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This study applies a transformative sport service research approach to examine student-athletes' wellness within a collegiate sport setting. Sixteen semi-structured interviews were completed during the COVID-19 pandemic and the stop of play in Canada (early 2021). Findings denoted wellness was influenced by this time period as well as organizational factors which are within the purview of existing management practices. The study details the service environment to understand physical and mental well-being while taking into consideration the general and organizational environments which influence the student-athletes. Findings demonstrate that eudaimonic-related experiences (e.g., learning, development, relationship) are related to student-athletes' mental well-being. This research underpins the role of education, policies, and communication, which draws several implications for the service environment in a collegiate sport setting and the key stakeholders involved in producing an environment to enhance student-athletes' experience. The paper elaborates on the importance of the service environment and provides evidence of what student-athletes suggest management can change and focus their efforts on towards creating a transformative service environment. Theoretical implications for the transformative service research are put forward, including the co-creative aspects to determine programming which could contribute towards student-athletes wellness. Broader suggestions for change within the sport system and future research are also advanced. [ABSTRACT FROM AUTHOR]

The study investigated how social environmental factors (i.e., supportive behaviors of coaches and parents) are associated with thriving in sport amongst a youth population, influencing important outcomes of sport participation (i.e., intention to continue sport and subjective well-being in sport). Two-wave data was collected within a three-month time span to help determine the relationship of social environmental factors with intention to continue and subjective well-being. One hundred fifty-nine Japanese youth sport participants (Mage = 15.81) completed the questionnaires twice. Autonomy supportiveness of coaches and parents was positively related to thriving three months later. In contrast, only the relationship between autonomy support from coaches and thriving was mediated by the change in basic psychological need satisfaction. Moreover, autonomy support from coaches was related to intention to continue sport and subjective well-being in sport through the changes in basic psychological needs satisfaction and thriving individually and in sequence. The results indicate the importance of both the parent and coach in the role of nurturing the young athletes, while the influence was more robust for coaches. The findings indicate a need for stakeholders to focus on educating and promoting their role in creating supportive environments aimed at increasing retention and well-being. [ABSTRACT FROM AUTHOR]

Purpose: The purpose of the study is to examine how the combination of "what" (e.g., mastery- and performance-avoidance goals) and "why" (e.g., external regulation) are related to sport participant's goal attainment. To examine this phenomenon, we used achievement goal theory (AGT) and self-determination theory (SDT). Past research has shown that avoidance goals generally are associated with negative outcomes. In this study, we hypothesized that avoidance goals would positively generate goal attainment through the pathway of effort. Moreover, the indirect association would be moderated by the level of external regulation. Method: Based on a sample of sport participants (N = 390), mediation and moderated mediation analyses were used to test the hypotheses. Result: Both mastery- and performance-avoidance goals were positively related to goal attainment through effort. These relationships were moderated at the value of high and moderate levels of external regulation. Conclusions: The results suggest that, in contrast to the general assumption, avoidance goals are not always detrimental. Rather, the research showed that the combination of avoidance goals and external regulation would be positively associated with goal attainment. This may be the reason that coaches' controlling behaviors (e.g., punishment or reward) are commonly utilized, and some people believe that external regulation is effective in sport. However, the relationships should be carefully interpreted because the associations should not last long and may be an unhealthy way to improve athletes' performance.

The current study was conducted to examine the interactive effects of basic psychological needs satisfaction (BPNS), hedonic and eudaimonic motives on intrinsic regulation. To assess the causal relationship, two-wave time-lagged data collection was employed. A total of 159 youth athletes in Japan participated in online surveys twice (three-month time lag between two data points). The results indicated that the effect of BPNS on intrinsic regulation was moderated by hedonic and eudaimonic motives. Interestingly, BPNS negatively affected intrinsic regulation among youth athletes with low hedonic motives. This negative impact was further augmented when the level of eudaimonic motives was higher. Conversely, BPNS positively influenced intrinsic regulation among youth athletes with high hedonic motives. This positive impact of BPNS was more prominent when eudaimonic motives were lower. Overall, the findings suggest that when intrinsic regulation is the central concern, youth athletes should focus more on seeking enjoyment while putting self-development aside to maximize the positive impact of BPNS.

