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The world is becoming a global village and within many professions, including physical education and sport, individuals have multiple opportunities to work and socialize with people from different ethnic backgrounds, cultures, lifestyles, religions, etc. Due to the increasing cultural diversity, it is important for physical education and sport professionals to understand how cultural and social factors of different ethnic groups and countries may influence a person from participating in physical activity. The aim of this paper was to examine some of the traditional and recent cultural and social factors that have an impact on women's participation in physical activities in Taiwan. Factors such as charges within the family structure, equal education opportunities, and the growing attention from the government toward physical activity for all have motivated and encouraged women in Taiwan to participate in physical activity. The other aim of this paper was to emphasize the importance of Taiwanese women's physical activity participation and to encourage continued involvement in physical activities. [ABSTRACT FROM AUTHOR]

In the early 1990s, the World Wide Web (WWW) was mainly used for informational purposes. As more people search the web for information or add new materials, advertisers are finding the web to be a viable advertising opportunity for their products and services. This current trend also reflects on the area of sport management. Similar to sponsorship of sporting events and the endorsement of professional players, professional sport team web sites also attract attention from sponsors and corporations. The major purpose of this research was to explore the web advertising opportunities on professional sport team web sites. The subjects of this research were the professional sport team web sites. Content analysis was primarily used as the research method for this study. The findings showed that only a few professional sport teams present sponsorship and advertising opportunities on their web pages, even though almost every professional team has advertising banners on their homepages. The use of advertising banners on professional sport team web sites reflects the current developing stage of web advertising campaigns. The use of an advertising banner has been increasing; however, there is still no formal format for the advertising campaign. The authors also found that a large portion of professional sport teams contracted sport media companies to deal with the web advertising campaign, which might be a trend for sport management in the future. It is recommended that sport marketers provide the information about the demographics because it is valuable information to the potential sponsors who would like to know if the viewers match the characteristics of their target market. [ABSTRACT FROM AUTHOR]