Title: Analysis of selected running events Objectives: The goal of this diploma thesis is to analyse participants taking part in particular running competitions and their relationship to running. Furthermore, to obtain information in relation to their lifestyle, education, employment, age, homelife, financial possibilities and training for particular race. Methods: Analysis of participants of running events is done through questionnaires which were handed out electronically on social websites and personally at the place of a competition. Teoretical base has its origin on personal experiences, studied literature and internet sources. Results: Based on results, I came to the conclusion that promoting running competitions primarily via social websites is the most advantageous. Runners who participated at the running event previously already, share their experiences among themselves. They attract more runners to well-organized running competitions and ensure their success this way. Each running event has its runners who differ slightly, for example by age, running equipment etc. The results may serve as a guideline for organisators of running competitions in creating marketing strategy focusing on particular target groups. Results from questionnaires are presented through graphs in analytical part....

The current research investigates pricing practices and consumer behavior in long-distance running events. Two studies address (1) current practices in pricing and registration policies for long-distance running events, and (2) factors that influence the decision-making process by which event organizers develop, adopt, and implement particular pricing policies. Study One involves a descriptive census of policies currently in use for a comprehensive list of running events in the United States that include races at the full or half marathon distance. Study Two adopts a multi-case study approach based on semi-structured interviews of running event organizers, supplemented by additional organizational documents, to investigate the pricing and registration policy development process. Collectively, these two studies examine the what, the why, and the how of pricing policy development in long-distance running events. Based on study findings, a conceptual model was developed incorporating major sources of influence (organizational, consumer, environmental, and event) on the pricing policy development process. This research contributes to sport management by providing deeper understanding of how participant sport, specifically long-distance running events, is priced and how pricing decisions influence consumer behaviors. Results additionally provide practical insight for running event organizers seeking to improve or enhance pricing policies and revenue management by understanding both common and atypical practices in use throughout the running event industry. Finally the current research lays a foundation for a stream of future research building on findings from two studies and data generated in the process of addressing the overarching research questions. / Tourism and Sport

Title: Activation of RunTour running series sponsorship Objectives: The main purpose of this master thesis is to create suggestions and recommendations for the future sponsorship activation of selected RunTour partners, as a follow-up on the presentation and analysis of their activation in 2018. As a secondary objective can be considered the systematic processing of sponsorship activation, which Czech literature still does not offer. Methods: In methodological terms, a case study was chosen that draws on observation of the author at the RunTour running races and especially on interviews with competent representatives of selected partners. Document analysis and interview with the event organizer were used to analyse the running series and sponsoring companies profile. Results: Given the descriptive nature of the research, it is not easy to summarize the results of the thesis. However, it can be stated that all three selected partner companies are aware of the importance of the sponsorship activation and have been clearly open to suggestions and recommendations of the author. Despite the different size of companies, it was generally recommended to establish mutual cooperation between partners. From sponsorship activation suggestions, which have the greatest potential for implementation in practice,...

