AASM 2021 Proceedings 18 August 2021

16tAsian Association for Sport Management Conference 19-20 August 2021

Khunying Pattama leads and helps the management team in solving

problems, for example, when the COVID-19 test resulted positive in

athletes, she helps in compromising issues about uncomfortable and

worried feeling of other countries’ athletes and their staff.

Technological Technological aid The process of return and received the shuttlecocks change from
expertise
receiving from referee’s hand to shuttlecock tube machine instead.

The interview after the matches is conducted via online channel. Page | 149
The event team add from 2 to 3 courts with more matches for

broadcasting with many streaming channels because spectators are not

allowed in stadium.

The practice session is registered and received approval by electronic

devices only.

Athletes receive COVID-19 test result by email to avoid virus

spreading.

The athletes have to install tracking application in their mobile phone

devices.

5. DISCUSSION
Planning and control was found to concern the ability to plan and manage a sport

event effectively. The management team worked in the planning stage carefully and
exhaustively, especially when setting regulations and protocols to prevent the spread of the
COVID-19 and made sure the bubble was safe and free from the virus. Masterman (2004)
suggested that it was imperative to determine the event objectives and to design a process that
aligned with the objectives. Sufficient planning lowers the risk of failure and raises the
likelihood of success projects of public sector (Irfan et al., 2021). The same regulations
strictly required to follow by everyone in the event without exception. The stringent
instructions applied since departure from the home country, arrive at airport, stay in hotel and
the stadium as the bubble seal and fly back home to avoid the exposure from people contact
to remain social distancing rule as Sports Grounds Safety Authority of United Kingdom
(2020) proposed that safety and security must be prioritized for preventing the risk of disease
transmission in sport event. Moreover, the human resources, equipment, venue, and facilities
are planned and prepared effectively for running the event. Even though, the regulations are
very strict for athletes who never experienced this kind of environment and make them feel
uncomfortable at the beginning, they trust all the stringent protocols and procedures that
make them safe during the competition. Therefore, if the implementation of every stage in
planning process can be controlled to fit the objectives, the event would be success
(Masterman, 2004).

The next element to take into account is government cooperation. Since this event was
held in the COVID-19 epidemic in Thailand, it was required to obtain permission from the
Thai government before one could organize any public or mass event that involved a large
number of participants. It was then prohibited by law for the sake of preventing virus from
spreading. From the planning procedure to execution stage, the Badminton Association of
Thailand worked together with various organizations — either in the public sector such as
Ministry of Public Health, Ministry of Tourism and sport, Royal Thai Air Force, or in the
private sector such the sponsoring companies, to create, develop, and execute the event
management plan and to preclude any possible issues that could happen during the event as
Dwyer and Forsyth (2009) proposed that the state government agencies were in charge of
event-related responsibilities such as the roads and traffic authority, police, ambulance, fire
department, and state emergency services. Since the government have to build support,
control and achieve the specific policy objective over the specific program (Bladen et al.,
2017), thus, the government have to control the public health policies in this crisis as well as
support the hosting major sport event policy through this event.

16tAsian Association for Sport Management Conference 19-20 August 2021

Financial support is another element to consider. The title sponsors of the three

consecutive tournaments are Yonex, Toyota and HSBC brands, while the support sponsors

were other international and domestic public and private organizations. Another main

financial support was from the Thai government through organizations such as Sport

Authority of Thailand and National Sport Development Fund. Allen et al., (2010) agreed that

a sponsor of major international sport events was the responsibility of national governments. Page | 150
Even though this event were held without spectators and tickets revenue, the benefits of such

an event could be gained in several ways, for example, improving the city's image; therefore,

success cannot be measured solely on profit and loss. Gratton et al. (2000) stated that cities

that hosted major sporting events had a one-of-a-kind opportunity to advertise themselves to

the rest of the globe. In addition, increased competition among broadcasters for broadcasting

rights to major sporting events has resulted in a massive increase in fees for such rights,

implying that broadcasters will provide blanket coverage for such events during peak times,

enhancing the marketing benefits to the cities that host them. Moreover, in this situation, Thai

government has a chance to promote and show the capability of controlling epidemics as well

as the potentiality to host international and major sports events to the world.

Interorganizational communication is the third factor at all international and domestic

level, private and public sector level and all event staff in any position and responsibilities

working together. In addition, there are liaisons that play as an important role in coordinating

between the athletes and event organizer team. The effective Interorganizational

communication of every section is important to make the event proceeds smoothly and reach

the event objectives. The missing of one position or misunderstanding communication might

lead to any issues or lost. Jha and Iyer (2007) indicated that in today's mega projects

involving several stakeholders or participants, better coordination is becoming one of the

most essential features. As is well known, each stakeholder's goals differ. It is not required

only among internal members of the organizations, but also the external agencies.

Leadership is one of the key elements for organizing event. In this event, the leader

build, develop, and control plan as well as foster and motivate team and solve major and

minor issues that appear through the event. Cserháti and Polák-Weldon (2013) stated that

leadership need to have the competency, commitment, dedication and responsibilities of

leaders. The necessity of qualified and motivated leader who is experienced, knowledgeable,

and enthusiastic about organizing the event are required. Gallagher et al. (2015) also

suggested that the project leader competencies (critical thinking, communication, leadership,

adaptability, documentation, and conflict resolution) can ensure project success. In addition,

the project’s leader and top management support have a significance to enhance the quality

performance of projects’ participants (Jha & Iyer, 2007).

The last element concerned technological sophistication. As the social distancing

measure was observed, many activities were shifted from human contact to technology-

assisted operation. The communication between athletes and staff is done by online channels

via electronic devices such as receiving test results by email or register training and get

approval online only. At the stadium, the shuttlecock tube machine that is installed at the

court side is used for returning and take the shuttlecocks. Moreover, the face-to-face

interview replaces by online interview to prevent the disease transmission. The number of

matches for broadcasting and streaming channels also increase. It can be indicated that the

role of technology has been integral in the development of sports events, not only for the

communication potential of events to increase the number of spectators, viewers and revenue,

but also for all kinds of innovation (Petrovic at al., 2015). The technology solutions in the

pandemic crisis generate new experiences in new ways which is critical for the future of

sporting events.

16tAsian Association for Sport Management Conference 19-20 August 2021

As can be seen, all six factors are important to event management. While the task-

focused area leading to the completion does not only include planning and control,

government cooperation and finances, the human relationship in the relation-oriented area

such as Interorganizational communication, and leadership is also important because the

international sport events are held and participated by many stakeholders and participants in

different countries or regions. In addition, technology also plays an important role in sports Page | 151
events, especially during the pandemic and in the future. All six factors in combination need

to be considered together so that they will contribute to an event’s success.

6. CONCLUSION
This study aimed to identify factors associated with organizing international

badminton competitions during the COVID-19 pandemic. The findings suggested that the
task-focused category consisted of planning and controlled factors, government and public
sector support, and financial support; the relation-oriented category includes
Interorganizational communication and leadership factors; and technological factor in
technology category were fundamental to badminton international event management during
the pandemic crisis. The completion of this event that consisted of six key success factors is
accepted to be the model guideline for other international sports events, especially the mega
sports events such as the 2020 Tokyo Olympic Games and many BWF badminton
tournaments. The future events can learn and follow in the same way to bring the sport events
back on calendar. As the content analysis method of qualitative approach was the only
method that conducted in this research, the views and information came from one kind of
sources. There were many other sources and broader variables such as the event staff,
management team, stakeholders and athletes that might provide event information in different
views. It was advisable to approach the result by different method and variables for future
research.

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16tAsian Association for Sport Management Conference 19-20 August 2021

HOW MEDAL BONUS MAY AFFECT THE ATHLETE’S
PERFORMANCE

Suriya Rajakhun Page | 155
Faculty of Sport Science, Kasetsart University, Thailand

[email protected]

Introduction
This research paper aims to study how to plan a budget to support elite sport to have

better results and sustainable performance. This study focuses on Olympic Sport in Europe,
North America, and Asia to understand how other parts of the world plan their budget and
plan a budget suitable for Thailand to develop elite athletes. The problem statement is what
the proper budget planning for the Olympic medal bonus is?

Literature review
SPLISS model is a conceptual model of 9 pillars of sports policy factors leading to

international sporting success (De Bosscher et al., 2006). In this model, financial resources
provide the basis for the extent to which the remaining eight process pillars can be
implemented. Medal bonus is considered to be one of major factor that might affect the
athlete’s performance.

Results
UK Sport devotes approximately USD 162 million of government and lottery funds to

Olympic and Paralympic sports each year. The England Talent Pathway (ETP) spent £85
million of investment into the England talent system for the 2017-21 funding cycle, and
currently fund ETPs in 43 sports. United Kingdom do not give athletes any reward money.
The Association believes athletes are motivated by their desire to represent their country and
their love of the sport.

Canadian Olympic Committee Athlete Excellence Fund (AEF) Funding follows a
four-year cycle: Year 1: Top 5 at World Championships–$5,000 Year 2: Top 5 at World
Championships–$5,000 Year 3: Top 4 at World Championships–$5,000 Year 4: Olympic
Games: Gold medal–$20,000; Silver medal–$15,000; Bronze medal–$10,000.
In Taiwan: Winners of gold medals at the Olympics will receive NT$20 million
(US$615,390) in cash, up from NT$12 million (US$369,230), whereas the prizes for silver
and bronze medalists remain unchanged at NT$7 million (US$215,390) and NT$5 million
(US$153,850), respectively. Alternatively, they can opt to receive monthly payments totaling
NT$125,000 (US$3,850), NT$38,000 (US$1,170), and NT$24,000 (US$740), respectively,
for the rest of their lives.

In Thailand: National Sports Development Fund 2019, winners of gold medals at the
Olympics will receive 10 million baht (US$330,000) in cash, whereas the prizes for silver
and bronze at 6 million baht (US$200,000) and 4 million baht (US$ 132,000), respectively.
Alternatively, they can opt to receive 50% of the medal bonus in cash and monthly payments
totaling 75,000 baht (US$2,500), 50,000 baht (US$1,650) and 32,250 baht (US$1067),
respectively, within four years. Olympic Thailand also provides salary for 20 years for gold,
silver, and bronze medalist 12,000 baht, 10,000 baht, and 8,000 baht, respectively.

Discussion
Olympic Medal Awards: United Kingdom, Sweden, and Norway do not have a policy

to pay for medal bonuses. Many developed countries believe their athletes to compete purely

16tAsian Association for Sport Management Conference 19-20 August 2021

for the glory of victory. Developing countries giving their athletes with big amount of money

and other incentives in the hopes to encourage their athletes to get more medals. Many Asian

countries tend to pay more than other parts of the world—for example, Singapore, Taiwan,

Indonesia, and Hongkong.

