Sports Management and Sports Humanities

Kazuyuki Kanosue Editor in Chief

Kohei Kogiso • Daichi Oshimi Munehiko Harada Editors

Sports Management and

Sports Humanities Editor in Chief Kazuyuki Kanosue Faculty of Sport Sciences Waseda University Saitama , Japan

Editors Kohei Kogiso Daichi Oshimi Faculty of Sport Sciences Faculty of Sport Sciences Waseda University Waseda University Tokyo , Japan Tokyo , Japan

Munehiko Harada Faculty of Sport Sciences Waseda University Tokyo , Japan

ISBN 978-4-431-55323-6 ISBN 978-4-431-55324-3 (eBook) DOI 10.1007/978-4-431-55324-3

Library of Congress Control Number: 2015938578

Springer Tokyo Heidelberg New York Dordrecht London © Springer Japan 2015 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifi cally the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfi lms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specifi c statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made.

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Springer Japan KK is part of Springer Science+Business Media (www.springer.com) Introduction to the Series

Waseda University of Japan has a tradition of producing great athletes amongst its graduates, such as Mikio Oda, the fi rst Japanese ever to win an Olympic gold medal. Waseda University strongly supports coaching techniques that embody a practical application of the knowledge gained from the fundamental research fi ndings of sports science. Waseda University also takes pride in providing athletes with medical care that utilizes leading-edge sports medicine, and formulates management strate- gies that combine all these elements. This approach has led to a strong tradition of sports-based research—what we like to call “Waseda Sports”—which has enjoyed an unprecedented level of success. This tradition was enhanced by the Faculty of Sport Sciences in Waseda University in 2009 when they initiated the Global COE (Center of Excellence) Program, entitled “Sport Sciences for the Promotion of Active Life”. The Global COE Program is under the aegis of the Japanese Ministry of Education, Culture, Sports, Science, and Technology; this Ministry supports the development of international centers of education and research excellence. While life expectancy in Japan is the highest in the world, large-scale societal changes here and elsewhere have led to an increase in health problems due to a decrease in activity and physical fi tness. In the aging population there has been a deterioration of overall health, much of which can be attributed to inactivity and excess body weight. It is especially troubling that similar problems are increasing among children and are associated with severe physical and mental disabilities. The international scope of the above problems provided the impetus for Waseda University to form the Global COE Program. This effort involved the construction of an international hub of education and research specifi cally designed to develop and encourage talented researchers to create sports programs that would contribute to an active and vital lifestyle. The program emphasizes the development of specialist knowledge in conjunction with a broad understanding and awareness of the diverse world of sports. One of our goals was to focus not just on improving the individual health of mind and body, but also to develop an understanding of the conditions present in regions and societies that facilitate such improvements in the lifestyle of individuals.

v vi Introduction to the Series

The sports sciences have created and are extending an important body of knowledge. It is critical that this information be utilized to produce an active, two- way interaction between the investigators and the active participants of sporting events. In order to provide a focus for developing this reciprocal intercommunica- tion, the Global COE program identifi ed three strategic project themes: (1) Active Children Project, (2) Active Elderly Project, and (3) Elite Athlete Project. The COE Program was proactive in seeking out mature graduate students who were returning to higher education after a period of work, thereby facilitating a meaningful contri- bution to the formation of academic careers for specialists who were active in the practical domain of sports. Many graduate students from abroad, especially from Asian countries, joined the program and have contributed to our goals via both the creation of academic knowledge and direct participation in the sports relevant to their area of investigation. The formal funding for the Global COE Program came to an end in March 2014, but the projects initiated by the program and the activities of the graduates continue unabated. The accomplishments made during the 5 years of the program have been documented in a series of four books with the overall theme of “Sports Science and an Active Life”. We are proud to present this substantial body of research in the fol- lowing series of books: Vol. 1: Sports Management and Sports Humanities (Kohei Kogiso, Daichi Oshimi, Munehiko Harada, Eds.), Vol. 2: Physical Activity, Exercise, Sedentary Behavior, and Promoting Health (Satomi Oshima, Zhen-Bo Cao, Koichiro Oka, Eds.), Vol. 3: Sports Performance (Tomoyuki Nagami, Jun Tsuchiya, Eds.), and Vol. 4: Sports Injuries and Prevention (Tetsuya Ogawa, Mako Fukano, Toru Fukubayashi, Eds.). The series was written by the dedicated faculty members and young graduate students and postdoctoral researchers under the guidance of investigators who took part in the Global COE program. The series was also contributed to by leading researchers around the world, most of whom belong to Waseda University’s research institute or university partners. I appreciate their contributions as well as their participation in the Global COE program. During the 5 years of the program, an international network of individuals and universities doing active research in the area of sports sciences has been established. I expect this network to grow wider and stronger in the future and to contribute to the solution of many of the health problems that plague modern societies. We will all continue to work hard to involve sports activities in the solutions to these problems, and in the process, aid in advancing the sports activities themselves. Finally, I express my appreciation to the editors of each volume, who not only did a fi ne job of organizing the volumes but also wrote chapters that were important scientifi c contributions to the overall effort. We would also like to thank the Global COE staff for their effi cient work and the kind support they extended to the graduate students. Drs. Larry Crawshaw and Candace S. O’Connor are thanked for their enthusiastic editorial assistance.

