Title: Keeping spectators in the stands: sport literacy framework for college basketball

Authors: Kyungun R. Kim; Emily S. Sparvero; Diego Arguelles

Addresses: School of Business Administration, Harmon College of Business and Professional Studies, University of Central Missouri, Dockery, 110, Warrensburg, MO 64093, USA ' Department of Kinesiology and Health Education, The University of Texas at Austin, 2109 San Jacinto, Stop, D3700, Austin, TX 78712-1415, USA ' Department of Kinesiology and Health Education, The University of Texas at Austin, 2109 San Jacinto, Stop, D3700, Austin, TX 78712-1415, USA

Abstract: Despite the potentially valuable benefits of sport literacy for spectators, there is no analytical framework for understanding the necessary components of, and the role of, sport literacy in sport spectatorship. This study aims to develop a conceptual sport literacy framework that explains the necessary elements of sport spectatorship for men's college basketball. We recruited nine college basketball experts, six self-identified fans and five novices, and conducted semi-structured face-to-face interviews. The interview data, memos, observed data from scenario play and narratives of video clips were integrated into NVivo software and the transcribed data were analysed using a series of coding techniques in grounded theory. Most participants identified specific types of knowledge necessary for becoming a literate spectator along with the factors that facilitate the development of sport literacy. The proposed conceptual framework seeks to direct researchers and practitioners in their efforts to promote spectators' sport literacy.

Keywords: sport literacy; spectator; college basketball; sport knowledge.

DOI: 10.1504/IJSMM.2021.10036913

International Journal of Sport Management and Marketing, 2021 Vol.21 No.1/2, pp.1 - 20

Received: 20 Nov 2019
Accepted: 09 Nov 2020

Published online: 12 Apr 2021 *

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