When compare to other part of the world, Asian countries offer more cash prizes for

medalists. Many of these nations do not have a strong Olympics culture and sports history. Page | 156
Developing Olympics culture and sports culture may take time. Therefore, these nations

follow strategy to give more incentives to encourage athletes to win medals and help them

catch up with Western countries.

Thailand should follow these three steps:

Give rise to medal bonuses and incentives to encourage athletes to pursue excellence.

Implement Long Term Athletes Development to create a pathway to champions.

Forge Olympic Culture for sustainable growth.

After these Strategies become successful, the Thailand Olympic model might follow

other developed countries by dropping the prize of the Medal bonus and focusing on

strengthening the Excellence system.

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olympic-gold

16tAsian Association for Sport Management Conference 19-20 August 2021

DEVELOPMENT MODEL FROM THAI YOUTH FOOTBALL
PLAYERS TO INTERNATIONAL PROFESSIONAL
FOOTBALL PLAYERS

Puree Wattanasupt Page | 157
Faculty of Sport Science, Kasetsart University, Thailand

[email protected]

ABSTRACT
Development of Thai youth football players to become international professional

football players is a huge challenge for Thailand because there are many factors that correlate
with success. Therefore, this study aimed to systematically review the documents on the
social factors involved in the development of the ability of Thai youth football players to
become international professional football players. The existing data on the transition of
youth football players into professional football players from credible documents and
databases were synthesized. The results of the document review revealed that there were two
factors contributing to success: the internal factors, which were the personal characteristics
leading to be the top players, and the external factors, which were the environmental factors
such as the determination of vision and policies, the development of football players in
different playing styles, trainers, education and welfare, game format and placement, sports
science and medicine, program analysis, facilities, and budget. These will be the guidelines
for successful and sustainable management of Thai youth football players to become
international professional football players.

Keywords: development model, Thai youth football players, international professional
football player

INTRODUCTION
Nowadays, football is the most popular sport in the world (Reilly et al., 2 0 0 0 ;

Haugaasen et al., 2014; Qader et al., 2017). With its widely popularity, football is transformed
into a business to generate income for football players or sports entrepreneurs. It is expected
that the sports business, also known as the sports industry will generate income, especially in
the developed countries, for more than $400 billion. The United States of America is the
country with the largest sports industry in the world. The market value is more than $210
billion per year, or 2% of the gross domestic product. As for Thailand, the growth of the Thai
Football League is expected to generate approximately 12,000 million baht (approximately
$352,428) in revenue (Rattanapian, 2018). With the rapidly growth of football industry across
the world, developing football talents to support the growth of the football business is a great
challenge. Several national regulators and professional clubs are investing in accelerating the
development of young football players (Zarei et al., 2020) (Abbott & Collins, 2004) to
achieve high performance and step into professional football players (Haugaasen et al.,
2014). As a result, the role of the academy is one of the key elements in the long-term
development of youth football plyers (le Gall et al., 2010). The ultimate success of youth
football players is that they are eligible to sign professional contracts. The keys of success
include the discipline of intense training and the experience of competing (Ford et al., 2011;
Helsen et al., 2000), techniques (Reilly et al., 2000), movement tactics and skills (Davids et
al., 2000), cognitive processes and perception (Williams, 2000), skills and individual social

16tAsian Association for Sport Management Conference 19-20 August 2021

and cultural factors (Reilly et al., 2 0 0 0 ) and other factors such as injury, anthropology i.e.
physically body size, percentage of body fat, exercise features/strength training i.e. aerobic
exercise, running, jumping abilities (le Gall et al., 2010). The Olympic Committee stated that
the great objective of youth athlete developments is maintaining good health, capabilities and
high resilience (Bergeron et al., 2015). According to the aforementioned information, the
physical development of football players should be high resilience with combination of best Page | 158
practices and advanced technologies i.e. sport sciences (Jadczak et al., 2019; Pau et al., 2019;
Wang et al., 2020), resulting in high performance of football players.

At present, various development models of youth football players to be world-class
professional football players are being studied (Ryan et al., 2 0 1 8 ). The structure of football
academy is basically similar. It includes operation, education/welfare, recruitment, coaching,
sports science and medicine, Development Centers Pre-Academy, Foundation Phase, Youth
Development and Professional Development Phase, respectively. Thailand is deemed
challenging in development of youth football players to be international professional football
players, even though there are athlete academies or athlete schools throughout Thailand as
well as football clubs or football teams organizing the football leagues competitions. Both
government agencies and the private sector put a lot of efforts to develop youth football
players to be professional football players widely in domestic and international areas, but it is
still not concrete and not as successful as it should be. There are very few professional
football players in Thailand who are international professional football player. From such
research gaps, the researcher is interested in systematically reviewing the documents on the
social factors related to the development of Thai youth football players to become
international professional football players. The results of this research will serve as the
guidelines and the policy recommendations for successful management of Thai youth football
players to become professional football players.

LITERATURE REVIEW
The researcher studied the documents from the concepts, theories and research related

to development of Thai youth football players to become international professional football
players. It is a huge challenge for Thailand to develop Thai youth football players to become
international professional football players because from the past to the present, very few Thai
youth football players have been international professional football players. Therefore, this
study aimed to study the problems and develop the model for developing Thai youth football
players to be international professional youth football players (Japan).

Based on the literature review, prior research investigated the transition from academy
football players into professional ones by mainly focusing on management, talent
identification, system development (see for example, De Bosscher, De Knop, Van
Bottenburg, & Shibli, 2006), and the creation of guidelines and frameworks to develop
academy football players into professional ones (Ford et al, 2010; Gulbin, Croser, Morley, &
Weissensteiner, 2013). In addition, a study revealed that right environment has resulted in the
successful development of academy football players to become professional football players.
A number of scholars have studied the development of young football players in England and
in Europe, considering talent development and progression in the context of professional
football players in England (Ford et al., 2012; Mills, Butt, Maynard, & Harwood, 2014;
Morris, Tod, & Eubank, 2016; Taylor & Bruner, 2012). It was found that successful
development of young professional football players in England was based on at least four
factors: discipline (devotion to the sport and sacrifice), commitment (strong motivation and
career goals), resilience (the ability to solve problems and overcome obstacles), social

16tAsian Association for Sport Management Conference 19-20 August 2021

support (the ability to use emotional support, information, and tangibles) (Holt and
Dunn;2004). This was consistent with Mills et al. (2012) who discussed personal attributes
influencing the development of elite players collected from expert coaches working in
English Premier League clubs. Five attributes were found: player flexibility, goal-oriented
attributes (desire/passion), awareness of sports characteristics (training ability), athlete
intelligence, and environmental factors such as trainers, game cultures (changing coaches), Page | 159
opportunities (eg. injury), and procurement (eg. access to quality coaching).

Developing academy football players to be successful professional football players
does not only consider the internal characteristics of the football players mentioned above,
but also the external factors. The external factors are the determination of vision and policies,
the development of football players in various playing styles, long-term development
patterns, operational guidelines, executives and technical committees, effective training
programs, systems developed for each sequence, trainer, education and welfare, game format
and placement, sports science and medicine, program analysis, facilities, and budget (North,
et al.,2014; Tokirie, et. Al, 2017; Ryan et al., 2018; Jadczak et al., 2019; Pau et al., 2019;
Samur, 2019; Wang et al., 2020). These are especially important when developing academy
football players into professional football players in senior teams (Morris et al., 2016; Morris,
Tod, & Oliver, 2015).

From such information, the model for transition from academy to international
professional football players is unclear and unsuccessful as it should be. There are very few
Thai academy football players who are professional football players abroad. This may be
because Thai academy football players have quite a lot of problems such as lack of
continuous improvement, the ability to adapt the football players themselves, and especially
the ability to adapt to the harder, faster games, and more complicated. In summary, the
aforementioned elements can be considered through a systematic management conceptual
framework that allows the action to take place with the cooperation of all parties in a
systematic way in order to develop academy football players into professional football
players in Thailand to meet the set goals and lead to the solution of the Academy’s problems
effectively and efficiently. This researcher studied from literature reviews and interviews with
experts with direct experience. The results from the study were analyzed for the development
of a guideline for managing Thai academy football players to become successful professional
football players.

At present, football is the most popular sport worldwide (Reilly et al., 2000;
Haugaasen et al., 2014; Qader et al., 2017). But for Thailand, the ultimate goal is to be able to
participate in the World Cup, which is a great challenge in planning the management of the
national football team. To develop Thai football players to have the same abilities as world-
class players, the management and the supervision of the relevant agencies both at the
national level and at the professional club level are required. Youth football players must be
developed from a young age to have high performance for becoming professional football
players and joining the national team in the future (Zarei et al., 2020; Haugaasen et al., 2014).
There are two important successful factors for the development of Thai youth football players
in the long term. First, they are the internal factors, which are the personal characteristics that
influence the development of elite players, sports-specific features (technical and tactical
abilities) and the intelligence of the players. Second, they are the external factors, including
the environmental factors such as the determination of vision and policies, development of
players in different playing styles, long-term development models, operational guidelines,
executives and technical directors, effective training programs, the development system in
each level, trainers, education and welfare, game format and placement, sports science and

16tAsian Association for Sport Management Conference 19-20 August 2021

medicine, program analysis, facilities and budgets (Ryan et al., 2018; Jadczak et al., 2019;

Pau et al., 2019; Wang et al., 2020). From the aforementioned information and findings, it is

necessary to find out the model for developing Thai youth football players to become

international professional youth football players. In this regard, the obtained information will

be useful and can be used for successful development and management of Thai youth football

players to become professional football players in the future. Page | 160

METHOD
This study used document analysis on the related records.

RESULTS
The findings have also been highlighted in applied frameworks informing the

development model of Thai youth football players to become international professional
football players, especially in Japan. It was found that there were two factors contributing to
success of the development model of Thai youth football players to become international
professional football players. First, they were the internal factors, namely the personal
characteristics leading to be the best players by age range and players’ experiences. Second,
they were the external factors, including the environmental factors such as the determination
of vision and policies, development of players in different playing styles, trainers, education
and welfare, short-term, medium-term and long-term training planning, game format and
placement, sports science and medicine, program analysis, facilities and budgets. These will
be the guidelines for successful and sustainable management of Thai youth football players to
become international professional football players.

