ASAC 2010 Regina, Saskatchewan Xiaoyan Xing Faculty of ...

ASAC 2010
Regina, Saskatchewan
Xiaoyan Xing
Faculty of Management
Laurentian University, Canada
Ping Yang
Capital Institute of P.E., China
Norm O’Reilly
David Falk Center for Sport Management
Syracuse University
PARTICIPANT MOTIVATIONS TO ATTEND AN AEROBICS EVENT IN CHINA:
SIMILARITIES AND DIFFERENCES ACROSS SEGMENTS AND PREDICTORS OF EVENT
SATISFACTION AND FUTURE ATTENDANCE INTENTION
A survey was conducted among participants (n=174) at a national
Aerobics event in China. Beard and Ragheb’s (1983) Leisure
Motivation Scale was revised for the cultural and sport contexts.
Results reveal six motivational factors for participation. The findings
point to culture and subculture characteristics in sport participation.
The International Association for the Study of Obesity (IASO) notes the increasingly sedentary
lifestyles of youth in developed countries around the globe as supported by the drastic rise in obesity and
diabetes (IASO, 2008). These trends, and others, have led governments and organizations to increase their
efforts to promote active lifestyles (James & Johnston, 2004). Consequently, research in related areas of
health, including sport participation, has been drawn upon to develop polices, programs and strategies.
Although sport varies in its composition and culture from country to country, promoting sport
participation through policy initiatives such as sport for all is an important global effort that is sponsored
and endorsed by major international sports organizations (e.g., International Olympic Committee), health
organizations (e.g., World Health Organization), and national governments (cf. International Olympic
Committee, 2009; World Health Organization, 2003). In North America, nearly 85 million of the 205.9
million adults in the United States participated in sport and physical activities and spent an estimated
US$73.3 billion on sport consumption in 2002 (U.S. Census Bureau, 2004-2005), while in Canada, 7.3
million people participate in sport spending CDN$15.8 billion annually on related consumption (Statistics
Canada, 2008; Heritage Canada, 2008). These numbers demonstrate the large consumer base for
participatory sport events which exists in North America and, by extension, developed countries of the
world. Coupled with government and organization support (James & Johnston, 2004), opportunities to
increase sport participation are considerable. In this regard, it is essential that the governments and
organizations charged with developing and delivering sport policies, programs and events in order to
increase sport participation in their respective jurisdictions must cater to the needs of current and potential
participants (i.e., a marketing approach). Indeed, past research has empirically demonstrated that sport
programs adapted to target groups with different skill levels and behavioral characteristics are conducive
to enhance participation and deliver the physical, social, and psychological benefits associated with sport
participation (Green, 1997).
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A variety of strongly supported theories of human behavior exist that outline why and how
certain actions occur. As suggested by Berger et al. (2008) in their work on urban youth sport
participation, future research and strategic intervention need to build on previous strategic frameworks of
social marketing (i.e., behavior change). One such theory (see Rothschild, 1999) outlines that achieving
behavior change in the target individual is constrained by three factors: motivation, opportunity and
ability. One of the eight target market scenarios identified by Rothschild is when the target is not
motivated to partake in the sought behavior but has the opportunity and the ability to behave, so
motivation is the key driver. Adapting this scenario to the case of sport participation behavior, implies
that when (i) the available facilities and external environment are conducive to sport participation
(‘opportunity’) and (ii) the support network – parents, peers, coaches, teachers, etc. – to participate are in
place (‘ability’), the participant’s (or potential participant’s) motivation to behave becomes the pivotal
aspect. Thus, enhancing motivation to participate in sport is the general area of focus of this research
paper.
In addition to the theoretical justification to look at sport participation from a marketing
perspective, there is a practitioner argument as well. As noted by Green (1997; 2005), in order to develop
effective sport programs and events, it is necessary to understand the motivations that drive sport
participation. Previous research has provided considerable knowledge in the area. A substantial amount of
work has been done that examines why people travel to attend sport events (e.g., Crompton & McKay,
1997; Green, & Chalip, 1998; Nadeau et al., 2008) and pursue leisure activities (e.g., Beard & Ragheb,
1983; Manfredo & Driver, 1996; Mannell & Iso-Ahola, 1987; Skar, Odden, & Vistad, 2008). Notably, the
work of Beard and Ragheb is considered seminal in the area and much follow-up research and application
has resulted. Based on an extensive review of the previous work, they (Beard & Ragheb, 1983) grouped
leisure motivations along four dimensions: intellectual motivation, social motivation, stimulus-avoidance
motivation, and competence-mastery motivation. The intellectual dimension posits that people engage in
leisure activities because these activities allow them to learn, to discover, to imagine, and to create. In
terms of the social dimension, it is believed that leisure activities meet the needs for friendship and the
esteem of others. Regarding the competence-mastery dimension, participation in leisure activities renders
a sense of achievement, challenge, mastery, and competition. Finally, the stimulus-avoidance dimension
has to do with escaping from life situations and social contacts, and to seek rest and to unwind.
