Marketing Effectiveness of the Nanjing Youth Olympic Games: Implications for Physical Activity

Authors

DOI:

https://doi.org/10.18666/TPE-2016-V73-I3-6496

Keywords:

marketing, millennial, promotion, sport festivals

Abstract

Despite a successful inaugural hosting of the Summer YOG in Singapore 2010 and the Winter YOG in Innsbruck (2012), prior research shows many individuals worldwide still lack awareness of this event, especially in the target markets of youth, adolescents, and young adults. This study sought to determine the level of awareness of the YOG, in comparison to other international sport festivals in the young adult market, among a group of Kinesiology students. A 24-item survey was developed based on prior YOG research surveys with the addition of comparative questions related to the 2012 London Olympic Games (LOG) and the 2014 Sochi Winter Olympic Games (WOG), including event logo identification. Marketing effectiveness for the YOG was examined by analyzing the perceptions and awareness of the YOG, WOG, and LOG from a sample of Midwest university sport and exercise science students (n = 286, Mage = 19.8, SD = 3.24 years, 58% male and 42% female). These Kinesiology students were surveyed during the period corresponding to the 2014 Nanjing YOG. Primary research questions focused on personal awareness (M = 2.07, SD = 1.42) and public awareness (M = 2.14, SD = 1.12) of the 2014 YOG, 2014 WOG (logo recognition: M = 3.31, SD = 1.78) and 2012 LOG (logo recognition: M = 3.41, SD = 0.86) through Likert-type scaling from not aware (1), to totally aware (7). Secondary research questions focused on likeliness to attend YOG events in Nanjing, China (M = 1.37, SD = 0.91), to watch YOG events on television (M = 2.51, SD = 1.66), and to follow YOG events on social media (M = 2.19, SD = 1.48). Despite the fact that the YOG was in progress when this survey was administered, students’ awareness and willingness to engage in the events was extremely low, indicating a need for event organizers to focus on more successful and effective marketing to the targeted audience of youth and young adults.

Author Biography

Lawrence W. Judge, Ball State University

Lawrence W. Judge is a professor and associate chair in the school of Kinesiology at Ball State University.

Downloads

Additional Files

Published

2016-10-12

Issue

Vol. 73 No. 3 (2016)

Section

Articles

License

Sagamore Publishing LLC (hereinafter the “Copyright Owner”)

Journal Publishing Copyright Agreement for Authors

PLEASE REVIEW OUR POLICIES AND THE PUBLISHING AGREEMENT, AND INDICATE YOUR ACCEPTANCE OF THE TERMS BY CHECKING THE ‘AGREE TO THE TERMS OF THIS COPYRIGHT NOTICE’ CHECKBOX BELOW.

I understand that by submitting an article to The Physical Educator, I am granting the copyright to the article submitted for consideration for publication in The Physical Educator to the Copyright Owner. If after consideration of the Editor of the The Physical Educator, the article is not accepted for publication, all copyright covered under this agreement will be automatically returned to the Author(s).

THE PUBLISHING AGREEMENT

Assignment of Copyright


I hereby assign to the Copyright Owner the copyright in the manuscript I am submitting in this online procedure and any tables, illustrations or other material submitted for publication as part of the manuscript in all forms and media (whether now known or later developed), throughout the world, in all languages, for the full term of copyright, effective when the article is accepted for publication.

Reversion of Rights

Articles may sometimes be accepted for publication but later be rejected in the publication process, even in some cases after public posting in “Articles in Press” form, in which case all rights will revert to the Author.

Retention of Rights for Scholarly Purposes

I understand that I retain or am hereby granted the Retained Rights. The Retained Rights include the right to use the Preprint, Accepted Manuscript, and the Published Journal Article for Personal Use and Internal Institutional Use.

All journal material is under a 12 month embargo. Authors who would like to have their articles available as open access should contact Sagamore-Venture for further information.

In the case of the Accepted Manuscript and the Published Journal Article, the Retained Rights exclude Commercial Use, other than use by the author in a subsequent compilation of the author’s works or to extend the Article to book length form or re-use by the author of portions or excerpts in other works.

Published Journal Article: the author may share a link to the formal publication through the relevant DOI.

Author Representations

  • The Article I have submitted to the journal for review is original, has been written by the stated author(s) and has not been published elsewhere. 

  • The Article was not submitted for review to another journal while under review by this journal and will not be submitted to any other journal. 

  • The Article contains no libelous or other unlawful statements and does not contain any materials that violate any personal or proprietary rights of any other person or entity.
  • I have obtained written permission from copyright owners for any excerpts from copyrighted works that are included and have credited the sources in the Article.
  • If the Article was prepared jointly with other authors, I have informed the co-author(s) of the terms of this Journal Publishing Agreement and that I am signing on their behalf as their agent, and I am authorized to do so.