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ORAL PRESENTATIONS

Date & Time: August 3, 2018 @ 4:30 p.m. to 6:00 p.m. Room: LS 218

Time Presentation Title Authors

4:30 p.m. – 4:45 p.m. Mental Toughness and Sport Competition Anxiety on Improving the Sport Performance of FEU Athletes and Cheer Dancers

Joana Marie Gabunilas

4:45 p.m. – 5:00 p.m. The Effects of Compression Sleeves on the Performance and Recovery Among Triathletes

Micah Rhea Quion Jeffrey Pagaduan Emmanuel Papa

5:00 p.m. – 5:15 p.m. Analysis ad Synthesis from the Exploration of the Guidelines, Policies and Standard of Physical Education Curriculum

Geraldine Cachola-Minas

5:15 p.m. – 5:30 p.m. Dynamic Balance and Leg Muscle Strength Measures in Male College Volleyball Players: A Correlational Study

Jose Micro Espinosa Jeremy Floyd Pedregosa

5:45 p.m. – 6:00 p.m. Validity of a Low-Cost Contact Platform in Measuring Jump Performance

Emmanuel Papa Jeffery Pagaduan Pojskic, Haris Julia Lindahl

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MENTAL TOUGHNESS AND SPORT COMPETITION ANXIETY ON IMPROVING THE SPORT PERFORMANCE OF FEU ATHLETES AND CHEER DANCERS

Joana Marie Carina Gabunilas, LPT, MPE

Pasay City West High School

Abstract Sport anxiety and sport mental toughness play a vital role of sport performance. The study aims to encourage sports coaches and trainers to give importance on the mental and psychological trainings. I argue that it should have separate training programs for this aspect. The study focused on the significant difference on the mental toughness and sport competition anxiety of FEU athletes and cheer dancers in relation to the game competition result in their performance in UAAP 75th season games using their age, gender and number of UAAP playing years as variables. The researcher sought to use descriptive research. Through the findings of the study the researcher recommended an action plan to help these student athletes to improve their mental and psychological aspects on improving their performance. The sources of data in this study were the Far Eastern University (FEU) 54 student athletes and 25 cheer dancers. The instruments used were all standardized, the Mental Toughness (MT) 18 which is a standardize questionnaire that provide an overall score of mental toughness to measure the level of mental toughness. Originally it came from the book of Solution In Sport Psychology by Ian Cockerill (2002) and cited from the book of Sport and Exercise Psychology (2011). Another tool is the Sport Competition Anxiety Test (SCAT) a standard questionnaire, it came from the book of Inside Sport Psychology by Costas I. Karageorghis, et al (2011). The study reveals that athletes in badminton, taekwondo and beach volleyball have moderate level of mental toughness while table tennis players had a high level of mental toughness. Most of the athletes have an average level of sport competition anxiety while badminton and table tennis got the high level of anxiety. This research also shows that cheer dancers had moderate level of mental toughness and most of the cheer dancers have average level of sport competition anxiety. This study also reveals that there is a significant difference on the mental toughness of FEU athletes and cheer dancers in relation to their sport performance in UAAP 75th season games in terms of age, gender and number of playing years. It also indicates that there is no significant difference on the sport competition anxiety of FEU athletes in relation to their sport performance in UAAP 75th season games in terms of age, gender and number of playing years. In other hand the study also shows that there is a significant difference on the sport competition anxiety of FEU cheer dancers in relation to their dance performance in UAAP 75th season games in terms of age, gender and number of years participating.Identifying the weaknesses of athletic performance is an important step toward overall improvement of the athletes. Aside from preparing the athletes physically, it is also worthwhile to have a great preparation in mind and thoughts, to

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reach their maximum level of performance. Coaches and sport personnel should recognize this link between sport anxiety and mental toughness related to their sport competition performance and outcome. Keywords – Mental toughness, Sports Competition Anxiety, Sport performance, Athletes, Cheer dancers, Sports Trainers

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THE EFECTS OF COMPRESSION SLEEVES ON THE PERFORMANCE AND RECOVERY AMONG TRIATHLETES

Quion, Micah Rhea Sports Science Department, College of Human Kinetics

University of the Philippines, Diliman Pagaduan, Jeffrey

School of Health Sciences, Faculty of Health University of Tasmania

Papa, Emmanuel Sports Science Department, College of Human Kinetics

University of the Philippines, Diliman micah_quion@yahoo.com

Abstract The purpose of this study was to determine the effects of lower body compression sleeves (CS) on endurance performance, autonomic and peripheral recovery, and subjective training load of triathletes. Eight (8) male triathletes (age: 29.5 ± 11.8 yrs; Ht: 167.2 ± 5.41 cm; wt: 62.6 ± 7.56 kg.) were subjected to a randomized-crossover study using CS during training and CON. Four (4) sessions were facilitated for this study with the first two and the last two sessions separated by 24 hours. The second and third session are interspersed by 7 days. In the first session, athletes monitored HRV in the morning. In the afternoon period of session 1, athletes followed a 10-15 individualized warm-up succeeded by CMJ testing. Then, athletes performed a 5-km run test. After, athletes proceeded with their normal training after testing. RPE was aslo asked from the athletes after the first session. In session 2, athletes measured HRV in the morning and were tested for CMJ in the afternoon. After 7 days, sessions 3 and 4 were administered in the same manner as session 1 and 2. HRV and CMJ in CS and CON were compared using two-way repeated measures ANOVA. Paired T-test was employed to compare 5 km performance and subjective training load. Results showed no significant difference in HRV between CS and CON, F(1,7) = .149, p = .711. Also, CMJ was not significantly different between CS and CON, (1,7) = .607, p = .462. Paired T-test posted no significant difference in 5 km time performance between both conditions at t(7) = .256, p = .806. Lastly, subjective training load between CS and CON was non-significant, t(7) = .640, p = 5.42. In conclusion, CS did not pose any significant improvement in HRV, CMJ, 5 km performance and training load when compared with CON. For future research, addition of psychological variables with CS is recommended. Also, increase the sample size and longer utilization and duration (e.g. > 4 weeks) of CS intervention is recommended. Lastly, adding a placebo group may provide a better understanding of the underlying physiological mechanisms of CS.

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Keywords Compression sleeves, heart rate variability, vertical jump, performance, recovery

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ANALYSIS AD SYNTHESIS FROM THE EXPLORATION OF THE GUIDELINES, POLICIES AND STANDARD OF PHYSICAL EDUCATION CURRICULUM

Cachola-Minas Geraldine Part time Faculty De La Salle University

geraldine.minas@dlsu.edu.ph Abstract

Physical Education is an essential component of a comprehensive and holistic

educational program. It is an integral general education course designed to promote optimum development of an individual’s cognitive, affective, and psychomotor skills through properly selected physical activities with the proper guidance of competent physical education teachers.

Physical education plays an important role in the development of an individual as

a school room education does. Hence, it is important that physical education is incorporated along with a student’s curriculum. Physical education is considered a supplement to the learner’s growing value system.

One of its aims is to expand options for wise use of leisure time. The outcome of

this research may divulge the similarities and differences in the curricula offering under the Bachelor in Secondary Education major in Physical Education which would basis to the synthesis toward a better program for Physical Education Course.

The techniques used in this research are the qualitative research method. It

is a purposive process of gathering, analyzing, classifying, and tabulating data about existing conditions, practices, viewpoint, procedures, trends and reason and result and making a sufficient and precise interpretation about such data.

Three members of the technical committee panel of teacher education, Head of

Physical Education Department and athletic director was interviewed. The interviews were evaluated for content analysis using qualitative analysis to

identify salient elements relating to the importance and unobtrusive themes. Data from the transcribed interviews were coded to reduce attributions to the component elements.

The researcher formulates survey Questionnaire that includes evaluation of the

three existing Physical Education curriculum which was used to gather the desired information on the development of the curriculum. The survey- questionnaire made by the researcher designed written questions most correlated to the topic, with space

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provided for the indicating answers to each question. The said survey consists of the rationale of increasing and decreasing of credit units, changing course title, adding additional subjects and integration of subjects. Total of twenty-one (21) questions were formulated. The copy of the questionnaire was evaluated. A draft questionnaire was written. The assistance of one Technical committee of Physical Education Curriculum planner and Head of Physical Education were asked for further modification and revision.

The CHED Memorandum Order No. 11 series of 1999 offered Bachelor of

Secondary Education (BSEd) major in Physical Education, Health and Music or known as PEHM this course cover three areas which need skills and talents especially in Music subject not all students have a knock in singing, have a good singing voice and inclined in music, therefore, the integration of three areas in one course may be the reason why we can’t fully develop a competent physical education teacher because of non-mastery of the subject and offered limited Sports there were no Foundation in Sports which is very essential in the learning process of Physical Education student.

The CHED Memorandum Order No.30 series of 2004 offered BSEd major in

Music, Arts, Physical Education, and Health or known as MAPEH, in this CMO Arts was Introduced as part of the course because Arts and Music go hand and hand. Because of low examination results in music subject the Technical Committee Panel for Education – P.E add five different kinds of Music subject (Philippine Asian Music, Solfeggio and Applied Piano, Integrated Music Theory, Music Literature and Choral Work and conducting) but it seems this did not help to increase the result of Licensure Examinations for Teachers again Physical Education Activities was not given importance. Introduction of Research work in CMO 30 gives additional new trends of learning in the field of Physical Education.

The CHED Memorandum Order No. 23 series of 2011 gives more importance to

Physical Education since Arts and Music subject was removed in this CMO but the integration of Sports and other activities in one semester like the Team Sports is not a good combination because this should be given long time allotment because this is foundation of sports learning Methods and Techniques of one sport takes a lot of time to master especially the skills.

The researcher’s exploration of the curriculum for Physical Education can offer

theoretical as well practical insights unadulterated the pellucid vision as a signpost for future educators and administrators who are the forerunners in developing education in the country.

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DYNAMIC BALANCE AND LEG MUSCLE STRENGTH MEASURES IN MALE COLLEGE VOLLEYBALL PLAYERS: A CORRELATIONAL STUDY

Jose Micro Joshua F. Espinosa

Far Eastern University Jeremy Floyd L. Pedregosa

Far Eastern University microespinosa@gmail.com, jpedregosa@feu.edu.ph

Abstract The researchers conducted this study befitting their interest concerning the relationship between various forms of balance and leg muscle strength wherein these two fitness components are considered essential in playing volleyball. Volleyball is a team sport played at all levels (e.g. youth, Olympics and professional) and places an emphasis on explosive movement such as jumping, hitting and blocking (Marques, Gonzalez-Badillo, & Kluka, 2006). Volleyball players require leg muscle strength or lower-body muscular power to perform blocking, spiking and jumping tasks (such as jumping serve and set) that are frequently performed during a match (Mielgo-Ayuso, Calleja-González, Clemente-Suárez & Zourdos, 2015). Dynamic balance is a key component essential in volleyball players especially the ability to landing (Sadeghi, Shariat, Asadmanesh, & Mosavat, 2013). The purpose of this study was to determine the correlation between dynamic balance and leg muscle strength. To achieve this purpose, using Y-Balance Test (anterior, posteromedial, & posterolateral) and Countermovement Jump Test (with arm swing & without arm swing), a measure of dynamic balance and leg muscle strength were determined. A total of seventeen (17) male college volleyball players participated in the study with a mean age of 20.41 ± 1.73, a mean height of 178.76 cm ± 5.93 cm, a mean weight of 68.74 kg ± 4.83 kg, a mean Body Mass Index of 21.52 ± 1.23, and a mean limb length of 94.29 cm ± 3.14 cm. A very weak positive correlation (r = 0.06) between jump height with arm swing and YBTR (Y-Balance Test Right Leg) to perfect positive correlation (r = 1.00) between jump height with and without arm swing and peak power with and without arm swing were found. Additionally, it was found YBTL (Y-Balance Test Left Leg) has better correlation (r = 0.43 to r = 0.46) than YBTR (r = 0.06 to r = 0.30) with the countermovement jump tests. However, these results show no significant relationship at p≥0.05. Furthermore, a perfect positive correlation (r = 1.00) and significant relationship (p≥0.05) were found between jump height with arm swing and peak power with arm swing and jump height without arm swing and peak power without arm swing. Keywords – Volleyball, Dynamic Balance, Leg Muscle Strength, Y-Balance Test, Countermovement Jump

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VALIDITY OF A LOW-COST CONTACT PLATFORM IN MEASURING JUMP

PERFORMANCE

Papa, Emmanuel Liberato College of Human Kinetics, University of the Philippines – Diliman

papa.emmanv@gmail.com (corresponding author)

Pagaduan, Jeffrey

School of Health Sciences, Faculty of Health, University of Tasmania, Australia Pojskic, Haris

Department of Health Sciences, Mid-Sweden University, Sweden Lindahl, Julia

Department of Health Sciences, Mid-Sweden University, Sweden Abstract This study aimed to determine the validity of a low-cost contact platform (CP). 11 male and 11 female basketball athletes (16-24 yo) performed three (3) countermovement jump (CMJ) and 3 squat jump (SJ) trials on CP placed over a force platform (FP). One sample T-test was employed to establish the level of agreement of CMJ/SJ jump height (JH) from CP and FP. Results revealed a significant difference in the CMJ JH of CP (mean ± SD: 33.5 ± 6.51 cm) and the CMJ JH of FP (29.8 ± 6.30 cm), t(21) = -6.571, p < 0.01. Similarly, there was a significant difference in the SJ JH CP (29.3 ± 5.86 cm) and the SJ JH FP (26.8 ± 6.18 cm), t(21) = 22.259, p < 0.01. Thus, CMJ JH and SJ JH from the low-cost CP and FP do not show a useful level of agreement. Keywords – vertical jump, countermovement jump, squat jump, force platform, contact platform

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ORAL PRESENTATIONS

Date & Time: August 3, 2018 @ 4:30 p.m. to 5:45 p.m. Room: LS 219

Time Presentation Title Authors

4:30 p.m. – 4:45 p.m. Factors Affecting Elite Sports Development in the Philippines: A Delphi Study

Robin Darwin Tuliao Eduardo Carag

4:45 p.m. – 5:00 p.m. A Qualitative Analysis of Corporate Social Responsibility through Sports Marketing in the Philippines

Moireen Espinosa

5:00 p.m. – 5:15 p.m. Philosophy of Athletic Directors on Leadership and Management: Mejarito's Athletic Directorship Theory

Cresencio Mejarito

5:15 p.m. – 5:30 p.m. Addressing Diverse Learner Preferences and Intelligences in Teaching of Physical Education at Bataan Peninsula State University

Alonzo L. Mortejo Romeo S. Nisay Jr.

5:30 p.m. – 5:45 p.m. Athletes’ Skills: Its Affecting Factors Robert Alvin Yap

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FACTORS AFFECTING ELITE SPORTS DEVELOPMENT IN THE PHILIPPINES: A DELPHI STUDY

TULIAO, Robin Darwin M.Sc.

Cagayan State University-Carig Campus CARAG, Eduardo Ph.D.

Cagayan State University-Carig Campus darwin_tuliao@yahoo.com

Abstract

Over the past decades the Philippines has not been successful in developing

elite sport as regard to the performances at the South East Asian Games (SEAG), Olympic and Asian Games. In relation to elite sports, Philippines sports achievements in these games were fluctuated based from a historical standpoint. The performance was declined to be ranked 19th in 2010 and 22th in 2014 among the participating countries in the Asian games. Also, the country over a long period of participation in the Olympic Games since it’s first participation on 1924 Paris Olympics up to present, the national teams at the Games won ten medals only (i.e. three silvers and seven bronzes). From a historical observation of the nation’s performance at different international competitions was poor. The purpose of this study is to investigate possible factors affecting elite sport development in the Philippines. It is expected that the results from this study will provide recommendations and suggestions for the improvement of the Philippine sports. In addition, this will offer practical and useful information that could lead to advancement of the elite sport development in the country.

Furthermore, this will also increase chances of better performances in South

East Asian Games, Asian Games and the Olympic Games ahead. This study will make use of the qualitative research. In this Qualitative design the materials will be collected through the use of Delphi technique as the main part in reaching the objectives of this study. The Delphi technique in this study will be used to collect information from different groups of professionals (i.e. Government administrators, National Coaches, Olympian athletes, Sports Journalist and Physical Educators). This design was supplemented by other data such as official documents, records, and interviews with additional persons in order to cross-check and fills information gaps.

In first round, two open-ended questions were set to answer by the experts

regarding factors affecting elite sport development in the Philippines. The study found out to have eleven direct factors (e.g. Politics in sports, grassroots program etc.) and nine indirect factors (e.g. Government service, economic condition etc.) affecting elite sports development in the Philippines. In second round, the respondents will choose “agree or disagree” on the statement based on the feedback of different experts

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provided in the first round. They are also requested to give remarks on issues provided both “directly” and “indirectly” and give some suggestions if necessary. In third round, the respondents will now rank each of the statement based on their importance as to “directly and indirectly” factor affecting elite sports development in the Philippines. These factors significantly affected the country’s performance in developing elite sport in the country as perceived by different experts involved in the study.

Keywords – Delhi technique; elite sports; Philippines & Experts

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A QUALITATIVE ANALYSIS OF CORPORATE SOCIAL RESPONSIBILITY THROUGH SPORTS MARKETING IN THE PHILIPPINES

Espinosa, Moireen Nicola Antoinette

De La Salle University Manila moireen.espinosa@dlsu.edu.ph

Abstract

Corporate Social Responsibility (CSR) has a continous growth and relevance to the Filipino people. The purpose of this qualitative study is (1) to seek how sports-related companies integrate CSR into their brand identity; where as (2) their respective sports marketing strategies are based on consumer behaviors’ increase in media consumption, including but not limited to, digital and mobile platforms; thus (3) resulting in the increase of sports awareness, participation, and social change.

Although corporate social responsibilty in the Philipines is evolving beyond

philanthropy and public relations, this study focuses on three general societal challenges that sports companies focus their CSR programs at: environment, gender, and race. The reason being, sports brands see the importance of staying relavnt to the community.

This qualitative study supported by data gathered from secondary data from

books, academic journals, news articles, and dissertations or thesis. It is recommended to sports marketers and for future studies in line with this topic, to have primary source of data such as personal observation, in order to provide direct information and application on behavior of certain sports atheletes and team sports; structured and in-depth interviews, in order to provide a more desired understanding of how CSR and sports marketing creates social change. Keywords – Sports Marketing, Professional Sport Teams, Philantrophy, Corporate Social Responsibility, Branding

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PHILOSOPHY OF ATHLETIC DIRECTORS ON LEADERSHIP AND MANAGEMENT: MEJARITO’S ATHLETIC DIRECTORSHIP THEORY

Mejarito, Cresencio

University of the Visayas Vasquez, Brian

University of the Visayas cresenciomejarito@gmail.com

brianquez@gmail.com Abstract

This study has generated a theory on the Philosophy of Athletic Directors on Leadership and Management. It utilized a multiple case study approach which eventually led to theory development. Data primarily came from the Athletic Directors of the different Higher Educational Institutions which are members of the Private Schools Athletic Association (PRISAA) Region VII. The narrative accounts of the Athletic Directors were coded and analyzed using the five phases of analysis namely: (a) compiling; (b) disassembling; (c) reassembling; (d) interpreting; and (e) concluding. Findings revealed that their philosophies on leadership and management guided by the principles revolving around the basic competence (Hard Skills) and personal attributes (Soft Skills) of Athletic Directors. Propositions and tentative hypotheses were made to come-up to a conclusion that would enable an Athletic Director to be an effective and efficient catalyst in leading and managing people. The study concluded with an Athletic Directorship Theory formulated based on the emerging philosophies of the informants.

Athletic Directorship has a cyclical pattern. It is primarily founded on one’s philosophy shaped by one’s hard qualifications (paper and knowledgeability) and soft qualifications (reputation, values, and gregariousness). In addition to that, the leadership hard skills (competencies), leadership soft skills (qualities, values, and orientation), management hard skills (scholastic management), and management soft skills (behavioral, financial, and personnel) are essential ingredient to become an efficient and effective Athletic Director. Together with the significant events experienced and the problems encountered by the Athletic Directors turn to shape-up one’s philosophy.

To be appointed and chosen in the position, the hard qualifications and hard skills are the vital factors that can affect the chance of leading and managing people. In order for him to stay in the position, soft qualifications and skills are dynamic nature of an Athletic Director. The relationship of hard skills and soft skills are direct and inseparable. One is meaningless without the other.

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To be an efficient and effective Athletic Director, the Mejarito’s Athletic Directorship Theory suggests that both hard and soft skills must be evident and applicable. It prompts the School Administration with the cues that warrants the assurance that the potential Athletic Director has a well-rounded personality with a fitting guiding philosophy. It is continuously developed that shape on matured philosophy which ascertain the positive leadership style and management skills that enable the Athletic Director to come up with an effective and efficient decision making and interventions. Keywords – athletic directors; leadership; management; philosophy; theory development

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ADDRESSING DIVERSE LEARNER PREFERENCES AND INTELLIGENCES IN TEACHING OF PHYSICAL EDUCATION AT BATAAN PENINSULA STATE

UNIVERSITY

ALONZO L. MORTEJO Bataan Peninsula State University

ROMEO S. NISAY Jr. Ed. D (co-author) Bataan Peninsula State University

Abstract

In this research "Self-evaluation Survey in Multiple İntelligence" developed by Gardner and learning styles, an internationally prevent tool designed by Peter Honey and Alan Mumford served to the University PE respondents was used as a data collection tool. "Anova Test" was used to determine the differences between intelligence scores and learning preferences. The data collected by using survey was analysed by using SPSS 24 for Windows package program. The result shows diversity in intelligence type and learning preference of physical education students. This served as basis in developing a sample intelligence-learning menu.

Physical education is generally thought of as a kinesthetic (learning with

movement) content area; however, incorporating various learning styles into PE lesson plans has been proven to maximize the learning experience for all students. (Grey, K.,2018).

This research has supported the idea that people have definite preferences for

how they learn new information. At best, learning style inventories might be a way for students to develop study habits that keep them interested and engaged in the learning process. Students may find it useful to discover their preferences and then use this information to hone their study routines.