These dimensions are germane to the reasons why people participate in sport events (Filo, Funk,
& O’Brien, 2008) and have been extensively used across a wide variety of leisure activities and settings
(Kim & Chalip, 2004; Mohsin, 2005; Staempfi, 2007). However, one limitation of the Beard and
Ragheb’s dimensional leisure motivation structure is that it was derived from studies taking place in
Western cultures (i.e. Europe and North America), leaving some uncertainty around its applicability in the
rapidly developing Eastern cultures. There exists empirical evidence supporting that it may not be directly
applicable in these contexts. For example, Kay and Mannell (1990) found six factors when administering
the scale to a group of female Chinese Canadians whereas a five solution structure was obtained when
assessing the leisure motivations of Japanese managers in the U.K (Murray & Nakajima, 1999). Based on
this uncertainty, this paper seeks to better understand participants’ motivation to attend a sport event in an
Eastern culture.
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Research Focus
Currently, a gap exists in the sport management literature around participant motivations and
compositions (segments) in leisure or recreational sport in non-Western countries. As outlined in the
introduction, in order to understand why participants in Eastern cultures participate in sport, a requisite
step is to identify the motives for participation. Specifically, this research will seek 1) to expand our
understanding of the various motivations of sport participation in Eastern cultures, (2) from a market
segmentation perspective, to compare motivational characteristics across group participants, and (3) to
identify key factors that affect participation satisfaction and future attendance intention to a sport event in
an Eastern culture. In order to address these three issues, this study will survey the motivations,
identification with a sport subculture, satisfaction levels, intention for future attendance, and level of
physical activeness of the participants in an aerobics competition series in China. Three particular
research questions are put forward.
1. What are the motives and dimensions for participants who had decided to attend an aerobics
event in an Eastern culture (China)
2. What are the similarities and differences in sport subculture identification, participation
motivations, and physical activeness level of the participants competing in different categories (or
segments)
3. How does identification with the aerobics subculture, motivational dimensions, and physical
activeness level affect the participants’ satisfaction toward the event, and their intent to attend the
event in the future
Method
The methodology followed is described here, including descriptions of the event, its participants
and the measures used to address the three research questions.
The event. The Chinese National Aerobics Competition is an event that has been held annually
since 2003. It is sanctioned and organized by the Chinese Aerobics Association in order to promote
grassroots participation in aerobics. Qualification events at the local and regional levels are held from
September to December each year. The finalists then are able to enter the national competition which is
held annually in late December. The national event typically draws around 1,500 participants competing
in the four categories of middle school students, college students, employees, and senior.
Participants. Participants were recruited for this study by the second author. In total, 174 participants
in the regional qualification event in Beijing took part in the study. The Beijing event was held in 2009,
as a qualifying event for the 6 th National Aerobics Competition. The participants were largely female
(84.5%) with ages ranging from 11 years to 68 years (Mean=30StdDev=14.5). Thirty one participants
were middle school student, 35 college students, 65 employees, and 41 seniors. The sample is considered
representative because the demographic characteristics resemble the population attending the event.
Measurements. Beard and Ragheb’s (1983) Leisure Motivation Scale was adapted for an aerobics
event in China. This adaptation involved three steps. First, the 48 items in the Leisure Motivation Scale
were translated to Chinese by the first author who is bilingual. Second, the second author who is also
bilingual reviewed the translation to make sure that the translation was of high quality English and
idiomatic in Chinese. Disagreements were fully discussed and the translations were revised until
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consensus was reached. Second, the authors examined each item to assess its suitability for describing the
Chinese participants’ motives. Items deemed inappropriate were removed. Items not included in Beard
and Ragheb’s scale but that were important and salient in describing the Chinese participants’ motivations
were added and worded in a consistent fashion to the survey and the event. Third, the items were
reviewed by two aerobic experts in China, who were instructed to assess whether the items captured the
meanings sought and that they were applicable for the Chinese aerobics participants. Items deemed
inappropriate by both experts were removed.