DISCUSSION
The results of this study point out that the development model of Thai youth football

players to become international professional football players consists of two factors: 1 )
internal factors, i.e. personal factors, and 2 ) external factors, i.e. environmental factors.
According to the study of the system theory and the analysis of the research papers of North,
et al. (2014); Tokirie, et. al (2017); Ryan et al. (2018); Jadczak et al. (2019); Pau et al. (2019)
Samur (2019);Wang et al. (2020), it was found that there are two factors of the development
model of Thai youth football players to become international professional football players
(Japan) as follows: internal factors, including the performance (philosophy and culture,
playing style, player characteristics) and the external factors, which were the environmental
factors, namely development systems, the determination of vision and policies, development
of players in different playing styles, trainers, education and welfare, short-term, medium-
term and long-term training planning, game format and placement, sports science and
medicine, program analysis, facilities and budgets. A systematic development process is also
needed so that youth football players are successful of being international football players.

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16tAsian Association for Sport Management Conference 19-20 August 2021

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Haugaasen, M., Toering, T., & Jordet, G. (2014). From childhood to senior professional

football: A multi-level approach to elite youth football players’ engagement in

football-specific activities. Psychology of Sport and Exercise, 15(4), 336–344.

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Gall, F., Carling, C., Williams, M., & Reilly, T. (2010). Anthropometric and fitness

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(2019). Dynamic postural stability, is associated with competitive level, in youth

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16tAsian Association for Sport Management Conference 19-20 August 2021

PROMOTING YOUTH ATHLETES IN A NATIONAL BASKETBALL
LEAGUE: A NEW PARADIGM

Darongpan Apiromvilaichai Page | 163
Faculty of Sport Science, Kasetsart University, Thailand

[email protected]

The research purpose is to propose a sustainable basketball league organization that
engages the participation of youth athletes from various parts of the country. The study aims
to develop a new-paradigm league that engages and includes young athletes to promote youth
participation and to foster their growth into future professional league success. Participation
in sport offers both short-term and long term physical and psychosocial benefits for children
and adolescents. However, an overemphasis on competitive success in youth sports may limit
the benefits of participation, and could increase the risk of injury, burnout, and
disengagement from physical activity. This review includes the group’s analysis of the
existing, and psychosocial outcomes. Based upon this, age-specific recommendations for
basketball participation are provided that aim to promote a healthy and positive experience
for youth basketball players.

Keywords: Youth Athletes, Basketball League, Player Development

16tAsian Association for Sport Management Conference 19-20 August 2021

SPORTS MANAGEMENT AND TRANSFORMATIONAL
LEADERSHIP: THE NEED TO ADAPT SPORTS ORGANIZATIONS

TO THE NEW CONTEMPORARY CONTEXTS

André Dionisio Sesinando1 and Mário Coelho Teixeira2 Page | 164
1, 2UniversidaAndde de Évora, Portugal
[email protected]
[email protected]

Introduction
This study aims to explore the characteristics of the transformational leadership style

by analysing and assessing the perceptions of current sport technicians in Portuguese
municipalities regarding the behaviours they consider contributing most to successful
leadership based on their professional experience in the public sector.

Literature review
The contemporary study on leadership highlights the importance of transformational

leadership in changing paradigms in organizations (Wright & Pandey, 2010). Due to its
bureaucratic, procedural, and rather hierarchical nature, the public sector presents an
environment with high difficulties for promoting profound organizational changes (Campbell,
2016). Only a positive leadership makes it possible to stimulate people in environments not
very conducive to develop and demonstrate their full potential (Chen & Peng, 2017). In
Portugal, it should be noted that Portuguese municipalities are the main responsible for the
promotion of sports (Teixeira & Ribeiro, 2016). For this reason, it is essential that their
leaders have the fundamental characteristics that allow their continuous progress and
development (Braun et al., 2013), while contributing to the development of people, enhancing
the improvement of skills and knowledge, while seeking to achieve the objectives of the
organization (Paais & Pattiruhu, 2020).

Method
The study focused on sport technicians (n=318) working in 302 of the 308 Portuguese

municipalities. Data were collected through a questionnaire containing 15 closed-ended
questions. We defined 12 questions based on the characteristics of a transformational leader,
while the remaining 3 worked as screening questions, i.e., representing characteristics
opposite to this type of leadership, and a 5-level Likert-type ordinal rating scale (1 - never; 2 -
rarely; 3 - sometimes; 4 - almost always; 5 - always). The questionnaire was made available
through the Google Forms platform and sent directly to each municipality.

Results
The data showed a unanimous opinion about the respondents view of some of the key

characteristics that a leader should possess. The questions regarding the characteristics of
transformational leadership were rated "always" (between 44.7% and 76.4%) in 8 questions,
while the remaining 4 questions were rated "often" (between 32.1% and 45%). In relation to
the 3 questions that presented opposite characteristics, the results were in line with what was
intended, that is, to understand if they could distinguish the two types of behaviour. In this
sense, the 3 questions presented a higher evaluation of "rarely" (between 32.7% and 39%).
Despite not being unanimous, they were undoubtedly conclusive considering that "never"
also had high response rates.

16tAsian Association for Sport Management Conference 19-20 August 2021

Discussion
This study concluded that sport technicians have a clear perception of the behaviours

associated with a leadership style that promotes high levels of motivation, to the detriment of
behaviours that are not conducive to innovation, motivation, and people development. It is
important that people have greater knowledge about leadership, which also enhances changes Page | 165
in behaviours and attitudes of leaders aimed at their well-being, while making them
committed to the objectives of the organization.

References
Braun, S., Peus, C., Weisweiler, S., & Frey, D. (2013). Transformational leadership, job

satisfaction and team performance: A multilevel mediation model of trust. The
Leadership Quarterly, 24(1), 270–283.
Campbell, J. (2016) A Collaboration-Based Model of Work Motivation and Role Ambiguity
in Public Organizations. Public Performance & Management Review, 39(3),655–675.
Chen, D., & Peng, X. (2017). Research on the Relationship between Transformational
Leadership and Government Service Innovation. Open Journal of Leadership, 6(2),
82–94.
Paais, M., & Pattiruhu, J. (2020). Effect of Motivation, Leadership, and Organizational
Culture on Satisfaction and Employee Performance. Journal of Asian Finance,
Economics and Business, 7(8), 577–588.
Teixeira, M., & Ribeiro, T. (2016). Sport Policy and Sports Development: Study of
Demographic, Organizational, Financial and Political Dimensions to the Local Level
in Portugal. The Open Sports Sciences Journal, 9(1), 26–34.
Wright, B., & Pandey, S. (2010). Transformational Leadership in the Public Sector: Does
Structure Matter?. Journal of Public Administration Research and Theory, 20(1), 75–
89.

16tAsian Association for Sport Management Conference 19-20 August 2021

IMPACT OF MET-EXPECTATION OF SPORT AND RECREATION Page | 166
MANAGERS ON ATTITUDINAL AND BEHAVIORAL OUTCOMES

THROUGH QUALITY OF WORK LIFE

Seungmo Kim1, Sanghyun Park2, and Adam Love3
1Hong Kong Baptist University
2Yonsei University
3University of Tennessee
[email protected]

Met-expectation refers to “discrepancy between what a person encounters on this job
in the way of positive and negative experiences and what he expected to encounter” (Porter &
Steers, 1973, p. 152). This approach proposes that individuals joining organizations have
numerous expectations about different aspects of their jobs. These could include expectations
about rewards, promotion opportunities, empowerment, workload, colleagues, culture and
other elements (Wanous et al., 1992), which may have positive or negative impacts on
employees’ psychological or behavioral outcomes in organizations. Previous studies (Irving
& Montes, 2009; Wanous et al., 1992) confirmed that congruence between members’
expectations and experiences is correlated with higher job satisfaction and organizational
commitment. In sport management, research has adopted the concept to examine the effects
of protégés’ met-expectations of the mentoring system (Baker & Andrew, 2007) and the
effects of coaches’ met-expectations regarding resource allocation among teams (Kim, Oh,
Lee, & Andrew, 2019). The results of both studies confirmed the met-expectation
assumptions.

The purposes of the current study were to assess sport and recreation managers’
perceptions of met-expectation regarding their careers and to examine the impacts of met-
expectation on attitudinal and behavioral outcomes. The proposed conceptual model consists
of five constructs: (a) met-expectation (i.e., comfort, reward, and responsibility), (b) quality
of work life (QWL), (c) job satisfaction (JS), (d) employment commitment (EC), and (e)
turnover intention (TI).

An online survey method via convenience sampling was used to collect data from 273
sport and recreation managers (male = 53.5%, female = 46.5%) working in various sport
service sectors in Hong Kong. The sample included 137 (50.2%) managers from public
organizations and 127 (46.5%) from private organizations. Forty-eight items from previously
validated instruments were used to collect data about demographics, met-expectation
(comfort, reward, and responsibility), QWL, JS, EC, and TI.

The study adopted partial least squares structural equation modeling (PLS-SEM)
using several indexes, including Dijkstra-Henseler Rho, composite reliability, AVE (average
variance extracted), and HTMT (heterotrait–monotrait ratio) to evaluate reliability,
convergent validity and discriminant validity. Although some of the AVE and HTMT values
did not meet the cut-off criteria, they were determined to be acceptable as a whole. Finally, a
bootstrapping algorithm was carried out to assess the significance level of the eight direct
relationships and nine indirect relationships in the proposed model.

Direct paths from all three dimensions of met-expectation (comfort, reward, and
responsibility) to QWL were positively significant. In addition, QWL had a significant
influence on both EC and JS positively, while EC and JS influenced TI negatively. However,
QWL did not have a significant influence on TI. In addition, the results found that among the

16tAsian Association for Sport Management Conference 19-20 August 2021

nine indirect effects established in the model, all paths were statistically significant, except
three paths, which included the relationship between QWL and TI. Overall, findings of this
study confirmed the hypotheses based on met-expectation approach. Practical applications as
well as future research directions will be discussed.

References Page | 167

Baker, A., & Andrew, D.P.S. (2007). The impact of mentoring opportunities and reward

structure on role behavior expectations in mentoring relationships among sport

management faculty. Proceedings of the 23rd Annual North American Society for

Sport Management Conference, 107–108.

Irving, P. G., & Montes, S. D. (2009). Met expectation: The effects of expected and delivered

inducements on employee satisfaction, Journal of Occupational and Organizational

Psychology, 82, 431–451.

Kim, S., Oh, T., Lee, S., & Andrew, D.P.S. (2019). Relationships between met-expectation

and attitudinal outcomes of coaches in intercollegiate athletics. Sport Management

Review, 22, 477–490.

Porter, L., & Steers, R. (1973). Organizational, work, and personal factors in employee

turnover and absenteeism. Psychological Bulletin, 80, 151–176

Wanous, J. P., Poland, T. D., Premack, S. L., & Davis, K. S. (1992). The effects of met

expectations on newcomer attitudes and behaviors: A review and meta-analysis.

Journal of Applied Psychology, 77(3), 288–297.

