This study measures the share of the sports sector in the regional economy of Flanders by means of expenditure related to active sports participation and spectator sport. In contrast with the more common cost-benefit approach, the perspective of this study is rather macroeconomic. A representative sample of 512 households was interviewed by means of a standardized questionnaire. Data on government expenditure were gathered from an analysis of budgets and bills. Private investments and the balance of trade statistics were estimated. All these expenditures, $4.3 billion U.S., constitute the Gross Regional Sport Product for Flanders. During the past 15 years, household expenditure in sport has increased, while government expenditure has stagnated. However, government intervention remains necessary for setting up the legal context, financing the construction and maintenance of a rich variety of sports facilities, and for lowering the price threshold for low-income families. This study has shown the importance of the sports sector for the Flemish economy, mainly through household expenditure.
Marijke Taks and Stefan Késenne
Marijke Taks and Laura Misener
In this case, a local sport tourism officer has been asked to prepare a recommendation for Evex City Council regarding which types of events the city should bid for, based on their public policy agenda of enhancing tourism for economic development purposes and stimulating sport participation for residents. A questionnaire, a codebook, and a data set from two events, an international figure skating event and a provincial gymnastics event, are provided to assist in making a decision. The data set includes the spectators’ identification with and motives for attending the events, tourism activities in which they participated, and some sociodemographic variables. Analyses of the data and interpretation of the results should assist the sport tourism officer in providing accurate recommendations to policymakers. Theories and frameworks that underpin this case include public policy schemas; identity, motives, and tourism behavior of event attendees; sport participation outcomes from sport events; leveraging; and event portfolios.
Nola Agha and Marijke Taks
The role of residents in the calculation of economic impact remains a point of contention. It is unclear if changes in resident spending caused by an event contribute positively, negatively, or not at all. Building on previous theory, we develop a comprehensive model that explains all 72 possible behaviors of residents based on changes in (a) spending, (b) multiplier, (c) timing of expenditures, and (d) geographic location of spending. Applying the model to Super Bowl 50 indicates that few residents were affected and positive and negative effects were relatively equivalent; thus, their overall impact is negligible. This leaves practitioners the option to engage in the challenging process of gathering data on all four variables on all residents or to revert back to the old model of entirely excluding residents from economic impact. From a theoretical perspective, there is a pressing need to properly conceptualize the time variable in economic impact studies.
Laura Wood, Marijke Taks and Karen Danylchuk
The purpose of this study was to examine communication strategies used by marketing practitioners when targeting tweens (age 9–14) in a sport context. The examination’s main objective was to determine whether these strategies are similar to those depicted in the literature. Using Kotler et al.’s 5-stage model for effective communication, practitioners’ viewpoints of what constitutes an effective communication strategy were studied through the use of semistructured interviews (N = 5). Results revealed the benefit of using technology in a communication platform and the need to be up to date with the technologies used by youth. Another key finding relates to language. The youth market has a welldeveloped method of communicating with each other, and to reach and penetrate this group, marketers need to be well versed in the use of this language.
Maarten Stiggelbout, Marijke Hopman-Rock, Erwin Tak, Lilian Lechner and Willem van Mechelen
This study examines dropout incidence, moment of dropout, and switching behavior in organized exercise programs for seniors in the Netherlands, as determined in a prospective cohort study (with baseline measurements at the start of the exercise program and follow-up after 6 months; N = 1,725, response rate 73%). Participants were community-living individuals 50+ who participated in different forms of organized exercise programs. The average dropout incidence was 0.15 per 6 months, which is lower than that for the general population. The dropout incidence and the timing of dropout differed substantially between the exercise programs. In total, 31% of people who dropped out of one type of exercise program switched to another type of exercise. The type of program and exercise had a strong effect on differences in this switching behavior. It is recommended that switching behavior be monitored in future studies.
Vassil Girginov, Marijke Taks, Bob Boucher, Scott Martyn, Marge Holman and Jess Dixon
Sport-participation development requires a systematic process involving knowledge creation and dissemination and interactions between national sport organizations (NSOs), participants, clubs, and associations, as well as other agencies. Using a relationship-marketing approach (Grönroos, 1997, Gummesson, 2002, Olkkonen, 1999), this article addresses the question, How do Canadian NSOs use the Web, in terms of functionality and services offered, to create and maintain relationships with sport participants and their sport-delivery partners? Ten Canadian NSOs’ Web sites were examined. Functionality was analyzed using Burgess and Cooper’s (2000) eMICA model, and NSOs’ use of the Internet to establish and maintain relationships with sport participants was analyzed using Wang, Head, and Archer’s (2000) relationshipbuilding process model for the Web. It was found that Canadian NSOs were receptive to the use of the Web, but their information-gathering and -dissemination activities, which make up the relationship-building process, appear sparse and in some cases are lagging behind the voluntary sector in the country.
Erwin C.P.M. Tak, Jannique G.Z. van Uffelen, Mai J.M. Chin A Paw, Willem van Mechelen and Marijke Hopman-Rock
After a randomized controlled trial showing that improvement on some aspects of cognitive function was related to adherence to an exercise program, determinants of adherence and maintenance were further studied. Older adults with mild cognitive impairment were contacted 6 mo after the end of exercise programs for a telephone interview addressing patterns of adherence and determinants of maintenance. Mean adherence during the trial was 53%. About one third of participants had lapses during the trial but completed, one third had no lapses, and one third dropped out or never started. Practical barriers (time, location) were related to not starting and functional limitations to dropout. After the trial 25% of participants continued the programs, 14% reported intention to continue, and 61% quit. Maintenance was determined by fewer health complaints, higher satisfaction with the programs, and better adherence during the programs. Although maintenance was low, this study identified several reasons and barriers to adherence and maintenance that could be addressed.