The resulting scale included 6 items for the intellectual component, 6 items for the social
component, and 9 items for the competence-mastery component. Since participation in sport events
differs from engagement in leisure activities, 4 items from Beard and Ragheb’s stimulus-avoidance
component were included to reflect the escape/adjustment part of the component. Two additional
components arose from event, sport, and cultural contexts: 3 items form a sport-specific component that
assesses the extent to which the participants are motivated to attend the event because of their relationship
with aerobics as a sport, and 3 items consist of a group representation component that assesses the extent
to which the participants are motivated to attend the event because the participation enables them to
represent their respective organization. All of these items are depicted in Table 1 below.
Table 1 List of motivational items
Component/Item
Intellectual
to expand my interests.
to be creative.
to use my imagination.
to make things more meaningful to me.
to expand my knowledge.
to learn about myself.
Competence-Mastery
to gain a feeling of achievement.
to see what my abilities are.
to challenge my abilities.
to test my skill and ability in aerobics.
to be active.
to develop physical skills and abilities.
to keep in shape physically.
to develop physical fitness.
to exercise.
Aerobics
because I like the sport of aerobics.
because aerobics is easy to learn.
because aerobics are not demanding on the
physical skills.
Component/Item
Social
to gain a feeling of belonging.
to gain other’s respect.
because attending the event and winning prizes will
make others think highly of me.
to meet new and different people.
to build friendships with others.
Because it is fun to be with a large group of people.
Adjustment/Escape
to relax mentally.
to enrich my life.
to avoid the hustles and bustles of daily activities.
because preparing the event offers me a justifiable
excuse not to work/study.
Group Representation
to bring glory to my organization.
because I represent my organization/school
to win prizes.
In order to gauge the participants’ sport subculture identification, two sub-constructs (aerobics
subculture self identity and aerobics subculture social identity) were measured. Five items from Shamir’s
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(1992) Leisure Identity Salience scale were used to measure the participants’ aerobics subculture self
identity. The participants were asked to rate, on a scale from 1 to 7, whether practicing aerobics is
important to their self-feeling, affirms their values, allows them to express themselves, enables them to
realize their aspirations, and contributes to their self-esteems. Four items from Callero’s (1985) Social
Commitment Scale were included to measure the participants’ social identity of practicing aerobics. The
participants were asked to rate their agreement with four statements on a 7-point scale with 1 being
strongly disagree and 7 being strongly agree. The four statements were: (i) people think that aerobics is
important to me, (ii) it is important to my friends and relatives that I continue to practice aerobics, (iii)
many people would probably be disappointed if I just decided to stop practicing aerobics, and (iv) many
of the people that I know expect me to continue practicing aerobics. Finally, Voss, Parasuraman, and
Grewal’s (1998) four-item satisfaction scale was used to measure the participants’ satisfaction toward the
event. The participants were asked to report the average time (no less than 30 minutes) of exercise each
week and practicing aerobics each week. Also included in the survey were questions that seek to learn
participants’ intentions to attend the event next year and their demographic characteristics.
Data analysis. Exploratory Factor Analyses (EFA) were conducted to test the dimensionality of
the participation motives. ANOVA analyses were applied to compare the differences across participants
groups. And regression analyses with stepwise methods were used to test effects of identification with the
sport, participation motivations, and physical activeness level on satisfaction toward the event, and future
attendance intention.
Results
Findings associated with each research question are presented in this section.
Participation Motivations. The first research question considers the participation motives and
dimensions of these motives to attend the aerobics event. The descriptive statistics of the motives were
first determined. Further, given the relatively small sample size (n=174, including questionnaires with
missing values) in relation to the number of motive items (31), the dimensionality of each of the
motivation components was examined individually. EFA, with Varimax rotations and Eigenvalue greater
than 1, was used to examine whether items in each component were loaded on the dimension as expected.
If the items were loaded on more than one dimension, an additional EFA was conducted to group the
items. The choices of groupings were guided by literature in sport consumption, the content of the items,
and the results of the analysis. The findings are shown below in Table 2.
