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1
Content available remote

Tourism and Sport: Strategic Synergies to Enhance the Sustainable Development of a Local Context

100%
Radicchi E.
Physical Culture and Sport. Studies and Research
|
2013
|
vol. 57
|
issue 1
44-57
EN
In recent years sport has become a phenomenon of large dimensions and it is an important resource for the development of a local context (Hautbois, Desbordes, 2008; Maier, Weber, 1993; Weed, Bull, 2004). The combination of physical and sports practices within a natural environment (outdoor) broadens the range of activities that people can choose in their free time (nordic walking, hiking, rediscovering rural districts, walking and cycling in urban spaces, etc.). The demand of this kind of activities is continuously evolving. Sports tourism is a new opportunity for the development of tourism offer. Cities, regions, rural areas, etc. through the exploitation of local resources, vocations and specializations can promote a destination in terms of reputation and tourism flows. This research aims to stimulate a reflection on the role that the synergies between tourism and sport, combined with the use of resources, services and local products (cultural and artistic paths, local artefacts, wine tastings, etc.) may have for the development of a specific territory and its socio-economic environment.
2
Content available remote

Sports Sponsorship Evolution in the Economic Recession: Analytical Evidence from Empirical Cases

100%
Radicchi E.
Physical Culture and Sport. Studies and Research
|
2014
|
vol. 61
|
issue 1
51-64
EN
Sport sponsorship has developed into a major global industry. Even though it is still a significant communication tool for companies, in recent years, sponsorship is no more just a matter of exposing a logo on a jersey or purchasing an in-stadium sign. Rather sponsors and sport entities should engage in an activity that enables them to exchange value. Sponsorships are moving toward complex patterns of interactions in which each “player” is engaged in a meaningful activity that can deliver mutual benefits. The aim of the paper is to analyze the sport sponsorship’s evolution in the latest economic recession. To understand the patterns of relations among different actors involved within a sport sponsorship arrangement, we take as “interpretive lenses” the strategic partnerships’ theoretical framework and make an application to a wide range of empirical sponsorship cases. Our main focus are national and international sponsorships related to professional teams and major sports events in which we are able to underline roles and strategic behaviors of sponsors and sport entities. The empirical analysis has been supported by a qualitative methodology. Data and information has been gathered using online secondary sources. Moreover, interviews with key executives and professionals involved within several sport sponsorships deals have been carried out. Findings suggest that sport sponsorships are assuming the role of a huge variety of agreements-exchange transactions, collaborations, strategic alliances, cooperation, consortia, etc.-that involve multiple complementary assets (technology, distribution channels, financial resources, etc.) and functions (R & D, marketing, organization, etc.). Furthermore, by implementing sports partnerships corporate and/or institutional actors are able to emerge among various stakeholders and to gain a global exposure.
3
Content available remote

Do Major Sports Events Enhance Tourism Destinations?

63%
Zagnoli P., Radicchi E.
Physical Culture and Sport. Studies and Research
|
2009
|
vol. 47
|
issue 1
44-63
EN
A growing number of destinations are utilizing sport events as a strategic tool for revitalizing and re-qualifying themselves. The aim of this paper is to explore the value of sport events in enhancing the "quality" (in terms of image, tourist attractiveness, quality of life, etc.) of a tourist destination. This assessment is based on a case study analysis regarding the effects of sport initiatives adopted by a number of cities and countries in Italy, Europe and worldwide. The findings suggest that sport events can have different implications for host destinations: from fostering an economic and social urban "regeneration", to putting a city on a worldwide tourist map, or even changing the unequal participation of a country in the global economy.
4
Content available remote

The Football Fan Community as a Determinant Stakeholder in Value co-Creation

63%
Zagnoli P., Radicchi E.
Physical Culture and Sport. Studies and Research
|
2010
|
vol. 50
|
issue 1
79-99
EN
Fans are of central importance to sport service production. Their passion, excitement, and involvement plays a crucial role in event implementation and value creation. Due to the importance of fans as "co-producers" of the sport service, the hypothesis of this research is that a fan community is a salient stakeholder in the value co-creation process. This paper focuses on how a football fan community engages in manifold interaction with its team, the local context, and the network of actors as a whole. Within the theoretical framework of the stakeholders and the network approach, a multi-case analysis and thorough examination of the ACF Fiorentina's season ticket holders database enlightens a system of relationships where fans are able to influence the internal dynamics of the social network that has developed around the football club. In light of the empirical evidence presented by the case studies and the database on supporters, we propose a first typology of fans' roles and strategic behaviours. Findings, though not exhaustive, illustrate not only the roles assumed by fans during matches in terms of identification and participation, but also underline the variety of ways in which fans behave as stakeholders of their own team. In terms of value cocreation, this research highlights the fan community as a salient stakeholder and not just a mere spectator. Fans and supporters not only are crucial actors in implementing the sport service, but they even play an important role of influencing the choices and behaviours of the football club and other stakeholders.
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