Sheranne Fairley

Something Lived, Something Learned: Nostalgia's Expanding Role in Sport Tourism

Nostalgias role in sport tourism is multifaceted and stems from the nostalgic appeal of sport, tourism and related social experience. Sport, tourism, and by extension, sport tourism are useful incubators for nostalgia, as memories of past experience within each domain (whether lived or learned) are linked to an individuals personal and social identities. This essay discusses two broad conceptualizations of nostalgia in sport tourism: nostalgia for sport place or artefact, and nostalgia for social experience. Nostalgia sport tourism is considered congruously with travel to visit place and artefact, travel to participate in physical activity, travel to watch sport, and travel to volunteer at sport events.

MEDIA MANAGEMENT AT SPORT EVENTS FOR DESTINATION PROMOTION: CASE STUDIES AND CONCEPTS

The imputed links between media coverage of sport events and induced demand for host cities and destinations are discussed. Because it is so difficult to prove a causal link between media coverage and new demand, attention to improving media management of events is warranted. In this research case studies of media management for sport events in Gold Coast, Australia, were employed to assess stakeholder collaboration and media management methods. Practical implications are derived, and concepts are advanced for improved media management. In particular, the need for, and methods of, coordinated co-branding of events and destinations are examined. Research needs and priorities are identified, with specific reference to a hypothetical consumer decision-making model.

The Role of the Mode of Transport in the Identity Maintenance of Sport Fan Travel Groups

Groups of sport fans continually travel to multiple destinations to follow their favourite professional sport teams. Fan travel can be usefully understood from a group identity perspective. The role of the bus in the formation and maintenance of a group sport tourism experience is examined. Participant observation and ethnographic interviews were used to examine the role of the bus for three supporter groups that travel on a regular basis to support their team in the Australian Football League (AFL). It is suggested that the bus is much more than a mode of transport for these groups and that travel time itself has much positive utility. The bus is key and central to the creation and celebration of a shared group identity and acts to ensure the sustainability of the core supporter group. In particular, the bus is utilized as it affords the group the opportunity to parade and celebrate a shared group identity at the game and during travel to and from the destination. Further, the bus provides a shared group space that enables a unique social experience that encourages group members to participate week after week, year after year. During travel time, the bus is transformed into a space that reflects the identity of the group, and isolates the group from relevant outgroups.

The Role of Belief in Making a Difference in Enhancing Attachment to a Charity Sport Event

Charity sport events provide charitable organizations with a mechanism to communicate the mission of the charity to a large participant base, while fostering a meaningful event experience for event participants. This research examines the relationship among motives for charity sport event participation, participant belief in making a difference, and attachment to the event. In making this examination, an online questionnaire was administered to participants in the 2007 Lance Armstrong Foundation (LAF) LIVESTRONG Challenge (N = 568). Through structural equation modeling, the results demonstrate that belief in making a difference mediates the relationship between social and charity motives and attachment. Suggestions are made for marketing communication, highlighting belief in making a difference via rituals, symbols, and social media to assist in attracting and retaining participants.

Investigation of the use of eye tracking to examine tourism advertising effectiveness

Previous studies of printed marketing stimuli have used self-report measures to determine the relative preference for one advertisement among several different versions. This study uses TobiiTM eye-tracking hardware and software along with self-report measures to compare the relative effectiveness of two versions of a tourism magazine advertisement. Data were collected from 25 respondents in a laboratory-based study. Analysis of data shows significant differences between the two advertisements tested with agreement between the eye-tracking and self-report results. These results indicate that eye-tracking methods are useful for analysis of tourist advertising.