In conjunction, both multiple intelligences and learning styles can work together

to form a powerful and integrated model of human intelligence and learning—a model that respects and celebrates diversity and provides us with the tools to meet high standards. Keywords – Multiple Intelligence; Learning Style; Physical Education; Athletics; Sports

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ATHLETES’ SKILLS: IN AFFECTING FACTORS

Yap, Robert Alvin President Ramon Magsaysay State University

(Formerly Ramon Magsaysay Technological University) robertalvinyap@gmail.com

Abstract

All sports require both theoretical knowledge and manipulative skills at a

specified time and proper training but many athletes met and encountered undesirable experience. This study aims to determine the factors affecting the athletes’ skills and the best practices of coaches in sports engagement with the 50 athletes in Ramon Magsaysay Technological University. The descriptive method was employed using a questionnaire with 21 questions on factors affecting the skills and 10 questions on the best practices of coaches as experienced by the athletes in engaging sports.

The results revealed that the respondents are engaged in Basketball sports. The respondents' skills are always affected by the factors throughout their practice and competition; coaches inspect the playing area prior to practice, as well as, providing the athletes with a program in maintaining the good physical condition. The respondents always experienced the best practices of coaches in which coaches showed respect to the other team members and help build individual self-esteem. It also showed that there is a significant relationship between the factors affecting the athletes’ skills and the best practices of coaches.

Further, it is recommended that coaches and trainers should maintain the practice of inspecting and securing the playing area prior to the training, for the athletes' safety and to ensure that the area is well-equipped with the necessary sports equipment, as well as, providing a physical fitness program wherein it can boost the confidence and enhance the skills of athletes. Moreover, trainers and coaches, as well as, sports heads should continue showing respect, help to build self-esteem, demonstrating sportsmanship, inspiring the athletes, and represents the university team in a positive manner. Keywords – Athletes’ skills; factors affecting skills; coach sports practices; sports engagement; descriptive research

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ORAL PRESENTATIONS

Date & Time: August 3, 2018 @ 8:30 p.m. to 10:00 p.m. Room: LS 220

Time Presentation Title Authors

8:30 a.m. – 8:45 a.m. Relevance Of Physical Fitness To The Next Generation Dr. Gopinathan Kishore

8:45 a.m. – 9:00 a.m. The Effects of Physical Environment of Fitness Center on Emotional Response and Exercise Adherence Intention

In Sung Yeo Won Yong Jang Sang Yeol Back

9:00 a.m. – 9:15 a.m. Physical Fitness Among School Children in Singapore

Ng Yew Cheo Govindasamy Balasekaran Stanely Sai-Chuen Hui Visvasuresh Victor Govindaswamy Jolene Lim Peggy Boey

9:15 a.m. – 9:30 a.m. What Type of Teaching is Effective in Physical Education Classes?: Meta-analytic Approach

Yoongu Lee Jeongok Yoon Somi Lee Jeongju Park Jiyoung Kim

9:30 a.m. – 9:45 a.m. The Economic Value of a Professional Sports Team: A Contingent Valuation Method (CVM) Approach

Sung Il Hong

9:45 a.m. – 10:00 a.m. An Incremental Analysis of Seoul Olympic Sport Promotion Fund 2008-2018

MiHwa Choi Man Hsu Lin Jeong, SangYeon Lee, DaWon Kwon, Harry Hyungil

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RELEVANCE OF PHYSICAL FITNESS TO THE NEXT GENERATION

Gopinathan Kishore1 Principal & Director SAI LNCPE Region, Sports Authority of India

Lakshmibai National College of Physical Education, Thiruvananthapuram Kerala, India

e-mail: drgkishore2008@gmail.com, Mob: +91-9645089992 Abstract

Physical activity provides important health benefits; the dose and type of physical

activity required to produce health benefits vary across outcomes. Daily physical activity together with sound nutrition is the best formula for a healthy lifestyle. It invigorates both the body and the brain. The health benefits are indisputable – it plays a key role in improving cardio respiratory fitness, maintaining physical function, and correcting biological risk factors such as hypertension and high cholesterol. In the past, before the development of modern technology, most people's daily routine involved considerable physical activity, including walking and various kinds of labour involving bodily movement and effort. It might seem that they should not have needed additional physical exercise for the sake of their health.

The further concern is the loss of the physical exercise that comes with cycling or

walking to the school. The remarkable decline in physical activity among adolescents, which is also said to be universal, is noted both in schools as well as the community. Physical play and exercise are essential for growing bodies. Research also suggests that children who spend 70 minutes a day running around and playing experience increased brain activity and improved test results. Computer games deserve to be considered in a discussion about play. Added to the problem is today's average daily diet, which is richer than in the past, especially in fats and sugars. Inadequate physical activity and unhealthy diet are at the root of many of the health problems and illnesses with which people today are afflicted. Studies also indicate that physical activity does not need to be strenuous to achieve health benefits.

Several national organizations and researchers have put forth suggestions that may help to ensure that adolescents get a substantial amount of moderate and vigorous physical activity and strategies that can be continued into adulthood. Other recommendations that can be used to increase physical activity participation among children and adolescents are the interventions strategies that can be outlined.

According to WHO, Eastern Mediterranean Region (31%) and the Region of the Americas (32%) had the highest prevalence of insufficient physical activity, while the prevalence was lowest in the South-East Asia (15%) and African regions (21%).

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Globally in 2010, 23% of adults aged 18+ years were insufficiently active (men 20% and women 27%). Overall, older adults were less active than younger adults: 19% of the youngest age group did not meet the recommended level of physical activity, compared to 55% of the oldest age group. However, young women were slightly less active than middle-aged women.

Today, it is more important than ever to set regular times in our daily schedule for

some kind of health-promoting physical activity. Helping inactive children get involved in any regular activity will benefit their health, development and prospects for being active as adults. It emphasizes the importance of physical activity to health - which means it's even more important today. The need is even greater for those of us whose day involves limited physical activity. Each one of us needs to find the right kind of activities that will help us to maintain and enhance our bodily fitness and reduce the risks of illness. Yet in fact, the pursuit of these goals has turned into a culture of its own that puts the main emphasis on cultivation of the body and bodily appearance and its ability to derive the greatest enjoyment from life. Keywords – Physical Activity; Health; Exercise; Hypertension; Cardio respiratory

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THE EFFECTS OF PHYSICAL ENVIRONMENT OF FITNESS CENTER ON EMOTIONAL RESPONSE AND EXERCISE ADHERENCE INTENTION

Back, Sang Yeol

Yeo, In Sung Jang, Won Yong

Yonsei University, Seoul, Korea Bsy1062@hanmail.net

Abstract

The health consciousness of South Koreans has been increasing lately. Due to the growing interest of health, participation in leisure and sports activities has been increased. As the participation rate in sports activities continues to rise, the number of sports facilities has increased as well. Among the fitness facilities, fitness centers have indicated higher growth than other sports facilities. Even though the market of fitness centers has expanded in South Korea, it is becoming difficult to secure customers because of fierce market competition. Therefore, for fitness center to gain a competitiveness, it is essential to have an effective strategy focused on customers’ needs. Recently, customers of fitness center put importance on physical environment when they register for a fitness center. In this regards, fitness center should recognize the value of physical environment. Moreover, precedent studies have found that physical environments affect customer's emotional response have a significant impact on their purchasing behavior. Therefore, in order to obtain competitive advantage, it is important to consider physical environment. In this aspect, this study tried to investigate the effects of physical environment of fitness center on emotional response and exercise adherence intention.

A total of 250 surveys were distributed to customers of fitness center employing

convenience sampling and 19 samples were discarded, total of 231 samples were used in analysis. By using SPSS ver 21.0, frequency analysis, exploratory factor analysis, reliability, correlation and multiple regression were conducted. The results of study were as follows. First, among the physical environment factor, space, convenience, aesthetics, comfortableness, cleanliness, were found to have significant effects on positive emotional responses. Second, among the physical environment factor, space and cleanliness negatively affect negative emotional responses. Third, all the factor of physical environment affects exercise adherence intention. Fourth, positive emotional responses effect on exercise adherence intention and fifth, negative emotional responses did not affect exercise adherence intention. The results of this study provide the importance of managing the physical environment to ensure the fitness center's competitiveness.

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Keywords – Physical environment; Emotional responses; Exercise adherence intention; Fitness center.

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PHYSICAL FITNESS AMONG SCHOOL CHILDREN IN SINGAPORE

Ng Yew Cheo, Physical Education and Sports Science, National Institute of Education, Nanyang Technological University, Singapore

Govindasamy Balasekaran, FACSM, Physical Education and Sports Science, National Institute of Education, Nanyang Technological University, Singapore,

Stanely Sai-Chuen Hui, FACSM, The Chinese University of Hong Kong, Shatin, Hong Kong,

Visvasuresh Victor Govindaswamy, Concordia University Chicago, Chicago, IL, Jolene Lim, Physical Education and Sports Science, National Institute of Education,

Nanyang Technological University, Singapore and Peggy Boey, Physical Education and Sports Science, National Institute of Education,

Nanyang Technological University, Singapore Email: yewcheo.ng@nie.edu.sg

Abstract BACKGROUND: Physical fitness encompasses health-related fitness (HRF) variables such as cardiovascular fitness (CF), lumbar and lower limb flexibility (LLLF), muscular strength (MS) and body fat percentage (BF%). To date, no large study has been conducted on HRF variables among Singaporean adolescents. PURPOSE: To compare HRF variables among Singaporean adolescents. METHODS: A total of 1559 adolescents (Total cohort: age: 13.63 ± 1.35 years, height: 158.36 ± 8.75 cm, weight: 53.82 ± 14.39 kg, BF%: 17.64 ± 10.73 %; Females n = 717; age: 13.35 ± 1.21 years, height: 156.52 ± 6.41 cm, weight: 48.90 ± 10.85 kg, BF%: 25.87 ± 7.67 %; Males n = 842; age: 13.60 ± 1.19 years, height: 162.53 ± 9.82 cm, weight: 54.48 ± 14.73 kg, BF%: 17.81 ± 10.70 %) from Singapore schools participated in this study. Body Mass Index (BMI) was calculated using standard methods and BF% was measured with a Tanita BC-581 FitPlus Innerscan Scale and Body Composition Monitor. CF, LLLF, and MS were tested using the 15m youth Progressive Aerobic Cardiovascular Endurance Run test (PACER), one-legged sit-and-reach test (SRT), handgrip strength test (HS), and 1-minute sit-up test (SUT) respectively. RESULTS: 46.89% of the adolescents (males: 43.47%, females: 50.91%) were in the healthy BMI range according to the Health Promotion Board of Singapore. Significant differences were found between males and females for all variables (BF %: Males: 17.81 ± 10.70 %, Females: 25.87 ± 7.67 %, p &lt;0.005; SRT: Males: 53.03 ± 10.27cm, Females: 55.44 ± 9.86 cm, p &lt;0.005; HS: Males: 28.87 ± 8.24 kg, Females: 20.84 ± 4.08 kg, p &lt;0.005; SUT: Males: 43.83 ± 11.80, Females: 33.19 ± 9.17, p &lt;0.005; PACER: Males: 50.74 ± 26.59 stages, Females: 29.41 ± 12.90 stages, p &lt;0.005). Males had significantly stronger abdominal and arm strength, and were aerobically fitter than females, however females were significantly more flexible than males. CONCLUSIONS: American College of Sports

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Medicine (ACSM, 2015) recommends 60 minutes of moderate-intensity physical activity daily for adolescents. Generally, adolescents in Singapore are aerobically fit, with a healthy BF% indicating low obesity rates. Singapore adolescents should maintain these results of HRF variables throughout their lifetime, to prevent possible risk of cardiovascular diseases in the future. Keywords: cardiovascular fitness; fitness index; flexibility; muscular strength; singapore adolescents

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WHAT TYPE OF TEACHING IS EFFECTIVE IN PHYSICAL EDUCATION CLASSES?: META-ANALYTIC APPROACH

Jeongok Yoon, Yoongu Lee*, Somi Lee, Jeongju Park, Jiyoung Kim

Sangmyung University *yglee@smu.ac.kr

Abstract Depending on the teacher's passion or type of instruction, students may also experience different levels of learning satisfaction and motivation. As a result, the teacher should give direction to the students so that they can move in the right direction. Teachers should be transformed from a one-way communication of knowledge to a lesson that serves as an assistant, and should be taught through interaction with learners(Jeon, Lee, 2016). Studies on leadership behavior in sports have been applied since the development of Leadership Scale for Sports (LSS) developed by Chelladurai and Saleh (1980). And this scale was evaluated with statistical tools to fit the sampling of the study subjects and reported satisfactory results with reliability and consistency. Teaching types are divided into 5 types. Therefore, in this study, we try to find out which type is most effective for students' class satisfaction. The results obtained through meta-analysis are expected to lead to effective guidance in the field of physical education instruction. In order to comprehensively derive the effects of teaching type on class satisfaction, conducted a survey of academic journals and dissertations from 2009 to 2018 in South Korea. Based on the selection criteria of this study, four journals and 19 theses were selected for the analysis. The results are as follows. First, there were statistically significant differences in the effects of the five types of teaching types on the class satisfaction. Among them, training and instruction have the greatest influence on the class satisfaction, and autocratic behavior has the smallest effect. Second, there was no statistically significant difference between the four types of class satisfaction. However, the effect of teaching type on instruction behavior was the largest. Third, there was a statistically significant difference in effect size according to the school level. The effect size of elementary school was the largest, and that of high school was the smallest. In, conclusion, the best teaching style in physical education class was training and instruction type, and younger students are more influenced by teacher 's teaching style, so more careful guidance is needed. Keywords – physical education class, teaching type, class satisfaction, meta-analysis

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THE ECONOMIC VALUE OF A PROFESSIONAL SPORTS TEAM: A CONTINGENT CALUATION METHOD (CVM) APPROACH)

Hong, Sung Il

Hong Kong Baptist University sungil@hkbu.edu.hk

Abstract

Many city governments believe that attracting a new sport franchise or retaining an existing team can generate economic benefits to the city. Furthermore, the generated economic benefits can offset the public money for the construction of a new stadium to attract a new sport franchise or retain an existing team. However, most of the literature in sports economics reached the uniform conclusion the economic benefits of the construction of a new stadium or arena to a host city is not significant (Johnson, Mondello, & Whitehead, 2007). Accordingly, given the large body of scholarship about the economic impact of stadium construction, the debate concerning the impact of new sports venues has moved from being solely about economics to also being about the concept of “public good externalities” generated by sport franchises (Johnson & Sack, 1996). Therefore, scholars have developed to instruments to estimate these intangible benefits but these attempts have failed to produce the numerical values of the proposed intangible effects. In light of such failures, sport economics scholars increasingly have attempted to quantify public good values (intangible effects) of professional sports franchises or international sporting events by employing contingent valuation methods (CVM).

Correspondingly, the primary purpose of the present study is to estimate the

value of public goods generated as well as private goods by a Korean professional baseball team, the LG Twins and Doosan Bears franchised in Seoul of South Korea, using CVM. The CVM will allow us to estimate the use and non-use values of elevating Seoul to “a major league city” status as well as the value of improving local relations (harmony). Furthermore, the study will investigate what factors influence the willingness to pay (WTP) for a new stadium construction for the LG Twins and Doosan Bears.

The significance of this study lay in its focus on measuring the value of public

goods generated by the LG Twins and Doosan Bears using CVM instead of more traditional measures of economic impact. It is also important to note that the present study represents the first attempt to empirically measure the intangible economic impact of a professional sports team in Asian context. Indeed, while much of the sport finance and economics literatures have focused on measuring the tangible economic impacts of sporting events, few of these studies have been able to showcase a significant impact.

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Thus, the empirical results of the present study may provide useful information and tool to city officials considering the construction of a new stadium to attract a new sports team, retain an existing team, or finding the justification of hosting international sporting mega-events.

In comparison to traditional economic impact methods, CVM represents a widely-

used, nonmarket valuation method which can be especially beneficial to scholars interested in conducting an environmental cost-benefit analysis that measures the social value of environmental resources such as endangered species protection, national parks, and habitat conservation (Mitchell & Carson, 1989; Cummings et al., 1986; Owen, 2006). Mitchell and Carson (1989) explained “the CVM uses survey questions to elicit respondents’ preferences for public goods by finding out what they would be willing to pay for specified improvements in them” (p. 2). Thus, CVM is aimed at eliciting respondents’ willingness to pay (WTP) in dollar amounts (or some other currency amounts).

The Tobit regression will be used to investigate what factors influence the WTP for a new stadium construction for the LG Twins and Doosan Bears, using STATA 11. According to Johnson and Whitehead (2000), Tobit should be used because the WTP response is left censored with a large number of zero responses. The following equation is the Tobit model to estimate the determinants of willingness to pay for the LG Twins and Doosan Bears: E(TWTP | TWTP > 0) = f(ATTENDGAMES, TVWATCH, PUBLICGOODS (READ + TALK + INTEREST + LIFEQUALITY+ MAJORCITY + HARMONEY), AGE, INCOME, GENDER, EDUCATION, LIVINGYEARS)

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AN INCREMENTAL ANALYSIS OF SEOUL OLYMPIC SPORT PROMOTION FUND 2008-2018

Choi, MiHwa

Chung-Ang university Jeong, SangYeon

Korea Institute of Sport Science Lin, Manhsu*

Chung-Ang university Lee, DaWon

Chung-Ang university Kwon, Harry Hyungil Chung-Ang university

mentos303@gmail.com Abstract

The budget for the sport section in the Ministry of Culture, Sport, and Tourism(MCST) of the Republic of Korea mainly comes from the Olympic Sport Promotion Fund (hereafter the Fund). The fund comprised about 50% of the total budget of sport section in the MCST in 2008. However, the ratio has been increasing and it reached over 90% in 2018. Thus, the importance of the Fund in structuring the budget in sport has been increasing. Although the importance of the Fund has been increasing, in depth analysis on the Fund has been lacking. Thus, the purpose of the study is to analyze the budget of sport section in the MCST which is comprised with the Fund. This will allow us to understand previous patterns of sport budget and will guide us to a better future when it pertains to budget allocation in sport. The data were collected from the website of MCST, which reported annual budget plan. Different from previous study which provided descriptive nature of sport budget, this study incorporated incrementalism to look into the changes in sport budget year by year between 2007 and 2018. Incrementalism, a theory in public policy and budget, was proposed in response to then-prevalent rational analysis of value maximization. Incrementalism focuses on the fact that there are many actors involved in policy-making process and policy makers, in many cases if not always. It designs policies based on previous policies. Incrementalism argues that humans are unable to consider all possible alternatives in determining budgets due to limited cognitive abilities and that budgets are determined at a satisfactory level based on limited information and experience. Therefore, budget decisions are made on the basis of previous year budget with narrow change. Additionally, according to the incrementalism, there is an iterative and sequential relationship between previous year’s budget and the present year’s budget. Namely, the biggest factor in determining the budget for the year is the previous year's budget. For the analyses, we examined the budget flows in ‘Sport for

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All’, ‘Elite Sport’, and ‘Sport Industry and International Sport’, which are the three major categories in annual budget report. We also investigated whether incrementalism was still prevalent even with regime changes. The detailed results will be provided during the conference. Keywords – Incrementalism; Budgeting; Theory of Budget Decision; Sport Policy; Fund

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ORAL PRESENTATIONS Date & Time: August 3, 2018 @ 8:30 p.m. to 10:00 p.m. Room: LS 221

Time Presentation Title Authors

8:30 a.m. – 8:45 a.m. Japanese International Cooperation through sport for gender equal society

Aya Noguchi Etsuko Ogasawara

8:45 a.m. – 9:00 a.m. Deriving Improvement Plans for the Future Mega Sport Event by Analyzing Governance of the 2018 Pyeong Chang Winter Olympic Organizing Committee

Nam Sangback Chae Yeonwoong

9:00 a.m. – 9:15 a.m. A Preliminary Study of History Survey of Football Referees Fitness Evaluation Policy Hsin-Chuan Chen

9:15 a.m. – 9:30 a.m. Reorganizing Work and Motivating Employees: The Case of Hellenic Olympic Committee

Elli-Georgia Foka-Pagoulatou Tutored by: Packianathan Chelladurai

9:30 a.m. – 9:45 a.m. Compare & Study about Operations Efficiency with China football champion Guangzhou FC & Japan football champion Urawa FC

XiangRong (Shyne) Li Nam SangBack

9:45 a.m. – 10:00 a.m. Relationship between job satisfaction, organizational commitment, and turnover intention in Korean Sports organizations: Meta-analytic review

Hongyoung Kim Kim, Hyunduck Choi, Myungsoo Lee, Sangil Choi, Yoonseok Seok, Kang-Hoon

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JAPANESE INTERNATIONAL COOPERATION THROUGH SPORT FOR GENDER

EQUAL SOCIETY

Aya Noguchi* Etsuko Ogasawara

Juntendo University Corresponding author’s e-mail: ay-noguchi@juntendo.ac.jp

Abstract

Japanese government has promoted Sport for Tomorrow (SFT) program as a legacy program of the Tokyo 2020 Olympic and Paralympic Games since 2014. SFT program aims to deliver value of sport for 10 million people over 100 countries until 2020. The SFT program follows international movement of Sports for Development and Peace (SDP). The concept of SDP became popular around international dialogues in the 21st century and sport obtained global attention as a tool for achieving the realization of the Sustainable Development Goals (SDGs) developed in 2015. The final documentation of UNESCO MINEPS VI named the Kazan Action Plan (2017) emphasized the commitment to link sport policy development to SDGs and became matter of sport policy after the MINWPS VI.

The SDGs Goal 5, “Gender Equality” is the area that both development sector and sport sector have strong interesting. UN Women and International Olympic Committee (IOC) signed a Memorandum of Understanding (MoU) in 2012 and renewed in 2017 to build partnership for realization of gender equal society by using power of sports. Meier (2005) emphasized several aspects that sport contributes to the gender equal societies and women’s empowerment such as challenging traditional gender structure, knowledge of life-long health, prevention of gender-based violence, and providing female role models. Toward Tokyo 2020, Japanese initiative on realization of gender equal society through sport will become important more and more. Therefore, this research revealed the feature of gender related project in SDP in Japan and suggested the future direction of gender SDP.

The SFT website and the other SFT publication were researched. From them, gender related projects were selected. Organizer, location, project term, project content, and main objectives were examined by each project. Additionally, each project report was verified in order to understand overall feature for Japanese gender SDP project.

