Building on Service-Dominant Logic, the Sport Value Framework, and the Psychological Continuum Model, this study is a micro-level perspective of value co-creation in spectator sport. By examining sport through the VCC lens, the dual role of the customer as both a contributor to and a beneficiary of value is acknowledged and the importance of stakeholder interactions is emphasized. The objective of this study was to develop a conceptual model of sport consumption value co-creation, to analyze the extent to which two theoretically and managerially important factors—attendance frequency (i.e., first-time attendee vs. repeat attendee) and stakeholder type (i.e., local resident vs. domestic traveler)—impact value co-creation in the recurring live sport event setting. Findings suggest that antecedent value propositions may have a stronger association with economic components of value for first-time spectators, but a stronger association with hedonic and social value dimensions for repeat spectators—and for domestic travelers, organization-related value propositions can have a stronger influence on hedonic value than is experienced by local residents.

Paskutiniais dešimtmečiais vyko žymūs pokyčiai visose socialinio gyvenimo sferose. Tai paskatino žmones orientuotis į naujas vertybes. Ypatingai daug galimybių pasirinkimui atsirado jaunai besivystančiai asmenybei. Sporto vieta visuomenės gyvenime užima vis reikšmingesnę vietą. Tai kartu kaip laisvalaikio praleidimo priemonė ar savo tikslų realizavimo forma. Aktyvia fizine veikla, kryptingu sportu, kai pradedama sistemingai siekti sportinių rezultatų, pradedama užsiėminėti paauglystės laikotarpiu, todėl susidomėjimą šiuo moksliniu tyrimu paskatino problema, kad fizinis aktyvumas nepakankamai išnaudojamas vertybių formavimuisi vyresniajame mokykliniame amžiuje. Tyrimo objektas – ryšys tarp fizinio aktyvumo ir vyresniojo mokyklinio amžiaus mokinių vertybinių orientacijų. Tyrimo tikslas – atskleisti fizinio aktyvumo poveikį vyresniojo mokyklinio amžiaus mokinių vertybinėms orientacijoms. Tyrimo uždaviniai:  Išskirti veiksnius, įtakojančius vertybinių orientacijų formavimąsi.  Nustatyti ryšį tarp fizinio aktyvumo ir vyresniojo mokyklinio amžiaus mokinių vertybinių orientacijų.  Išryškinti skirtingo fizinio aktyvumo mokinių vertybines orientacijas lyties skirtumų aspektu. Tyrimo metodai: teorinė analizė ir apibendrinimas (mokslinės literatūros šaltinių apžvalga), anketinė apklausa, matematinė statistika. Tyrimo hipotezės: 1) fizinis aktyvumas turi nevienodą poveikį skirtingos lyties mokinių vertybinėms orientacijoms; 2) fiziškai aktyvūs, t. y. sportuojantys mokiniai labiau... [toliau žr. visą tekstą] / Significant changes have being continuing in all social life spheres during latest decades. This has encouraged people to orient to new values. Especially lots of possibilities to choose appeared to the young developing person. Sport is covering over and over the more meaningful place in the life of society. Sport is both the way of leisure and the form of anyone’s ambitions realization. At the teenagers’ age it is started to go in for sports as in the active physical work, focused sport when it is started systematically to reach results in sport. Because of this the problem that physical activeness is used incompletely to values’ formation in senior school age induced the interest in this scientific inquiry. The object of this work is the connection between physical activeness and senior school age students’ values’ orientations. The aim of the survey is to disclose the impact of physical activeness on the senior students’ values’ orientations. The tasks are as follows:  To set apart factors which influence the formation of values’ orientations.  To establish the connection between physical activeness and senior students’ values’ orientations.  To distinguish the students’ of different physical activity values’ orientations from the sex differences’ aspect. The methods of survey: the theoretical analysis and conclusion finding (the survey of nonfiction), questionnaire, mathematical statistics. The hypotheses of the survey: 1) physical activeness has different impact... [to full text]

Purpose: This study is a micro-level perspective of value co-creation in spectator sport. By examining sport through the value co-creation lens, the dual role of the customer as both a contributor to and a beneficiary of value is acknowledged and the importance of stakeholder interactions is emphasized. This study analyzes the extent to which two theoretically and managerially important factors—attendance frequency (i.e. first-time attendee vs repeat attendee) and resident type (i.e. local resident vs domestic traveler)—impact value creation in the recurring live sporting event setting. Design/methodology/approach: Data were collected from spectators who attended a National Association for Stock Car Auto Racing (NASCAR) sanctioned racing event. Multigroup structural equation modeling was performed to examine the proposed pathways, and multigroup t-tests were used to compare the model across both groups for each moderating variable. Corresponding path coefficients were then compared using Chin's (2004) recommended equations and procedures. Findings: The study found organization-related value propositions to be the more common antecedents of value, while customer appearance had a strong negative association with hedonic value, and attendance frequency and resident type influenced certain value perceptions. Sport organizations should consider the expectations and motivations of various customer groups and provide offerings designed to meet the specific needs of different fan segments based on the spectator's experience with the sport product and the distance traveled to attend the sport event. Originality/value: This paper advances the authors’ understanding of value creation in sport by showing how customer perceptions of value associated with the sport organization and other customers can be moderated by certain behavioral and geographic factors.

This bachelor thesis aim to highlight the values that form the basis for the formulation of the municipal local activity support to sports clubs. Key questions was, what are the criteria for the distribution of support, what are the conditions for the support in the municipalities, and what thoughts on development of the local sports club are behind these criteria. The study is based on one policy document from each municipality and 15 interviews that revealed a large spread in mindset and resources between the municipalities, but also similarities in the supports criteria and evaluation work. 14 out of 15 municipalities distribute the support, but the conditions are different. One interesting result the study shows is how little some municipalities really know about the money that goes out to the clubs. The conclusion this study shows is that, there is a lack of knowledge of those from the municipality responsible for supporting sport clubs.