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Major Sports Events and Their Ability to Benefit Local Sports Clubs: a Case Study of the Auckland Professional Tennis Tournaments

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Major Sports Events and Their Ability to Benefit Local Sports Clubs: a Case Study of the Auckland Professional Tennis Tournaments Major Sports Events and Their Ability to Benefit Local Sports Clubs: A Case Study of the Auckland Professional Tennis Tournaments Katharine Hoskyn A thesis submitted to Auckland University of Technology in fulfilment of the requirements for the degree of Master of Philosophy (MPhil) 2011 School of Applied Humanities Primary Supervisor: Geoff Dickson Table of contents Attestation of authorship ................................................................................................................. 6 Acknowledgements .......................................................................................................................... 7 Abstract ........................................................................................................................................... 8 Introduction ..................................................................................................................................... 9 1.1 Background .................................................................................................................................. 9 1.2 Research question and approach ............................................................................................... 12 1.3 Researcher ................................................................................................................................. 13 1.4 Thesis structure .......................................................................................................................... 13 Literature Review ........................................................................................................................... 15 2.1 Tennis participation trends in New Zealand .............................................................................. 15 2.2 Impact and legacies of sport events........................................................................................... 18 2.3 Impact of events on sport development .................................................................................... 22 2.4 The impact of elite sport events on sport participation ............................................................. 24 2.5 Leveraging events to create an impact ...................................................................................... 27 2.6 Chapter summary....................................................................................................................... 31 Methodology and Method ............................................................................................................. 33 3.1 Action research .......................................................................................................................... 33 3.2 Interpretative paradigm............................................................................................................. 36 3.3 Research quality ......................................................................................................................... 36 3.4 Case study research ................................................................................................................... 38 3.5 Role of the researcher ................................................................................................................ 39 3.6 Analysis approach ...................................................................................................................... 39 3.7 Method ...................................................................................................................................... 42 3.8 Chapter summary....................................................................................................................... 47 Context .......................................................................................................................................... 49 4.1 The national sport organisation ................................................................................................. 49 4.2 Regional centres ......................................................................................................................... 51 4.3 Clubs ........................................................................................................................................... 52 4.4 The tournaments ........................................................................................................................ 52 4.5 Chapter summary....................................................................................................................... 53 Findings from Reconnaissance Phase ............................................................................................. 55 2 5.1 Current situation ........................................................................................................................ 55 5.2 Future possibilities ..................................................................................................................... 62 5.3 Chapter summary....................................................................................................................... 64 The Intervention ............................................................................................................................ 66 6.1 Club stand in the exhibitors’ dome at the tournaments............................................................ 66 6.2 Promotion to provide an incentive for spectators to visit a club ............................................... 67 6.3 Information in the tournament programme .............................................................................. 68 6.4 Mini-cycle – identifying a profile of spectators in terms of their playing of tennis ................... 68 6.5 Chapter summary ...................................................................................................................... 69 Evaluation of the Intervention ....................................................................................................... 70 7.1 Findings ...................................................................................................................................... 71 7.2 Discussion ................................................................................................................................... 81 7.3 Chapter summary....................................................................................................................... 84 Conclusions .................................................................................................................................... 86 References ..................................................................................................................................... 91 Appendices Appendix A: Participant information sheet…………………………………. 99 Appendix B: Consent forms…………………………………………………. 102 Appendix C: Photographs of club stand in exhibitors’ dome at tournaments. 105 Appendix D: Half page advertisement in the tournament programmes for 109 club stand……………………………………………………… Appendix E: Half page advertisement in tournament programmes for free 110 lesson promotion…………………………………………. Appendix F: Summary sheet of club feedback……………………………… 111 Appendix G: Half page advertisement in tournament programmes for the 113 Open Days…………………………………………………… Appendix H: Full page details in ASB Classic tournament programme about 114 tennis in Auckland programme…….....……………………. 3 List of Tables Table 1: Tennis participation and club membership in New Zealand, 16 2000/2001 and 2007/2008 ………………………………………. Table 2: Steps in Austrade’s Olympic Leveraging Plan………………….. 29 Table 3: Reconnaissance phase: Interview dimensions and questions……. 43 Table 4: Post intervention interview questions…………………………… 45 Table 5: Suggestions for increasing presence of clubs at 64 tournaments……………………………………………………… Table 6: Overview of analysis of the intervention……………………… 70 Table 7: Profile of spectators at the tournaments…………………………. 76 Table 8: Summary of research findings………………………………….. 80 4 List of Figures Figure 1: Balanced scorecard approach to evaluating events…………….. 20 Figure 2: The attraction process…………………………………………… 23 Figure 3: The frequency escalator for sport attendance and 26 participation……………………………………………………… Figure 4: Model of social event leverage…………………………………. 30 Figure 5: Overview of the theoretical perspective, methodology and 33 research method…………………………………………………. Figure 6: Phases of action research………………………………………... 34 Figure 7: Stages of the analysis process…………………………………… 42 Figure 8: Tennis New Zealand Pathway…………………………………… 51 5 Attestation of authorship I hereby declare that this submission is my own work and that, to the best of my knowledge and belief, it contains no material previously published or written by another person (except where explicitly defined in the acknowledgements), nor material which to a substantial extent has been submitted for the award of any other degree or diploma of a university or other institution of higher learning. Signed:_____________________________ Date: ________________ 6 Acknowledgements I would like to thank the people in the tennis organisations who supported and participated in this research project. The collaborative process between the participants and me was a key success factor for the study. Through this collaboration an academic project was undertaken ‘in the real world’ with benefits for a community and academia. The research was approved by the AUT University
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