizing on the power of WOM. Originality/value – The research provides insight into predictors of fundraising efficacy. In terms of fundraising effectiveness, participants with four or more years of participation were six times more likely than first-year riders to raise $1,000 or more.

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Cause for event: not-for-profit marketing through participant sports events

Cited by 48 publications

References 0 publications

Community-based Management: Developing the Fan Base of Professional Baseball Teams

Community-based Management: Developing the Fan Base of Professional Baseball Teams

Motives for Visiting Traditional Cultural Events of Ethnic Groups in Vojvodina

Purposeful pedaling: analyzing MS 150 participant behavior

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