european college of sport science

Thursday, June 25th, 2009
achieve outstanding performances. From the sports world, the word moved to the sphere of philosophy. Philosophers trained in order to
achieve inner freedom. Furthermore, in San Paulo, sport is considered as metaphor of Christian life. This parallelism between Christian
values and sports ethics is afterwards spoken about again by some Fathers of the Church and it has remained alive also during the
Contemporary age, as it is possible to notice in the numerous « speeches » pronounced by the last Popes.
A line of circularity and fruitful reciprocality with Christian thinking appears by analyzing the foundations and the values which characterize
sport. Values such as honesty, solidarity, loyalty, perseverance, altruism, peace, justice, fortitude, self-control, wisdom etc… are
expressed through sport. Sport is joy of life, play, fun. All the factors that constitute the strong cultural, ethical and educational valence,
which materializes itself in creating development and permanent growth opportunities of man in the totality and truth of its values and its
needs. Sport is expression of the richness of the human being, much more valid and appreciable than having, and therefore much
above the severe production and consumption laws and every other life consideration that is purely utilitarian and hedonistic. There is an
ethical crucial need that conscience knows not to delete: that of turning sports practice into a reality which services the person, in the
totality of his values and necessities. It is the evangelic and at the same time rational principle: «not man for sport, but sport for man».
Sport, as an educational vehicle with wide spread diffusion, is on the same wavelength of the Christian message for the same reason
that the essence of real sport shares the majority of Christian values and its practical dimension allows to stage, in real terms, the «game
field» in which those values can be reached.
References
Parry J, Robinson S, Watson NJ, Nesti M. (2007). Sport and Spirituality, Routledge, Oxon.
Scarpa S. (2008). Corpo, movimento, sport in discussione. Il punto di vista cristiano. Cleup, Padova.
Spencer AF. (2000). Journal of Interdisciplinary Studies, 12 (1/2), 143-158.
14:15 - 15:15
Poster presentations
PP-SP01 Sport Management
SPORT FAN IDENTIFICATION, PERSONALITY TYPE AND SPORT CONSUMPTION
ALTUN, M., ALAY, S., KARAKILIÇ, M.
*GAZI UNIVERSITY, ANKARA, TURKEY., KIRIKKALE UNIVERSITY, KIRIKKALE, TURKEY.
Introduction & aim: Fans that are highly attached to their sports teams often purchase more licensed team merchandise (Wann
&Branscombe, 1993; Fisher &Wakefield, 1998) and attend more games (Trail, Anderson &Fink, 2003) than fans with low involvement
because of their desire to achieve a strong affiliation with the team. Basic personality traits such as extraversion, agreeability, and need
for arousal positively affect the need for affiliation, and the need for affiliation positively influences the level of identification with the team
(Donavan, Carlson &Zimmerman, 2005). Therefore, the aim of this study was to examine the effects of sport fan identification and fan
personality types on purchasing licensed team merchandise.
Methodology: A total of 381 undergraduate students aged between 18 and 30, participated in the study. They were randomly selected,
and those who were a football sport fan were included in the study. The Turkish version of Wann & Branscombe’s (1993) Sport Spectator
Identification Scale (Günay &Tiryaki, 2003) and the Turkish version of John, Donahue &Kentle’s (1991) BFI (Evinç, 2004) were used to collect
data. Product consumption of the fans was determined by asking them asking them the number of licensed products purchased from
their teams’ stores in the last one year. Independent sample t-test and regression analysis were used to analyze the data.
Results: revealed that there is a significant difference among gender groups on their team identification levels [t379= -5.895, p.05]. The regression results showed that there is a
significant relationship between the fans degree of team identification and their teams’ licensed product consumption [R=.290, R2= .084,
F(1-192)=17.591, p.05].
Conclusion: The results revealed that male fans are highly identified with their teams than female fans. The degree of fan identification
affects fans’ purchasing attitude that is, the higher the identification of fans with their teams, the higher the frequency of purchasing
licensed team merchandise. This finding is consistent with the finding of Wann &Branscombe (1993), and Fisher &Wakefield (1998). Personality
traits do not affect fans purchasing attitude. It could be said that personality trait is not a factor to predict the purchasing attitude
of fans.
References:
Wann, D.L.,&Branscombe, N. R.(1993) Sports fans:measuring degree of identification with their team. Journal of Sport Psychology,24,1-17.
Trail, G.T., Fink, J.S.,&Anderson, D.F.(2003) Sport spectator consumption behavior. SMQ,12,8-17.
Donavan, D.T., Carlson, B.D.&Zimmerman, M.(2005) The influence of personality traits on sports fan identification.SMQ,14,31-42.
A SURVEY OF GOLF COURSE MANAGEMENT IN SCOTLAND
YOSHIHARA, S., KITA, T., YAMAMOTO, T., MOCHIZUKI, K., AOYAMA, H., AKITA, K., MIURA, K., MIURA, M., TAMURA, M.
ST.MARIANNA UNIVERSITY
Introduction: Golf is popular in many parts of the world as a sport of ladies and gentlemen. Golf has a large market from the viewpoint of
sports business. We previously researched marketing and customer services performed by golf courses in Japan (Horie, et al., 2006)
(Kita,et al., 2006). In the present study, we investigated marketing/management measures implemented or planned to attract new customers
by golf courses in Scotland.
Methods: In this study, a survey was performed in 310 golf courses in Scotland. The survey was performed from September 1 to 31, 2006
by mailing questionnaires. Responses were obtained from 29 golf clubs with a recovery rate of 9.4%.
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