This study explored stakeholders' perspectives in building a professional sport franchise brand that is reentering the same marketplace for a third time following the folding of two previous franchises within the same sport league. To accomplish the study's purpose, a qualitative method was employed where semi-structured interviews were conducted with 20 stakeholders of the reentering franchise. The findings uncovered five antecedents: game-extensions, owners' credibility, community outreach, cross-promotions, and aligning with established brand. Theoretical contributions, practical recommendations, and directions for future research are provided. Keywords: familiar market, unfamiliar brand, cocreation, new brand, reentry, Historically, it is common to see a North American sport franchise reentering the same marketplace within the same league after previous failures or relocation efforts. North American cities of various [...]

Basic psychological needs (BPN) are a construct that helps clarify the psychological mechanism to reach desirable outcomes for youth athletes. When BPN are undermined, people should be less likely to thrive. As mental toughness (MT) can reduce the negative effects of stressors, MT may buffer the negative effects of maladaptive motivation. This study investigated the mediating role of thriving on the relationships between BPN thwarting and important outcomes for youth athletes' positive functioning. It also examined the buffering effects of MT. One hundred eighty-eight Canadian youth athletes (Mage = 15.51) answered an online survey. The results demonstrated that thriving was a significant mediator, and the indirect relationships were moderated by MT. The indirect associations were nonsignificant for youth with high MT. The findings demonstrated that MT might decrease the negative impacts of BPN thwarting on thriving and important outcomes for young athletes. [ABSTRACT FROM AUTHOR]

Competing at major sport events represents a significant experience for elite athletes. Research has determined that event services can affect athlete satisfaction, yet little is known about any influence on athlete performances. This study adapted the lens of transformative service research to examine, through survey research, the athletes' perceptions of the impact that the service environment of the Commonwealth Games 2018 on the Gold Coast in Australia had on their satisfaction and subsequent performance. The results from 430 athlete surveys showed the significant relationships between service environment factors and athlete satisfaction and the indirect effects of the service environment on performance, through satisfaction. Thus, satisfaction acts as a mediator between the service environment and athlete performance. The effects of the service environment on athlete satisfaction and performance highlight the areas for future development across the athletes' experience, from accommodations to social activities, that managers and event planners can enhance. [ABSTRACT FROM AUTHOR]

Through the lens of the theory of reasoned action and the framework of attraction, retention, transition, and nurturing of athletes, this study examined how athletes' experiences at the Commonwealth Youth Games contributed to satisfaction with the event, while encouraging transition into higher levels of competition. A total of 244 athletes from 23 different countries who completed a survey helped identify the environment-related aspects that created positive and negative experiences. The participants noted that learning from various social and cultural experiences influenced their event satisfaction and their future intention to remain in high-performance sport. Aspects of the event service environment, including poor accommodation and nutrition, were found to negatively impact performance. This paper contributes to the role of pre-elite events as athletic development agents that aid in talent transition. The results have implications for event organizers and high-performance managers regarding the influence of athletes' experiences on performances and intention to transition. [ABSTRACT FROM AUTHOR]

This study investigated social outcomes of interest regarding the Youth Olympic Games (YOG) and the International Olympic Committee's (IOC) from the perspective of the young athletes competing at the Buenos Aires 2018 YOG. In particular, the process of how the YOG's planned service environment contributes to young athletes' learning is examined using a transformative service research lens and control value theory. An online post-Games survey measured the athletes' perspective on (1) the service environment; (2) enjoyment; (3) learning; and (4) social outcomes of interest. A total of 330 anonymized responses were collected (boys = 130, girls = 200). All service environment-related factors (i.e. service environment outside of sport, service environment in sport venue, and the Learn and Share program) significantly predicted the social outcomes of interest of the YOG through learning (Mediator1) and enjoyment (Mediator2) both individually and in-sequence. For the IOC to create greater social outcomes of interest, athletes' sense of enjoyment and learning must be fostered. Evidence demonstrates that, through athlete enjoyment and learning, the acquisition of social outcomes of interest increases, consequently bolstering the notions advanced in control value theory where positive emotions enhance one's learning. Hence, for the IOC, creating an environment that focuses on the sport competitions as well as on the education and cultural opportunities for athlete exchange is important. [ABSTRACT FROM AUTHOR]