There is only 3% (11/379) projects focusing on gender issues through sport in SFT programs; four projects conducting in Asia, three projects organizing in Africa, one

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project in South America, and three projects conducting in Japan. The organizers of the projects were by NGOs (3), universities (4), national federation (1) and sport organizations (2). The main purposes of majority of projects were promoting sport for girls and women, such as sport equipment donation and sports training workshop. However, some of them combined social program such as enhancement of social cohesion, women’s leadership development, life skills development, and research on women and girls issue. Many projects were conducted within short-term such as one-day event or one-week workshop. As the result, it was revealed that Japanese initiative for gender SDP program has not been positioned in sport policy. Gender SDP projects were organized because the host organizations such as universities and NGOs have strong interest in gender issues and utilize their original network to develop their own projects. In addition, few projects related gender has been appeared. The second feature of Japanese gender SDP initiatives are more likely sports plus approach in which sports are adapted and often augmented to maximize their potential to achieve development goal (Coalter, 2006). Thus, one-time event and workshop type of programs have been appeared a lot. On the other hand, the plus sports approach is sport is used as to attract young people to programs of education and training with the systematic development of sport rarely a strategic aim (Coalter, 2006). In conclusion, for expanding activities more essentially to connect to the realization of gender equal society, it is suggested that clear statement on gender SDP program in polices, evidence-based research and long-term commitment with the consideration of cultural and social aspect of local communities. Coalter, F. (2006). Sport-in-Development A Monitoring and Evaluation Manual.

Retrieved from http://sportandsociety.be/wp-content/uploads/2017/04/Manual-20monitoring-20evaluation-1.pdf

Meier, M. (2005). Gender Equity, Sport and Development. Retrieved from http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.467.364&rep=rep1&type=pdf

UNESCO. (2017). UNESCO. Retrieved from MINEPS VI - Kazan 2017: https://en.unesco.org/mineps6/kazan-action-plan?language=es

Keywords – SDP; Gender; Sport and Development

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DERIVING IMPROVEMENT FOR THE FUTURE MEGA SPORT EVENT BY ANALYZING GOVERNANCE OF THE 2018 PYEONG CHANG WINTER OLYMPIC

ORGANIZING COMMITTEE

Chae Yeonwoong Hangyang Universit, Korea

Nam Sangback* Hangyang University, Korea

nsb300@gmail.com* Abstract

The purpose of this study is to review the governance of the 2018 Pyeong Chang Winter Olympic Organizing Committee (POCOG), and to discuss improvement plans for those identified problems for the next mega sport event organizing committee. For this study, in-depth interview was conducted on 5 subjects who were involved in the process of organizing Pyeong Chang Olympic Games internally and also externally. Throughout the interviews, the subjects were asked to answer questions about the leadership of POCOG management, working relationships among the staff members, and improvement plans for the next mega event organizing committee.

The results of the study are as follows: First, POCOG sat up a governmental

system and then tried to blend government officials and people from private sector to run the committee; Second, POCOG leadership was not an effective to run an Olympic Organizing Committee; Third, there were not effective working relationships among the staff members in the committee; Lastly, the subjects proposed the future organizing committee to hire more experts, to establish some kind of system that can prevent the turnover, and to go for privatization with the limited involvement from the government.

Therefore, this study suggests that the future mega sport event organizing

committee should implement effective governance in bring more experts, and keeping them from the beginning to the end of the event. Also the organizing committee should consider implementing corporate governance to run the committee with entrepreneurial mindset, and to create cooperative working environment among the committee members. Keywords – Olympic Games; Governance; Leadership; Working Relationship

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A PRELIMINARY STUDY OF HISTORY SURVEY OF FOOTBALL REFEREES FITNESS EVALUATION POLICY

Chen Hsin Chuan

National Taiwan University Sports Management and Health Promotion Master Program Corresponding Author: Chen Hsin Chuan; Email: hsinchuan21@gmail.com

Abstract Background: In response to the evolution of modern football, Fédération Internationale de Football Association (FIFA) has implemented policies to assess the performance of football referees and have been continuously modified with the development of sports science. Objectives: The study aims to review and discuss the evolution of the physical assessment policies of football referees implemented by FIFA over the years, in order to discuss the trend of the reform in the physical examination of football referees and to put forward suggestions on the training protocol of football referees in the future. Review &amp; Discussions: The physical assessment of modern football referee initially adopted a twelve-minute run known as the Cooper Test, with subjects considered as middle-aged athletes who should complete with Very good grade on a six-point scale to qualify. In order to meet the nature of football matches, the FIFA Referee Fitness Test was then formulated to assess referees’ 40-meter repeated sprint ability and 150-meter run intermittent recovery ability. In 2016, FIFA revised the 150- meter interval run to 75 meters to increase the numbers of intervals, and distinguished the individual items to be tested between referees and assistant referees, introduced assessments such as Assistant Referee Intermittent Endurance Test (ARIET) and Change of Direction Ability Test (CODA) which specifically evaluate assistant referees’ side way running ability and change direction ability respectively. Supplementing existing fitness evaluation assessments, both FIFA and Asian Football Confederation (AFC) also use the Yo-Yo Intermittent Recovery Test to assess referees’ fitness level and adapted it as Dynamic Yo-Yo Intermittent Recovery Test which requires being tested on the football field. Conclusions: The results reveal that with modern football evolution, the emphasis on football referees’ ability gradually shifts toward short-distance sprinting skills and intermittent recovery ability; while high level of aerobic capacity, explosive strength and ability of change of directions are being stressed as well. Due to the dichotomy of duties shared between referees and assistant referees, the indicators of physical assessment for each should be adjusted accordingly. Suggestions: The emergence of the concept “referee athletes“ shows physical

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requirements play a crucial role and should be put in the foreground of football referee training in the near future. Key words: football referee, Cooper Test, FIFA Referee Fitness Test, Yo-Yo Intermittent Recovery Test, referee athletes

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REORGANIZING WORK AND MOTIVATING EMPLOYEES: THE CASE OF HELLENIC OLYMPIC COMMITTEE

Foka-Pagoulatou Elli-Georgia

Tutored by: Professor Packianathan Chelladurai

Troy University Email: efoka@hoc.gr

Abstract

This research examined the ways in which basic human resources management principles can assist a sports organization (in this case, the Hellenic Olympic Committee) which has been downsized by attrition even as the scope of its activities has broadened and burdened with the necessity of keeping up to date with current developments and current needs. The sharp state budget reduction on the one hand, and the reduction of personnel (55%) in the last seven years on the other hand have made major and multiple changes within the HOC a real necessity. Substantial decreases in both financial and human resources have sparked off multiple changes in work organization and modes of operation. The project tries to identify the best way to enhance employee motivation and reorganize work. The literature that was of use to the Project can be divided into the following four basic thematic categories: (a) downsizing, (b) motivation, (c) job design and organizational structure. The research objectives were to determine the factors of employee motivation and how this can affect the reorganization and restructuring of work within the HOC. The project is closely related to human resource management principles. It relies on collecting input from the staff with regard to their tasks and to what they find rewarding at work. Thirty two employees (slightly above 50% of the total number) across the organization responded to a questionnaire focused on (a) on work organization, (b) on job design and (c) on motivation. They were asked to indicate (a) whether employees in their unit were involved in any unnecessary or redundant activities, (b) whether there were any new methods (e.g. computer software) that could facilitate the work of the employees in their unit, (c) the time of year the employees were most busy in their unit/department

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(on an annual basis and quadrennial basis), (d) the adequacy of the number of staff members in their unit/department, (e) the ways to make their workload even throughout the year, and (f) their preferences for various non-monetary rewards. The results showed that the respondents felt that (a) there were inadequate number of employees, (b) they were all involved in meaningful work, (c) screening of tenders, and maintenance of equipment took a lot of their time, (d) a majority of the respondents felt that they would welcome more variety and autonomy in their jobs, (e) a majority would prefer periodic job rotation, and (f) a majority of them would prefer more challenging jobs. These results were largely consistent with evidence from relevant literature on job design and motivation. Overall, the results confirmed the importance of deriving meaningfulness from one’s job and the overall power of motivation. In addition, the results indicated that creating a “register” of the employees’ personal preferences for non-monetary rewards would prove to be a useful tool to motivate the employees. Keywords – downsizing; attrition; job design; motivation; non-monetary rewards

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COMPARE & STUDY ABOUT OPERATIONS EFFICIENCY WITH CHINA FOOTBALL

CHAMPION GUANGZHOU FC & JAPAN FOOTBALL CHAMPION URAWA FC

Li, XiangRong (Shyne) & Nam SangBack cffcshyne@gmail.com

Abstract This paper aims to compare finance indicators(2013-2016 seasons) of China soccer super league champion Guangzhou Evergrande Taobao FC & Japan football league champion Urawa Diamonds Red FC evaluate operations efficiency. Technical efficiency is estimated using well-known data envelopment analysis (DEA) frontier program approaches. Data input is Club operating cost & Number of Players / Staffs, Data output is Club income & Fans numbers. Season 2013-2016, URFC won the J-league championship twice(Asian champions league champions in 2017), GZFC won the china super league championship 4 times and Asian champions league championship twice. Both of these two teams are the top two teams in Asia. The results showed that 4 seasons of Urawa Diamonds Red FC is highly effective, although the Guangzhou Evergrande Taobao FC is all ineffective. Also, GZFC kept on increasing operations costs 20% every year, URFC had stable investing behaviors which is quarter of GZFC. Second, the revenue of GZFC was going down & up, URFC was increasing every year a little bit more than operations cost. Third, the number of GZFC players & staffs is 3 times compare with URFC in 2016. Finally, the number of fans in both teams kept stable that was not very concerned with team performances. Regarding the results, some management implications are discussed and suggestions are made to boost the efficiency in inefficient clubs. The issues that why china champion club made inefficiency summarize to become the China characteristic football club operations model. From a methodological perspective, the output measure proposed seems to be suitable to represent reliably the China soccer champion GZFC inefficiency, but cannot explain the real reasons of specific operations model. In order to clarify operations efficiency between two different countries top football clubs, this paper tries to identify the roles of economic capital in operating professional football clubs. Specifically, the study attempted to clarify how the interaction between economic capital and professional football clubs work out in the modern society. The

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findings of the study were as follows. The indirect impact of economic resource on the professional football leagues includes culture and media power. The direct impact of economic resource on the professional football leagues includes investment and the numbers of spectators. The commercial value of the professional football leagues cannot be ignored. Thus, there should be a balanced attention paid on culture, social interest and economic resource in the professional football leagues in order to successfully generate its better future. Keywords – Chinese Characteristic Football Club, Operations Efficiency, DEA(Data Envelopment Analysis), Habitus, Economic capital, Cultural capital, Social capital.

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RELATIONSHIP BETWEEN JOB SATISFACTION, ORGANIZATIONAL COMMITMENT, AND TURNOVER INTENTION IN KOREAN SPORTS

ORGANIZATIONS: META-ANALYTIC REVIEW

Kim, Hongyoung St. Thomas University, USA

Kim, Hyunduck Keimyung University, Korea

Choi, Myungsoo Keimyung University, Korea

Lee, Sangil Sookmyung Women’s University, Korea

Choi, Yoonseok Korea National University of Transportation, Korea

Seok, Kang-Hoon Korea National University of Transportation, Korea

kimgolf247@gmail.com Abstract This current study examined the how job satisfaction relates with organizational commitment and turnover intention of employees in Korean sports organizations as well as how these relationships are moderated by organizational attributes such as gender ratio, location, and type of sport organization using a meta-analytic approach. Using Comprehensive Meta-Analysis version 2, significant positive and negative relationships with medium effect sizes were found between satisfaction and commitment and satisfaction and turnover intention respectively. For the moderating variables, the satisfaction-organizational commitment relationships were found to be positively significant with large effect sizes for the female-high group, location outside the metropolitan area, and types of sport organizations, particularly government funded sports for all programs, elite sport teams, and commercial sport centers. Satisfaction-job turnover intention relationship showed to be negatively significant, but the effects were small for both gender ratio, location outside the metropolitan area, and taekwondo center. The findings may facilitate sport organization administrators and other practitioners on how to create programs and strategies in order to achieve higher levels of employee satisfaction and commitment and lessen resignation rates of staff members in the workplace.

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Keywords – Employee job attributes; regional characteristic; gender ratio; type of sport organization; sport management;

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ORAL PRESENTATIONS

Date & Time: August 3, 2018 @ 8:30 p.m. to 10:00 p.m. Room: LS 222

Time Presentation Title Authors

8:30 a.m. – 8:45 a.m. An Analysis of CSR and CSV Trends in the Context of Sustainable Management Policy in Korea: Focused on Sports and the Arts

Jane Park Jiyoung Kim Eun Hye Kim Ae Ryung Hong Youn Sun Oh

8:45 a.m. – 9:00 a.m. Game Outcome Uncertainty and Taiwanese Television Viewership of NPB

Yu-Hsuan Chang

9:00 a.m. – 9:15 a.m. Sport Fan’s Perception of Sponsorship Effect

Tae-Ahn Kang Hirotaka Matsuoka Yukako Wada

9:15 a.m. – 9:30 a.m. The characteristics of Japanese rugby spectators: Comparison among venues the 2019 Rugby World Cup

Yukako Wada Hirotaka Matsuoka Tae-Ahn Kang

9:30 a.m. – 9:45 a.m. Improvement and Promotion Plan of Quality for Virtual Reality Golf Center

Jaeyoon Kwon Jiyoung Lee Jiyoung Kim Chonghee Kim Kyongkeun Choi

9:45 a.m. – 10:00 a.m. Image Transfer in Sport Sponsorship: Moderating Effect of Brand Exposure Time and Frequency

Shin, Jae Eun Kwon, Harry Hyungil Baeck, Juhae

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AN ANALYSIS OF CSR AND CSV TRENDS IN THE CONTEXT OF SUSTAINABLE MANAGEMENT POLICY IN KOREA: FOCUSED ON SPORTS AND THE ARTS

Jane Park

Eun Hye Kim Ae Ryung Hong Youn Sun Oh Jiyoung Kim*

Sangmyung University, Korea artsedu@smu.ac.kr *

Abstract

The Korean government’s centering on the Ministry of Trade, Industry and Energy has seen it execute various policies for the promotion and expanding of Corporate Social Responsibility(CSR) and Creating Shared Value(CSV) with an aim to encourage ‘sustainable management.’ This study aims to analyze the trends of social responsibility activities of Korean companies in the context of government-initiated ‘sustainable management policies,’ particularly those focusing on sports and the arts. To this end, the details of 115 articles on CSR and CSV in the fields of sports and the arts studied in Korea for the recent decade are examined and analyzed here. As a result, this study present the recent trends of CSR and CSV of Korean companies as follows.

Firstly, CSR in Korea has been recognized as a concept for managing external

corporate or strategic marketing for a company both by companies and consumers. Lots of companies have been passive in pursuing these concepts under the direct or indirect influence of government-led corporate management policies. Therefore, they have performed CSR as a strategic measure to manage corporate risk, responsibilities, and reputation. From an evaluation viewpoint, actual CSR performance has not met with the requirements of enhancing profit qualities or values of a company.

Secondly, support for sports and the arts by Korean companies has not always

had a positive influence on corporate performance. Although the two areas secure supporters with relatively high loyalty and positive attitudes towards relevant organizations, such as sports leagues or performance troupes, it is true that CSR has both positive and negative influences. According to previous research results, while CSR has a positive influence on the image, rating, brand assets, consumers’ attitude, and loyalty to a company, it could cause a negative effect if it makes consumers recognize the company as hypocritical. Although the social contribution to culture and the arts could enhance the positive image of the company, most of their social activities have still remained limited to one-time projects, or subordinate management activities.

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Lastly, as a company’s sustainability and ability to solve social problems is

emphasized in a community, the methods of and approaches to social contribution to sports and the arts have been changing. The Korean government has changed its corporate support method in a way to encourage a CSV that could develop economical values and social conditions as well as nurture a company’s competitiveness. What matters now is how to continue sustainable and non-profit support for the neglected regions and facilities, considering the risks of deficits.

Based on the recent trends of Korean companies, it could be concluded that

CSR and CSV could significantly influence internal organization and consumers’ perception as well as the performance index, according to the willingness of CEOs, attitude of employees, ethical management systems, customer orientation, and social needs of the company. This study is significant in that it has presented authentic visions and viewpoints of CSR and CSV and also showed the direction for the change and development of an awareness of corporate values.

Keywords – CSR, CSV, sustainable management policy

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GAME OUTCOME UNCERTAINTY AND TAIWANESE TELEVISION VIEWERSHIP OF NPB

Yu Hsuan Chang

Master Program of Sport Facility Management and Health Promotion, National Taiwan University

r06h42009@ntu.edu.tw

Abstract

Professional teams gain their revenue mostly from ticket sales and media rights. There are lots of factors which may affect the attendances watching motivation and the audience rating. Due to audiences have variety of channels on television, game outcome uncertainty(GOU) is specially important in match viewership. In recent years, Taiwanese baseball fans can watch many Nippon Professional Baseball(NPB) matches even more than Chinese Professional Baseball League(CPBL) which been played in Taiwan; meanwhile, the GOU researches of cross nations influence on television viewership is known inadequately. Therefore, this study is going to examine all NPB games broadcast in Taiwan from 2017 to 2018 total two seasons; in order to explore the relationship between transnational TV demand and the uncertainty of outcome hypothesis(UOC). All the ratings data will collected through the specific company which built related reports. The result of this study can examine how compete balance make an influence in cross country sports media. This article was intended to fill the lack of literature on sports economics and give some insight for cooperations when they built their marketing strategy. Keywords – game outcome uncertainty; Nippon professional baseball

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SPORT FAN’S PERCEPTION OF SPONSORSHIP EFFECT

Tae-Ahn Kang Graduate School of Sport Sciences, Waseda University

Hirotaka Matsuoka Faculty of Sport Sciences, Waseda University

Yukako Wada Faculty of Sport and Health Science, Ritsumeikan University Corresponding author’s E-mail: melo-melo@ruri.waseda.jp

Abstract

Global sponsorship expenditures have increased during the past decades (IEG, 2015). There have been extensive sponsorship investments to mega sporting events or famous sport teams/leagues that attract people over the world or country. These trends have captured the attention of numerous academic researchers who are interested in how consumers receive and process marketing communications conducted by sponsors.

Researchers have attempted to examine various sponsorship effects on

consumer evaluation, such as increasing sponsor awareness, improving sponsor image, and encouraging sales for sponsor’s product/service (e.g., Cornwell et al., 2006). However, not every sport organization benefits from the substantial sponsorships. It has been believed that many sport organizations, which receive less attention from fans, tend to suffer from less sponsorship contracts (Mazodier & Quester, 2014). One of the reasons for the less sponsorships could be that they might doubt the sponsorship effects. The sponsorship research studies using a field study have been pointed out due to their limitations to be difficult to control the effects of other variables, such as other marketing activities. On the other hand, an experiment study can control the limitations of field study, but it is restricted to reflect the real situation which fans contact the sponsorship (e.g., Coppetti et al., 2009). For these reasons, it has been required to figure out how the sponsorship effects are perceived in fans’ minds (Cornwell, 2014). Thus, this research aimed to examine fan’s perceptions of sponsorship effects.

Furthermore, the degree to which a consumer is engaged with a sport team

plays an important role on his/her reactions to sponsorship (Roy & Cornwell, 2004). Therefore, this study has additional purposes, which are to find out what factor, among those representing fan’s engagement with a sport organization, influences fan’s perceptions of sponsorship effects, and examine the moderating effects of the fan’s engagement-related factor on their perceptions.

A set of questionnaire surveys were conducted to collect heterogeneous

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samples from four Japanese Rugby League games. A total of 1,352 samples were included in analyses. This research divided the samples into two groups; fan (n = 869) and non-fan (n = 483). Three variables were employed to find out a moderator influencing fan’s perceptions of sponsorship effects; Team identification, Actual attendance number, and Favorability toward the Rugby League. Multivariate regression analyses were performed to examine the relationships between each moderator and each perception of three sponsorship effects (i.e., sponsor awareness, sponsor image, sponsor sales). Then, only a moderator, which influenced all three perceptions, was selected to examine the moderating effects.

Fans’ perceptions of three sponsorship effects were significantly higher than

non-fans’ perceptions; sponsor awareness: M fan = 3.86, M non-fan = 3.67, p < .001; sponsor image: M fan = 4.03, M non-fan = 3.71, p < .001; sponsor sales: M fan = 3.65, M non-

fan = 3.54, p < .05). Multivariate regression analyses indicated that team identification only had the effects on three perceptions, thus the moderating effects of team identification were examined (High vs. Low team identification). The results showed that fans with high team identification had more positive perceptions of sponsor image and sponsor sales than those with low team identification did (sponsor image: M high = 4.14, M low = 3.97, p < .01; sponsor sales: M high = 3.76, M low = 3.55, p < .01). Keywords – Sponsorship effect; Fan’s perception; Team identification; Heterogeneous sample

48

THE CHARACTERISTIC OF JAPANESE RUGBY SPECTATORS: COMPARISON AMONG VENUES THE 2019 RUGBY WORLD CUP

Yukako Wada, Ph., D.

Faculty of Sport and Health Science, Ritsumeikan University Hirotaka Matsuoka, Ph., D.

