Title: Canadian National Sport Organisations’ use of the Web for relationship marketing in promoting sport participation
Authors: Girginov, Vassil ×
Taks, Marijke
Boucher, Robert
Martyn, Scott
Holman, Margery
Dixon, Jess #
Issue Date: 2009
Publisher: Human Kinetics
Series Title: International Journal of Sport Communication vol:2 issue:2 pages:164-184
Abstract: Sport-participation development requires a systematic process involving knowledge creation and dissemination and interactions between national sport organizations(NSOs), participants, clubs, and associations, as well as other agencies. Using a relationship-marketing approach(Grönroos, 1997, Gummesson, 2002, Olkkonen, 1999),this article addresses the question, How do Canadian NSOs use the Web, in terms of functionality and services offered, to create and maintain relationships with sport participants and their sport-delivery partners? Ten Canadian NSOs’ Web sites were examined. Functionality was analyzed using Burgess and Cooper’s (2000) eMICA model, and NSOs’ use of the Internet to establish and maintain relationships with sport participants was analyzed using Wang, Head, and Archer’s (2000) relationshipbuilding process model for the Web. It was found that Canadian NSOs were receptive to the use of the Web, but their information-gathering and -dissemination activities, which make up the relationship-building process, appear sparse and in some cases are lagging behind the voluntary sector in the country.
ISSN: 1936-3915
VABB publication type: VABB-1
Publication status: published
KU Leuven publication type: IT
Appears in Collections:Research Centre for Sociocultural Kinesiology and Sport Management (-)
Policy in Sports & Physical Activity Research Group
× corresponding author
# (joint) last author

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