Adopting an integrative literature review approach, this study synthesized sport relationship marketing (SRM) articles to gain insight into how relationship marketing in sport-related studies is presently understood, interpreted, and utilized. Informed by two decades of SRM literature, we synthesized our findings into a conceptual model that presents the systematic dimensions of SRM. This model transforms the theoretical contributions of the field's scholars into actionable insights for both scholars and practitioners' use. The work concludes by identifying specific future research to test and refine the proposed SRM model. [ABSTRACT FROM AUTHOR]

Sponsorship of mega-sports events continues to be one of the most popular forms of marketing. The international appeal and reach of the Olympic Games, in particular, is amongst the top advertising and sponsorship opportunities in the world for international branding. In turn, the marketing value provided by the Olympic Games has attracted the interest of multiple sponsors in various categories, leading to competitive hosting bids and ambush marketing. This study examined mega-sports event interest as a determinant of sponsorship and ambush marketing attitudes, as well as the purchase intention of affiliated properties during the 2010 Vancouver Olympic Winter Games. In total, 619 consumer surveys were collected from four different Canadian cities. Results showed that overall consumer interest was high, and that their purchase intention was strongly influenced by level of interest., The Role of Mega-Sports Event Interest in Sponsorship and Ambush Marketing Attitudes The sponsorship of mega-sports events has become a marketing tool of choice for corporations seeking reach and branding [...]

This study's primary purpose was to examine the opinions of consumers toward the appropriateness of food and non-alcoholic beverage sponsorships of sporting events in relation to other products. Research of this nature is particularly timely in light of the current obesity issue because many food and beverage products contribute to the obesity problem. Phase one involved a written survey (N = 253) whereas phase two involved two focus groups (N = 12). Attitudes toward food and non-alcoholic beverage sponsorships of sporting events were more favorable than alcohol sponsorships, followed by tobacco sponsorships. However, there were differences according to demographics. Overall, sporting goods companies and sport drink and water companies were considered the most appropriate sponsors. Tobacco was the least appropriate sponsor followed by liquor and fast food. The majority of participants were not in favor of government laws to prevent less healthy food and beverage companies from sponsoring sporting events., Food and Non-Alcoholic Beverage Sponsorship of Sporting Events: The Link to the Obesity Issue Conflicting debate has historically surrounded tobacco and alcohol sponsorship of sporting events. Many people, including health [...]

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Thriving, "a psychological state composed of the joint experience of vitality and learning (Spreitzer, Sutcliffe, Dutton, Sonenshein, & Grant [2005]. A socially embedded model of thriving at work. Organization Science, 16(5), 537–549.)" might offer further insight into the problem of youth sport development research. The purpose of the study was to investigate the mechanisms underlying thriving within a youth sport context. More specifically, the present study considered the perspective of Self-Determination Theory and in particular, how hedonic and eudaimonic motives, as antecedents of thriving, influenced youth athletes' outcomes (i.e., intention to continue sport, subjective well-being in sport, and goal progress), consequences of thriving. 196 youth sport participants answered an online survey. Path analysis was conducted to test our hypotheses. We used the bias-corrected bootstrap procedure to examine the hypothesised indirect effects. Our results showed that both hedonic and eudaimonic motives were positively related to all outcome variables (intention to continue sport, subjective well-being in sport, and goal progress) through both the basic psychological need satisfaction and thriving. Thriving is an important psychological concept that can facilitate youth athletes to acquire important outcomes for youth sport participation. [ABSTRACT FROM AUTHOR]

This study adopted an organizational culture perspective to examine the values and beliefs within fitness club operations and determine their influence on employees' job satisfaction and intention to leave an organization. Consideration was also given to subcultures based on geographical location, organizational type, and job function to examine the ways in which organizations and employees may differ. Data were collected at three urban cities in Canada during a major fitness conference and tradeshow. The results from 438 employees confirmed the multidimensionality of the seven-factor instrument, in addition to illustrating the influence on job satisfaction and intention to leave. Further, the results revealed several dimensions were perceieved differently with respect to subculture. Findings connote the transient nature of jobs in the fitness industry which remains an immediate concern for managers in this field. [ABSTRACT FROM AUTHOR]