Faculty of Sport Sciences, Waseda University Tae-Ahn Kang

Graduate School of Sport Sciences, Waseda University corresponding author’s email:yu-wada@fc.ritsumei.ac.jp

Abstract Hosting hallmark sporting events is able to be a good opportunity to attract people to the sports. Although rugby is not one of the most popular sports in Japan, the 2019 Rugby World Cup (2019 RWC) held in Japan may raise the status of rugby. Prefectural rugby organizations and rugby teams have already started activities to increase fans through holding games at each of twelve stadiums chosen as venues for the 2019 RWC. It is, however, challenging for a rugby organization using a 2019 RWC venue that a specific team does not use as a franchise to acquire stable fans. Such organizations must explore new target markets which are different from the targets of existing rugby teams. Therefore, the purpose of this study was to identify the target markets for the games held at the 2019 RWC venues which were not a franchise of any rugby teams. The characteristics of spectators at such venues were compared with those of franchise venues. The questionnaire was mainly composed with the following items: behaviors on game day, the degree of which a spectator perceives him/herself as a fan of rugby, game attendance experiences, spectators’ knowledge of understanding rugby games, attracting spectators’ interests by the decision of 2019RWC, attendance intention for future games, and demographics. The data were collected from the spectators of each rugby game from the middle of September 2017 to the beginning of December 2017. Total valid samples were 2,588, 1,379 from home stadiums and 1,209 from non-home stadiums. Results One-Way Analysis of Variance (ANOVA) was conducted for comparing among spectators at the eight venues. Especially, the mean scores of one of the venues in Ohita, where was no Top League teams, were significantly different than the other seven venues in terms of the degree of which a spectator perceives him/herself as a fan of rugby, knowledge of understanding rugby games, attendance intention for future Top League games, mean age, and time required for coming to the stadium. Spectators at the stadium in Oita were younger (M=42.43 years old, SD = ±16.66), lived closer

49

distance to the stadiums (M = 46.15 minutes SD = ±42.96) than other venues. They were not enthusiastic ruby fans and tended to not understand rugby game very much. Their intention to attend future Top League games was significantly lower than the spectators at the other venues. The results of this study suggested that the new marketing target, who was living in close to the venue for the 2019RWC and has not been interested in rugby very much, was developed for expanding rugby fan base in Ohita. As a future study, qualitative research, such as interview surveys for practitioners are required for clarifying the concrete efforts and strategies have been made to increase the stadium attendance and develop the fan base. Additional findings, discussions, and managerial implications will be presented. Key Words Characteristics of the Spectators; Top League Games; Rugby World Cup venues

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IMPROVEMENT AND PROMOTION PLAN OF QUALITY FOR VIRTUAL REALITY GOLF CENTER

Jiyoung Lee

Jaeyoon Kwon* Chonghee Kim

Kyongkeun Choi Jiyoung Kim

Sangmyung University, Seoul kwon-gun@hotmail.com *

Abstract

The modern society in which we live is changing from 'work-oriented society' to

'leisure and health-oriented society'. Because of these social changes, leisure is recognized as an important part of an active and creative life that contributes to the stability of life, not merely diversion or relaxation (Wallhead, Garn, & Vidoni, 2014). Among them, golf has become a very familiar sport for a short time, and it is attracted to modern people because it is a nature-friendly sport and leisure activity that promotes mental and physical development (Funk, Beaton & Pritchard, 2011). Golf is one of the most popular sports in South Korea. However, most of the golf courses are far from the city, and a lot of them are expensive. Therefore, instead of going to an actual golf course, people like playing at a place called ‘virtual reality golf’ or ‘screen golf’. It basically lets you play with a virtual reality golf simulator. In South Korea, the leading country in virtual golf simulator systems, there are about 6000 virtual reality golf centers for golf simulator play. 15,000 virtual golf simulator systems in operation more than 1.27 million yearly virtual golf simulator players and the total gross in the golf simulator industry exceeds US$1 billion (Moon, 2010). In particular, virtual reality golf can check ball pitch, direction, distance, head speed, ball spin, swing trajectory, and ball trajectory. In addition, the number of users is increasing due to the advantage of being able to feel like rounding (Han, Hwang, & Woods, 2014). In this situation, the quality of service provided by virtual reality golf center is very important (Goung, Yang, Kim, & Lee, 2015). The virtual reality golf center is faced with the need to offer a variety of services to meet the needs of a broader range of customers than ever before. The purpose of this study is to evaluate the importance and satisfaction of service quality for customers using virtual reality golf center and to provide basic data for service improvement in virtual reality golf related company in the future.

To examine service quality of virtual reality golf center using importance and

performance analysis, from September to November 2017, adult participants who participated in virtual reality golf center in Korea were selected as subjects. Questionnaires are distributed and gathered from the participants after the explanation

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about the purpose of the study. The researcher requested the participants to fill in the survey on voluntary basis and the participants completed the survey for approximately 10 minutes. Completed surveys were immediately collected. A total of 380 questionnaires were distributed to virtual reality golf center participants. A self-administration method was used to fill out the questionnaires. And of these, 9 were eliminated based on a lack of information and low validity. Finally, data in 371 questionnaires were analyzed.

The results of this study were as follows. First, quadrant 1 included six items: convenient facilities provide the latest equipment, customized response, understanding the needs of customer, interior atmosphere, and modernized facilities. Second, quadrant 2 included five items: kindness of employees, employees’ expertise, resolve immediately if a problem occurs, quickly respond to customer needs, and employee credibility. Third, quadrant 3 included six items: customer individual interest, notice of service, employees’ dress and appearance, employees’ positive attitude, provide voluntary help, and promised time and service. Fourth, quadrant 4 included 3 items: provide safe service, thinking in terms of customer, and voluntary response.

Keywords – Promotion Plan, VR, Golf Center

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IMAGE TRANSFER IN SPORT SPONSORSHIP: MODERATING EFFECT OF BRAND EXPOSURE TIME AND FREQUENCY

Shin, Jae Eun*

Chung-Ang University, Seoul Kwon, Harry Hyungil

Chung-Ang University, Seoul Baeck, Juhae**

Chung-Ang University, Seoul emily8230@daum.net * / kingdsma@gmail.com **

Abstract

The purpose of this research was to explore the moderating effect of brand

exposure time and exposure frequency in image transfer. Hypotheses 1 and 2 assumed a bidirectional image transfer (i.e., from an event to a brand, from a brand to an event). Hypotheses 3 and 4 were set to examine the moderating effect of brand exposure time (15sec, 30 sec, and 60 sec) and exposure frequency (1, 3, and 5 times) in image transfer with regards to spreading activation theory, mere exposure effect, and Three-Hit Theory. Data were collected from 391 undergraduate students at C University located in Seoul, Republic of Korea. The research participants were divided into 6 groups with approximately 70-80 students per group. Groups were sorted by different levels of brand exposure time and exposure frequency. The data were analyzed using paired t-test and mixed factorial design. The results showed that image transfer took place bidirectionally (i.e., from an event to a brand, from a brand to an event) in a sport sponsorship context. Therefore, hypotheses 1 and 2 were supported. Further, the results of the mixed factorial analysis indicated that the amount of image transfer varied by exposure time (15 sec, < 30 sec, 60 sec). However, brand exposure frequency did not show a statistically significant interaction. Therefore, hypotheses 4 was rejected. Previous literature in advertising also found that the effect of advertising was different between 15 sec and 30sec, which was accordant to the results of the current study. The hypothesis 4 was developed based on Three-Hit Theory that has been widely used in advertising. However, the current study found that the mechanism of the Three-Hit Theory did not apply to the mechanism of the image transfer in sponsorship context.

Keywords – Sport sponsorship; image transfer; exposure time; exposure frequency

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ORAL PRESENTATIONS Date & Time: August 3, 2018 @ 8:30 p.m. to 10:00 p.m. Room: LS 223

Time Presentation Title Authors

8:30 a.m. – 8:45 a.m. A Big Data Analysis of Social Media on Demands for Sport Industry

Min Soo Kim Han Jin-Wook

8:45 a.m. – 9:00 a.m. Analysis of Influence of Servicescape in Sports Facility Field through Meta-analysis

Kwang-Min Cho Jung-sup Bae Hyun Byun

9:00 a.m. – 9:15 a.m. An Evaluation on the Characteristics of Kumdo Goods Using Kano Model

Ki Jae, Jeon Jong Woo Kim Sueng Ho, Shin Byeong Ryang, Moon

9:15 a.m. – 9:30 a.m. The Influence of Consumers’ Implicit Theories on Image Transfer Effectiveness

Kuo, Tzu-Yin Hsueh, Jung-Jung Shao, Yu-Lin Jackie

9:30 a.m. – 9:45 a.m. Urban Marathon and City Marketing: A Case Study of the Standard Chartered Singapore Marathon

Shih-Yi Lin Hsiu-Hua, Tsai Kun-Chung Chien

9:45 a.m. – 10:00 a.m. A Study of Social Media Marketing, Engagement and Brand Equity on Sports Brand of College Student

Ting-Syuan Chen Lin, Yi Hsiu

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A BIG DATA ANALYSIS OF SOCIAL MEDIA ON DEMANDS FOR SPORT INDUSTRY

Kim, Min Soo

Korea Institute of Sport Science, Republic of Korea Han, Jin-Wook

Kyung Hee University, Republic of Korea minkim@kspo.or.kr

Abstract

“Big Data” can be understood as extremely large data sets, which cannot be collected, stored, managed, and analyzed via conventional approaches and it has three characteristics such as volume, velocity, and variety. Recently, the amount of data generated and transmitted via smart phones, devices, and SNS such as Facebook and blogs has exponentially increased because the principal agent of data generation has been changed to individuals. Various messages on social media by users have become sources to understand political, social, and cultural the sprit and the sensitivity of the age. Through social media, we can comprehend policy agenda proposed by mass media and a large amount of individual messages, comments, and social log information by social media users have changed to public goods for public policy. Thus, the purpose of this study was to explore public opinion and perceptions with regard to the Korean sport industry through social big data analysis. Social big data collected using ‘TextoM’, the big data analysis solution and ‘Naver’, the Internet portal service provider which has the most users was selected to collect data. For data collection, a total of 29 keywords including sport industry, sport facilities, sport equipment, sport services, outdoor, sport media, sport agent, and professional baseball were used.

Social analytics was used to analyze big data from social media about the sport

industry. A total of 6,002,666 cases including document, web, blogs, cafes, news were collected. First, frequency analysis shows the volume of sport industry related searches stayed highly and increased in June, 2016 because various sport industry policies such as job fair and R&D fund for the sport industry were announced. Second, keyword analysis through text mining was conducted to examine frequently used keywords in the sport industry. The analysis indicates four different categories of sport industry keywords including sport game, sport goods, health, and sport policy. Third, sentiment analyses were conducted to see public perceptions about the sport industry based on the frequency of positive and negative sentiment with sport industry related keywords on documents. Overall, positive sentiment was found to have a greater weight than negative sentiment toward the sport industry and the changing directions of both positive and negative sentiment were same. ‘Recommendation’, ‘best’, and ‘famous’ were typical positive sentiment words and ‘illegal’, ‘problem’, and ‘loss’ were typical

55

negative sentiment words toward the sport industry. Fourth, semantic network analysis was conducted to see the network between the sport industry and collected keywords. It describes the essence of the semantic network as the analysis of text to measure the relationship among words. The results showed that sport industry connected with tourism, media, game, information, health, and culture. Information and media also connected with professional baseball, professional basketball, professional soccer, and professional volleyball as well as professional players. Last, CONCOR network analysis was conducted to identify structurally equivalent positions only within the components and sub-groups of a graph. CONCOR will tend to identify only the dominant members within each of the sub-groups. The results of CONCOR analysis showed that the sport industry divided into four different segments such as sport goods and equipment, sport facility, sport service, and professional sport. Since Korean sport industry can be classified into three segments including sport goods and equipment, sport facility, and sport service and professional sport was included in the sport service segment, CONCOR analysis confirmed the structure of the Korea sport industry. In conclusion, a big data analysis of social media showed there were huge demands for the Korean sport industry. Future research should examine demands of specific parts in Korea sport industry such as professional sports and sport goods and equipment. Keywords – Big Data; Social Media; Sport Industry; Demand, Korea

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ANALYSIS OF INFLUENCE OF SERVICESCAPE IN SPORTS FACILITY FIELD THROUGH META-ANALYSIS

Byun, Hyun

Yonsei University, Seoul, Korea Cho, Kwang-Min*

Yonsei University, Seoul, Korea Bae, Jung-sup

Hanyang University, Gyeonggi, Korea Byunleo@gmail.com

Abstract Now days sport facilities, such as, fitness center, martial art studio face excess supply. Therefore differentiation of physical environment has become an important factor to survive in intense competition. The purpose of this study was to investigate the impact of servicescape in sports facility field using a meta-analysis. The data was collected from dissertation and academic paper published from 2008 to April, 2018. Finally 10 dissertations, 21 journal articles were used to analyze the relationship between servicescape and dependent variables via the comprehensive meta analysis(CMA) program. Study results are as follows: First, results showed that servicescape have a middle effect on dependent variables, with an effect size. This indicates that research result were significant Second, the most influential effect size of servicescape sub-factor was cleanliness. Therefore, sport facility should maintain cleanliness of sport equipments and environment. Third, sport center and sport leisure facility had a most large effect size on servicescape. Thus, these sport facility should pay particular attention than other facilities. Lastly, results found significant moderating evidence for ratio of female. Hence, sport facilities should focus on the factor that female group regard to important. Based on the results of this study, Based on the result, using applicable servicescape in each sport facility, it is possible to suggest strategies for attracting sport facilities customers’ behavior. Key Words Sports facility, Servicescape, Meta-analysis, Effect size

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AN EVALUATION ON THE CHARACTERISTIC OF KUMDO GOODS USING KANO MODEL

Ki Jae, Jeon*, Jong Woo Kim, Sueng Ho, Shin. Kookmin University

Byeong Ryang, Moon. Yewon Arts university Ryun Hoe, Koo. Incheon Sports Counsil

* jkkj110@naver.com

Abstract This study aimed to draw the Product characteristics of Kumdo goods(Kumdo soft touch and Bamboo sword) by using Kano Model and Potential Customer Satisfaction Improvement Index(PCSI), and also to draw the priority of improvement. It aimed to suggest the basic data of the current satisfaction and its improvement of Kumdo goods service provided to trainees. For this study, the subject surveyed were 220 Kumdo trainees based in Seoul. Survey data was processed by using Microsoft Exel 2013 and SPSS 21.0 for categorization through Kano model, classification through customer satisfaction coefficient, analysis through PSCI Index and Frequency analysis. In the results of the analysis, first, using Kano model, each in Kumdo soft touch and bamboo sword, three items were classified as Must-be factors and ten items were classified as one-dimension factors. Second, using customer satisfaction coefficient, better index of Kumdo sosft touch showed high value in the order of ‘price of soft touch’, ‘durability of soft touch’, ‘effectiveness of soft touch’ and ‘functionality of soft touch’. And better index of bamboo sword showed high value in the order of ‘price of bamboo sword’, ‘durability of bamboo sword’, ‘A/S service’ and ‘purchase channel of bamboo sword’. Third, the PCSI Index of Kumdo soft touch was shown in the order of &#39;A/S service’, ‘durability of soft touch’, ‘effectiveness of soft touch’ and ‘functionality of soft touch’. And the PCSI Index of bamboo sword was shown in the order of ‘functionality of bamboo sword’, ‘professionalism of bamboo sword’, ‘durability of bamboo sword’ and ‘purchase channel of bamboo sword’. Therefore, the Kumdo brand should focus on developing products and sharing information about the functionality, durability and effectiveness of the Kumdo goods. In addition, the A/S service should be strengthened further. Key Words Kumdo goods, Kumdo soft touch, bamboo sword, Kano model. PCSI Index.

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THE INFLUENCE OF CONSUMERS’ IMPLICIT THEORIES ON IMAGE TRANSFER EFFECTIVENESS

Kuo, Tzu-Yin†

Singapore University of Social Sciences, Singapore Hsueh, Jung-Jung

University of Taipei, Taiwan Shao, Yu-Lin Jackie

University of Taipei, Taiwan † Corresponding author; she will join Singapore University of Social Sciences on 6 August 2018; email: tzuyin.kuo@gmail.com

Abstract

Researchers have offered considerable evidence that the effectiveness of an endorsement campaign lies in the fit between the endorser and the brand. A stronger fit facilitates image transfer between the two parties, resulting in consumers’ more positive perceptions or reactions towards the brand. While efforts are devoted to identifying effectiveness drivers, little attention has been given to how consumers’ individual differences influence their responses towards the endorsement. This research fills this gap by examining the role of consumers’ implicit theories in determining the image transfer effects in an athlete endorsement.

Implicit theories reflect two different mindsets or beliefs about personal traits:

entity theorists tend to view personal traits as fixed while incremental ones believe that personal qualities are malleable (Chiu, Hong, & Dweck, 1997). As the image transfer effect can be operationalized as the change in brand personality due to an endorsement, this effect should be more pronounced for the incremental theorists than for the entity ones. Leveraging on the case of Kei Nishikori-UNIQLO endorsement, we test the proposed moderation effect of consumers’ implicit theories on the relationship between perceived endorser-brand fit and brand personality change.

The survey included items for brand personality change, perceived endorser-

brand fit, implicit theories, and demographics. To capture the perceived change in brand personality, we asked participants to indicate the extent to which the K.-Nishikori endorsement had made UNIQLO more sincere, exciting, or rugged (3, 5, and 3 items respectively, adapted from Aaker, 1997). Existing scales were used to assess perceived endorser-brand fit (4 items; Spry, Pappu, & Cornwell, 2009) as well as consumers’ implicit theories (3 items; Chiu et al., 1997).

The survey was administered via the Internet to consumers aged 18 and above

in Japan and Taiwan from 15 to 21 January 2018. A total of 1061 people answered the

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survey. After removing non-citizens, non-residents, and those who failed attention check, 889 responses (52.2% female; Mage = 31.26, SD = 9.95) were used to validate the measures. Confirmatory factor analysis showed that the data fitted the five-factor measurement model well (χ2/df = 3.00; RMSEA = 0.047; CFI = .99; GFI = .94; SRMR = .036). All the construct reliability indices were also higher than .60. The used measures had good validity and reliability.

Following Chiu and colleagues’ procedure (1997), we labeled participants scoring

an average of 3 and below on the implicit theories scale as incremental theorists (n = 280) while those scoring 4 and above were identified as entity ones (n = 440). After the classification procedure, 720 responses were retained for the moderation analyses.

While the endorser-brand fit was positively related to the perceived changes in

focal brand personality dimensions (i.e., sincerity, excitement, and ruggedness; ps < .05), consumers’ implicit theories moderated these relationships (ps = .035, .043, & .007). That is, the more consumers found a fit between K. Nishikori and UNIQLO, the more they believed the brand had become more sincere, exciting and rugged through this endorsement. The strength of this relationship was stronger among the incremental theorists than among those entity ones. Further analyses also confirmed that the participants’ nationalities did not drive the observed moderation effects of their implicit theories.

The results support our hypothesis that consumers’ implicit theories determine

the image transfer effects in an athlete endorsement. This research adds to the endorsement literature by identifying an individual psychological factor that leads to more effective image transfer. As implicit theories could be temporarily manipulated (Chiu et al., 1997), the findings also suggest a possibility to enhance endorsement effectiveness by inducing an incremental theory among consumers. Keywords – endorsement; image transfer; implicit theories; endorser-brand fit; brand personality Aaker, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research,

34(3), 347-356. Chiu, C. Y., Hong, Y. Y., & Dweck, C. S. (1997). Lay dispositionism and implicit theories

of personality. Journal of Personality and Social Psychology, 73(1), 19-30. Spry, A., Pappu, R., & Bettina Cornwell, T. (2011). Celebrity endorsement, brand

credibility and brand equity. European Journal of Marketing, 45(6), 882-909.

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URBAN MARATHON AND CITY MARKETING: A CASE STUDY OF THE STANDARD CHARTERED SINGAPORE MARATHON

Shih-Yi, Lin

Master Program of Sport Facility Management and Health Promotion, National Taiwan University

Hsiu-Hua, Tsai Department of Athletics, National Taiwan University

Kun-Chung Chien Department of Athletics, National Taiwan University

r05h42006@ntu.edu.tw Abstract

As a major event, urban marathon plays an important role of city marketing. This study looks at urban marathon, sport tourism and city marketing in Singapore. It provides an insight into the role of sports in city marketing and uses a conceptual framework to study the potential impacts of a special event on the city’s social assets. Sport tourism is an important strategy regarding the destination image, and as a competitive advantage. This study brings forward the features of event tourism concerning the marketing strategies and the importance of events in the development of an area. The chosen case is the Standard Chartered Singapore Marathon(SCSM), which is the only one IAAF gold label marathon in South East Asia. The analysis found that SCSM has had significant effects on city image, social networks and support of social causes and insignificant effects on local pride. Keywords – sport tourism; tourism marketing; Southeast Asia sport industry; city image; city branding

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A STUDY OF SOCIAL MEDIA MARKETING, ENGAGEMENT AND BRAND EQUITY ON SPORTS BRAND OF COLLEGE STUDENT

Chen, Ting Syuan

Graduate Student, Master Program of Sport Facility Management and Health Promotion, National Taiwan University

Lin, Yi Hsiu Professor, Master Program of Sport Facility Management and Health Promotion,

National Taiwan University r05h42008@ntu.edu.tw

Abstract

(1)Purpose: Social media is a new marketing channel; as the use of social media continues to rise, marketers use social media platforms, such as Facebook, as marketing tools with the goal of increasing brand equity. Therefore, the purpose of this research is to explore the social media use of Taiwan’s current two largest sports brands, Adidas and Nike, and examine the relationship between the marketing function of social media, social media engagement, and brand equity. (2) Methodology: The samples of this study are north Taiwan university students, using paper and online questionnaires as research tools. All the questions were asked with Likert five point. After discussion of relative references, we use ”item analysis” to choose suitable 49 questions from pre-test questions. This study references the three main constructs and thirteen variables organized by the previous literature: social media marketing (entertainment, information, interactivity, and word of mouth); social media engagement (browsing, sharing, commenting, recommending, and co-creation); brand equity (brand association, perceived quality, brand loyalty, and brand awareness). The obtained empirical datum taken by the descriptive statistics, independent sample t test, one way ANOVA and Pearson correlation as the statistical method. (3) Findings: First, in social media of Nike and Adidas, most variables are moderate level, in contrast, “interactivity” ,” commenting”, “co-creation” and ”sharing” are need to be enhance. Second, the gender will not influence the three main constructs, on the contrary, different level of involvement will influence some other variables. (4) Significance to practice: The research is important for sports brand to know which function of social media should be enhanced to make more contacts with consumers. (5) Conclusions and recommendations: The results of this study may be used as basic literature for the development of future theoretical research, as well as a reference for the marketing strategies of related sports brands. In future theoretical research, researches can choose different sports brands and social media platforms as reference. In marketing strategies, if sports brand wants to make more contact with consumers, they enhance their social media function, such as “interactivity” ,” commenting”, “co-creation” and ”sharing”.

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Keywords – Social media ; Sports brand ; Brand Equity ; Facebook ; Marketing

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ORAL PRESENTATIONS Date & Time: August 3, 2018 @ 8:30 p.m. to 10:00 p.m. Room: LS 224

Time Presentation Title Authors

8:30 a.m. – 8:45 a.m.

The Structural Relationship among Corporate Perception, Satisfaction and Intention to Use and E-service Quality of Official Portal Site As the Official Sponsor of the Mega Sport Event: The Official Sponsor of the 2018 Pyeongchang Winter Olympics Focused of NAVER

Jae Suk, Park Sueng-A, Shin, Chan Soo, Jun, Sueng Ho, Shin Jae Yeol, Seo

8:45 a.m. – 9:00 a.m. Investigation on the Risk Management of Foul Balls While Watching Baseball Tetsuya Onda

9:00 a.m. – 9:15 a.m. The efficacy of peer instructor in community older adult exercise program-A pilot study in Taiwan

Shao-Hsi Chang Li-Ting Wang Ming-Chun HSUEH Hsin-Hung HO

9:15 a.m. – 9:30 a.m. Sport technology consumers: Segmenting users of sports wearable devices based on technology readiness

Weisheng Chiu Taejung Kim

9:30 a.m. – 9:45 a.m. The Influence of Team Identification on Sense of Community in Local Sports Clubs: Focusing on High School Club

Yuichiro Kubo Yasuo Yamaguchi

9:45 a.m. – 10:00 a.m. How Should We Approach Various Personalities of Japanese High School Students to Promote Their Physical Activity?