16tAsian Association for Sport Management Conference 19-20 August 2021 Page | 168

DETERMINANTS OF SERVICE INNOVATIONS: A STUDY OF SRI
LANKAN SPORTS FEDERATIONS

H.M.P.Karunarathna
Open University of Sri Lanka, Sri Lanka

Warunika N. Hettiarachchi
Faculty of Management Studies, Sabaragamuwa University of Sri Lanka, Sri Lanka

[email protected]

Today, the world we are living in is more sophisticated and competitive. Thereby,
organizations explore groundbreaking ways and means to overcome market competition.
Despite profit-motives or non-profit motives, firms are practicing different innovative
strategies for survival. In this respect, sports federations are also trying to adopt innovations
to enhance their performances. Thus, this study endeavours to examine the determinants of
service innovations in sports federations based on their managerial perceptions and
managerial attitudes. For the study, fifty (50) sports federations have been selected, and data
were gathered through a structured questionnaire. This quantitative survey was
operationalized under positivism, deductive approach. Analysis was performed through
Statistical Package for Social Sciences (SPSS) 21.0. Findings revealed that considering the
service innovation of sports federations, there is no significant influence of managerial
attitudinal dimensions (i.e., attitude regarding staff involvement, attitude regarding newness)
on service innovation, while managerial perceptional dimensions (i.e., perception of
international competitive environment, perception of economic health, perception of regional
competitive environment) significantly influence on service innovation. Thus, building up
noble interrelationships between sports federations in other countries will help to ensure
changes in technological and management sides of Sri Lanka sports federations.

Keywords: managerial attitudes, managerial perceptions, service innovation, sport federations

16tAsian Association for Sport Management Conference 19-20 August 2021

WOMEN EMPLOYEES’ JOB ENGAGEMENT IN THE SPORT Page | 169
INDUSTRY

Alicia Romano1, Logan Schuetz2, and Tyler Hajek3
1, 2, 3University of Northern Colorado
[email protected]

The present state of workforces in the U.S. reveals that more than half of employees
are disengaged due to stress, burnout, and an unhealthy work-life balance (Harter, 2019). In
response, sport organizations should aim to determine what impacts an employee’s job
engagement by reducing undesirable employee competencies and subsequently create a
competitive organizational advantage. Thus, there is a need to highlight the antecedents that
can contribute to positive employee competencies (e.g., job engagement) in the sport
workplace that can then lead to an increase in employee growth and development. Moreover,
sport management scholars have recently noted employee job engagement is a construct that
can have a meaningful influence on sport organizations via their employees (Paek et al.,
2020). Although previous studies have examined job engagement in sport, this quantitative
study focuses exclusively on how American women collegiate sport employees’ fit influences
their job engagement in the sport industry. Utilizing person-organization fit (P-O fit; Kristof,
1996) and perceived organizational success (Berberoglu & Secim, 2015) to predict job
engagement, this study addresses the relative neglect of identifying antecedents of job
engagement for women sport employees. A multiple linear regression analysis was used to
investigate the relationship between P-O fit, perceived organizational success and job
engagement in women sport employees. The analysis revealed that women’s P-O fit
significantly influences job engagement; however, women’s perceived organizational success
did not influence their engagement in the workplace. Although professions in sport have
largely been represented and directed by men (Burton, 2015), recruiting, hiring, and retaining
women employees that align with organizational goals and outcomes as well as better
connecting to their values may assist in the increased, productive engagement of sport
employees. While strong identification with an organization may be important, it does not
necessarily predict job performance. Rather, an emphasis should be placed on the integration
of employees into an organizational system (Carmeli et al., 2007). Thus, the non-significance
of perceived organizational success may not carry as much importance for recruiting,
training, hiring, and retaining diverse, talented employees. These findings provide practical
implications for sport organizations as well as a pathway for future sport workplace and
gender research.

16tAsian Association for Sport Management Conference 19-20 August 2021

KNOWLEDGE MANAGEMENT FOR SPORTS TRAINING
MANAGEMENT IN SPORT’S MULTIDISCIPLINARY AND

INTERDISCIPLINARY CONTEXT

Luiz Carlos Nery1, Sílvio Telles2, and Mário Coelho Teixeira3 Page | 170
1, 3Universidade de Évora, Portugal

2Universidade Federal do Rio de Janeiro, Brasil

[email protected]

Introduction
To identify investigation centers for sciences that integrate the multidisciplinary and

interdisciplinary organizational context for managing sports training within a long-term
program, from initiation to high performance, according to knowledge management.

Literature Review
Due to the need to propose a management model that is in agreement with the current

Brazilian sportive moment, this study’s theoretical aspects shed light upon research questions
that are pertinent to the current academic scenario and the context of sports management
itself. Capinussú and Reis (2004) state that a management organizational model must
prioritize not only the administrative field but mostly long-term sportive development,
organized from sportive initiation to high performance. This is in agreement with Nery (2017,
p.12), who states that “the adoption of knowledge management may be a possibility in the
sense of fulfilling the new needs of current sport, with the capability of providing the entities
with an innovative perspective of sportive performance through the flow of knowledge”.
Furthermore, Nery et al. (2018) affirms the need to understand not only the specific fields of
knowledge participating in this management model but also how to obtain the maximum
advantage from the existing connections as well as identifying the dialogues between these
aforementioned fields that contribute to promote the generation of new knowledge.

Method
This exploratory study concerns a field that is not frequently researched in national

academia. It is also descriptive with quantitative and qualitative characteristics, identifying
specific characteristics of the investigation centers in the multidisciplinary and
interdisciplinary context from sportive initiation to high performance. This is a
bibliographical study that will use the Portal of the Research Groups Directory on the Lattes
Platform database, mapping information from various fields of knowledge and their
respective subareas in sports management, investigating the existing connections between
them and identifying dialogues promoting the generation of new knowledge. It will include
groups that contain subjects pertaining to sport in their lines of research, objectives, key-
words and their repercussion. As for exclusion criteria, this study will not consider groups
that are: a) in construction; b) have not received updates for more than 12 months; c) were
eliminated.

Results
This is a work in progress and the next step is data collection. However, Celma (2004)

affirms that it is not possible to manage an organization from the XXI century with structures
from the XX century and the administrative capabilities of the XIX century. Following this
reasoning, this study uses the proposal from Nery (2017) for the creation of an innovative
environment, based on a flow diagram of the information and knowledge that directs the

16tAsian Association for Sport Management Conference 19-20 August 2021

actions that must be conducted from sportive initiation to high performance through the

interactions occurring between the professionals that participate in the process, which are

important for the decision-making procedure.

The subject is still not commonly researched and more studies are needed to

contribute to knowledge organization with the goal to advance Brazilian sport in relation to

the big international sport powerhouses. Page | 171

Keywords: Knowledge management, Multidisciplinary, Interdisciplinary.

References

Capinussú, J. M., & Petit, J. R. (2004). Futebol: técnica, tática e administração. Shape.
Celma, J., & Giménez, J. C. (2004). ABC del gestor deportivo, 650. Inde.
Nery, L. C. P. (2017). Gestão do conhecimento como ferramenta para a gestão do esporte: o

fluxo do conhecimento como agente potencializador de inovação organizacional.
(Tese de Doutorado) Universidade do Estado do Rio de Janeiro–UERJ.
Nery, L. C. P., Telles, S. C. C., Terra, B. R. C. S. S. R., DaCosta, L.P. (2018) Gestão do
conhecimento e os fatores de inovação organizacional na gestão do esporte baseado
no fluxo de conhecimento: uma revisão sistemática. Brazilian Journal of Information
Science: Research Trends, 12(3), 64–85.



POSTER SESSION



16tAsian Association for Sport Management Conference 19-20 August 2021

MODELING ANALYSIS OF MEDIA COVERAGE ON EXEMPTION
FROM MILITARY DUTY FOR KOREAN MALE ATHLETES

Juhae Baeck Page | 175
Department of Physical Education, Chung-Ang University, Seoul, Korea

Hyungchul Joo*
Industry-Academic Cooperation Foundation, Chung-Ang University, Seoul, Korea

Hyungil Harry Kwon and Hyojun Nam
Department of Physical Education, Chung-Ang University, Seoul, Korea

* [email protected]

Introduction
The purpose of this study was to investigate the significance of media coverage on the

exemption from a military duty given to male athlete and renew the press's role to report a
balanced view to the system.

Literature review
The exemption system from military duty for Korean male athletes (after this

"system") has contributed to the development of sports in Korea. However, the public
constantly criticized the unfairness of the system. The public tends to value the point of view
to an issue repeatedly reported through the media and makes a judgement based on the
information received from the media (Carroll & McCombs, 2003; McCombs & Shaw, 1972).
Therefore, the negative opinions toward the system could have been formed influenced by the
biased media coverage on the system.

Method
Topic modeling was used to analyze the media coverage on the exemption from

military duty for Korean male athletes. In this study, the Latent Dirichlet Allocation model
was utilized for topic modeling. The model is one of the most often used big-data analysis
methods to identify hidden patterns of topics presenting in a large text (Blei, 2012; Blei, Ng,
& Jordan, 2003). News reports from January 1, 2000, to December 31, 2019, regarding
'military exemption' and 'sports personnel' were collected. A total of 3,640 news reports were
used for topic modeling after removing 1,778 unrelated reports. Ten topics with 20 words
each were generated using the R program.

Results
As the result of computing ten topics by topic modeling, WBC case, Heung-Min Son

case, Joo-Young Park case, voluntary service manipulation, military irregularity in 2004
professional baseball, Incheon Asian Games, 2018 Jakarta-Palembang Asian Games,
Guangzhou Asian Games, issues after 2018 and improvement of the system were found to be
the focus of the media coverage. These results show that the news reports were biased toward
issues of specific players and their related event. In particular, soccer and baseball players
occupy a large portion of the media coverage. In soccer, issues with Heung-Min Son, Joo-
Young Park and Hyeon-Soo Jang, and in baseball, issues with Shin-Su Choo and Ji-Hwan Oh
were predominant. As the public tends to value the issues and viewpoints repeatedly
encountered by the media, media coverage limited to particular athletes and events can instill
a biased perception of athletes' military system. In the case of Heung-Min Son, the public

16tAsian Association for Sport Management Conference 19-20 August 2021

wished him to receive military benefit and ensure his career, while Joo-Young Park, Hyeon-

Soo Jang and Ji-Hwan Oh represented the negative aspects of the benefit by postponing

military service, manipulating volunteer hours, and evading military service. However, these

few specific cases show only a fragment of the system, and it does not provide sufficient

information for the public to make a judgement encompassing the system as a whole.

Page | 176

Discussion

The exemption from military duty for athletes has played a significant role in Korea's

growth as one of the best sporting countries and can prevent career breaks of athletes with

short career span. Therefore, efforts to provide more balanced information from the press are

required so that the public can acquire various and correct information on the military system

for athletes.

