Title: Distinguishing between amateur sport participants and spectators: the List of Values approach

Authors: Lada Helen V. Kurpis, Carl S. Bozman, Lynn R. Kahle

Addresses: School of Business Administration, Gonzaga University, Spokane, WA 99258-0009, USA. ' School of Business Administration, Gonzaga University, Spokane, WA 99258-0009, USA. ' Lundquist College of Business, University of Oregon, 489 Lillis Hall, 1208, Eugene, OR 97403-1208, USA

Abstract: This study uses the List of Values (LOV) (Kahle, 1983) approach to investigate the differences in social values of amateur basketball tournament participants and spectators. The data from the survey of tournament attendees (N = 399) were utilised to demonstrate that social values can be used to predict the likelihood of a person becoming either a participant or a spectator in an amateur sport tournament. The value orientations are discussed in the context of demographic differences between the two groups. The sense of accomplishment and excitement values were positively related to tournament participation. In contrast, the warm relationship with others and security values were positively related to tournament spectatorship. Practical implications of these findings for marketing and management of amateur sport tournaments are discussed.

Keywords: sport marketing; sport management; social values; list of values; LOV; sport participation; sport spectatorship; basketball; amateur tournaments; age; gender; amateur sport participants; amateur sportsmen; amateur sports; spectators.

DOI: 10.1504/IJSMM.2010.032550

International Journal of Sport Management and Marketing, 2010 Vol.7 No.3/4, pp.190 - 201

Published online: 07 Apr 2010 *

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