Jungo Nagai Kazuto Kanbe Etsuko Ogasawara Akane Mikura Junya Kitagawa Ikuko Fujita Fumitake Sakaori Toshikazu Kato

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THE STRUCTURAL RELATIONSHIP AMONG CORPORATE PERCEPTION, SATISFACTION AND INTENTION TO USE ANS E-SERVICE QUALITY OF OFFICIAL PORTAL SITE AS THE OFFICIAL SPONSOR OF THE MEGA SPORT EVENT: THE

OFFICIAL SPONSOR OF THE 2018 PYEONGCHANG WINTER OLYMPICS FOCUSED OF NAVER

Jae Suk, Park*, Sueng-A, Shin, Chan Soo, Jun, Sueng Ho, Shin. Kookmin University

Jae Yeol, Seo. Yewon Arts University * jspark789@daum.net

Abstract The purpose of this study is to verify the structural relationships among corporate perception, satisfaction, intention to use, and e-service quality of portal site as the official sponsor of the mega sport event. This study aims to understand the positive changes in corporate perception and the effects of official sponsor activity through the portal site participating as an official sponsor of the 2018 Pyeongchang Winter Olympics, and also to suggest the measures for drawing the marketing measures that could maximize the effects. A survey was conducted targeting 452 adults who had experiences in using the NAVER search engine during the 2018 Pyeongchang Winter Olympics. For dataprocessing, the IBM for SPSS 21.0 and AMOS 21.0 were used, and the concrete contents are as follows. The frequency analysis, reliability analysis, correlation analysis, confirmatory factor analysis, and structural equation model were performed. The results of dataprocessing are as follows. First, the informativeness, responsiveness, ease of use, and interactivity out of e-service quality of portal site had significant effects on the corporate perception(functional value, symbolic value, subjective value, corporate reputation) while the reliability had no significant effects on the corporate perception(functional value, symbolic value, subjective value, corporate reputation). Second, the sub-factors of e-service quality of portal site such as informativeness, responsiveness, reliability, ease of use, and interactivity had significant effects on the satisfaction. Third, the sub-factors of e-service quality of portal site such as informativeness, responsiveness, reliability, ease of use, and interactivity had significant effects on the intention to use(intention to continue, intention to recommend). Fourth, the sub-factors of corporate perception such as functional value, symbolic value, and subjective value had significant effects on the satisfaction. Fifth, the sub-factors of corporate perception such as functional value, symbolic value, and subjective value had significant effects on the intention to use (intention to continue, intention to recommend). Sixth, the satisfaction had significant effects on the intention to use(intention to continue, intention to recommend). Therefore, When a portal site provides e-service as an official sponsor, instead of distributing promotional materials informing the official sponsor with the ending credit of real-time video, highlight video, and trailer related to the event, or simply writing “NAVER&#39” on the main of the portal site during the event period, there should be some efforts to

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arouse consumers&#39; perception of official sponsor and even positive corporate perception by promoting its slogan like “Together with the Pyeongchang Olympics”. Also, there should be some efforts to increase the satisfaction by making users easily use the desired data related to the relevant event. Key Words Official Sponsor, e-service Quality, Satisfaction, Intention to use, Corporate Perception

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INVESTIGATION ON THE RISK MANAGEMENT OF FOUL BALLS WHILE WATCHING BASEBALL

Tetsuya Onda

Tokai University JAPAN E-mail: judoonda@keyaki.cc.u-tokai.ac.jp

Abstract Ⅰ. Introduction

In Japan, baseball, soccer and sumo wrestling are the major professional sports enjoyed as public entertainment that take center stage in the sports-watching arena. According to a public survey, baseball in particular is the most popular. Although this has made watching baseball at ball parks an enjoyable and highly entertaining experience, there is a potential risk that foul balls may hit spectators. On August 21, 2010 during a professional baseball game, an accident occurred in which a foul ball directly hit the right eye of a woman who was watching the game, resulting in the loss of her eyesight. Consequently, the court ordered that damages of about $310,000 be paid to the woman. A court order demanding the payment of damages for such an accident was a rare occurrence in the past, it is very difficult to strike a balance between achieving a “you-are-there feeling” and ensuring the safety of spectators when watching sports. The occurrence of such an accident is a misfortune for all concerned, including spectators, the players and the management of the events, etc., even if someone is held accountable. Under these circumstances, we focused particularly on baseball-watching for this study, and investigated the characteristics and tendencies of foul balls for the purpose of aiding risk management. Ⅱ. Investigation Ten games of the first round of the 66th Japan National Collegiate Baseball Championship conduced from June 5 to June 11, 2017 at Tokyo Dome were investigated. The Investigative method consisted of watching the games at the stadium and recording all foul balls (whether the pitchers and batters were right-handed or left-handed) as well as marking the seating chart according to the locations where the foul balls fell. Ⅲ．Results and Discussion A total of 14 universities participated in the ten games subject to the investigation, with 49 pitchers taking the mound by the end of the last game. The total number of pitches thrown was 2,849, and the total number of batters was 726. The results of this investigation, foul balls that fell in the stadium were found to mostly directly hit the backstop. The characteristics of foul balls in terms of a number of parameters revealed that the majority of foul balls fall on the field. With respect to foul balls that fall on foul stands, it was revealed that fewer balls fell on both the infield and outfield spectators’ stands farther from the field, whereas more balls fell on spectators’ stands closer to the field. In addition, with regard to the direction of foul balls that fell on spectators’ seats,

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almost equal numbers were observed to fly both right and left from the infield to the outfield. Regarding the relationship between segments where foul balls fell inside the stadium and the types of interaction between pitchers and batters in terms of right- and left-handedness, no major differences were observed in total number. However, analyses of each type of interaction between them revealed that no foul balls fell on spectators’ stands far from the third base side from interactions between right-handed pitchers and right-handed batters, and that no foul balls fell on spectators’ stands far from the first base side infield from interactions between left-handed pitchers and left-handed batters. Foul balls that fall on spectators’ seats appear to also be influenced by the size of the stadium, distance hit, pitcher’s throwing course, type of pitch and other factors; however, results of the investigation indicate that caution is required to ensure safety particularly at spectators’ stands both infield and outfield, which are close to the field. Key Words Risk management, Baseball, Foul Balls

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THE EFFICACY OF PEER INSTRUCTOR IN COMMUNITY OLDER ADULT EXERCISE PROGRAM – A PLOT STUDY IN TAIWAN

Li-Ting WANG

Department of Physical Education-National Taiwan Normal University, Taiwan Ming-Chun HSUEH

Department of Physical Education-National Taiwan Normal University, Taiwan Hsin-Hung HO

Department of Physical Education-National Taiwan Normal University, Taiwan Shao-Hsi CHANG

Department of Physical Education-National Taiwan Normal University, Taiwan linnywang128@gmail.com

Abstract

Background: With the advent of aging society in Taiwan, the orientation of medical care and health promotion has gradually gained attention; in recent years the ageing policy has become the focus of government departments. The purpose of this study was to understand the community senior citizens and sports instructors in Taipei City and to explore the professional ability of instructors.

Method: Local community and three sport instructors was used in the research. Through the sampling method, and the use of semi-structured interview method, the community and sport instructor ability in teaching advanced exercise for the senior citizen was obtained.

Result: (1) Community Instructors have had relevant experience in the past, so they can integrate past expertise when they teach sports courses in the community, such as; nursing and health knowledge. (2) The senior citizens' peer-to-peer mentors gain more sense of accomplishment through interactions with instructors and instructors interactions with students. This is a source of motivation for the community. (3) Instructor must improve their teaching abilities through continuing of education, participation in seminars and activities, so as to maintain their teaching enthusiasm and professionalism. Conclusion: It is not easy for the community to be active in local community and management, it is hoped that instructors can continue to promote the community’s senior citizens’ and help maintain healthy living quality. The results of this study will be provided to other senior citizen community sites in Taiwan. Key words older adult; Partner Instructor; community sports manpower

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SPORT TECHNOLOGY CONSUMERS: SEGMENTING USERS OF SPORTS WEARABLE DEVICES BASED ON TECHNOLOGY READINESS

Weisheng Chiu

The Open University of Hong Kong, Hong Kong Taejung Kim

Yonsei University, South Korea chiuws@ouhk.edu.hk; body5282@gmail.com

Abstract

With the development of wearable technologies, sports wearable devices (hereafter referred to as sports wearables) have changed the way people exercise and monitor their fitness and health. In order to derive sustained health and wellness benefits from sports wearables, it is necessary to understand consumers’ profile and usage pattern. Therefore, the purpose of this study was to segment users of sports wearables based on technology readiness, which refers to individuals’ general beliefs about innovative technology. Participants comprised a convenience sample of 356 participants using sports wearables in South Korea. Cluster analysis was performed to identify clusters of sports wearable users based on their technology readiness (i.e., motivating and inhibiting beliefs regarding technologies). Analysis of variance (ANOVA) and post hoc Tukey’s test were used to determine whether there were significant differences among the clusters. Clustering identified three groups of users of sports wearables: Explorers (high motivation, low inhibition), Laggards (low motivation, high inhibition), and Pioneers (high motivation, high inhibition). Each group demonstrated significant differences in technology readiness (i.e., optimism, innovativeness, discomfort, and insecurity). It also found that Laggards are more likely to be female and older users (i.e., over 40 years old). This study explores characteristics of possible market segments and provides a better understanding of user profiles of sports wearables. These findings provide insightful implications for marketers of sports wearables, who can tailor marketing strategies to each segment. Designers of sports wearables can benefit from the user profiles and develop more appropriate products for users. Key Words Sports wearable technology, technology readiness, market segmentation, cluster analysis.

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THE INFLUENCE OF TEAM IDENTIFICATION ON SENSE OF COMMUNITY IN LOCAL SPORTS CLUBS: FOCUSING ON HIGH SCHOOL CLUB

Yuichiro Kubo

Graduate School of Business Administration, Kobe University Yasuo Yamaguchi

Graduate School of Human Development and Environment, Kobe University corresponding author’s email: y.kubo.sagan@stu.kobe-u.ac.jp

Abstract

The second Basic Act on Sport was enacted in 2017 in Japan (Japan Sport Agency, 2017), to promote sport and its impact on communities. Wann (2006) suggested that identifying with a sports team has the social psychological benefits. Clopton (2008) discovered that college sport positively impacted the sense of community on a campus. Fujimoto et al (2012) demonstrated developing team identification with J.League teams had an impact on the sense of community in hometowns. However, little study has been done to explore relationships between sport team and social psychological benefits, especially at the high school level. The purpose of this research was to examine the influence of Team Identification on Sense of Community in Sabae-city in Japan with comparisons between males and females. We also illustrated the relationship between Team Identification and Sense of Community of local residents.

Sabae-city has been promoting itself as a Gymnastic town in collaboration with the city government and sports organizations. This city has hosted the 1995 World Gymnastics Championships, the All Japan Gymnastic Championships, and many other competitions. Regarding the setting of this research, the respondents were citizens of Sabae-city and the target club was the Sabae High School gymnastics club. The research method consisted of two steps; First interviews was conducted with government sport department staff in order to develop Modified Team Identification scale (Fujimoto et al., 2012). The Modified Team Identification Scale was comprised of 1) Interconnection of self, 2) Behavioral involvement, 3) Public evaluation, 4) Personal evaluation, and 5) Cognitive awareness, all with all 3 items. Second, questionnaires were distributed to 500 local residents in public facilities. The questionnaire consisted of personal attribute, Modified Team Identification scale, and Sense of Community scale: 1) Attachment, 2) Shared values, and 3) Relationship with neighbors (Sugawara et al,. 2010). Data were analyzed using descriptive statistics, confirmatory factor analysis, and multiple regression analysis. Multiple regression analysis was performed to examine the relationship between multiple dimensions with Modified Team Identification as the independent variable and Sense of Community as the dependent variable between males and females.

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The response rate to the questionnaire was 50.2% (n=251). There were 97male

(38.6%) and 154female (61.4%) and the average age was 46.3. The Modified Team Identification scale of model data fit was x2/df=3.47, CFI=.93, and RMSEA=.099. The scale displayed acceptable reliability (Cronbach's alpha>.70), discriminant and convergent validity (AVE>.50, CR>.50). Multiple regression analysis showed that “Interconnection of self” influenced “Attachment” (β=.266; p<.01), “Shared values” (β=.458; p<.001), and “Relationship with neighbors” (β=.472; p<.001) in males. “Interconnection of self” was explained more than 20.0% of all Sense of Community factors. Females, on the other hand, had four affecting factors of Modified Team Identification. “Behavioral involvement” (β=.243; p<.01) and “Personal evaluation” (β=.216; p<.05) explain 15.4% of “Attachment”; “Interconnection of self” (β=.217; p<.05) and “Public evaluation” (β=.208; p<.05) explain 13.6% of “Shared values”, “Behavioral involvement” (β=.497; p<.001) explains 24.7% of “Relationship with neighbors”.

We revealed representative local teams, through sport promotion across the region, developed social psychological benefits at the high school level. There were different relationships between males and females in Team Identification with Sense of Community. For males “Interconnection of self” had an influence on all Sense of Community factors. As also found in Fujimoto et al. (2012). With regard to females, “Behavioral involvement” had the strongest impact on “Relationship with neighbors”. These results are similar to Wann (2006), who explained the activities on a local team resulted in additional connections to others. Thus, the influence from Team identification to Sense of community varies depending on gender. The findings have implication for local governments concerned with revitalizing community through sport promotion. Keywords – Sport Promotion; Team Identification; Sense of Community

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HOW SHOULD WE APPROACH VARIOUS PERSONALITIES OF JAPANESE HIGH SCHOOL STUDENTS TO PROMOTE THEIR PHYSICAL ACTIVITY?

Jungo Nagai

Juntendo University Kazuto Kanbe

Juntendo University Etsuko Ogasawara

Juntendo University Akane Mikura

Juntendo University Junya Kitagawa

Juntendo University Ikuko Fujita

Yasuda Women’s University Fumitake Sakaori

Chuo University Toshikazu Kato Chuo University

Corresponding Author’s email: jcomkun@gmail.com Abstract

Sport England published two reports, "Youth insights pack" and "Under the skin". In the reports, young people are classified into six personality groups with consideration of several factors, not limiting in sport and physical activity, such as lifestyle habit. Then, the best approaches to encourage participation in and continuation of sport and physical activity is clarified with under the consideration of characteristics and relationships with sport and physical activity by each personality group (Sport England, 2014). In addition, approach methods to promote sport and physical activities were reported for each group in following three items; "Attracting their attention", "Deliver against their expectations", and "Keep them coming back" (Sport England, 2015).

These reports also revealed that attitudes to sport and actions to sport by young

people are different. However, in Japan, most of the researches on participating in sport and physical activity have been focusing on the average scores of generations. There is neither research on clarifying personality groups nor investigating different approaches regarding to the personality groups has been appeared. Therefore, it is necessary to investigate different approach methods by each personality group not only in the UK but also in Japan.

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Mera (2018) has conducted a research on re-analyzing the results of personality research conducted by the Sport England. As the result, it made possible to conduct a research on the clarification of personality on sport in Japan. For further advancement of this research, it is necessary to develop the question items of the interview survey which fit in Japanese situation. Therefore, the purpose of this research is to consider the personality classification in promoting sport and physical activity of young people in Japan and develop question items of interview for each personality group.

1. First study (Pilot study) 1) Questionnaire survey: About 470 male and female high school students were targeted. Question items were included (1) Demographic questions (2) Modified version classification items of personality on sport. The items used in the latent class analysis were eight attitudinal factors and seven items on motivations in life. In addition, the latent class analysis takes into account: gender, age, and sport engagement score. 2) Interview survey: As a result of conducting personality classification on sport, it was classified into five personality groups. Five high school students from each personality group were selected, and interviews were conducted to a total of 25 male and female high school students. The focus group interview was conducted. The one by one semi-structured interview was also conducted after the focus group interviews. Interview items were referred to the Under the Skin report researched by Sport England. For example, it is an item such as “Perception of sports”, “Desire to win”. 2. Second study (Main study) 1) The questionnaire survey was targeted about 2,300 male and female high school students. 2) Question items were the same as the first study. 2) The interview survey will conduct to a total of 25 male and female high school students.

About 470 high school students in the pilot study are classified into five personality groups. We conducted interviews to each of the five personality groups. In some personality groups, there is a feature which is "I like sport because people around me do sport. This feature has not been disclosed by research methods that were used in Japan before.

We have completed the 2,300 questionnaire surveys and are analyzing the

data. After classification of the personalities of the 2,300 high school students, we are move on to develop question items for interview survey for each personality group. The main finding of the study and more discussion will be presented at the conference. Keywords – Classification of personality, Promotion of physical activity

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ORAL PRESENTATIONS

Date & Time: August 3, 2018 @ 8:30 p.m. to 9:15 p.m. Room: LS 225

Time Presentation Title Authors

8:30 a.m. – 8:45 a.m. Factors Influencing Attendance of Korean Professional Baseball Game using Conjoint Analysis

Won Yong Jang

8:45 a.m. – 9:00 a.m.

The Preference and Attitudes for E-Sport Player Endorsement: The Effect of E-Sport Endorser-Product Congruence Among Taiwanese Male College Students

Guan-Wun Dai

9:00 a.m. – 9:15 a.m. Research on Use Space of School Sports Teams Yu-Chien Chang

9:15 a.m. – 9:30 a.m. The study of Consumers’ Decision-Making Styles: A Case of Intercollegiate Table Tennis Players Buying Rubber

I-Han Cho

9:30 a.m. – 9:45 a.m. Packing Order Theory applied on the Start-up Sport Service Industry – Empirical case from Taiwan

Kuo-Sheng Chiu

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FACTORS INFLUENCING ATTENDANCE OF KOREAN PROFESSIONAL BASEBALL GAME USING CONJOINT ANALYSIS

Jang, Won Yong Yonsei University

overm200@gmail.com Abstract

Spectators are a fundamental source of revenue from the course of watching the games as well as their role in promoting spectator sports. At the same time, additional marketing revenues are also available from spectators. In this regard, spectators are the most important and foremost player for the growth and development of professional sports teams. Recently, the Korean professional baseball league has been making continuous efforts to increase attendance. Professional baseball teams are also implementing strategies to increase attendance through various marketing. In order to achieve the goal of increasing attendance in professional baseball game, a variety of efforts need to be done to understand the direct cause of the stadium's visit. In other words, understanding of the factors influencing the decision to watch a baseball game should be the basis of the marketing strategy for attracting spectators. For this reason, this study tried to find out how to increase the attendance by exploring the factors that influencing attendance. In this regards, the purpose of this study was to investigate the relative importance of the factors influencing professional baseball game using conjoint analysis.

This study intended to estimate the relative importance of influencing factors of attendance. From May 1, 2017 to May 14, 2017, a total of 250 surveys were distributed to spectators who visit baseball stadium in Seoul employing convenience sampling and 13 samples were discarded, and 237 samples were used in the analysis. By using SPSS ver. 21.0, frequency analysis, conjoint analysis were conducted. In conjoint analysis, data were analyzed to estimate the relative importance of the factors both at the aggregate and subgroup level of spectators. The results of study were as follows.

First, the result showed that all spectators were mostly influenced by game situation followed by the stadium facilities, spectating promotion and fee. Second, this study was investigate the relative importance of factors at the subgroup level of spectators which divided up according to the gender and frequency of watching per year. The results showed that that men and women had different importance regarding factors.

These results would provide the specific evidence of what influencing factors are important when decide to watch professional baseball game. More specifically, this study presented specific data on what factors the professional baseball team should be focused on to attract spectators.

