Leveraging Charity Sport Events to Develop a Connection to a Cause
| Autor: | Laura Wood, Ryan Snelgrove, Marijke Taks, Adam Goodwin |
|---|---|
| Rok vydání: | 2017 |
| Předmět: |
Marketing
Event (computing) business.industry 05 social sciences 030229 sport sciences Public relations Mental health 03 medical and health sciences 0302 clinical medicine Tourism Leisure and Hospitality Management 0502 economics and business Business and International Management business Psychology 050212 sport leisure & tourism |
| Zdroj: | Event Management. 21:175-184 |
| ISSN: | 1525-9951 |
| Popis: | Charity sport events can be strategically leveraged to provide benefits beyond the event itself. This study explores how charity sport events can be leveraged as an opportunity for nonprofit organizations to stimulate participants' interest in their other cause-related activities. Specifically, the relationships between motives for participation and future intentions to engage in additional cause-related activities are examined. Questionnaires were used to collect data at three separate and uniquely themed running events in support of charities tied to Alzheimer's disease, anaphylaxis, and mental health. Results from the multiple regression analysis highlight the predictive importance of cause, social, and event theme as predictors of future intentions. The physical aspect of the event was an important factor in attracting participants to the event but not predictive of future intentions to engage in additional charity-related activities. |
| Databáze: | OpenAIRE |
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