“Having our say”: a micro-level perspective in understanding sports clubs’ membership and active participation

IF 3.1 4区 管理学 Q2 BUSINESS
Foula Z. Kopanidis
{"title":"“Having our say”: a micro-level perspective in understanding sports clubs’ membership and active participation","authors":"Foula Z. Kopanidis","doi":"10.1108/jsocm-10-2022-0214","DOIUrl":null,"url":null,"abstract":"Purpose This study aims to examine the drivers of membership at the micro-level to influence club retention rates and promote positive health-related behaviours through encouraging active member participation. Design/methodology/approach The data for this study ( n = 197) was obtained from four martial arts groups in Melbourne, Australia. Self-administered questionnaires assessed the importance of personal benefits, risk taking, personal values and enjoyment of specific benefits. Findings Hierarchical analysis identified shared values, excitement ( ß = −0.066, p < 0.05), sense of belonging ( ß = 0.644, p < 0.05), enjoyment of activities ( ß = 0.179, p < 0.05), fitness level ( ß = 0.564, p < 0.05), belt status ( ß = 0.466 p < 0.05) and the expectations of instructor ( ß = 0.144 p < 0.05) and others ( ß = 0.483 p < 0.05) as predictors in attracting and retaining club membership. Adult Australians share socio-demographic characteristics and common desires to attain specific benefits which appear to evolve, as membership is not perceived as an interim engagement but rather as a lifelong lifestyle choice. Practical implications By advocating positive associations between lifetime membership and active participation, social marketing campaigns can inform and contribute towards a knowledge base for sports clubs to develop targeted strategies and practices towards membership retention. Originality/value This study contributes to evidence-based social marketing approaches in an era of ageing demographics, where there remains a need to learn more about how to manage active memberships to promote healthy lifestyles and well-being at a national, community and individual level. The approach of exploring club membership at micro-level to inform tailored macro-level strategic health-related messages is also novel.","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":"5 1","pages":"0"},"PeriodicalIF":3.1000,"publicationDate":"2023-05-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Social Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/jsocm-10-2022-0214","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0

Abstract

Purpose This study aims to examine the drivers of membership at the micro-level to influence club retention rates and promote positive health-related behaviours through encouraging active member participation. Design/methodology/approach The data for this study ( n = 197) was obtained from four martial arts groups in Melbourne, Australia. Self-administered questionnaires assessed the importance of personal benefits, risk taking, personal values and enjoyment of specific benefits. Findings Hierarchical analysis identified shared values, excitement ( ß = −0.066, p < 0.05), sense of belonging ( ß = 0.644, p < 0.05), enjoyment of activities ( ß = 0.179, p < 0.05), fitness level ( ß = 0.564, p < 0.05), belt status ( ß = 0.466 p < 0.05) and the expectations of instructor ( ß = 0.144 p < 0.05) and others ( ß = 0.483 p < 0.05) as predictors in attracting and retaining club membership. Adult Australians share socio-demographic characteristics and common desires to attain specific benefits which appear to evolve, as membership is not perceived as an interim engagement but rather as a lifelong lifestyle choice. Practical implications By advocating positive associations between lifetime membership and active participation, social marketing campaigns can inform and contribute towards a knowledge base for sports clubs to develop targeted strategies and practices towards membership retention. Originality/value This study contributes to evidence-based social marketing approaches in an era of ageing demographics, where there remains a need to learn more about how to manage active memberships to promote healthy lifestyles and well-being at a national, community and individual level. The approach of exploring club membership at micro-level to inform tailored macro-level strategic health-related messages is also novel.
“有发言权”:从微观层面理解体育俱乐部会员与积极参与
本研究旨在探讨微观层面的会员驱动因素对俱乐部保留率的影响,并通过鼓励会员积极参与来促进积极的健康相关行为。本研究的数据(n = 197)来自澳大利亚墨尔本的四个武术团体。自我管理的问卷评估了个人利益、风险承担、个人价值观和享受特定利益的重要性。分层分析发现共享价值观、兴奋度(ß = - 0.066, p <0.05),归属感(ß = 0.644, p <0.05),活动的乐趣(s = 0.179, p <0.05),健康水平(ß = 0.564, p <0.05),皮带状态(ß = 0.466 p <0.05)和教师期望(s = 0.144 p <0.05)和其他(s = 0.483 p <0.05)作为吸引和留住会员的预测因素。成年澳大利亚人有着共同的社会人口特征和获得特定利益的共同愿望,这似乎是在不断发展的,因为会员身份不被视为一种临时的参与,而是一种终身的生活方式选择。通过倡导终身会员和积极参与之间的积极联系,社会营销活动可以为体育俱乐部提供信息,并为其提供知识库,以制定有针对性的会员保留策略和实践。这项研究有助于在人口老龄化时代采用基于证据的社会营销方法,在这个时代,仍然需要更多地了解如何管理积极的会员,以在国家、社区和个人层面促进健康的生活方式和福祉。在微观层面探索俱乐部会员资格,以便为量身定制的宏观层面战略健康信息提供信息的方法也是新颖的。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 求助全文
来源期刊
CiteScore
4.60
自引率
29.20%
发文量
33
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信