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Key Words Influencing factor; Attendance; Professional baseball game; Conjoint analysis

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THE PREFERENCE AND ATTITUDES FOR E-SPORT PLAYER ENDORSEMENT: THE EFFECT OF E-SPORT ENDORSER-PRODUCT CONGRUENCE AMONG

TAIWANESE MALE COLLEGE STUDENTS Guan-Wun, Dai

Graduate Student, Master Program of Sport Facility Management and Health Promotion, National Taiwan University R06H42001@ntu.edu.tw

Abstract

(1) Purpose: Under the recognition of the International Olympic Committee, the e-Sports have demonstrated remarkable growth in all aspects, especially among young people in various countries. According to the 2016 Global Esports Market Report by Newzoo, a Dutch gaming market research agency, surveyed 27 countries, the revenue of the global gaming market was 194 million U.S. dollars in 2014 and 325 million U.S. dollars in 2015. It is expected that the overall market size of e-sports will have the opportunity to exceed the one-billion-dollar checkpoint in 2019, which is an enormously potential blue ocean market. Taiwan’s overall game market size in 2015 has exceeded NT$53.2 billion, not only ranking tenth in the world, but also ranking fourth in Asia. The purpose of this study is to use the preference of male college students in Taiwan to explore whether there is a significant difference in congruence between e-sport and non-e-sport products in e-sport player endorsement. (2) Proposed Research Methodology: The variables that differentiate the categories are two films shot by the e-sport contestants who have just recently been included in the sports program, which are the advertising videos of the Gillete razor’s male product video and the endorsement of e-sport accessories and keyboard. The e-sport contestants are team of e-sports clubs owned by Taiwan AHQ e-Sports Club. Two of videos are both related to the contents of e-sports and the images of the endorser-products used by players in their lives. The researcher is going to explore the difference in congruence between two kinds of products endorsed by e-sport contestants. The research subjects will be young Taiwanese ethnic group dominated by male college students, while the research is going to use the form of a questionnaire after watching the video to understand the subject's preferences and attitudes to product, and make it as considerations of business model and strategy. (3) Significance to Practice: It is important for industry to develop suitable marketing strategies on e-sports. By comparing with existing sport marketing strategies and methodologies, we can better advance market advantages and business opportunities. Keywords – e-sports; celebrity endorsement; sport promotion

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RESEARCH ON USE SPACE OF SCHOOL SPORTS TEAMS

Yu-Chien Chang Master Program of Sport Facility Management and Health Promotion,

National Taiwan University, Taipei, Taiwan r05h42002@ntu.edu.tw

Abstract

Background & Purpose: To be a proper sports facility manager, there are a lot of aspects of facility planning should be considered. Use space of school sports teams is especially important. This study is going to find out how much spaces in the school should be built and use for sports teams. Then make the sports teams improve themselves without lacking use spaces. Methods: conduct literature review on domestic studies and international academic paper and then conduct documentary analysis. Conclusion: This study finds out that the number of track and field teams, basketball teams and swimming teams occupy the vast majority of the use space. The use spaces of these three sports teams supplant the space of other sports team and cause uneven distribution of resources. To focus on how to create not only suitable for training but also comfortable sports space, this study provides information, guidelines and examples for space allocation of sports teams. Furthermore, the school needs to furnish multifunction sports space. Keywords – sports team; use space

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THE STUDY OF CONSUMERS’ DECISION-MAKING STYLES: A CASE OF INTERCOLLEGIATE TABLE TENNIS PLAYERS BUYING RUBBER

Cho, I Han Graduate Student, Master Program of Sport Facility Management and Health

Promotion, National Taiwan University Kang, Cheng Nan

Professor and Chair, Master Program of Sport Facility Management and Health Promotion, National Taiwan University

r05h42014@ntu.edu.tw Abstract

(1) Purpose: As sports become popular and participants have grown, more and more people play table tennis in Taiwan. Racket and rubbers are important equipment while playing table tennis. However, when the rules and ball had changed, players must face some difficulties and have to make the adjustment. Thanks to technology is advanced, those problems can be solved. Thus, there are a variety of rubbers can be selected and the price is different depending on rubbers’ brand and functions. In Taiwan, according to my experience of playing table tennis, intercollegiate students are bigger groups which playing table tennis. (2) Methodology: Using questionnaire survey based on Geoger B. Sproles and Elizabeth L. Kendall�1986� research to collect data. All the questions were asked with Likert five point. The samples were Taiwan intercollegiate table tennis players by convenience sampling. The questionnaires were collected in National Center University from 19th April to 24th April. And was collected 292 questionnaires. Descriptive statistics and factor analysis were utilize to analyze the data. (3) Findings: Findings have demographic variables description and given eight consumer characteristics: perfectionism or high-quality consciousness, brand consciousness, novelty-fashion consciousness, recreational, hedonistic shopping consciousness, price and “value for money” shopping consciousness, impulsiveness, confusion from overchoice, and habitual, brand-loyal orientation toward consumption which intercollegiate table tennis players are. Also, showing the comparative parts between male and female table tennis players, open and general table tennis players. (4) Significance to practice: It is important for rubber dealer that how intercollegiate table tennis players make decision when buying table tennis rubber. The purpose of this study was to understand which consumers’ decision-making styles of Taiwan intercollegiate table tennis players are when buying table tennis rubber. (5) Conclusions and recommendations: Unique findings of the study are discussed. Through the findings, we can understand and inference what factors influence the decision. And the findings can give table tennis rubber dealers the suggestion when they sell table tennis rubber to intercollegiate students or others. Also, intercollegiate students can have a

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reference that they belong which consumers’ decision-making style. Future study can have deeply research on other groups.

Key Words table tennis; sport marketing; consumer behavior

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PACKING ORDER THEORY APPLIED ON THE START-UP SPORT SERVICE INDUSTRY – EMPIRICAL CASE FROM TAIWAN

Chiu, Kuo-Sheng

Master Program of Sport Facility Management and Health Promotion, National Taiwan University, Taipei, Taiwan

Tsai, Hsiu-Hua Department of Athletics, National Taiwan University, Taipei, Taiwan

r05h42005@ntu.edu.tw Abstract

(1) Purpose: Taiwan’s sport industry has shifted from export-oriented manufacturing in the 1970s to sport service-oriented in recent years, showing that the sport industry has changed from export to domestic demand. According to statistics from the Ministry of Finance in 2017, the number of sport service companies was 2,040, and the total revenue reached 24.16 billion. It can be found that Taiwan’s sport service industry is the core revenue of the overall sport industry.

This study is expected to explore the determinants of its financing channel at the business start-up stage through the perspective of the sport service entrepreneurs. The Pecking Order Theory provides entrepreneurs with a direction for the company’s funding sources. Through the Sports Administration, Ministry of Education, sports service industry credit loan guarantee, it can help the entrepreneurs to obtain working capital and increase industrial competitiveness. (2) Methodology: This research uses the document analysis and case study to analyze the sport service industry case based on the Pecking Order Theory and to examine and verify the theoretical and managerial strategies. (3) Findings: The Pecking Order Theory provides entrepreneurs with an important direction for corporate funds. In the face of imperfections in the capital market, as well as misunderstandings such as information asymmetry and agency issue that may be transferred, it may cause the industry to reduce the feasibility debt financing. Through the sport service industry credit loan guarantee program provided by the Sports Administration, Ministry of Education, it can help new entrepreneurs in the sport service industry to obtain better operating working capital under their operational core value, and then increase the competitiveness of the sport industry.

(4) Conclusion: This study based on the Myers (1984) Pecking Order hypothesis analyzes the sport service industry credit loan guarantee provided by Sports Administration, Ministry of Education of Taiwan, and provides entrepreneurs with a sequential reference for raising capital channels when staring a business. This study also finds that new entrepreneurs who invest abundant energy and time in the initial stage of their ventures, will be more resistant to the use of equity financing in the third place. Therefore, it is suggested that financing risk management should be promoted for new entrepreneurs in the sport industry.

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Key Words: Sports industry; Sports policy; Sports economy

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POSTER PRESENTATIONS

Date & Time: August 3, 2018 @ 4:30 p.m. to 6:00 p.m. Room: Henry Sy 5th floor foyer

Presentation Title Authors

A Study on the Use of Sports and Fitness O2O Service Applying Technology Acceptances Model

Hyung Chul Joo Juhae Baeck

A Literature Review to Understand the Next Decade of Sport Development in Taiwan Tzu-Hsiang Ni

The investigation of the implementation of the fulltime athletic coaches at school program in Taiwan

Jin-Chang Yang Chih-Fu Cheng

The Study of Perceived Price of the Marathon Participant In Taiwan

Wei-Hsuan Shih Hsiao, Chia Huei

The State of Improvements to Competitive Capabilities in Developing Countries and the Challenges Therein: Spotlight on “Sports Socialization”

Munehiro Kugimiya Juro Ishii Masatoshi Sekine Masashi Asakura

Marketing 4.0 Strategies for Developing Sport Center Business in Thailand Amorn Nantawakul

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A STUDY ON THE USE OF SPORTS AND FITNESS O2O SERVICE APPLYING TECHNOLOGY ACCEPTANCES MODEL

Joo, Hyung Chul*

Chung-Ang Univerisity Baeck, Juhae

Chung-Ang University

Joohc00@nate.com * Abstract

Purpose: Consumer’s consuming pattern has been changing with regards to ICT technology which drew broad usage of smart phone and social media. Because of this, O2O (Online to Offline) service has been considered as a new business model fulfilling needs of consumer. Therefore, this research attempted to examine relationship between consumer’s health awareness, innovativeness, and relative benefits from using sports and fitness O2O service based on TAM (Technology Acceptance Model).

Research approach: The data was examined with frequency analysis, confirmatory factor analysis, reliability analysis, correlation analysis, and structure equation model analysis using SPSS 21.0 and AMOS 21.0 program.

Findings: First, consumer’s health awareness, relative benefits, and innovativeness had a positive effect on perceived ease of use of the service. Second, consumer’s health awareness, relative benefits, and innovativeness had also a positive effect on perceived usefulness of the service. Third, perceived ease of use of the service had a positive effect on perceived usefulness of the service. Fourth, perceived ease of use of the service had a positive effect on consumer’s satisfaction for the service. Fifth, perceived usefulness of the service had a positive effect on consumer’s satisfaction for the service. Sixth, satisfaction for the service had a positive effect on consumer’s technology acceptance intention.

Conclusion: For enhancing the use of sports and fitness O2O service, it is necessary to emphasize the relative benefits, innovativeness and health awareness that consumer could acquire from using the service. Furthermore, O2O service is provided at mobile environment based on user’s location and interests, thus, it needs to secure user-friendly environment and usefulness of the service for their satisfaction.

Key Words Sports and fitness O2O service; technology acceptances intention model; health awareness; relative benefits; innovativeness

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A LITERATURE REVIEW TO UNDERSTAND THE NEXT DECADE OF SPORT DEVELOPMENT IN TAIWAN

Ni, Tzu-Hsiang

Taipei University of Marine Technology thni@mail.tcmt.edu.tw

Abstract

This paper's objective is to analyze, based on a literature review regarding the next decade of sport development in Taiwan to understand how Taiwanese government design methods support and manage requirements when developing a sound sport environment. The Sports Administration (SA)is a branch of the Ministry of Education of Taiwan and is in charge of sport management development in Taiwan. SA proposed “White Paper on Sport Policies” in 2013. It illustrates 2013-2023 vision of sport development policies. Its goals are: promoting healthy lifestyles on citizens�continually strengthening elite athletes’ performance; and animating spirits of Taiwan. The special budget for the forward-looking infrastructure development plan will also allocate US$331.5 million to sports related programs over the next four years. Also, adding the budget for sports development will increase each year. The budget will be used to construct facilities, education and training, while also offering awards and subsidies for athletes. Sport policies are divided in to six parts in White Paper by SA: School physical education, sports for all, competitive athletics, international and cross-straits sports, sports industry, and sports facilities. The goal of the study was to introduce the sport policies proposed by SA based on the White Paper to better understand the future sport development.

Method: The literature review started out with the analysis of White Paper

proposed in 2013. The White Paper and related academic researches related to sport policies were reviewed and summarized with the above issues and interests in mind.

Conclusions: The goal was that the results provide insight into how Taiwanese

government set up specific goals and strategies when developing a better sport environment to enhance competitiveness of sport in Taiwan, and in what way this insight will contribute to future studies. Keywords – Sport policies; White Paper; Taiwan

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THE INVESTIGATION OF THE IMPLEMENTATION OF THE FULLTIME ATHLETIC COACHES AT SCHOOL PROGRAM IN TAIWAN

Jin-Chang Yang

Department of Physical Education, National Taiwan Normal University Chih-Fu Cheng

Department of Physical Education, National Taiwan Normal University jinchang125@gmail.com

Abstract

Since the fulltime athletic coaches at school program was established in 1984, there have been dual systems, that is physical education and coaching, existing in Taiwan school sports. However, not until the National Sports Act and Act Governing the Appointment of Educators were enacted in 2003 did the latter system acquire with legal basis where athletic coaches are officially recruited and employed. Further amendments of the laws and the addition of others including “Regulations Governing Qualification Approval of Professional School Coaches”, “Regulations Governing Employment of Fulltime Athletic Coaches at School”, “Regulations Regarding Organization and Review of Performance Assessment of Fulltime Athletic Coaches at Schools” during 2003 to 2008 are aimed to advance the design of the system. This paper adopted document analysis to shed the light on the historical development of the fulltime athletic coaches at school program. In addition, it also addresses several issues with respect to encouraging more qualified coached to join this program by the design of demand-and-supply strategy to lead the program to a sustainable development. The issue of performance evaluation is considered as well to figure out how a coach’s performance can be determined corresponding to different levels of students and how to the strike the balance of authority between central and local authority. Suggestions and practical implications of the research are discussed. Keywords – athletic coaches at schools, Medium-term Plan for National Sport Construction, National Sports Act, Act Governing the Appointment of Educators.

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THE STUDY OF PERCEIVED PRICE OF THE MARATHON PARTICIPANT IN TAIWAN

Shih, Wei Hsuan

Department of Physical Education, National Taiwan Normal University, Taiwan Hsiao, Chia Huei

Department of Leisure and Sport Management, National Taipei University, Taiwan Rwei2018@gmail.com

Abstract

According to a statistic from the Division of Sports Administration within the Ministry of Education, the percentage of Taiwanese people who exercise is 85.3%, and 33% are those who exercise regularly. About 80% of these people chose “outdoor-activities“ as the exercise they do most. Marathon running has become a very popular sport in Taiwan. The increase in the population that exercises as well as interest in this sport brings in more than 600 marathon events annually. However, there has been a decrease in the number of marathons in Taiwan in recent years. Besides the quality, “cost” is one of the factors that influences participation.

This study is designed to reveal the relationship among demographic variables

and perceived price. This research employed the internet questionnaire survey for analysis. The questionnaire contained two parts: participation perceived price of Taiwan and demographic sampling. There were 245 valid questionnaires, filled out by those who had participated in a marathon within the last ten years. The data collected are handled in line with SPSS 23, which are analysed based on Descriptive Statistics, Independent Sample t Test, Independent Sample One-way ANOVA, Scheffé’s Method.

The results and findings are as follows: The highest number of marathons

competed in one year is 2-5. The mode of registry fee is $1,000 (NT), the highest amount of equipment cost, hostel rate and fee for participating in the marathon are all less than $2,000 (NT) and the most popular marathon events in Taiwan are: Taipei Marathon, Taipei Standard Chartered Marathon, Kaohsiung Marathon. Marathon participants with different age, marital status, educational background, monthly income have significant difference in term of perceived price and demographic variables. Female participants are more concerned about the registration fee, equipment cost, and hostel rate to decide if it is affordable. Those 46 years and older care less about the rationality of the price, they also acceptable than other people. The marriage people are more acceptable of the price and are generally more accepting of the costs. When it comes to educational background; Compared to a Master's degree, those who hold a Bachelor's degree tend to care more about the rationality of the price. The high-income

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earners whose income is above 80,000 are heedless about the rationality, affordability, and they also accepting of the price.

Female participants have a higher spending potential when it comes to sports

consumption, so we can design more refined and aesthetically appealing sportswear as well as event programming for females. Those with higher spending power over 46 years old can further discuss their participation in marathons and then provide the result to event organizers. In this way, they can do market segmentation for different target audiences. At present, the relevant research on marathon is mostly about: satisfaction and the quality of events. Further research can be focused on the "fees" for marathons, especially targeting groups of different incomes. Keywords – sport game, revenue, sports consumption, road running, registration fee

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THE STATE OF IMPROVEMENTS TO COMPETITIVE CAPABILITIES IN DEVELOPING COUNTRIES AND THE CHALLENGES THEREIN: SPOTLIGHT ON

“SPORTS SOCIALIZATION”

Munehiro Kugimiya*1 1Gymnastics Association of the Philippines

Juro Ishii*2, Masatoshi Sekine*3, Masashi Asakura*4 2Tokai University

3Sakushingakuin University 4Waseda University

Corresponding author’s email: munehiro.kugimiya@gmail.com

Background & Objective It is no easy task for athletes from developing countries or countries where sports are

underdeveloped to be successful in the face of major economic powers and countries where sports are well-developed. It is extremely important for such developing nations to make efficient use of facilities and equipment that are not adequately maintained, and of small talent pools and budgets. Devising strategic initiatives suited to the country’s circumstances and to each event is also vital. This is a case study of the national gymnastics team from the Republic of the Philippines, which has begun to medal at the South East Asian Games (SEAGAMES below) and the World Cup despite inadequate facilities and meager budgets. Through the lens of “sports socialization,” the study attempts to closely analyze the environment that these national athletes find themselves in and what kind of competitive lifestyle they live while acquiring their skills, shedding light on the cultivation of competitive gymnasts in the Philippines and its challenges. Methods

Using an interview guide supported by sports socialization theory (Kenyon G. S. & McPherson B. D., 1973) as a reference, we conducted semi-structured interviews with a total of six athletes: five members (A to E) of the Philippine national team who competed in the 2017 SEAGAMES in Malaysia, and one junior athlete (F) who is currently active in the sport. Referencing the concept of role learning from socialization theory, we selected the following primary categories for the study: the reason for starting to compete, significant agent, basic attributes, affiliated clubs, various aspects of competitive life, financial considerations, and desocialization factors in fellow athletes who quit gymnastics. The study was conducted over six days from August 5 to 10, 2017.

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Result & Discussion The “reasons for starting to compete” and “affiliated clubs” sections of the interview

revealed that, although the national athletes started to compete at four different clubs, they now all belong to the GAP club. The availability of facilities was the factor that significantly influenced their decision to join the same club. Although this would be unimaginable in Japan, the GAP club is the only gym that has all the equipment athletes need to practice. Furthermore, the interviews showed that, excluding athlete A, the teaching methods that were used when the athletes began competing in gymnastics were entirely decided by their coaches, and half of those coaches were not gymnastics experts.

The “financial considerations” section of the interviews demonstrated that, since beginning their participation in the sport, none of the athletes other than athlete B were self-funded. Additionally, although five out of the seven members of the national team were 18 or older, not a single athlete was enrolled in a university. The results of an analysis of “financial considerations” and “desocialization” suggested that there are two types of athletes who quit competing. The first is athletes who retire because they are unable to make a living. The fact that the athletes who never had to be financially responsible for competing are the ones who continue shows that athletes who need to be responsible tend to leave. The second is athletes who switch sports from gymnastics and go on to higher education. The economic and educational environments surrounding gymnastics competitions could be cited as factors that influence talented athletes to leave the sport.

The results suggest that we must continue researching from the perspectives of facilities and equipment, economic and educational environments, and coaching cultivation, and then suggest strategic initiatives suited to the environment. Key words: Cultivation of Competitive Gymnasts, Sports Socialization

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MARKETING 4.0 STRATEGIES FOR DEVELOPING SPORT CENTER BUSINESS IN THAILAND

Amorn Nantawakul

Faculty of Sport Science, Kasetsart University mr.amorn99@gmail.com

Abstract

The research of marketing 4.0 strategies for developing sport center business in Thailand is a mixed methods approach which combines qualitative and quantitative research approaches. The objectives of this research were to 1) explore the sport center pattern in Thailand. 2) study the marketing strategies for sport center business in Thailand 3) develop the guideline of the marketing 4.0 strategies for developing sport center business in Thailand. Data collection had been done by studying the significantly relevant concept and theory as following; the service business concept, the theory of sport administration, consumer satisfaction theory, the theory of marketing 4.0 strategies, the marketing mix 4C’s theory. Additionally, the existing literatures were reviewed for data collection as well. The questionnaires were used to obtain data from experts in this filed and sport center entrepreneurs.

The results of this research provided the guideline of sport center development in Thailand by applying 5A’s the concept of the marketing 4.0 which consists of 5 elements as following; A1: aware, A2: appeal, A3: ask, A4: act, A5: advocate and the strategy of marketing mix 4C’s which are C1: customer value, C2: cost, C3: convenience and C4: communication as well. The key finding also presented the guideline of innovation creation in sport center business in order to provide excellence services targeting the customers who like doing exercise, sport tourism, sport games, education, sport teaching practices and health management in order to serve the real customer’s desire. As a result, this would help to accelerate the growth of service business in sport field and attract sustainable income to service business in Thailand. Key Words Marketing 4.0 strategies / sport center business/ service business

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POSTER PRESENTATIONS

Date & Time: August 3, 2018 @ 4:30 p.m. to 6:00 p.m. Room: Henry Sy 5th floor foyer

Presentation Title Authors

The Structural Dimensions of Employee Well-being Among Thai Fitness Trainers Sid Terason

The Element of Branding for Football Professional in Thailand Satjawat Jarueksil Wanchalee Noriya

Different Levels of Licensed merchandise: a systematic lecture review Shih-Huai Jheng

A Study of Evaluating Service Quality of Fitness Clubs Han-Yuan Chu Kang, Cheng-Nang

Physical Fitness during Pregnancy in Taiwan Ya-Chieh Liu Lien, Chia-Ying Chou, Chieh-Chiun

The association of core muscle strength on balance, functional performance in older adults Liu Chun-Wei

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THE STRUCTURAL DIMENSIONS OF EMPLOYEE WELL-BEING AMONG THAI

FITNESS TRAINERS

Terason, Sid Kasetsart University

fsssid@ku.ac.th

Abstract Employee well-being has become a topical research topic in organizational

behavior as it contributes to not only job satisfaction but also business failure or growth. The study aims to explore the structural dimensions of employee well-being among fitness trainers in Thailand. Data were collected randomly from fitness club trainers in major metropolitan areas in Thailand using multi-stage sampling. The structural equation modeling technique was employed to extract and validate the intrinsic dimensions that were applicable to the professionals of this genre. The results confirmed three components: psychological, social, and emotional. The scale enables a fitness enterprise, upon gauging its employees’ well-being, to gain insights into the employee well-being, and probably to shape human resource management policy to boost their organizational productivity. Future study can be oriented towards exploring the mechanism by which well-being affects their work life and performance. Keywords – Well-being; Fitness Trainer; Fitness Club

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THE ELEMENT OF BRANDING FOR FOOTBALL PROFESSIONAL IN THAILAND

Jarueksil, Satjawat Noriya, Wanchalee

Satjawat38@hotmail.com Abstract The objective of The Element of Branding for Football Professional in Thailand Research is to study about the element of branding for football professional in Thailand. It is the quantitative research by using the survey researching method with 400 people from the professional football fan club. Statistics are used to analyze data, such as frequency, percentage, mean, and standard deviation, by using the SPSS for Windows. The result of the research found that there are 6 major elements of branding for football professional in Thailand which are

1) The performance of athletes is that athletes should understand the competition rules which owns the highest mean at high level (! = 4.35). Secondly, the athlete won the championship with the football team at the junior level and the professional level Moreover, the athletes show their determination and toughness in the competition.

2) The story in the past and the athletes’ lifestyle is that the athletes are regarded as they have determination to train which owns the highest mean at high level (! = 3.90). Secondly, the athletes are very great role model in helping society.

3) The support is that the athletes get their support from their family which owns the highest mean at high level (! = 4.12). Secondly, the sport brands also support the athletes with the equipment for competitions. Plus, the athletes have got many football fan followers.

4) The attractive image of the athletes to football fans is that the athletes have strong muscle which owns the highest mean at high level (! = 4.19). Secondly, the athletes have their unique personality when they are interviewing with mass media. They show their own unique happiness and they are in the important position of the team such as the lead. They always push their best potential and be respectful, humble and friendly to their fans.

5) Representation of the athletes through mass media is that the athletes are always followed and interviewed by mass media which owns the highest mean at high level (! = 3.87), and

6) Being role model for society is that the athletes show their gratitude to parents which owns the highest mean at high level (! = 4.32).