Table 2 Results about participation motivations
Component/Item Means Loadings
Intellectual
to expand my interests.
to be creative.
to use my imagination.
to make things more meaningful to me.
to expand my knowledge.
to learn about myself.
6.29
5.36
4.79
6.19
6.12
5.01
.588
.740
.817
.729
.636
.802
Social
to gain a feeling of belonging.
to gain other’s respect.
4.36
4.20
.795
.789
Eigenvalue: 3.140
% of Variance:
52.326
Alpha: .816
Eigenvalue: 3.792
% of Variance:
63.193
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ecause attending the event and winning prizes will make
others think highly of me.
to meet new and different people.
to build friendships with others.
because it is fun to be with a large group of people.
Competence-Mastery
to gain a feeling of achievement.
to see what my abilities are.
to challenge my abilities.
to test my skill and ability in aerobics.
to be active.
to develop physical skills and abilities.
to keep in shape physically.
to develop physical fitness.
to exercise.
Group Representation
to bring glory to my organization.
because I represent my organization/school
to win prizes.
Sport and Life Enjoyment
to relax mentally.
to enrich my life.
because I like the sport of aerobics.
Sport and Negative Escape
to avoid the hustles and bustles of daily activities.
because preparing the event offers me a justifiable excuse not
to work/study.
because aerobics is easy to learn.
because aerobics are not demanding on the physical skills.
3.75
4.82
5.58
5.35
4.79
5.52
5.96
4.95
5.94
6.25
5.39
5.94
6.40
5.56
3.65
3.20
4.84
6.20
6.34
1.99
1.59
2.40
2.80
.794
.849
.760
.780
.620
.801
.736
.778
.865
.782
.712
.791
.744
.658
.821
.847
.711
.862
.703
.767
.641
.791
.788
Alpha: .882
Eigenvalue: 5.220
% of Variance:
58.004
Alpha: .899
Eigenvalue: 1.825
% of Variance:
60.824
Alpha: .676
Eigenvalue: 1.744
% of Variance:
58.140
Alpha: .614
Eigenvalue: 2.246
% of Variance:
56.151
Alpha: .738
The results presented in Table 1 support that three motivational components (intellectual, social,
and competence-mastery) are consistent with the Beard and Ragheb’ (1983) conceptualization. Six items
in the intellectual motivation component loaded on one dimension with factor loadings ranging from .588
to .817. The items had high internal consistency (Cronbach’s alpha=.816), and explained 52.3% of the
variance. These results support that event participants attended the event, in part, to seek intellectual
significance such as being creative, stimulating imagination, expanding interest and knowledge, and
creating meanings through activities associated with attending the event. Six items in the social
motivation component loaded on one dimension with factor loadings ranging from .760 to .849. The
items had satisfactory internal consistency (Cronbach’s alpha=.882), and explained 63.2% of the variance.
In this case, the results support that one of the key reasons why participants were attracted to the event is
because it enabled them to socialize with others through making friends, and meeting people, and to
reinforce self-esteem through achieving a sense of belongingness and gaining respects. Nine items in the
competency-mastery motivation component loaded on one dimension with factor loadings ranging
from .620 to .865. The items had satisfactory internal consistency (Cronbach’s alpha=.899), and
explained 58.0% of the variance. An examination of the item contents shows that the study respondents
believed that they were able to test their skill and ability in aerobics through participating in the event.
The acquirement of these skills rendered a feeling of mastery and the competency developed was closely
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associated with one’s physical fitness level. In other words, the respondents were oriented to the healthy
benefits in mastering aerobic skills and developing physical abilities when attending the event.
The three items in the group representation motivation component loaded as expected. The factor
loadings ranged from .658 to .847. The items explained 60.8% of the variance. Nonetheless, the items did
not achieve satisfactory internal consistency reliability (Cronbach’s alpha=.676). In general terms, these
results support that participants were motivated to attend the event because it allows them to represent
their group and boost group esteem through winning prizes.
The aerobics component and the adjustment/escape component were found to form two new
dimensions. The dimensionalities of these items were tested both separately and together (i.e., items for
both dimensions were entered in one EFA). Both methods yielded the same results. Only the results from
the individual EFAs were presented in Table 2. The first derivative dimension includes the reasons
participants attended the event: (i) to relax mentally, (ii) to enrich life, and (iii) because one likes the sport
of aerobics. A close examination of the item contents reveals that this dimension is based on the
enjoyment of practicing aerobics and the activity as a beneficial addition in one’s life. This dimension
was thus named sport and life enjoyment. The factor loadings of the three items range from .703 to .711.
