In this study, we applied an evaluation model of multiple attributes sport-based tourism to the marketing strategy for a marathon event in Kinmen (Taiwan) based on choice experiment methodology. We found that participants appreciated experience authentic cuisine and availability souvenirs. They also preferred engaging ecotourism activities supporting establishment sport development fund. market...

OBJECTIVES This was a two-part descriptive study designed to (1) assess the marketing themes and sugar content of beverages promoted in outdoor advertisements (ads) within a portion of Accra, Ghana and (2) quantify the types of ads that appeared along the Accra-Cape Coast Highway. SETTING A 4.7 km2 area of Accra, Ghana and a 151 km region along the highway represented the target areas for col...

Background. Through years of spectator interaction, historical moments, heroic performances, and the creation of traditions or rituals, these established teams are excellent examples of brand communities. For newly introduced teams, these elements are likely to be in short supply and many of them struggle to build a community around their sport team. Objectives. This study explored brand co...

As THE 2006 WINTER OLYMPICS fast approach, and as athletes work to attain their scientifically scheduled peak physical form, corporate sponsors are gearing up for a different battle. Having invested in the Games and tied their brand strategy to the Olympic theme, they must now guard jealously this positioning in the face of "ambushers"— direct competitors striving to catch an illicit ride on th...

Background. Today, online shopping has become one of the most important components of modern marketing that had both positive and negative consequences for customers. Objectives. The purpose of present research was to study the consequences of fear of identity theft in sport products online shopping from the perspective of physical education students. Methods. The present study is a descripti...