References
Blei, D. M. (2012). Probabilistic topic models. Communications of the ACM, 55(4), 77–84.
Blei, D. M., Ng, A. Y., & Jordan, M. I. (2003). Latent dirichlet allocation. the Journal of

machine Learning research, 3, 993–1022.
Carroll, C. E., & McCombs, M. (2003). Agenda-setting effects of business news on the

public's images and opinions about major corporations. Corporate reputation review,
6(1), 36–46.
McCombs, M. E., & Shaw, D. L. (1972). The agenda-setting function of mass media. Public
opinion quarterly, 36(2), 176–187.

16tAsian Association for Sport Management Conference 19-20 August 2021

ARE THEY CITIZENS OR HEROS? MEDIA FRAMING ON Page | 177
SPECIALLY NATURALIZED ATHLETES

Eun-suk Park1 Seong-Hee Park2, & Nam-su Kim3
1Hankuk University of Foreign Studies
[email protected]
2, 3Hankuk University of Foreign Studies

Introduction
The purpose of this research is to revitalize the domestic and international sport in

South Korea by analyzing specially naturalized athletes[2] through Media Framing
Theory[1]. From 2018, La Gun-A (Ricardo Ratliffe), current Jeonju KCC basketball team
player, was experiencing racism from Korean citizen. KBL (Korean Basketball League) tried
to change the policies and rules to control this matter[5]. Also, media has delt with specially
naturalized athletes for a long time under different keywords. By analyzing the news contents
from the South Korean news database called the BigKinds[3], it will help understand the
current issue and provide information to make difference.

Research Question 1: What Media Framing characteristics are there on specially
naturalized athletes attending Olympics?

Research Question 2: What Media Framing characteristics are there on naturalized
athletes La Gun-a?

Method
To proceed this research, the online news database called BigKinds was used[3]. Five

years’ worth of articles from June 1st of 2017 to June 1st of 2021 were collected. The main
keyword was ‘Special Naturalization.’ Under this keyword, it was divided to ‘Olympic’ and

‘racial discrimination.’ Articles with similar or sample content were exempted from the

process. Total of 155 articles were chosen under the keyword of ‘Special Naturalization’ and

‘Olympic’ and 12 articles were about ‘Racial Discrimination’ about athlete La Gun-A.

Results
From previous research, articles were divided into 3 Media Framing categories,

Simple-Fact, Human Interest, and Conflict Framing[1]. After content analyzing, there were
51% (80 articles) of simple-facts, 34% (53 articles) of human interest, and 14% (22 articles)
of conflict. However, 8 out of 22 conflict framed articles were about racial discrimination of
athlete La Gun-A. 14 out of 22 conflict framed articles talked about conflict in personal,
policies, etc.

Discussion
This result showed difference from other foreign athletes. Because this is , credibility

and accuracy will be shown in further research. In further research, the objective is to
understand people’s awareness on specially naturalized athletes and provide information to
improve the condition of these athletes.

16tAsian Association for Sport Management Conference 19-20 August 2021

References

[1] Lee Jangwon, Lim Seungyup(2017). An Analysis on the Media Reports Frames regarding

Special Naturalization of Foreign Athletes. Journal of the Korea Convergence Society, 8,

295–306

[2] https://www.immigration.go.kr/immigration/2350/subview.do

[3] https://www.bigkinds.or.kr/ Page | 178

[4] Park SeongHee, Kim SoHee, Han SeungJin(2015). Media frame of female athletes:

Stereotype and congruity theory of gender roles. The Korean Journal of Physical Education,

54, 385–394

[5] Pa JooYoung(2020), KBL, https://news.joins.com/article/23684654

16tAsian Association for Sport Management Conference 19-20 August 2021

RELATIONSHIP BETWEEN COACHING BEHAVIORS, ATHLETE
SATISFACTION, AND TURNOVER INTENTION IN SOUTH KOREA

Seong-Hee Park, Nam-su Kim and Ye Hoon Lee

Hankuk University of Foreign Studies Page | 179

Introduction

Turnover has become a critical problem in youth sports in South Korea because it has

potentials to influence the physical inactivity epidemic, which in turn decrease mental,

emotional, physical health among young people (Logan et al., 2019; Sanders et al., 2000).

Previous literature has found that youth athlete turnover is largely due to the decision-making

processes in young people’s lives, identity issues and development issues, life transitions, and

self-reflection related to the role of sports in one’s life (Coakley, 2016). However, relatively

little research has been done to the role of coaching behavior in youth athlete turnover

intention. Thus, the purpose of this study was to investigate the role of the sport coaches, one

of the significant others that greatly influence youth athletes sport experience, in youth

athletes’ turnover intention. This study also attempted to identify the mediating role of athlete

satisfaction in the relationship between perceived coaching behavior and turnover intention.

Literature review
Based on the previous literature on coaching behavior, we hypothesized that the five

different types of coaching behavior (i.e., training and instruction behavior, democratic
behavior, autocratic behavior, social support, and positive feedback) would be significantly
associated with athlete satisfaction, which in turn was negatively associated with turnover
intention.

Method
The participants were 190 middle school volleyball players aged from 13 to 17 in

South Korea, of whom 74.8% were male. Average participant age was 14.98 years (SD =
0.87), and average experience as a volleyball player was 3.30 years (SD = 1.51). The
participants also engaged in the practice for the average of 3.57 hours (SD = 1.04). A
concurrent confirmatory factor analysis (CFA) and structural equation modeling technique
were utilized in SPSS AMOS 25.0.

Results
The concurrent CFA indicated that the measurement model was a good fit for the data,

χ2/df = 211.55 / 124 = 1.71, CFI = .96, TLI = .94, RMSEA = .060). Results also indicated that
the structural model was a good fit for the data, χ2/df = 224.78 / 130 = 1.73 (p < 0.01); TLI

= .94; CFI = .96; RMSEA = .060. Perceived social support was the only coaching behavior

which was significantly associated with athlete satisfaction (β = .42; p < .05). In fact, the

coefficient of the path from the rest of the four coaching behaviors (i.e., training and

instruction, democratic, autocratic, and positive feedback behavior; β = -.11 ~ .20; p > .05) to

athlete satisfaction was not significant. Furthermore, athlete satisfaction was negatively

associated with turnover intention (β = -.56; p < .05).

16tAsian Association for Sport Management Conference 19-20 August 2021

Discussion

The findings of this research highlight the importance of social support coaching

behavior in determining the young athletes’ satisfaction and turnover intention in secondary

education athletics. Detailed description of theoretical framework for coaching behavior,

further implication of the results for scholars, and future research directions will be discussed

in the presentation. Page | 180

References
Coakley, J. (2016). Sports in society: Issues and controversies (11th ed.). New York, NY:

McGraw-Hill.
Logan, K., Cuf, S., LaBella, C., et al. (2019). Organized sports for children, preadolescents,

and adolescents. Pediatrics, 143(6). doi:10.1542/peds.2019-0997
Sanders, C., Field, T., Diego, M., & Kaplan, M. (2000). Moderate involvement in sports is

related to lower depression levels among adolescents. Adolescence, 35, 793-797.

16tAsian Association for Sport Management Conference 19-20 August 2021

THE INFLUENCE OF SPORTS BRAND SNS(SOCIAL NETWORK
SERVICE)’S CONTENT CHARACTERISTICS ON CONSUMPTION
VISION AND PURCHASE INTENTION: FOCUSED ON INSTAGRAM

Younglin Lee, Junseok Byeon, Hongning Mao, Taehee Kim, Kyungro Chang Page | 181
Sungkyunkwan University, Korea

Introduction
The purpose of this study is to reveal what characteristics of content appearing in

image-based sports brand SNS accounts help consumers form a consumption vision and
whether the formed consumption vision helps consumers to increase their intention to
purchase. Through this, we would like to provide sports brand companies with implications
for establishing effective marketing strategies to use image-based SNS marketing.

Literature review
The importance of marketing using visual stimuli is emphasized as more and more

consumers obtain and purchase information about products through image-based SNS such as
Instagram. Marketing stimulation using visual stimuli encourages consumers' imaginary
aspirations by strongly supporting fantastic aspects of consumption. However, consumers
who have no previous experience with an object do not have a perceived perception of the
product, and therefore have difficulty making decisions. At this time, the formation of a
consumption vision can be a heuristic that helps consumers make wise decisions at the
decision-making stage. Consumption vision is an image that comes to mind specifically when
consumers imagine the results of using the product in advance. This allows consumers to
more accurately predict the actual consequences of using the product, and since the formation
of a specific consumption vision is directly linked to the behavior of using it and purchasing
it, detailed analysis is needed. Consumers can more accurately predict the actual results of
product use through consumption vision, and detailed analysis is required because the
formation of specific consumption vision is directly related to product use and purchasing
behavior. In particular, in the case of sportswear that combines functionality and fashionity, it
is important to convey the unique characteristics of the product through images, raising the
need for this study.

Method
This study conducted an online survey of people who have experience using

Instagram accounts of five sports brands(Adidas, Fila, Xexymix, Under Armour, Reebok) to
empirically analyze the content characteristics(i.e., informativeness, simplicity, aesthetics,
vividness, and functionality), consumption vision, and Purchasing intentions of sports brand
SNS. A total of 260 of the data were used for the final analysis. For data processing,
frequency analysis, reliability analysis, confirmatory factor analysis, correlation analysis, and
structural equation model analysis were performed using AMOS 23.0 Programs.

Results
Results using structural equation modeling showed that vividness, and aesthetics

among sports brand SNS content characteristics had a positive impact on consumption vision,
but informativeness, simplicity, and functionality did not have significant impacts. In
addition, the consumption vision had a positive effect on purchase intention. Finally,

16tAsian Association for Sport Management Conference 19-20 August 2021

consumption vision had a partial mediating effect between aesthetics and purchase intention,
and it had a full mediating effect between vividness, and purchase intention.

Discussion
The results of this study show that the aesthetic aspects of the product and the

emphasis on vivid expression in image-based sports brand SNS promote the formation of Page | 182
consumption vision, increasing consumers' intention to purchase. It is also meaningful in that
it is demonstrated through consumption vision in explaining the consumption behavior of
modern consumers.