They explain 58.1% of the variance. However, their internal consistency liability is less than satisfactory
(Cronbach’s alpha=.614).
The second derivative dimension includes four items why participants attend the event, which are:
(i) to avoid the hustles and bustles of daily activities, (ii) because preparing for the event offers one a
justifiable excuse not to work and/or study, (iii) because aerobics is easy to learn, and (iv) because
aerobics are not physically demanding. This factor was named sport and negative escape which is the
opposite to the enjoyment dimension which denotes that one approaches sport in order to enrich life rather
than use sport as an escape from life. The factor loadings of the four items range from .641 to .791, and
explain 56.2% of the variance. Their internal consistency reliability is somewhat poor (Cronbach’s
alpha=.738). It is noteworthy that the means of the four items were all below the 3.5 mid-point ranging
from 1.99 to 2.80, meaning that the participants, on average, disagree with both the statements that (i)
they attended the event for the purpose of escape and (ii) they chose aerobics because it is easy and not
physically demanding.
Group differences. The second research question sought to identify the similarities and
differences in sub-culture identification, participation motivations, and physical activeness level for the
participants competing in different categories. Initial statistical analyses indicate that participants in the
four categories (middle school students, college students, employees, and senior) differed significantly in
age, education, and income (p ≤ .001). Further, these groups also differ in organizational contexts as they
represent their respective organizations (i.e., middle school, college or university, company or
organization for the employee group, and self-sponsored and often community-based in the case of senior
participants). These social, economic, and demographic factors may affect the participants’ aerobics
subculture self identity and social identity, event participation motivations, exercise and aerobics practice
levels. ANOVA analyses were conducted to discern these differences across groups. As shown in Table 2,
items corresponding to each motivational component were loaded uni-dimensionally. Another EFA
confirmed that the five aerobics subculture self identity items formed one factor and the four aerobics
subculture social identity items formed a separate factor. Consequently, to simplify the analysis and
enhance parsimony, aggregate scores summing item scores in self-identity, social identity, and
motivational components were used. he groups were similar in social identity, sport and negative escape
motivation, sport and life enjoyment motivation, social motivation, and intellectual motivation, significant
differences exist in self identity, group representation motivation, and exercise and aerobics practice
levels. Specifically, the senior participants had significantly higher subculture self-identity compared to
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college students (P=.040) and employee participants (P=.008). In terms of group representation
motivation, the employee participants scored significantly higher than the middle school student group
(P=.003), college student group (P=.001), and senior group (P=.000). Further, both middle school and
college students exercised more compared to employee group (P=.005 for middle school student group,
and P=.000 for college student group) and senior participants (P=.029 for middle school student group,
and P=.000 for college student group). Finally, middle school students practiced more aerobics compared
to the other three groups (P=.000), and the college students also practiced more aerobics compared to the
employee group (P=.021).
Satisfaction towards the event and future attendance intention. The third research question
examined the extent to which participants’ identification with the aerobics subculture, their participation
motivations, and their exercise and aerobics practice levels affect their satisfaction toward the event, and
their future attendance intention. Regression analyses were conducted to attempt to respond to this
question. Aerobic subculture self-identity, social identity, the six motivational components, and exercise
and aerobics practice levels were entered as predictors, and the dependent variables were set as,
respectively, satisfaction toward the event and future event attendance attention. Because the predictors
were correlated (i.e., the highest correlate coefficient is .796 between intellectual motivation and masterycompetency
motivation), it was necessary to control colinearity and, as such, stepwise regression was
used.
In terms of satisfaction toward the event, it was found that sport and life enjoyment motivation
and aerobics subculture social identity were significant predictors and other predictors were excluded
from the model. The model explains 28.6% (adjusted R square) of the variance. Both sport and life
enjoyment motivation and social identity positively affect participants’ satisfaction toward the event
(Beta=.397 for enjoyment, and Beta=.269 for social identity).