[pt] Consumidores que se identificam como tendo menos poder em relação a outros indivíduos, em determinada situação social, tendem a engajar-se em alguma forma de consumo compensatório, para eliminar a sensação aversiva (RUCKER; GALINSKY, 2008). Baseado em evidências na literatura de que um estado psico-lógico de baixo poder aumenta o desejo de adquirir produtos relacionados a status, este estudo tem como propósito verificar se experiências de consumo que conferem de status, como vencer uma corrida de rua, podem ser forma de consumo compensatório para indivíduos em estado de baixo poder. Ademais, este efeito compensatório deve ser mais intenso para eventos de corrida prestigiados. Medindo os estados de alto e de baixo poder por manipulação episódica e por classe social conforme o Critério Brasil (ABEP) e o valor atribuído para a experiência por horas de treinamento, três estudos são realizados. O Estudo 1 com 304 corredores testa a hipótese de compensação para indivíduos em estado de baixo poder. O Estudo 2, com 247 corredores, refina o Estudo 1, utilizando como variável de controle o nível de treinamento dos corredores amadores, em linha com o modelo PCM. O Estudo 3, com 312 corredores, testa o processo compensatório em corri-das de alto e de baixo prestígio. Os resultados obtidos não permitem considerar que experiências de vencer possam ser forma de consumo compensatório. Por outro lado, foi observado maior valor atribuído para a experiência de vencer por corredores em estado de alto poder relativamente aos corredores em estado de baixo poder. Pesquisas futuras são necessárias para investigar as motivações dos corredores em estado de alto poder. Como contribuição, este estudo permite um novo olhar para consumo de atividades esportivas, ao considerar a influência dos estados de poder nas decisões de consumo. / [en] Consumers who identify themselves as having less power in relation to other individuals in a given social situation tend to engage in some form of compensatory consumption to eliminate aversive feelings (RUCKER; GALINSKY, 2008). Based on the literature evidence that a low-power psychological state increases the desire to acquire status-related products, this study aims to verify how status-related consumption experiences, such as winning a running event, may be a form of compensatory consumption for low-power individuals. In addition, it is expected that this compensatory effect should be more intense for high prestige running events when compared to low prestige events. Three studies were conducted measuring the states of high and low-power by episodic manipulation and by social class according to the Critério Brasil (ABEP), and the allocation of resources by hours of training. Study 1, with 304 runners, tests the hypothesis of compensation for low-power individuals. Study 2, with 247 runners, refines Study 1, using the level of training of amateur runners as a control variable, in line with the PCM model. Study 3, with 312 runners, tests the compensatory process for both high and low prestige events. The results obtained suggest that the experience of winning might not necessarily be a form of compensatory consumption. Nevertheless, runners in a state of high power demonstrated a greater allocation of resources than those in a low state of power. Therefore, future research is needed to investigate the motivations of individuals in a state of high power. As a contribution, this study offers a new perspective on the phenomenon of running events through the influence of states of power.

Made available in DSpace on 2016-12-01T19:11:33Z (GMT). No. of bitstreams: 1 120337.pdf: 2530428 bytes, checksum: 1257bde6d7e3a80b40b7a94f981eaa7a (MD5) Previous issue date: 2014-09-24 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / The scant bibliography of sports marketing; the practical obstacles encountered in the field of sports management in Brazil; the sport s role in the development of society and its special moment in the country; and the specific case of running races as social&cultural phenomenon they all motivate the conducting of a study that can contribute with more professional sports management actions, oriented to the consumers. The number of running events has grown sharply in recent years, and the trend is to continue growing and developing. The increased competitiveness suggests that understading the consumer s decision process is important to the organizers, so they can promote events more synchronized with consumer s desires. This study aims to identify and assess the attributes of running events that influence the participants decision process. The research is fundamentally descriptive, with exploratory characteristics. The questionary is developed in the following steps: participant-observation of running events; discussion with focus group; and literature related to sports marketing, motivation for participating in sports events and event management. The instrument for data collection characterize the runner considering social and demographical characteristics, connection status with the sport, level of interest and participation in running events, and motivation to participate in these events. The sample is held for convenience and formed by 496 runners. The study identifies that the majority of Brazilian runners are classified in the attachement stage, characterized by a strong emotional connection and the self-identification as a runner; that these runners are motivated to participate in running events specially by two dimensions fitness and skill mastery; and that 58 attributes influence the decision process to participate in running events, being distance, date and price the three most influent. The 58 attributes are submitted to factor analysis, resulting in nine factors: safety, entertainment, physical characteristics, registration process, accessibility, information, reward, differentials, and basics. Significant differences of the influence generated by these attributes in the decision process are found when ANOVA is performed considering the division of runners in groups such as age, number of events concluded by year, connection stage, and degree of interest for various running events. Knowing the specifics of the behavior of diverse running groups is critical to ensure the organization of events that meet the consumers desires. / A escassa bibliografia da área de marketing esportivo no Brasil, as dificuldades práticas observadas no campo da gestão esportiva, o papel do esporte no desenvolvimento da sociedade e seu momento no país, e o caso específico das corridas pedestres como fenômeno sociocultural contemporâneo, motivam a realização de estudo que contribua com uma gestão esportiva mais profissional e focada no consumidor. Os eventos de corrida pedestre cresceram de maneira acentuada nos últimos anos, e a tendência é que continuem se desenvolvendo. A maior competitividade sugere que conhecer o processo de decisão de participação é importante para que organizadores promovam eventos mais sintonizados com os desejos dos consumidores. O objetivo desta pesquisa consiste em identificar e avaliar os atributos de eventos de corrida pedestre que influenciam o processo de decisão de participação nesses eventos. O estudo é fundamentalmente descritivo, com características exploratórias. As perguntas para a elaboração do questionário são desenvolvidas em etapas: observação participante de eventos de corrida pedestre; discussão com grupo focal; e revisão da literatura de marketing esportivo, motivação para participação em eventos esportivos e gerenciamento de eventos. O instrumento de coleta caracteriza o corredor pedestre quanto a aspectos sociodemográficos, nível de participação e interesse nos eventos de corrida pedestre, estado de ligação com a corrida pedestre, e motivação para participação nos eventos. A amostra é realizada por conveniência e formada por 496 indivíduos. Identifica-se que a maior parte dos corredores se encontra no estado de ligação com a corrida, caracterizado por forte componente emocional e auto-identificação do indivíduo como corredor; que esses corredores são motivados especialmente por duas dimensões, a melhora da condição física e o domínio das habilidades de corrida; e que 58 atributos causam influência no processo de decisão de participação, sendo a distância do evento, o preço e a data de realização do mesmo os mais influentes. Os 58 atributos são submetidos à análise fatorial, que resulta em nove fatores: segurança, entretenimento, características físicas, processo de inscrição, acessibilidade, informações, recompensa, diferenciais e básicos. Diferenças significativas da influência desses atributos no processo de decisão são encontradas quando se realiza análise de variância, considerando divisão dos corredores em grupos de idade, número de eventos concluídos por ano, estágio de ligação, e interesse por diferentes eventos. Conhecer as particularidades de comportamento dos diversos grupos de corredores é fundamental para proporcionar eventos orientados a garantir a satisfação dos desejos dos consumidores.