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By the suggestions for this research found that the branding for football professional in Thailand is very important to the athletes and the club. Football club and sport agents play the important roles getting the information from this research to analyze the true identity of the athletes and build their images. Moreover, the marketing strategies must be used to support their value and branding sustainably. Keyword – The Element/ Branding Football Player

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DIFFERENT LEVELS OF LICENSED MERCHANDISE: A SYSTEMATIC LECTURE REVIEW

Jheng, Shih-Huai

National Taiwan University E-mail: R06h42008@ntu.edu.tw

Abstract

(1)Purpose: Licensing, now a common business activity in the sports industry, has not only become a significant source of income for organizers of sporting events, but also helped promote corporate images and marketing. According to previous marketing reported by International Olympic Committee, total royalty revenue of licensed merchandise gained 100 million in 2008 Beijing Olympic. As to 2012 London Olympic, income of licensed merchandise raised to 1 billion, and approximately 8,000 different kinds of licensed merchandise produced in 2016 Rio Olympic. It is clear to understand the importance of licensed merchandise as a revenue of income and advertise of sport events. For sport fans, licensed merchandise can be an image of participated sport events. It also demonstrates identification and support levels of sport events. Therefore, by clarifying licensed merchandise by different licensor, we can distinguish the scale of sport event, then realize its profit and influence in the sport industry.

(2)Methodology : To get the goal of this research, a systematic review of

different licensed merchandise modes given in the literature papers was achieved to understand practical applications.

(3)Finding: After explored related activities in the industry and academic papers

about sport licensed merchandise. This paper divided sports licensing by ‘licensor level’ into six categories: athletes-licensed, sport team-licensed, sport league-licensed, national organization-licensed, international sport organization-licensed and school-licensed for clarification. The difference among each category is from the different proportion of licensors. From athletes to international organizations as the licensors, influence scale of international organization licensors might be bigger, so does the benefit and awareness.

(4)Significance: The aim of this paper is to contribute to sport marketing

researches by explaining different levels of sport licensed merchandise in the industry, and gain insight to the effect on the market.

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(5)Conclusions: All categories of licensed merchandises might bring benefit to sport events like income, awareness and special participated experience. Licensed merchandise can increase the brand right of licensors, build up sport fan loyalty, then set up a closer relationship between fans and sport events (Fan & Peng, 2008). After a sport event, bringing licensed merchandises back is not only memorable, but a symbol of participate experience. It also may rise the intention to repurchase merchandise related to the sport events, or draw attention to those who were not sport fans, attract them contact that sport event, make them become prospective customers, thereby promote the whole development of sport industry. In summary, the sport industry should make full use of marketing strategies on licensed merchandise to expand the benefits of sport events both for themselves and sports fans. Keywords – Licensed merchandise; sport event; sport marketing

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A STUDY OF EVALUATING SERVICE QUALITY OF FITNESS CLUBS

Chu, Han-Yuan Master Program of Sport Facility Management and Health Promotion

Kang, Cheng-Nang Master Program of Sport Facility Management and Health Promotion

Email: hyuan830@gmail.com Abstract

This study was designed to address the needs of the customers and understanding perspectives on service quality of fitness clubs and the common methods of evaluating service quality for fitness clubs. Taiwanese are becoming more health conscious than ever. According to Sport Administration, Ministry of Education, in the year 2014 more than 82.4% of population participated in fitness activities, and regularly participated in exercise was up to 33% in Taiwan. Taipei City government established a sports center in every Taipei district to encourage physical fitness, and provides citizens with various fitness courses and exercise equipment. Therefore, for private fitness clubs, they are facing a competitive and saturated market environment to attract consumers, and service quality has become essential for fitness organizations. Fitness clubs seek methods of both retaining existing and attracting new customers. It is crucial to develop the service quality assessment to evaluate the service quality of fitness clubs. The goal of this study is to review methods of assessment of service quality on fitness clubs, and interview practitioners of Taiwanese fitness clubs to better understand the evaluation process of assessment of quality services and criteria for evaluation to better understand the practical insights from practitioners, and provides practical suggestions for the fitness industry. Keywords – Service quality; fitness club; assessment

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PHYSICAL FITNESS DURING PREGNANCY IN TAIWAN

Liu, Ya-Chieh Master Program of Sport Facility Management and Health Promotion, National Taiwan

University, Taipei, Taiwan Lien, Chia-Ying

The Athletic Department of National Taiwan University, Taipei, Taiwan Chou, Chieh-Chiun

Master Program of Sport Facility Management and Health Promotion, National Taiwan University, Taipei, Taiwan r05h42003@ntu.edu.tw

Abstract

(1) Purpose: In recent year, female sport population participating in regular exercise increases because they realized the benefits of regular exercise. However, whether the pregnant women doing the exercise is safe or not become a question for them. In the past. pregnant women usually participated in low-intensity exercise such as Yoga or Pilates in order to prevent injury from exercise for themselves and the unborn babies. According to ACSM (American College of Sport Medicine) and ACOG (American College of Obstetricians and Gynecologists) guidelines for exercise in pregnancy, proper exercise training during pregnancy is healthy and safe. On the other hand, improper exercise training during pregnancy increases risks so that helping pregnant women to identify qualified fitness instructors are important issue. As the result, the purpose of this study is to assist pregnant women to recognize and understand the major organizations offering prenatal and postnatal fitness trainer certifications in Taiwan. And provide a literature review on current pregnant women of physical fitness. (2) Methodology: Document analysis was used to provide the current pregnant women of physical fitness. The data were collected, reorganized and analyzed from internet sources and published papers from ACSM and ACOG. (3) Findings: There were three major organizations, AFAA, ACE and Body Beyond Body, providing prenatal and postnatal fitness trainer certifications in Taiwan. The main course content of AFAA focused on the physiological changes during the three trimesters of pregnancy. The course of ACE focused on prenatal and postnatal special fitness training program more. In addition, the course of Body Beyond Body emphasized on prenatal exercise contraindications and exercise safety assessment. The exercise guidelines for pregnant women also indicated that exercise program should base on the three trimesters of pregnancy. Before exercise, filling the questionnaire (PARmed-X for pregnancy) which evaluate the pregnant physical condition was necessary. The exercise-training program could be aerobic exercise or strength training. The aerobic exercise intensity, duration and frequency should be moderate, for 30 minutes, for more than 3 days per week. For the strength-training

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program, they exercise should consist of 3 sets of 10 to 15 repetitions for at least 2 to 3 days per week. (4) Significance: This information could be provided to pregnant women to start participating exercise program in a proper way. (5) Conclusion: Now, it is not uncommon for pregnant women to participate in fitness program. This study identifies the major differences among three organizations, which providing for prenatal and postnatal fitness trainer certifications in Taiwan. Moreover, it indicates the exercise training guidelines for women in pregnancy to follow. Keywords – exercise training; pregnant women; physical fitness; fitness association

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THE ASSOCIATION OF CORE MUSCLE STRENGTH ON BALANCE, FUNCTIONAL PERFORMANCE IN OLDER ADULTS

Liu, Chun-Wei

Master Program of Sport Facility Management and Health Promotion, National Taiwan University, Taipei, Taiwan

r06h42013@ntu.edu.tw Abstract

The aged related deteriorations on functional (eg., deficit of balance), muscular (eg., loss of muscle and strength), neural (eg., loss of sensor neurons) may cause instability and increase risk of falling. Skeletal muscle plays an important role in functional performance and resistance training on limbs are used to improve functional performance and balance traditionally, but articles on core muscle were limited. Thus, this study aimed to understand the association of core muscle strength on balance and function performance in older adults. Purpose: This study expected to understand the association of core muscle strength on balance and functional performance in older adults. Methods: This study review articles in recent 5 years, using document analysis and keywords including core muscle, core strength, older adults, elder people via database like PudMed and Web of Science trying to understand the association of core muscle strength on balance and functional performance in older adults. Result: (1) The included articles showed that following core muscle strengthening exercise, extremities strength (leg press, bench press, trunk strength), balance (Berg balance test, one-legged standing time, functional reach test, star excursion balance test, sit-and-reach test), functional performance (sit-to-stand test) improved significantly. (2) Shahtahmassebi, Hebert, Hecimovich and Fairchild (2017) showed significant correlations between trunk muscle size and functional performance as well as muscle strength and functional ability after statics analysis. Conclusion: The aged population keeps growing nowadays, so how to maintain the performance of daily life and decrease risk of falling in older adults is important. These articles indicated the importance between core muscle strength and functional performance as well as core muscle strength and balance in older adults. Based on articles included, core muscle strengthening may mitigate the deficits caused by aging process and may be an additional or alternative to balance training or extremity resistance training program for older adults. However, there were less articles focusing on the effect intervention after 2013. To build an effective and standard program for older adults, researchers may focus on core muscle strengthening in the future studies.

Keywords – core muscle strength; older adults; functional performance

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POSTER PRESENTATIONS Date & Time: August 3, 2018 @ 4:30 p.m. to 6:00 p.m. Room: Henry Sy 5th floor foyer

Presentation Title Authors

Base on the Fourth Industrial Revolution expected Sports Event Future

Song-Hyun Cho Hyeon-Gil Jang Geo-Il Yoon

A Comparative Study of Sports Laws in Japan and South Korea

Takanori OKIMURA TOKUYAMA, Tomo

Relative Handgrip Strength in Adolescents across Seven Asian Major Cities

Peggy Boey Govindasamy Balasekaran Stanely Sai-Chuen Hui Koya Suzuki Hishashi Naito Jong Kook Song Yiing Mei Liou Dajiang Lu Bee Koon Poh Kallaya Kijboonchoo Visvasuresh Victor Govindaswamy Ng Yew Cheo* Jolene Lim*

A Study of Pingtung Local Elected Representatives’ Leisure Participation, Leisure Constraints, and Well-Being in Taiwan

Chang-Yang Wu Lin, Ming-Shun

A Systematic Review of Studies on the Brand Image of Local Sports Brands

Liu Wan-Chen Shao-Hsi,Chang

A Study of the Relationships of the Marine Sport Tourism Industry Development: The Application of Social Network Management

Hsiao-Chang Tsao

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BASE ON THE FOURTH INDUSTRIAL REVOLUTION EEXPECTED SPORTS EVENT FUTURE

Cho, Song-Hyun

Pusan National University Yoon, Geo-Il

Pusan National University Kim, Jong-Back

Dong-Eui University yoongeoil@gmail.com

Abstract

Candidate cities that are hoping to attract the positive effects expected from the mega-sports event, the Olympic Games, are showing steadily (Jeon & Lee, 2011). Busan metropolitan city of Korea also shows the intention to host the Summer Olympics since 1997 and in November 2017 announced the bid for the 2032 Summer Olympics.

Previously, Busan City began discussing the first distributed event in December 2014 during the summer Olympic bid. At that time, the IOC had adopted the Olympic Agenda 2020 and announced that it would be able to host the Olympics from among 40 recommendations (Recommendation 1. Shape the bidding process as an invitation). By utilizing the existing infrastructure through distribution of the Olympic Games, cost reduction and regional synergy are expected.

The purpose of this study is to analyze the invitation validity of 2032 Busan Summer Olympics through distributed host. In order to accomplish the purpose of the study, we reviewed literature and case study of major mega sport events. The results of the study were as follows.

First, it is a national validity aspect. Now the Olympic Games have been able to operate more dynamically through distributed hosting. The 2028 Los Angeles Games are planning to use the existing stadium (1984 LA), which is the main recommendation of the Olympic Agenda 2020, and to make a profit by using aggressive distribution. In Korea, which already has the experience and infrastructure of the Summer / Winter Olympics, it is expected to greatly reduce the cost of hosting the competition according to the degree of utilization of existing facilities. In addition, it is possible to reorganize the national sports infrastructure, to promote the unity of the people, to spread the sports culture, and to promote sports.

Second, it is a regional validity aspect. There have been many cities that have shown intentions to host the Summer Olympics in the past, but since 1997, Busan City has been a representative of the city. Busan City(2005) presented its regional validity as contributing to unification and world peace, promoting a desirable future human culture, globalization of Busan culture, promoting ubiquitous Busan to the world, growth of East Asia center city. In particular, Busan City will be part of the mega-sport event of the 1988 Summer Olympics (distributed 8 cities in Seoul) and the 2002 Korea-Japan

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World Cup (distributed in 10 cities in Korea) and can be found in the experience, infrastructure that successfully held international competition such as the 2002 Asian Games (Busan and other 4 cities distributed). In addition, Busan City has various international events such as the 2000 FIFA World Cup draw, 2005 APEC summit and ministerial meeting, Busan International Film Festival, Busan International Motor Show and other events, operation know-how, major infrastructure and tourism resources. It is considered to be a city with sufficient competence and conditions.

Busan City will need to carefully examine the necessity of attracting the 2032 Summer Olympic Games from the initial stage in order to strengthen the competitiveness of the bid competition and the economic efficiency of holding the competition. Key Words 2032 Busan Summer Olympics; Olympic Agenda 2020; Mega Sport Event; Invitation Validity; Distributed Host

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A COMPARATIVE STUDY OF SPORTS LAWS IN JAPAN AND SOUTH KOREA

OKIMURA, Takanori Nagoya Gakuin University

TOKUYAMA, Tomo Osaka University of Health and Sports Science

t.oki@ngu.ac.jp Abstract

The “Basic Act on Sports” (2011) in Japan and the “National Sports Promotion Act” (1962) in South Korea are legislative acts that lay down the standards for sports at a national level. Kim (2012) pointed out specific features of the provisions in the National Sports Promotion Act while drawing a comparison with the Basic Act on Sports. In contrast, this present study compares the sports laws of both countries from a wider perspective, including other laws and historical changes. The purpose of this study was to elucidate the differences between sports laws in Japan and South Korea and to examine the issues that arise in the process of the systematization of sports laws.

Basic methods of comparative research were utilized in this study. We examined national statutory laws pertaining to sports in Japan and South Korea by comparing provisions of multiple statutory laws included in the systems of sports laws (Takizawa, 2009; Igarashi, 2015). Particularly, we focused on two points, namely, the legal systems and the structure of the basic acts.

(1) Legal systems: In Japan, following the Sports Promotion Act (1961), the “Act

on Implementation of Sports Promotion Lottery” was enacted in 1998 with the purpose of securing financial resources. The “Act on the National Independent Administrative Agency for the Advancement of Sports and Health,” which specified the agency for policy implementation, was enacted in 2002. Furthermore, the Sports Promotion Law was fully revised as the Basic Act on Sports in 2011. In South Korea, following the National Sports Promotion Act (1962), as special legislative acts concerning individual measures, the “Act on Establishment and Use of Sports Facilities” was enacted in 1989, the “Sports Industry Promotion Act” was enacted in 2007, and the “Act on Promotion of Sports in Schools” was enacted in 2013.(2) The structure of the basic acts: Comparing Basic Act on Sports and the National Sports Promotion Act, they had some provisions in common, such as government responsibilities, taxation measures, granting of subsidies, and others. The provisions that are found only in the Basic Act on Sports are the following: preamble, basic principle, requirement of transparency in the management of sports governing bodies, six measures regarding the prevention of accidents, resolution of conflicts, etc. and others. The provisions that are found only in the National Sports

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Promotion Act are as follows: definitions, measures regarding sports in the workplace and sports equipment, sports promotion fund, sports promotion lottery, various penalties, and others.

The common point between the sports laws of these two countries is that they started with similar basic acts and have expanded the scope of measures while improving provisions pertaining to financial resources. However, they have some differences including provisions concerning administrative sport agencies (i.e., Japan Sport Council and South Korea Sport & Olympic Committee), the scope of measures, and their feasibility of measures. Overall, it can be argued that South Korea’s legal system can ensure the effectiveness of its policies as compared to the legal system of Japan. On the other hand, as there are few provisions on the protection of sports rights in South Korea’s sports laws, future legislative measures in this sphere are necessary. Thus, two questions regarding the systematization of sports laws arose as a result of this study. How can we ensure the effectiveness of policies and how can we legally ensure the protection of sports rights? In the presentation, full results, including all similarities and differences, as well as directions for future studies will be provided. Keywords – Basic Act on Sports; National Sports Promotion Act; Comparative Law

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RELATIVE HANDGRIP STRENGTH IN ADOLESCENTS ACROSS SECEN ASIAN MAJOR CITIES

Boey Peggy, Physical Education and Sports Science, National Institute of Education,

Nanyang Technological University, Singapore Govindasamy Balasekaran, FACSM, Physical Education and Sports Science, National

Institute of Education, Nanyang Technological University, Singapore, Stanely Sai-Chuen Hui, FACSM, The Chinese University of Hong Kong, Shatin, Hong

Kong, Koya Suzuki, Hishashi Naito, Juntendo University, Japan,

Jong Kook Song, Kyung Hee University, Korea, Yiing Mei Liou, National Yang-Ming University, Taipei,

Dajiang Lu, Shanghai University of Sport, Shanghai Bee Koon Poh, 7The National University of Malaysia, Malaysia

Kallaya Kijboonchoo, Mahidol University, Thailand, Visvasuresh Victor Govindaswamy, Concordia University Chicago, Chicago, IL,

Ng Yew Cheo, Physical Education and Sports Science, National Institute of Education, Nanyang Technological University, Singapore

Jolene Lim, Physical Education and Sports Science, National Institute of Education, Nanyang Technological University, Singapore

Email: peggy_boey@hotmail.com and govindasamy.b@nie.edu.sg

Abstract

Introduction: Handgrip strength (HGS) test is used to determine muscle strength generated from the hand and forearm. It has been used by practitioners on adults and geriatric population to determine health status and mortality rate. Several research articles have shown positive correlation of health status with muscle mass. Established in various research works, high muscle mass is positively correlated with low percentage body fat (%BF), hence lower risk of diseases related to inactivity. Studies have also shown high tendency of childhood obesity leading into adulthood. Body Mass Index (BMI) is often used to classify children into the different weight categories but with the Dual-energy X-ray absorptiometry (DEXA) as the bench mark, it fails to consider the various body composites, hence lacks precision and misclassifies adolescents with higher bone density and muscle mass. It is important to detect overweight and obese individuals early, to educate them early and prevent obesity in adulthood. Even though muscle strength is a possible independent marker for muscle mass, little research had been conducted on HGS and %BF in adolescents.

Objective: To determine the relationship between relative HGS and %BF in adolescents across different age groups in seven major Asian cities – Bangkok, Hong Kong, Kuala Lumpur, Seoul, Shanghai, Singapore and Taipei.

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Methods: 10758 adolescents, 5173 girls (age: 13.67 ± 1 years, height: 156.77 ± 6.22 cm, weight: 50.68 ± 10.73 kg, %BF: 26.91 ± 7.81 %) and 5585 boys (age: 13.69 ± 1.03 years, height: 163.63 ± 9.08 cm, weight: 56.3 ± 14.13 kg, %BF: 18.76 ± 10.5%), were recruited over seven major cities – Bangkok (1114 adolescents), Hong Kong (1599 adolescents), Kuala Lumpur (1513 adolescents), Seoul (1686 adolescents), Shanghai (1591 adolescents), Singapore (1635 adolescents) and Taipei (1620 adolescents). The test conducted was measured using a bio-impedance analysis for %BF and a handgrip dynamometer for HGS test. HGS test was performed thrice on each arm, in alternate turns. HGS was then divided by body weight to determine the relative HGS. Combined HGS results are derived from the sum of both left and right HGS.

Results: Negative correlations were observed for the whole cohort (r=-0.62). Significant difference was shown between %BF and combined HGS (p=0.00). Higher combined HGS was observed in boys (HGS: 1.06 ± 0.24 kg/ kg) than girls (HGS: 0.88 ± 0.18 kg/ kg). Combine HGS showed increasing trend across age group (12 years: 0.92 ± 0.21 kg/ kg, 13 years: 0.94 ± 0.22 kg/ kg, 14 years: 0.99 ± 0.23 kg/ kg, 15 years: 1.02 ± 0.24 kg/ kg). Combined HGS is the lowest from Seoul (Bangkok: 1 ± 0.22 kg/kg, Hong Kong: 1 ± 0.22 kg/kg, Kuala Lumpur: 1 ± 0.26 kg/kg, Seoul: 0.9 ± 0.21 kg/kg, Shanghai: 0.99 ± 0.2 kg/kg, Singapore: 0.98 ± 0.24 kg/kg, Taipei: 0.93 ± 0.23 kg/kg).

Conclusions: HGS test could be used as an indicator for degree of adiposity as higher HGS is associated with lower %BF. Comparatively, HGS was similar across all seven Asian cities with the highest from Kuala Lumpur and lowest from Seoul. In general and within the seven cities, boys showed higher HGS results in comparison to girls. For higher accuracy in results analysis, HGS measured should be made relative to body weight which reduces the differences in grip strength across maturity categories and age group body weight.

Keywords: Adolescents; Handgrip Strength; Body Fat Percentage

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A STUDY OF PINGTUNG LOCAL ELECTED REPRESENTATIVES’ LEISURE PARTICIPATION, LEISURE CONSTRAINTS, AND WELL-BEING IN TAIWAN

Wu, Chang-Yang

National Pingtung University of Science and Technology Lin, Ming-Shun ( co-author)

National Pingtung University of Science and Technology wucy@mail.npust.edu.tw

Abstract

The purpose of this study was to examine the Pingtung local elected representatives’ leisure participation, leisure constraints, and well-being. This study delivered 388 questionnaires, and 306 questionnaires were returned. The returned rate was 79%. Effective questionnaires were 281, and the effective returned rate was 72%. Descriptive statistics, Independent sample t-test, one-way ANOVA, and correlation test were the statistical methods employed by this study. The study found that: (1) the leisure participation rate was low; (2) the level of leisure constraint was middle; (3) the level of well-being was middle-high; (4) most backgrounds had significant influences on leisure participation; most backgrounds had no significant influence on leisure constraint; most backgrounds had no significant influence on well-being; (5) leisure participation had significant positive relationship with leisure constraint; leisure constraint had significant negative relationship with well-being; and leisure participation had no significant relationship with well-being. Based on the findings of this study, this study provides several suggestions to the local elected representatives, local governments and future studies. Keywords – local elected representatives, recreational activities, well-being

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A SYSTEMATIC REVIEW OF STUDIES ON THE BRAND IMAGE OF LOCAL SPORTS BRANDS

Wan-Chen,Liu

National Taiwan Normal University, Taiwan Shao-Hsi,Chang

National Taiwan Normal University, Taiwan chen19931118@gmail.com

Abstract

The number of people that has incorporated sports and exercise into their lives has been growing in recent years. Lifestyle changes on the part of consumers have impacted the sports and recreation industry, and sports companies now need to pay even more attention to their products’ merchantability, aesthetics, and shopping experience, to increase the consumers’ desire in order to boost sales. The objective of this paper is to collate and collect data on relevant research by doing a systematic review of related papers. The keywords for the database search were “brand image” and “sports brand”, and the scope was limited to papers published from 2008 to 2017. Papers that are not sports-related and papers written based on online questionnaires were omitted from the results. A total of 24 local journal papers have been shortlisted for this study. We have reviewed various features of the journal articles including their methodologies, subject matters, and sampling methods in order to build up an understanding of previous studies on the brand image of sports brands, so as to provide a basis for further commercial opportunities for other sports brands. Results of this study show that, of the studies conducted in the past decade concerning local sports brands, the period with the most number of journal articles produced in this area was from 2011 to 2013, with 5 papers published in journals. In terms of research methodology, most of the 24 papers included in the scope of this study adopted a quantitative analysis approach, with 22 papers falling into this category, and the remaining 2 utilizing a qualitative methodology. The subject matters of these journal articles vary widely, with most of the papers discussing matters related to sponsorship and other variables pertaining to branding matters. However, sampling methods can be further enhanced. The conclusion drawn from this review of scholarly papers is that there is still much room for further discussions on brand image. We suggest that future research be conducted using a qualitative approach in order to build up the repertoire of research in this field. We hope that the findings from this review can provide future researchers a possible course of research, as qualitative research can open up new doors in a field dominated by quantitative studies. We suggest establishing a set of rubrics or principles to evaluate the brand image of sports brands so as to improve on the accuracy and application of such future studies.