References
Debevec, K., & Romeo, J. B. (1992). Self-Referent Processing in Perceptions of Verbal and

Visual Commercial Information. Journal of Consumer Psychology, 1(1), 83–102.
https://doi.org/10.1016/S1057-7408(08)80046-0
Lee, S., & Choi, N. (2008). The Roles of Consumption Vision and Transportation on Product
Evaluation. Korean Journal of Marketing, 23(4), 137–171.
http://www.dbpia.co.kr/journal/articleDetail?nodeId=NODE02466453
Phillips, D. M. (1996). Anticipating the Future: The Role of Consumption Visions in
Consumer Behavior. Advance in Consumer Research, 23, 70–75.
https://www.acrwebsite.org/volumes/7915/volumes/v23/NA-23
Philips, D., Olson, J., & Baumgartner, H. (1995). Consumption vision in consumer decision
making. Advances in Consumer Research, 22, 280–284.
https://www.acrwebsite.org/volumes/7759/volumes/v22/NA%C3%A2%E2%82%AC
%2022

16tAsian Association for Sport Management Conference 19-20 August 2021 Page | 183

ESTIMATING THE ECONOMIC VALUE OF PHYSICAL
ACTIVITIES IN SCHOOL USING CONTINGENT VALUE
METHODPHYSICAL ACTIVITY PROMOTION SYSTEM (PAPS) IN

SOUTH KOREA

Aeryung Hong1, Jian Kim2, and Chanmin Park3
1, 2Sangmyung University, Republic of Korea
3Inha University, Republic of Korea
[email protected]

Introduction
The Korean government has adopted a policy based on the School Sports Promotion

Act from the recognition of the importance of physical activities. The Ministry of Education
recently announced plans to promote school sports from 2019 to 2023. These attempts are
aimed at solving the physical fitness and obesity problems of students and helping them grow
healthy. The purpose of the study was to estimate economic value based on the calculation of
willingness-to-pay on school sports promotion plans, including PAPS of Korea.

Literature review
From 2019, it is currently being promoted to develop and distribute educational

programs to school sites so that students can expand opportunities to participate in physical
activities and develop exercise habits. Major tasks also include the revitalization of school
sports clubs, expanded application of the Physical Activity Promotion System (PAPS), and
cooperative governance for school sports. How can we evaluate the effects of these policies
and systems on society? Due to the diverse views among stakeholders, there can be a variety
of controversies over the expected effects of implementing these policies.

Method
The contingent value method (CVM) is used to predict the expected effects of public

policy on presenting a new agenda. This is a way of estimating economic value by artificially
establishing a virtual market for non-market goods that do not exist. This method is widely
used in the evaluation of indirect value, present value, and optional value of non-market
goods, such as the effect of improving the quality of a national system, and valuation of
policy. It is a method of producing willingness-to-pay (WTP) through surveys after
presenting hypothetical scenarios related to policies or schemes.

Results
Specifically, the study was estimated the WTP and the benefits of the entire society of

Korea's school physical activity promotion system by applying CVM. First of all, this
research was conducted by establishing a virtual situation for estimating the value of the
physical activity promotion system in schools as non-market goods, and this resulted in the
amount presented as the basis for the main survey. This study controlled gender and age
ratios for accurate valuation and performed proportional allocation extraction reflecting the
proportion of the population by region. The survey model for the analysis of the CVM
adopted a dichotomous choice and estimated the logit model using the SPSS 24.0 program. In
the preliminary survey, WTP was estimated to be around 20,785 WON (18.38 USD). If this
applied with 51.8 million Korean people (as of 2021 by KOSIS), it is estimated to be about

16tAsian Association for Sport Management Conference 19-20 August 2021

1,076,663,000,000 WON (951,872,513 USD). Based on this, the main survey will also
calculate the WTP from the final model and estimate the benefits of society as a whole by
converting it to the number of people in Korea as of 2020.

Discussion
The study was intended to identify the social and economic value of systems that Page | 184

support physical activity in schools based on empirical data. It can also provide useful
information that can be used to plan public policies and budgets for physical activity
promotion in schools.

Keywords: Contingent Valuation Method, Physical Activity Promotion System, Estimating
the Economic Value, Physical Activities in School

References
Carlsson, F., & Johansson-Stenman, O. (2000). Willingness to pay for improved air quality in

Sweden. Applied Economics, 32(6), 661–669.
Kim, S., & Kim, G. S. (2019). Ecological factors affecting obesity among middle school

students in South Korea. Journal of School Health, 89(3), 181–190.
Park, An, Moon, Kim, & Um. (2017). Analysis of relationship among physical fitness

measurement factors in high school students using PAPS. Secondary Education
Research, 65(4), 809–827.
Yamauchi, T., Kim, S. N., Lu, Z., Ichimaru, N., Maekawa, R., Natsuhara, K., & Ishii, M.
(2007). Age and gender differences in the physical activity patterns of urban
schoolchildren in Korea and China. Journal of physiological anthropology, 26(2),
101–107.

16tAsian Association for Sport Management Conference 19-20 August 2021

COMPARING THE VALUES OF MEDAL SUCCESS IN Page | 185
INTERNATIONAL SPORTS EVENTS AND EXEMPTION FROM
ACTIVE MILITARY DUTY FOR KOREAN ATHLETES USING THE

CONTINGENT VALUATION METHOD

Hyungchul Joo1, Juhae Baeck2, Hyungil Harry Kwon,3 and Taeyeon Koo4
1Industry-Academic Cooperation Foundation, Chung-Ang University, Seoul, Korea

2, 3, 4Department of Physical Education, Chung-Ang University, Seoul, Korea
[email protected]

Introduction
This study aimed to investigate why the public criticizes the system of exemption

from active military duty for Korean athletes (after this "system") by comparing the market
values of medal success in international sports events and the military exemption for athletes.

Literature review
There is ongoing criticism of the unfairness and invalidity of the exemption for

national athletes who are frequently exposed to the public and the press. The criteria for
fairness of the system can be established by estimating the monetary value of the pre-
requisite for exemption from active military duty (i.e., Olympic Games medals of any color,
Asian Games gold medals). In addition, we can examine whether the current benefits of the
system of exemption from active military duty offered to national athletes are justifiable
based on their medal success in an international sports event. In doing so, we can determine
why the people consider the current system unfair.

Method
Contingent valuation is an analysis method for calculating the monetary value of non-

market goods that are either incomplete in form or have no existing market where actual
goods are traded. To analyze the market value of non-market goods through CVM, individual
respondents are asked about their willingness to pay for a specific good (Mitchell & Carson,
1989). In this study, we used double bounded dichotomous choice (DBDC) as a survey
approach (Hanemann et al., 1991). We constructed the scenarios and the payment vehicles as
follows: 1) the cost and expenses for operation and training for the national athletes to
achieve medals in the Olympic Games and gold medals in the Asian Games have to be met
through contributions; 2) the budget for operating and maintaining the current system for
athletes has to be met through contributions.

Results
The CVM-based estimation of the monetary value of Olympic Games medals, Asian

Games gold medals, and the system showed that an average respondent was willing to donate
4,737.4 KRW (4.26 USD) once a year toward medal success in the Olympic Games, 3,410.5
KRW (3.07 USD) for Asian Games gold medals, and 1,117.5 KRW (1.01 USD) for the
system. When applying this to the entire adult population between 20 and 69 years of age
(37,424,923 people as of 2019), which is a parameter of WTP estimation, the total annual
donation is estimated to be 177,296,830,220 KRW (159.73 million USD) for medal success
in the Olympic Games, 127,637,699,892 KRW (114.99 million USD) for Asian Games gold
medals, and 41,822,351,453 KRW (37.68 million USD) for exemption from active military

16tAsian Association for Sport Management Conference 19-20 August 2021

duty for athletes. This shows that the perceived value of national athletes' medal success in
international sports events outweighs the perceived value of the exemption from active
military duty for athletes.

Discussion
At the center of the ongoing controversy about the system is the distorted reality of Page | 186

degrading international sports events as a means for military exemption, instead of exemption
from active military duty as a reward for excellent performance in international sports events.
These monetary value estimates can be used as baseline data for policymaking to manage and
improve the system. They can contribute to re-examining the legitimacy of and societal need
for the system.

References
Hanemann, W. M., Loomis, J., & Kanninen, B. (1991). Statistical efficiency of double-

bounded dichotomous choice contingent valuation. American journal of agricultural
economics, 73(4), 1255–1263
Mitchell, R. C., & Carson, R. T. (1989). Using surveys to value public goods: the contingent
valuation method. Washington, D.C.: Resources for the Future.

16tAsian Association for Sport Management Conference 19-20 August 2021

SYSTEMATIC LITERATURE REVIEW OF THE IMPACT OF Page | 187
HOSTING SPORT MEGA-EVENTS ON RESIDENTS' HOUSING

Zixuan Xiao1
1University of Stirling, UK

[email protected]
Claudio Rocha2
2University of Stirling, UK
[email protected]

Introduction
This systematic literature review aims to describe and evaluate the findings of all

relevant individual studies about the impacts of hosting mega-sport events on host city
residents’ housing.

Literature review
Sports mega-events, such as the Olympic Games, bring a variety of positive social

benefits through the process of urban regeneration (Poynter, 2009). However, hosting sport
mega-events is associated not only with benefits, but also with negative impacts for the host
city. There is substantial literature exploring housing issues in various host cities (Watt, 2013;
Williamson, 2017). Scholars pointed that sport mega-events have generated large-scale
displacement of poor populations through forced evictions associated with event-related
urban renewal projects (Lenskyj, 2000; Watt, 2013). Some academic work has associated the
issues of gentrification, polarization, and human rights abuse with housing legacies (Smith,
2002; Butler, 2003). Although some authors have summarized and analyzed housing legacies
in some host cities through the method of literature review, there is no published systematic
literature review related to this subject. The purpose of this systematic review is to help
researchers and policymakers eliminate bias and assist them in their evidence-based decision
making.

Method
This systematic review was conducted following the PRISMA protocol (Moher et al.,

2015). First, the terms were decided by authors to ensure the broadest capture of publication
possible. We searched academic data bases (WebScience, Scopus, Sport Discus, Proquest,
SocIndex, Public Affairs Index, and Political Science Complete), grey literature and theses in
sport and broader social sciences and humanities databases. Next, we downloaded all
references from the initial search results and imported them into a group of Mendeley, which
allowed for duplicates to be identified and removed. A set of pre-selected inclusion and
exclusion criteria were used throughout the screening process that was designed to capture as
many possible outlets as possible while excluding works that provided no empirical evidence,
were not related to sport mega-events, or did not explore the possible link between hosting
mega-sport events and residents’ housing issues.

Results
We found 2,372 records after eliminating the duplicates. Applying the inclusion and

exclusion criteria, we finished with 308 records to be screened. After screening, 41 records
were separated for quality assessment. All of the research design was a case study approach.

16tAsian Association for Sport Management Conference 19-20 August 2021

The predominant data collection strategies included interviews, document analyses, surveys,

and observations. Although the short-term impact of sport mega-event on housing has been

empirically found, more research is needed on the long-term effects on residents’ living

experience. There is a clear need of more empirical studies to investigate impacts of hosting

sport mega-event over sustainable housing in host communities.