In terms of future event attendance intention, four predictors were found to be significant. These
predictors are sport and life enjoyment motivation (Beta=.383), aerobics practice level (Beta=.302), group
representation (Beta=.345), and sport and negative escape motivation (Beta=-.215). Thus, the higher the
enjoyment motivation, aerobics practice level, and group representation motivation, the more likely the
participants will attend the event next year. On the other hand, the higher the sport and negative escape
motivation, the lower the likeliness that the respondent will return next year. The resulting model is
responsible for 25.5% (adjusted R square) of the variance.
Discussion
It is well established that event participation motivations are contextually and culturally specific.
This research sought to further explore participation motivations in the context of a specific event held in
China. In this study, event participants entered an aerobics event in China in an effort to represent their
respective work/school/community groups in competition. Most were motivated to win prizes and bring
glory to their group. Indeed, the extent to which the event allows the participants to represent their group
has a statistically discernable effect on their future attendance intention. This has implications for event
managers and marketers in that affiliation to a group needs to be emphasized. Practically, tactics such as
emphasizing each participant’s membership to their group, including group representations on schedules
and results, and offering team/group level awards are examples of ways for practitioners to take
advantage of this finding.
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The participants’ relationships with the specific sport also play an important role in their
participation motivations. Notably, participant interests in aerobics, mental relaxation, and life enrichment
loaded together. On the other hand, one factor was formed from (i) practicing aerobics because it is easy
to learn and since it is not demanding on physical skills and (ii) escaping from daily routines, school, and
work. Interestingly, this finding supports that participants form different relationships with the sport they
are participating in. This, in turn, may orient these individuals to seek different benefits from participating
in a particular sport event. For example, those who are attracted to the nature of aerobics, attending the
aerobics competition could provide the benefits of relaxation and life enrichment, while those who picked
the sport because it is easy to learn and physically less demanding, the benefits may be passive in the
form of escaping from one’s mundane life. This has particular implications for both future research
(exploring the participant-sport ‘fit’) and practice (target marketing for potential participants based on
certain characteristics, for example).
Results further indicate that a high level in sport and life enjoyment motivation is required in
order to obtain a satisfactory event experience. In other words, although the opportunity to escape
provided by attending the event constitutes a motivation for the event attendees, the escape motivation
does not augment satisfaction. In order to deliver a satisfying attendance experience it is necessary for
organisers to nurture a genuine interest in the sport, as well as provide an all-around holistic experience
for participants so they can truly feel that they have ‘escaped’ from normal life during the event
experience. This has both practical and research implications. Managers and marketers of sport events
need to segment, assess and position their events with interest and sport-based objectives. Similarly,
future research should examine how sport participants perceive a sport and how their views on the sport
affect their sport consumption experience and outcomes in order to inform the development of practices
and programs that enhance participation satisfaction and improve retention.
Similarities and differences in motivation, subculture identification, and activeness levels are also
indicative of the need for market segmentation in promoting sport participation. In terms of event
attendance motivation, the groups did not differ in most of the motivations except the group
representation motivation. While there are some universal appeals, participant-oriented contextual
variations give rise to motivations specific to a culture or a sub-group within a culture. Compared to the
Western culture, the Chinese culture is often considered as a collectivist culture. In addition, substantial
variations often exist within a culture. Results indicate that substantial heterogeneity exists within the
Chinese culture when the collectivist orientation is expressed in aerobics event participation. This finding
demonstrates that the employee group’s representation motivation was significantly higher than the other
three groups. A few factors may contribute to this difference. First, substantial research provides evidence
of a global trend that argues that younger generations are more individualistic. This may explain, in part,
why the student groups were not highly motivated to compete for their schools at the event. Second, for
the senior group, the close relationship with the work unit was severed after retirement, thus, the social
context may weaken their group representation motivation. Bringing it together, it can be concluded that
both generational and contextual factors affect motivational levels on segments within a culture. This,
again, strongly points to the importance of market segmentation as a tool for practitioners and as an area
of future research need.
In summary, the results revealed that the aerobic subculture self identity was particularly salient
to the senior group. It is likely that since aerobics are not commonly practiced among the senior age group,
there is a higher threshold to overcome when attending the aerobics event. On the other hand, aerobics
subculture social identity was a significant predictor of satisfaction toward the event participation across
groups. Hence, fostering a supportive social environment which project other’s favorite views on
practicing a sport in the participants’ minds may be effective in enhancing their satisfaction toward the
event and continuing to practicing the sport.
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