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Keywords – Brand image, sports brands

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A STUDY OF THE RELATIONSHIPS OF THE MARINE SPORT TOURISM INDUSTRY DEVELOPMENT: THE APPLICATION OF SOCIAL NETWORK MANAGEMENT

Hsiao Chang, Tsao

National Taiwan Ocean University crazy128@ntou.edu.tw

Abstract

The marine sport tourism industry is a new industry combining marine sports and tourism. (1) purpose, It is the development trend as well as a new economy that has been gradually shaped. Complete regional development strategies as supports are thus essential. The different positions of the industry, the academic circle, and the government and their interdependent relationships in regional development are also focuses of this study. (2) research methodology, This study aims to explore, from the angle of social network, the interactions in a regional environment of marine sport tourism development, and the relationship patterns or rules used by different development groups to reflect the social structure within a marine sport tourism region. (3) findings, Thus, this study specially picks Penghu, a signature region of the development of the marine sport tourism industry in Taiwan as the research settings for this study. (4) conclusions, Through literature review, analyzing of secondary data from online search, and in-depth interview, this study explores the association rules of the social network of the marine sport tourism in Penghu, to provide references for the planning and management of the development of the marine sport tourism industry and to propose the vision of developing strategies for and governing social network management for the marine sport tourism industry in Taiwan.Remember the following filenames and e-mail subjects for your submission: Keywords – marine sports tourism; overall marine development project; blue economy; social network analysis; management strategy

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POSTER PRESENTATIONS Date & Time: August 3, 2018 @ 4:30 p.m. to 6:00 p.m. Room: Henry Sy 5th floor foyer

Presentation Title Authors

Activation Plan for City Marketing through ISSF World Shooting Championship Changwon 2018 Geo-Il Yoon

Strategy and Task for Successful Invitation to 2032 Busan Summer Olympics

Lee Keun-Mo Geo-Il Yoon

An Analysis of the Invitation Validity of 2032 Busan Summer Olympics through Distributed Host

Song-Hyun Cho Geo-Il Yoon Kim, Jong-Back

Examining Factors Influencing Place Attachment: A Case With Community Based Sport Club Members

Yuki Izawa Tomo Tokuyama Junko DEGUCHI

Development of a Comprehensive Scale to Measure the Perception-based Socioeconomic Impact of Sporting Events Daichi Oshimi

To Analyze the Key Factor of the Cooperation between Industry and University via Balanced

Yang Ya Chi Chen, Wei Chih Harada, Munehiko

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ACTIVATION PLAN FOR CITY MARKETING THROUGH ISSF WORLD SHOOTING CHAMPIONSHIP CHANGWON 2018

Yoon, Geo-Il

Pusan National University yoongeoil@gmail.com

Abstract

52nd ISSF World Shooting Championship Changwon 2018 will be held from August 31st to September 15th, 2018 in Changwon City, Korea. The ISSF World Championship is the second global sports event in Korea following the 42nd Seoul Competition in 1978 and Korea is the only host country in Asia. The purpose of this study is to examine the city marketing plan of the host city through the ISSF World Championship. Sport events are an important factor in many city marketing plans (Green, Costa, & Fitzgerald, 2003). Changwon City hosted the 2018 ISSF World Cup in April 2018. Based on the case of the previous competition, literature review and analysis were conducted. The results of the study were as follows.

First, Changwon International Shooting Range, the main stadium of the ISSF World Championship, is the world's first urban comprehensive international shooting range and requires "Infrastructure marketing". Electronic targeting system, excellent accessibility, minimization of player line and various facilities are the advantages (The Organizing Committee of the ISSF World Shooting Championship Changwon 2018, 2018). There is also a management / screen shooting range where ordinary visitors can experience shooting. In addition, Changwon International Shooting Range has held several international shooting competitions, so it will be able to highlight its symbolism by exhibiting its heritage in a museum located in the shooting range.

Second, "Tourism marketing" should be considered, which allows visitors to enjoy various attractions and experiences, including sightseeing of the games held at Changwon International Shooting Range. For example, visitors can enjoy watching games and shooting at the Changwon International Shooting Range, enjoy marine sports at the Changwon Maritime Leports Center (Masan / Jinhae) or professional baseball (Masan Baseball Stadium) / professional soccer (Changwon Football Center) games. In addition, it will be able to connect with various attractions such as Changwon Ocean Park, Marine Solar Tower, Jeodoyeonneukgyo Bridge Skywalk, Changdong Art Village, Yongji Lake Park Moving Boat, World Liquor & Wine Museum, Mageumsan Hot Spring, Masan Sea Food Street, traditional markets. It is also attractive that anyone can freely tour the city through Changwon City Tour Bus and Nubija Public Bicycle.

Third, "Cultural marketing" is also important for the players, stakeholders and visitors participating in the ISSF World Championship to recognize the unique culture of the venue. Changwon City is well equipped with cultural and artistic conditions such as House of Changwon, Changwon History & Folklore Center, Gagok Inheritance Center, Changdong Art Village, Burim Creative Crafts Village, Art Hall & Center, Moonshin

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Gallery and Gyeongnam Art Museum. Also, local festivals such as Masan Fish Market Festival (in August / September) and Migrants’ Arirang Multicultural Festival "MAMF", K-POP World Festival in Changwon (in September / October) are held before and after the competition period, so it is necessary to link up with city marketing along with active promotion.

Changwon City attracted the 2019 ISSF World Cup and will host various shooting events such as the 2020 Tokyo Summer Olympics training camp. Therefore, it is expected that the city marketing will be more activated by referring to the plans presented in this study. Key Words ISSF World Shooting Championship; City Marketing; Infrastructure Marketing; Tourism Marketing; Cultural Marketing

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STRATEGY AND TASK FOR SUCCESSFUL INVITATION TO 2032 BUSAN

SUMMER OLYMPICS

Yoon, Geo-Il Pusan National University

Lee, Keun-Mo Pusan National University

yoongeoil@gmail.com Abstract

The 2018 PyeongChang Winter Olympics have been completed successfully. Korea experienced another successful Olympics after the 1988 Seoul Summer Olympics. Host countries and cities are expected to hold economic events, increase awareness and brand value, promote various social infrastructure and cultural excellence, and improve the quality of life through the hosting of the Olympics as mega sport events(Han & Kim, 2012; Kim & Kim, 2014).

The purpose of this study is to examine the strategy and task of Busan

Metropolitan City, which officially declared the 2032 Summer Olympics in November 2017. Through the literature review, the process for attracting the Olympics was analyzed, and strategy and task for successful invitation to 2032 Busan Summer Olympics were presented at each stage. The results of the study were as follows.

In the first stage, "Government Approval Phase", one city is selected as

applicant city to submit an application to the IOC. In order to prevent administrative / financial waste, regional conflicts, and collect national support, the KOC, MCST, etc. should approve the 2032 Summer Olympics host city early. Therefore, Busan City should have the validity to host the Olympics, effectively utilize the Olympic Legacy (1988 Seoul & 2018 Pyeongchang), and plan to attract and host successful events. In addition, the cost reduction through the distributed host recommended by the Olympic Agenda 2020 should be considered.

From the second stage of the "Candidate City Activity Phase", Busan City should

clearly express its intention to host the Summer Olympics and secure a positive image and trust. Next, the IOC promotes understanding and fair competition by providing vital procedural information to all candidate cities in Introductory Video Conference and Workshop. In this process, Busan City should collect information from other candidate cities and seek ways to differentiate them. Also, in the "Candidate City Activity Phase", Busan City should cooperate with IF and IOC members who are not only IOC but also briefing members. In addition, preparation of a Candidature File in accordance with the

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evaluation items of Step 3 is necessary. After that, Busan City can attend to other Olympics as Observer to acquire the operation, technology and knowledge know-how of IOC, corresponding OCOG, and host city. Busan City should monitor and analyze its advantages and disadvantages and reflect on the comprehensive Olympic bid strategy to supplement the contents of the Candidature File submission.

In the third stage, "Evaluation and Decision Phase", the IOC Evaluation

Commission visits the Busan City and conducts due diligence on the venue for the Olympic Games, infrastructure, facilities to be secured. Therefore, it is necessary to detailed countermeasures as well as answer each item. At this time, Busan City and related organizations should encourage not only Busan citizens but also all the citizens to create a supportive atmosphere. The IOC will then proceed with the publication of the IOC Evaluation Commission report, Candidate City Briefing for IOC members & IFs, Final Presentation by Candidate Cities, and Election of host city by IOC members. Host city selection is usually scheduled seven years before the Olympics, so the 2032 Summer Olympics venue is expected to be finalized at the IOC Congress, which will take place in the second half of 2025. Busan City will need an overall master plan and will be able to increase the likelihood of attracting the 2032 Summer Olympics by building detailed action plans for each step of the Olympic bid process.

Keywords – 2032 Busan Summer Olympics; Mega Sport Event; Candidature Process

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AN ANALYSIS OF THE INVITATION VALIDITY OF 2032 BUSAN SUMMER OLYMPICS THROUGH DISTRIBUTED HOST

Cho, Song-Hyun

Pusan National University Yoon, Geo-Il

Pusan National University Kim, Jong-Back

Dong-Eui University yoongeoil@gmail.com

Abstract

Candidate cities that are hoping to attract the positive effects expected from the mega-sports event, the Olympic Games, are showing steadily (Jeon & Lee, 2011). Busan metropolitan city of Korea also shows the intention to host the Summer Olympics since 1997 and in November 2017 announced the bid for the 2032 Summer Olympics.

Previously, Busan City began discussing the first distributed event in December

2014 during the summer Olympic bid. At that time, the IOC had adopted the Olympic Agenda 2020 and announced that it would be able to host the Olympics from among 40 recommendations (Recommendation 1. Shape the bidding process as an invitation). By utilizing the existing infrastructure through distribution of the Olympic Games, cost reduction and regional synergy are expected.

The purpose of this study is to analyze the invitation validity of 2032 Busan

Summer Olympics through distributed host. In order to accomplish the purpose of the study, we reviewed literature and case study of major mega sport events. The results of the study were as follows.

First, it is a national validity aspect. Now the Olympic Games have been able to

operate more dynamically through distributed hosting. The 2028 Los Angeles Games are planning to use the existing stadium (1984 LA), which is the main recommendation of the Olympic Agenda 2020, and to make a profit by using aggressive distribution. In Korea, which already has the experience and infrastructure of the Summer / Winter Olympics, it is expected to greatly reduce the cost of hosting the competition according to the degree of utilization of existing facilities. In addition, it is possible to reorganize the national sports infrastructure, to promote the unity of the people, to spread the sports culture, and to promote sports.

Second, it is a regional validity aspect. There have been many cities that have

shown intentions to host the Summer Olympics in the past, but since 1997, Busan City

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has been a representative of the city. Busan City(2005) presented its regional validity as contributing to unification and world peace, promoting a desirable future human culture, globalization of Busan culture, promoting ubiquitous Busan to the world, growth of East Asia center city. In particular, Busan City will be part of the mega-sport event of the 1988 Summer Olympics (distributed 8 cities in Seoul) and the 2002 Korea-Japan World Cup (distributed in 10 cities in Korea) and can be found in the experience, infrastructure that successfully held international competition such as the 2002 Asian Games (Busan and other 4 cities distributed). In addition, Busan City has various international events such as the 2000 FIFA World Cup draw, 2005 APEC summit and ministerial meeting, Busan International Film Festival, Busan International Motor Show and other events, operation know-how, major infrastructure and tourism resources. It is considered to be a city with sufficient competence and conditions.

Busan City will need to carefully examine the necessity of attracting the 2032

Summer Olympic Games from the initial stage in order to strengthen the competitiveness of the bid competition and the economic efficiency of holding the competition.

Keywords – 2032 Busan Summer Olympics; Olympic Agenda 2020; Mega Sport Event; Invitation Validity; Distributed Host

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EXAMINING FACTORS INFLUENCING PLACE ATTACHMENT: A CASE WITH COMMUNITY BASED SPORT CLUB MEMBERS

Yuki IZAWA

Tokai Gakuen University Tomo TOKUYAMA

Osaka University of Health and Sports Science Junko DEGUCHI

Tokai Gakuen University E-mail: izawa-y@tokaigakuen-u.ac.jp

Abstract

(1) Purpose: Developing and spreading community-based Sport clubs (CBSC) throughout the country has been one of the major issues on sports related policies in Japan since the establishment of the ‘Basic Plan of Sport Promotion’ in 2001, followed by the ‘Strategy for Sporting Nation’ in 2010 and the ‘Sport Basic Plan’ in 2012. CBSCs are managed by local residents themselves and programs are offered based on needs of the community. CBSCs, now more than 3,500 clubs nationwide, are expected to exist not only for health promotion through participation in sport activities but also for functioning to be a base place for community development (Kurosu, 2002) as sport activities play a role to reinforce the bond of community (Suda, 1993). In facts, some clubs cope with social problems by implementing programs that promote integration of community members (Japan Sports Agency, 2017). Regarding CBSC, previous studies have examined from a business perspective, such as needs and evaluations of programs, while a relationship between a club and community development has been paid less attention (Matsumura, 1993). Tamura (2011) indicated one of important factors on community development is sense of community that has the core concept of place attachment, which is defined as emotional bonds between residents and their community (Hidalgo et al., 2001). Since place attachment seems to be a key factor to affect formation of sense of community, examining factors influencing place attachment of club members is one direction to study. Based on knowledge in the related literature and from attributes of CBSC (e.g., Ninomiya, 2011; Sakimori et al., 2014; Hayashi, 2015), club attachment and service satisfaction of a club are selected as factors to examine. Therefore, the purpose of the present study was to examine effects of club attachment and service satisfaction on place attachment, and the relationship among these variables.

(2) Methodology: Study participants were recruited from adult members of six

CBSCs located in Aichi prefecture of Japan. Through two-week of survey administration conducted in October of 2017, a total of 208 individuals responded with usable surveys.

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Club attachment (one factor) and service satisfaction (one factor) were measured with existing scales developed by Heere et al. (2007) and Yoshida et al., (2010), respectively. Place attachment, which consists of two factors: place identity and place dependence, was assessed with a scale developed by Kyle et al. (2003). Structural equation modeling was performed to examine the relationship among these variables and effects of club attachment and service satisfaction on place identity and place dependence.

(3) Findings: Results indicated effects of club attachment on both place identity

(β =.79) and place dependence (β =.61) were significant. No significant effects of service satisfaction were found on either place identity (β =.06) or place dependence (β =.08). An effect of service satisfaction on club attachment was detected to be significant (β =.38).

(4) Significance to scholarship: These findings imply that place attachment of

club members could be enhanced by reinforcing the relationship with club members to increase their level of club attachment. As CBSCs are supposed to function rooting in the community, club attachment may be a good indicator leading to place attachment, which is consistent with previous studies that found effects of attachment to the favorite team rooting in the community on place attachment of those fans (e.g., Ninomiya, 2011).

(5) Conclusions and Recommendations: From the results of this study, it became

clarify that the factor influencing place attachment is club attachment. With the consideration of clubs’ attributes and characteristics in terms of social function, future studies should look at antecedent factors of club attachment as well as other factors rather than club attachment influencing place attachment. Keywords – Community-based sport club, Place attachment, Club attachment

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DEVELOPMENT OF A COMPREHENSIVE SCALE TO MEASURE THE PERCEPTION-BASED SOCIOECONOMIC IMPACT OF SPORTING EVENTS

Oshimi, Daichi

School of Physical Education, Tokai University, Japan E-mail: oshimidaichi@tsc.u-tokai.ac.jp

Abstract Interest in measuring the impact of sporting events has grown in Japan. The

events are expected to be a tool for the revitalization of cities because of their potential positive economic and social impacts on a host region (Balduck, Maes, & Buelens, 2011). Many studies on the impact of sporting events have focused on their economic impact to assist politicians and event organizers in validating sporting event bids (Gratton, Shibli, & Coleman, 2005) but there is a lack of research assessing their impact on host cities and residents (Taks, 2013), especially in Asia. This study aims to develop a comprehensive perception-based socioeconomic impact scale for sporting events. Methods

The scale was developed in four steps. First, a literature review summarized the socioeconomic impact of sporting events. Second, a preliminary survey (n=522) based on free description was conducted online to collect socioeconomic impact items from residents of Tokyo and neighboring cities. Third, the content validity of measurements was evaluated by two experts who specialize in sports event management. Finally, a main survey (n=515) was conducted to check the validity and reliability of the scale. Data were collected in February 2018 through an Internet-based survey conducted by a Japanese Internet research service company. Stratified sampling based on demographic variables (gender and age groups) from the Population Census of Tokyo was performed to establish a representative view of the 515 participants (response rate: 98.7%). All items were measured on a seven-point Likert scale, ranging from “1- Strongly disagree” to “7- Strongly agree.” The dimensionality and validity of the measures were first tested by confirmatory factor analysis and then, construct reliability (CR) and average variance extracted (AVE) were also calculated. Results

At the end of the third step, a perception-based comprehensive Socioeconomic Impact Scale (SEIS) consisting of 35 items was created. It includes11 predetermined factors: “economic impact,” “external image and recognition,” “cultural interest and diversity,” “social cohesion,” “community spirit,” “social capital,” “community involvement with regard to the event,” “sport participation and physical activity,” “excessive spending,” “disorder and conflict,” and “feelings of (un)safety”. The results of the global fit indexes confirm the proposed measurement model’s fit with the data (χ2/df = 2.22 (505), p < .001, CFI =.949, TLI = .940, RMSEA =.049, SRMR = .053). Moreover, the computed CR and AVE values for 11 constructs ranged from .68 to .88 for CR and from

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.42 to 71 for AVE, indicating reliability and convergent validity, with some limitations (Fornell & Larcker, 1981). For discriminant validity, we performed a chi-square difference test (Algesheimer, Dholakia, & Hermann, 2005) for each pair of factors in those relationships, and every case resulted in a significant difference. Thus, the validity and reliability of the current study’s scales were found to be acceptable. Discussion

The current study extends previous research by developing a perception-based socioeconomic impact scale, a research area barely explored in Asia. It could enable event organizers or local governments to comprehensively evaluate the impact of sporting events on the host region. Given the series of forthcoming sporting events in Asia, including Rugby World Cup Japan 2019, Tokyo 2020, Beijing 2022, event quality assessment should be conducted by employing several perspectives. For example, recognizing the social impacts of sporting events is advantageous because it encourages successful and sustainable events (Bull & Lovell, 2007) by validating the benefits of hosting such events and assisting in minimizing disorder or congestion in the host area. The scale is expected to be replicated for other events (including non-mega events) and in other regions to ensure sound event management. Key Words sporting event, socioeconomic impact, scale development, host region

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TO ANALYZE THE KEY FACTOR OF THE COOPERATION BETWEEN INDUSTRY AND UNIVERSITY VIA BALANCED

YANG, YA CHI

Waseda University CHEN, WEI CHIH

National Taiwan University of Sports HARADA, MUNEHIKO

Waseda University corresponding author’s email: demonyachi@toki.waseda.jp

Abstract

Under the impact of the declining birthrate, Taiwan's Ministry of Education (2013) promulgated the "Guiding Private Colleges and Universities to Improve and Stop the Principles of Implementation " to strengthen the supervision of the private colleges and universities with poor performance

The registration rate of the University of Science and Technology was the only

one connected with multiple companies was 100%. They created a win-win situation through the cooperation between industry and university.

However, according to the “Definition of the Performance Index of the Regional

Industry and University Cooperation Center” proposed by Taiwan's Ministry of Education (2002), the main indicators were the amount of the money obtained and the number of patents. For special universities and colleges such as sports specialized colleges, art colleges and so on, how should the definition of indicators be adopted as the assessment method? Therefore, this study believed that the measurement of performance indicators should be appropriate to a diversified perspective, using multiple indicators and taking the different traits of each school's different cultures and cooperatives as the evaluation factors of the performance indicators.

Based on the above background, the purposes of this study are to understand

the key elements and performance evaluation of the employees' sports events meeting held by the cooperation between industry and university, to introduce the perspective of the Balanced Score Card to integrate the comments of the participants and experts via semi-structured interviews, constructing the contents of the performance indicators of the cooperation between industry and university, and to calculate the weight performance of the indicators at different levels through hierarchy analysis.

In this study, team learning (15.5%) in the facet of learning and growth among

the four facets was considered to be the most important key factor. The team was the

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basic unit of organization. When the members of the team learned together, besides the excellent performance, the tacit understanding among them would also grow rapidly. Experts and scholars all believed that in the process of the cooperation between industry and university, team learning could not only make the wisdom of the participants integrate into the direction of action to transform many personal intelligences into the strength of the team, but also make the whole team operate in a more effective manner to exert the maximum efficiency to achieve the goals of the team and the team members.

Making a set of appropriate standard operating procedures could not only

provide the standard for both sides to measure, but also improve the performance of the cooperation between the industry and university.

While the cooperation, everything was provided by "people". Finance was not the

primary consideration of the cooperation between the industry and university, and the academic circle could not ask for the capital of the enterprise, but develop six aspects, such as human resources, financial resources, material resources, information technology, time and system, which could arouse the attention of different enterprises to provide more opportunities for cooperation. Keywords – Balanced Score Card (BSC), Cooperation between industry and university, Performance evaluation