Page | 188

Discussion

This field is receiving more attention both in developed and developing countries.

Future research efforts in this area need to contribute to investigate long-term impact of

residents’ housing, and develop more sustainable housing legacies for host cities.

References
Butler, T. (2003). Living in the bubble: gentrification and its' others' in North London. Urban

studies, 40(12), 2469-2486.
Moher, D., Shamseer, L., Clarke, M., Ghersi, D., Liberati, A., Petticrew, M., Shekelle, P., &

Stewart, L. A. (2015). Preferred reporting items for systematic review and meta-
analysis protocols (PRISMA-P) 2015 statement. Systematic Reviews, 4(1), 1–9.
Poynter, G. (2009). The 2012 Olympic games and the reshaping of East London.
Regenerating London: Governance, sustainability and community in a global city,
132-150.
Smith, N. (2002). New globalism, new urbanism: gentrification as global urban strategy.
Antipode, 34(3), 427–450.
Watt, P. (2013). ‘It's not for us’ Regeneration, the 2012 Olympics and the gentrification of
East London. City, 17(1), 99–118.
Williamson, T. (2017). Not Everyone Has a Price: How the Small Favela of Vila
Autódromo’s Fight Opened a Path to Olympic Resistance. In A. Zimbalist (Ed.), Rio
2016: Olympic Myths, Hard Realities (pp. 57–95). Brookings Institution Press.

16tAsian Association for Sport Management Conference 19-20 August 2021

THE EFFECT OF PROFESSIONAL BASEBALL NON-CONTACT
SPECTATING SERVICE ON USER COMMUNITAS, FLOW, AND

COGNITIVE EXPERIENCE

Danbi Heo, Chen Tian, Yumi Jo, Taehee Kim, Kyungro Chang Page | 189
Sungkyunkwan University, Korea

Introduction
Due to the COVID-19 pandemic, direct viewing of sports events in the stadium has

been restricted. In this situation, companies are providing non-contact spectating service that
incorporate ICT technology to provide a field-like experience to sports fans indirectly. The
non-contact spectating service is particularly actively provided in professional baseball, and
the number of its users is also rapidly increasing. The purpose of this study is to identify the
relationship between the element of professional baseball non-contact spectating service and
user experience factors such as communitas, flow, and cognitive experience. In this study, the
element of non-contact spectating service of four factors(i.e. video/sound, relationship,
information, and ease of use) based on an analysis of 5 non-contact spectating services-
specific delivery functions among professional baseball in Korea.

Literature review
Non-contact spectating service refers to a service that provides an enhanced watching

experience of sports game by adding various functions so that sports fans can have an
experience similar to watching directly at the stadium even if they do not go to the stadium.
Although the non-contact spectating service has not been defined academically, it has
recently become a common term in Korea as several companies have competitively launched
related services on the market. Existing sports viewing services have forced viewers to be
passive, but the non-contact spectating service provides the active ability for viewers
themselves to choose and manipulate. It provides additional features such as selection of
viewing location in the stadium, ability to zoom in game video, 360-degree screen replay, and
simultaneous live chat function. These elements of the non-contact spectating service will
provide a different experience from watching the game through the existing media.
Therefore, it is necessary to analyze the elements of the non-contact spectating service and
how these provided elements affect the experience of watching sports games.

Method
A total of 238 users from 5 non-contact spectating services in Korea participated in

this study. For data processing, frequency analysis, reliability analysis, confirmatory factor
analysis, correlation analysis, and structural equation model analysis were performed using
SPSS and AMOS 23.0 programs.

Results
Results using structural equation modeling were as follows. First, video/sound,

relationship, and ease of use had a positive effect on communitas, but information did not
have a significant effect on it. Second, video/sound, information, and ease of use had a
positive effect on the flow, but the relationship had a negative effect on it. Third, video/sound,
information and ease of use had positive effect on cognitive experience, but relationship did
not have a significant effect on it.

16tAsian Association for Sport Management Conference 19-20 August 2021

Discussion

This study is meaningful in that it classified the element of professional baseball non-

contact spectating services and presented the theoretical background of related research. The

results of this study confirmed the importance of the element in order to provide better user

experiences. This will be considered to be an important theoretical basis for related studies.

Page | 190

References

Bae, D. (2020). Effects of Temporary Communitas on Spectator's Satisfaction, Team

Identification and Revisit Intention. Graduate School of Seoul National University.

http://dcollection.snu.ac.kr/common/orgView/000000160196.

Jang, N., & Kim, Y. (2019). Sports spectators’ experience of flow and its antecedents. Korean

Journal of Sport Management, 24(5), 72-87. https://doi.org/10.31308/KSSM.24.5.5

Kim, G. (2020). Professional Baseball Viewing Culture Survey According to Corona 19 using

Social Network Big Data. Journal of the Korea Entertainment Industry Association,

14(6), 139–150. https://doi.org/10.21184/jkeia.2020.8.14.6.139

Kim, T., & Chang, K. (2012). The Comparison of Experience Modules on Sport Game

Consumption: Spectating and Watching Games. Journal of Korean Association of

Physical Education and Sport for Girls and Women, 26(4), 245–259.

http://www.dbpia.co.kr/journal/articleDetail?nodeId=NODE02481030.

Turner, V. (1969). The ritual process: Structure and anti-structure. Ithaca. NY: Cornell

University Publications.

16tAsian Association for Sport Management Conference 19-20 August 2021

PERCEIVED MARKET VALUE OF GOVERNMENTAL
INVESTMENT ON ELITE SPORT DEVELOPMENT IN SOUTH

KOREA

Jae-Eun Shin Page | 191
Chung-Ang University, Seoul

Harry Hyungil Kwon
Chung-Ang University, Seoul

[email protected]

By utilizing the Contingent Valuation Method (CVM), this study aims to calculate the
Korean citizens’ willingness to pay (WTP) for elite athlete development, and to determine
whether a difference exists between the general public’s WTP and the government’s
investment in the cause. In the current study, contingent valuation method (CVM) analysis
was utilized to estimate and comparatively analyze the support fund allocated for the training
of national athletes from the perspective of Korean citizens. The CVM is a method of
measuring the benefits perceived by respondents after they reveal their willingness to pay
(WTP) for a certain service or product that is unavailable in the market. The statistical
package Stata v.14, along with the wtpcikr commands from Jeanty (2007) were used for the
quantitative analysis described above. In the preliminary survey, as suggested in a Korean
governmental research institution, six initial bid amounts were chosen between the 15% and
85% range: 54.41 USD, 8.81 USD, 17.63 USD, 26.44 USD, 44.07 USD and 88.14 USD. The
main survey of this study investigated 605 respondents aged 20 or older. In addition, the
dismissal targets were designated as heads of households or spouses who could be considered
to have the authority to determine household income tax, and the proportion of the number of
households by region was used as the sampling standard. The WTP per household was 15.82
USD, calculated by multiplying the WTP with the proportion of households surveyed that
were willing to pay for elite athlete development. Multiplying the aforementioned figure by
the number of households in Korea in 2020, we estimated that the total annual benefits of
national athlete training support are 322.891 million USD. After adjusting for the income tax
paid during 2021–2025 to the price level of 2019, the benefit was calculated to be 1.349
billion USD. In other words, the economic benefit of elite athlete development is 1.349
billion USD, and 86.566 million USD when converted to an annual basis. As a result, the
benefits of elite athlete investment are estimated to be about 1.4 times the cost. This study
makes significant contributions in that it is the first to estimate the value of national athlete
training support as a quantified basis based on quantitative analysis, unlike previous
qualitative analysis of tentative policies.

Keywords: contingent valuation method, willingness-to-pay, elite sports, elite athletes, market
value assessment, sports policy

16tAsian Association for Sport Management Conference 19-20 August 2021

DEVELOPING KOREA NATIONAL SPORT SYSTEM THROUGH
YOUTH SPORT PARTICIPATION

Nam-su Kim, Ye Hoon Lee, and Seong-Hee Park

Hankuk University of Foreign Studies Page | 192

Introduction

According to the 2018 South Korean government's sport white paper, the percentage

of Koreans participating in sport reached 62%. The size of the sport industry is 69 million US

dollars based on sales in 2018. At the recent Summer Olympics and Winter Olympics, it

ranked eighth and seventh respectively. Although there may be many driving forces behind

this Korea sport system, sport management scientists note the importance of sport

participation where the more people participate in sport, the more likely they are to become

popular sport, develop professional sport, and place eventually national sport competence

(Green, 2005). However, the recent demographic trend such as low birth rate has had a

negative impact on youth participation in sport. Also it has been growing concerns about a

number of delinquent behaviors in youth sport such as juvenile sexual harassment and coach

violence. This study, therefore, aims to find effective ways to promote youth sport

participation in South Korea with reducing negative factors.

Literature review
One of the models used to discuss the sustainable development of a national sport

system is the sport development model. It has long been used by many countries in Europe
(Houlihan, 2015), and recently active discussions have begun in various sport management
societies, including the United States (Green, 2005). In spite of contrasting perspectives in the
concept of sport development it can be understood as a process to find the effective ways to
promote sport participation where we can analyze how and why he or she enters into a certain
sport and quit. This model has been widely used to examine sport participants’ psychological
factors (Green, 2005) and environmental (Kim, 2009).

Method
Guided by Yin’s (2008) case study method, we attempted to understand possible

factors affecting youth sport participation. This method is appropriate to understand people
with a particular experience by comparing and contrasting multiple cases through both
quantitative and qualitative research method. We interviewed 12 volleyball professionals (i.e.,
coaches, administrators, and parents), asking for important factors which can promote or
hinder their volleyball participation. In the second stage, we used the findings of the
interview to ask youth motivating factors, constraints, and significant others. We surveyed
about 190 middle school volleyball players aged from 13 to 17. The average participant age
was 14.98 years (SD = 0.87).

Results
Consistent with previous research (Green, 2005), the findings showed that they had

entered into volleyball because volleyball itself was good (28%), recommended by people
around them (25%), and volleyball looked fun through the media (19%). As for the constraint
factors, there are currently no special constraining factors (53%), parents' opposition (16%),
and concerns about the continuation of unpopular volleyball (5%) were answered in the order.

16tAsian Association for Sport Management Conference 19-20 August 2021

As significant others factors as a social agent were parents (30%), volleyball coaches (28%),
friends (14%), and teachers (13%) in the order.

Discussion
This study highlights the importance of motivating and constraining factors which

affects youth sport participation. In particular ‘fun through media’ as a new kind of Page | 193
motivating factor should be re-examined for future research because this may reflect media
friendly generation who we may target for youth sport participation in future. And parent
factor is key factor because it can be not only a promoting factor but also a constraining
factor. Detailed description of sport development model in Korea and further implication of
the results will be discussed in the presentation.

