Building a sport participation legacy through the 2018 Winter Olympic Games : negotiation of motives and constraints for younger generations to watch and play sports / Jeeyon Jamie Kim, Joon-Ho Kang & Yu-Kyoum Kim

Kang, Joon-Ho | Kim, Yu-Kyoum | Kim, Jamie Jeeyoon

Edité par Seoul National University. Seoul - 2018

Building a sport participation legacy among young people in Asia is a key objective of the 2018 Winter Olympic Games. The legacy is grounded on the trickle-down effect (i.e. watching the Olympics will inspire young people to participate in sport); engaging young people to watch the Olympics and then capitalizing on the Olympic-exposure in stimulating sport participation are critical for delivering the effect. Therefore, based on “negotiation of motivation and constraint”, this project was conducted with focus on three target markets in Asia (i.e. the host city, a non-host city, and an overseas city). Based on the findings, implications to understand and facilitate young people’s decision-making to engage in the Olympic Games and sport are discussed.

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Kim, Jamie Jeeyoon | Ferrand, Alain

Université de Poitiers. Poitiers - 2011

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