Umpiring: a serious leisure choice

Umpire (or referee) recruitment and retention is an issue for many sports, yet little is known about the positive experiences that influence an individual’s decision to continue umpiring. This research examined umpiring as serious leisure. Nineteen volunteer umpires in Australian Rules football were interviewed. There are four key findings from this research: individuals actively choose to umpire rather than to engage in other leisure activities; individuals derive meaning from engaging in umpiring, and understand themselves as athletes; umpires experience isolation; and, socialisation within the umpire group is important group cohesion and assists in reinforcing identity and meaning. Umpiring is a serious leisure pursuit that can be complementary to other leisure activities. This research outlines strategies for recruitment and retention.Abstract Umpire (or referee) recruitment and retention is an issue for many sports, yet little is known about the positive experiences that influence an individuals decision to continue umpiring. This research examined umpiring as serious leisure. Nineteen volunteer umpires in Australian Rules football were interviewed. There are four key findings from this research: individuals actively choose to umpire rather than to engage in other leisure activities; individuals derive meaning from engaging in umpiring, and understand themselves as athletes; umpires experience isolation; and, socialisation within the umpire group is important group cohesion and assists in reinforcing identity and meaning. Umpiring is a serious leisure pursuit that can be complementary to other leisure activities. This research outlines strategies for recruitment and retention.

Considering cultural influences in volunteer satisfaction and commitment

Volunteers are crucial to the delivery of sport events worldwide. This research examines the efficacy of Western models of volunteering for Korean volunteers. Specifically, this research examines the relationship between benefits, sense of community, satisfaction, and commitment in a Korean context. A survey of 218 volunteers at the 2011 Formula One Grand Prix in Seoul, Korea was conducted. The results indicate that the structure of benefits obtained was less differentiated than previous research that has been conducted in Western cultures where volunteering is more prevalent. Further, the results show that the two benefits that Korean volunteers believed they obtained, excitement and professional development, do not impact satisfaction or commitment. Instead, sense of community was found to directly impact satisfaction and commitment, which is congruent with the collectivist values of Korean society.

Engaging volunteers from regional communities: non-host city resident perceptions towards a mega-event and the opportunity to volunteer

Sport events can be leveraged by a number of different stakeholders. The current research positions a mega-event as a leverageable asset within a regional community outside of the host city. Specifically, this study investigated regional community (i.e., Townsville) resident perceptions of a mega-event (i.e., 2018 Commonwealth Games) to be hosted elsewhere in the state (i.e., The Gold Coast). Non-host city resident perceptions towards the event and towards the potential of volunteering at the event were explored 4 years before the event. Data were collected through interviews and focus groups within the non-host city. The results revealed an existent rivalry between the host and non-host community, and a perceived lack of benefit to the non-host region. Further, non-host city resident perceptions towards volunteering at the event included: travel constraints, lack of awareness, volunteer packages, national pride, once in a lifetime experience, and meeting new people from overseas. The results provide implications for managers and government funders of mega-sport events to provide benefits to regional communities. Further, the results provide implications for volunteer managers at mega-sport events to engage members from regional communities through volunteering.

The spirit lives on : the legacy of volunteering at the sydney 2000 Olympic Games

This study examines the volunteer legacy of a mega-sport event. An online, qualitative, open-ended questionnaire (n = 15) and in-depth interviews (n = 10) were administered to and conducted with Sydney 2000 Olympic volunteers to ascertain the legacies that exist at least 10 years after the completion of the event. The results show that the legacy of the Olympic volunteer experience includes the starting and/or rekindling of a volunteer career, the development of a unique set of skills and abilities, and nostalgia for the atmosphere of the Games with a special emphasis on the ideals of Olympism. The legacy has been perpetuated via formation of a group of volunteers soon after the Games as well as through the use of memorabilia along with sharing stories and expertise on the volunteer experience. The findings provide valuable insights for those seeking to recruit and retain volunteers as well as those who are concerned with developing event legacy strategies to leverage volunteer efforts.

Using equity theory to understand non-host city residents’ perceptions of a mega-event

ABSTRACT This study draws on equity theory to understand non-host city residents’ perceptions of a mega-event and the corresponding host city. In-depth interviews were conducted with 14 residents of the non-host city three years prior to the commencement of the 2018 Gold Coast Commonwealth Games. Results revealed that while non-host community residents believed the host city would receive an increased level of funding for hosting the event, they did not perceive this funding as an inequity. Rather, residents of the non-host city compared the two cities on the basis of the tourism product, and stated their belief that the core advantage of their city’s tourism product was that it was less developed. The non-host city residents therefore viewed receiving further resources for development as both unnecessary and undesirable. The findings are consistent with the tenets of equity theory, which suggests that tensions were absent because inequity was not felt.