Pages from Lough Pharr Geurin SMQ 2016.pdf (198.72 kB)
I am bolder: a social cognitive examination of road race participant behavior
journal contribution
posted on 2019-07-05, 13:58 authored by Nancy L. Lough, Jennifer R. Pharr, Andrea GeurinAndrea GeurinSport participants have an economic value up to four times higher than that of sport spectators in the United
States according to Kim, Smith, and James (2010). One participatory sport that has experienced tremendous
growth in participation numbers worldwide since the mid-1990s is road racing. Road race event organizers
currently face increased competition with each other to attract participants. Therefore the purpose of the
study was to better understand the core determinants (or factors) believed to influence the behavior of road
race participation. Advancing our understanding will assist sport managers in differentiating their events
from competitors and increasing participation numbers in an increasingly crowded marketplace. Using
Bandura’s Social Cognitive Theory (SCT), the authors qualitatively examined participant narratives about
their participation in the BolderBOULDER 10K, an annual road race hosted in Boulder, Colorado. Four
major themes emerged from the narratives: family, health, the event experience, and empowerment. While
some themes were consistent with previous findings, family and the event experience differed from previous sport marketing findings. Furthermore, these findings suggested that a participatory sporting event
organizer’s ability to understand what drives participants’ behavior to run the race year after year may be
key for event differentiation. Additional analysis relating to the SCT is presented, and implications and
future research ideas are provided.
History
School
- Loughborough University London
Published in
SPORT MARKETING QUARTERLYVolume
25Issue
2Pages
90 - 102Citation
LOUGH, N.L., PHARR, J.R. and GEURIN, A.N., 2016. I am bolder: a social cognitive examination of road race participant behavior. Sport Marketing Quarterly, 25 (2), pp.90-102.Publisher
FiT Publishing © West Virginia UniversityVersion
- VoR (Version of Record)
Publisher statement
This work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/Publication date
2016Notes
This is the final published version of the following article: LOUGH, N.L., PHARR, J.R. and GEURIN, A.N., 2016. I am bolder: a social cognitive examination of road race participant behavior. Sport Marketing Quarterly, 25 (2), pp.90-102. It is also available at http://fitpublishing.com/articles/i-am-bolder-social-cognitive-examination-road-race-participant-behavior.ISSN
1061-6934eISSN
1557-2528Publisher version
Language
- en
Administrator link
Usage metrics
Categories
No categories selectedLicence
Exports
RefWorks
BibTeX
Ref. manager
Endnote
DataCite
NLM
DC