References
Green, B. C. (2005). Building sport programs to optimize athlete recruitment, retention, and

transition: Toward a normative theory of sport development. Journal of Sport
Management, 19, 233–253.
Houlihan, B. (2015). Introduction, in Houlihan, B. (ed.) International handbook for sport
development, London: Routledge, 1–4.
Kim, N. S. (2009). Conceptual framework, theories, and strategies for sport development.
ICHPER SD Asia Journal of Research, 1(1), 51–58.
Yin, R. K. (2008). Case study research: Design and Methods. Beverly Hills, CA: Sage.

16tAsian Association for Sport Management Conference 19-20 August 2021

BARRIER-FREE’ SPORTS AUDIO DESCRIPTION SERVICE
STRATEGY FOR PEOPLE WITH VISUAL IMPAIRMENTS IN

KOREA: APPLICATION OF THE MODIFIED IPA

Eunhye Kim 1, Jooyeon Jin2, Hyungil Kwon3 and Jian Kim1 Page | 194
1 Sangmyung University, Republic of Korea
2 University of Seoul, Republic of Korea
3Chung-Ang University, Republic of Korea
[email protected]

Introduction
The purpose of this study was to explore “Barrier-Free” sports audio description (AD)

service strategy for people with visual impairments (VI).

Literature review
Te use of AD for live events has been attempted with the ‘barrier-free’ concept in the

field of culture and arts, such as in movies and performances, to increase accessibility for
people with VI. In sports, the first AD service was made by NBC and Comcast at the 2016
Summer Olympic games. AD service offers detailed explanation of what is going on in voice.
For instance, a narrator explains where the ball is or gives detailed descriptions of important
sporting performances during the match. However, wireless devices and earphones that are
commonly used in AD services have limitations to provide live description services for sports
fans with VI. Although sports AD has been employed for children with VI in Korea help them
to watch and enjoy volleyball and baseball games recently, effective AD service strategies
have yet to be introduced.

Method
A total of 47 practitioners completed a survey about a ‘barrier-free’ sports AD service

strategy. Based on the survey data, Vavra (1997)’s revised Important-Performance Analysis
(IPA) was conducted. Eleven factors were deduced through the Independent Television
Commission (ITC) Guidance on Standards for Audio Description, and studies related to
broadcasting for people with VI.

Results
The matrix through the modified IPA analysis revealed the following results. The first

quadrant included ‘technology of acoustic engineering’, ‘Broadcasting editing using
workstation system’. This means that it is an important execution factor that has a positive
effect on the satisfaction of barrier-free sports AD service strategy for people with VI only if
it is met. The second quadrant included ‘Lively voice service’, ‘Audio description script with
sports expertise’, ‘Social perception on barrier-free sport’. These factors are attractive
attributes that influence the satisfaction of barrier-free sports AD service strategy for people
with VI, although consumers do not expect it to be important. The third quadrant included
‘User monitoring interaction’, ‘Sustainable social responsibility activities for barrier-free
sports’, ‘Policy support for the broadcasting of the underprivileged, such as the people with
VI and the elderly’. This means if these factors are met, it could have a positive effect on the
satisfaction of barrier-free sports AD service strategy for people with VI. But it does not have
a negative effect even if it is not met. The fourth quadrant included ‘Narrator with good

16tAsian Association for Sport Management Conference 19-20 August 2021

transmission’, ‘Visual information delivery system quality’, ‘Digital technology quality of
receiver’. This is an essential attribute in the strategy of AD service for people with VI. It
could have negative impact on satisfaction when these factors are not met.

Discussion
As a result, the factors included in the first quadrant, which had both explicit and Page | 195

intrinsic importance, were found to be performing well. Meanwhile, factors included in the
fourth quadrant with low intrinsic importance will be required to be implemented for people
with VI to watch ‘barrier-free’ sports games. Therefore, sports AD service for people with VI
will be introduce the current available technologies and establish the broadcasting standards.

Keywords: Sports Games, Audio Description, Barrier-Free, Service Strategy, Modified IPA

References
Independent Television Commission (2020). ITC Guidance On Standards for Audio

Description.
Vavra(1997). Improving your measurement of customer satisfaction: A guide to creating,

conducting, analyzing, and reporting customer satisfaction measurement programs.
ASQ Quality Press.

16tAsian Association for Sport Management Conference 19-20 August 2021

WHAT DO KOREAN COLLEGIATE STUDENT-ATHLETES THINK
ABOUT THE C0 RULE?

Hyungil Kwon and Mihwa Choi

Chung-Ang University, Republic of Korea Page | 196

Introduction

The purpose of this study was to determine whether the C0 rule, which directly affects

the career of college student-athletes, met the needs of the student-athletes who are the main

consumers of the policy.

Literature review
Korean government implemented C0 rule so that collegiate student-athletes retain

necessary academic competences for their future career. Such competences are necessary
especially when the student-athletes need to retire from their sports for any reasons. However,
previous studies pointed out that the policies were applied to student-athletes using a top-
down manner without thorough consideration (Kwon, Jin, & Kim, 2019). This may suggest
that the educational methods that support student-athletes need to be changed after student-
athletes’ opinions are collected from the field. This is because the C0 rule directly affects the
careers of student-athletes. Therefore, it is necessary to determine whether the C0 rule meets
the needs of student-athletes who are the consumers of the policy. Through a thorough review
of the literature, criteria that can serve as a basis for reviewing the perception of the C0 rule
were determined. The criteria are ‘degree of policy perception’, ‘degree of policy
acceptance’, ‘degree of policy adaptability in-field’, ‘fit of the policy to the demand’, and ‘the
effectiveness of policy’ (Heo & Lee, 2020; Kim & Jeon, 2020).

Method
For the analysis, data from 380 college student-athletes who are subject to C0 rule

were used. To calculate descriptive statistical data, the average value for each question was
calculated, and frequency analysis was performed for 5 Likert for each question.

Results

The data were normally distributed with the skewness that ranged from .090 to -.389

and with the kurtosis that ranged from -.045 to -.759. The Cronbach's alphas were greater

than .61 (Ursachi, Horodnic, & Zait, 2015). The results are as follows. When it pertains to

‘degree of policy perception’, the student-athletes have a relatively high comprehension
regarding the background of the C0 rule. They also understood the educational purpose of the
C0 rule. It was also confirmed that they cognitively understood the positive influence of the
C0 rule on their future career choices. However, the student-athletes noted that the C0 rule

needed to be rectified so that it could reflect the demand of the student-athletes. The second
area is ‘degree of policy acceptance’, where student-athletes are found to accept the C0 rule

and have their own personal strategies to achieve the necessary grades to be able to

participate in varsity competition. In the third area, ‘degree of policy adaptability in-field’,

student-athletes reported that the faculties and school management, including themselves,
were relatively well adapted to the C0 rule. Fourth area was ‘fit of the policy to the demand’.
The result was quite ambivalent. Almost half of the research participants indicated that the C0

rule fit the needs of the student-athletes. But at the same time, the rest half indicated that it

16tAsian Association for Sport Management Conference 19-20 August 2021

did not reflect the needs of them. The last area was ‘the effectiveness of policy’. The result

was quite similar to the fourth area in that almost half of them found the C0 rule effective
whereas the rest found ineffective. Student-athletes considered that the C0 rule could

contribute to their career preparation. However, in most of the answers of the open-ended

questions, they perceived that the rule forced then to study.

Page | 197

Discussion

To sum up, the results of the five areas showed that student-athletes comprehended
the purpose of the C0 rule and use their own strategies to meet the criteria for the requirement.
Nevertheless, they doubted whether the C0 rule fits their demands or the policy was effective

in designing their future career.

References
Heo, H. J., & Lee, S. K. (2020). A Study on the Perceptions of Elementary School Teachers

on Elementary English Education Policies. Journal of Learner-Centered Curriculum
and Instruction. 20(9), 1011–1031.
Kim, H. W., & Jeon, H. S. (2020). The analysis on the class participation and cognition
guarantee of the student's right to learn of university athlete. Journal of Korean
Society for the Study of Physical Education. 24(4), 155–171.
Kwon, M. J., Jin, Y. K., & Kim, W. S. (2019). The Present and Future of High School
Admission System for Student-athletes: A Discourse on Mandatory Application of
Middle School GPA for High School Entrance. Korean journal of physical education.
58(4), 175–191.
Ursachi, G., Horodnic, I. A., & Zait, A. (2015). How reliable are measurement scales?
External factors with indirect influence on reliability estimators. Procedia Economics
and Finance, 20, 679–686.

16tAsian Association for Sport Management Conference 19-20 August 2021

DECISION MAKING IN SELECTING A CAREER IN SPORTS Page | 198
MANAGEMENT: A CASE STUDY ON SPORTS MANAGEMENT
STUDENTS OF THAILAND NATIONAL SPORTS UNIVERSITY

CHIANG MAI CAMPUS

Pacharakamon Arkornsakula1 and Pacharaporn Arkornsakulb2
1Thailand National Sports University Chiang Mai Campusa, Thailand

[email protected]
2Chiang Mai Rajabhat Universityb

Many developed and developing countries especially in Asia have been facing
educational mismatch or labor market mismatch among newly graduated students, especially
those who graduated from social science and humanity (Pholphirul, 2017). Meanwhile,
technological advancement also leads students to be able to learn other subjects or topics
apart from their mandatory curriculum. Many students end up in a job that is different from
their field of study in the university. The same can be said of sport management graduates.
Unfortunately, we will likely lose these talented sports individuals who could have made a
positive contribution to sports in society to other unrelated industries. Thus, this study
intended to do the following: 1) to analyze factors affecting the career selection of students in
the sports management program of the TNSU - Chiang Mai Campus, and 2) to study the
attitude toward careers in sports management. The study used a purposive sampling method
where 50 students in the 3rd and 4th years of the sports management program of TNSU–
Chiang Mai Campus during the academic year 2019 were selected. Data was then gathered
through questionnaires and subsequently analyzed using a logistic regression model. The
results of the study showed that the key factors affecting career selection are parents'
expectations, compensation, and organizational factors. Furthermore, the factors affecting
students’ attitudes toward careers in sports management sorted in descending order include
organizational factors, job characteristics, compensation, as well as influences from their
networks. The study concluded that when developing a curriculum, factors influencing
students' career selection should be taken into account. On the other hand, employers in the
area of sports management may use this knowledge to attract talented sports individuals into
their organizations.

Keywords: sport management career, educational mismatch, labor market mismatch

References
Pholphirul, P. (2017). Educational mismatches and labor market outcomes: Evidence from

both vertical and horizontal mismatches in Thailand. Education+Training, 59(5),
534– 546.