Syftet med denna undersökning är att den ska öka förståelsen kring hur referenser till människans fem sinnen kan se ut i marknadsföring av löplopp. Tidigare studier menar att det är svårt, om inte omöjligt, att stimulera vissa av dessa sinnen via sociala medier vilket också väcker ett intresse för hur företag arbetar för att komma i kontakt med dessa sinnen? Undersökningen fokuserar på fem löplopps marknadsföring. För undersökningen har en kvalitativ metod använts där loppens hemsidor, officiella filmer samt Facebook- och Instagram-inlägg studerats. För att förstå insamlade data har dels en teori om sinnesmarknadsföring av Hultén, Broweus och van Dijk använts men också en teori gällande samverkan mellan text och bild av Nordström. Dessa används vidare som verktyg vid analysarbetet tillsammans tidigare forskning. Resultaten av föreliggande studie visar att löploppens marknadsföring via Internet endast stimulerar synen samt hörseln. För lukten, smaken och känseln kan människan endast ha minnen till upplevelser genom just dessa sinnen. / The purpose of this study is to increase the understanding of how references to humans five senses can be seen in the marketing of running races. Earlier studies highlight that it is difficult, if not even impossible, to stimulate some of these senses through social media, which also raises an interest in how companies work to get in touch with these senses? This study focuses on the marketing of five running races. For this study, a qualitative method has been used where the websites of the running races, official videos, Facebook and Instagram posts have been studied. In order to understand the collected data, a theory of sense marketing by Hultén, Broweus and van Dijk has been used, but also a theory about interaction between text and image by Nordström. These two theories are used as tools in the analysis work. The results shows that the marketing of the running races only stimulates the sight sense and the sense of hearing. For the smell sense, taste sense and touch sense the human being can only have memories of experiences through these specific senses.

Title: Volunteer motivation and care in the RunCzech running events Purpose: The main aim of this master's thesis is to find the motives contributing to be a volunteer at the RunCzech running events which are organized by the Prague International Marathon. Another goal is to discover how the organizer takes care of their volunteers, and how the leadership and volunteer coordination really works. Method: For this research on volunteer motivation questionnaires were used in electronic Google forms. The link for this survey was sent via e-mail and shared via social networks. The other methods were structural and semi-structural interviews with two employees of PIM, who are responsible for their volunteers during the organisation of RunCzech running events. The results were analysed with graphs and tables in MS Excel. Results: Based on the results the survey suggests more than half of volunteers are motivated by more than one motive at once. The atmosphere during the events and new experiences are two of the most important motives for volunteers. The behaviour of volunteer leaders also has an important influence on volunteer's motivation. The interviews showed that PIM searches for volunteers primarily from high schools. They try to motivate volunteers with the possibility to choose a volunteer...