Program Leader Kazuyuki Kanosue Global COE “Sport Sciences for the Promotion of Active Life” Waseda University Pref ace

Sport has become a global industry over the last 30 years, and it has spun off several new research subjects, such as fan behavior, corporate social responsibility, the eco- nomic and social impact of sporting events, sports tourism, and the legacy of mega- sporting events. Moreover, with regard to international sports-related education, FIFA Master, one of the leading-edge sports management education programs founded by FIFA (Fédération Internationale de Football Association) and CIES (The International Centre for Sports Studies), adopts sports management, sports law, and sports humanities as mandatory programs. The fact that sports humanities is a part of the sports management education program means that a person with extensive knowledge—not only business-related comprehension but also acquaintance with art-related fi elds, such as the humanities and law—will play a central role in sports management in the next generation. Considering these trends in the global sports industry, three parts are included in this book: (1) sports management, (2) sports economics and policy, and (3) sports humanities. The former two parts aim to provide a clear understanding of sports management and marketing, including the motivational and/or emotional components of fan behavior and sports participation, sports club management, sports sponsorship, athlete reputation management, sports economics, and elite sports policy. As stated above, various topics can be found in sports management research from the macro to the micro point of view, and they are not individually separated but intimately connected. Moreover, given the interdisciplinary nature of sports management, specifi c, common, and cross-border issues arise in each country. Data from several countries are included in the sports management part. In 2014, the fi rst conference of the World Association for Sport Management (WASM), which consists of six continental associations for sports management (North America, Europe, Australia–New Zealand, Asia, Latin America, and Africa), will be held in Madrid, Spain. Research beyond borders and collaborative research are expected to increase more signifi cantly than before. Researchers in sports management are expected to fi nd the best answers to such questions as how to manage

vii viii Preface sports-related organizations or people effectively, how to stimulate the global or local economy and exert social impact through sports, and how to help people gain well-being through sports. These research questions have not changed all through the ages and across the globe. In this book, the researchers also try to fi nd the opti- mized solution in each topic, and readers can fi nd traces of their passionate exploration. In the humanities, sport is a broad theme for discussing nationalism, modernization of the body, globalization, and the invention of tradition. Within half a century, sport has come to be treated as one of the central themes in the humanities. However, the connection between sports and the aforementioned problem has only become stronger; the problem has in fact become even more serious rather than being provided with a possible solution. The Olympic Games might be social phenomena that clearly show nationalism as if they are proxy wars. Alternatively, the modernization of the body through sports activities continues to exert its power on physical education in schools and the health and fi tness industry. In contrast, the progress of globalization accelerates the fl uidity of people, products, and money related to sports and gives people a “transnational sports arena” beyond the national scale. Additionally, traditional sports are created not only to reconstruct ethnic identities but also to develop tourism resources in relation to expanding intellectual property rights for traditional knowledge. Although sports humanities cover a wide variety of themes, one aspect common to all the chapters in the book is the observation that sport is a critical cultural phe- nomenon that raises the most important issues of modern society. As has been dem- onstrated thus far, sports humanities are expected to considerably increase the importance of sports. The editors called in young researchers and authors and asked them to write chapters that reviewed cutting-edge topics of their interest. The book offers the latest fi ndings in sports management and the humanities to senior and junior researchers as well as to professionals in sports management. This book is expected to sow the seeds of future research in sports management and sports humanities.

Tokyo , Japan Kohei Kogiso Tokyo , Japan Daichi Oshimi Tokyo , Japan Munehiko Harada Contents

Part I Sports Management 1 Pro-environmental Behavior in Sport Participants ...... 3 Kurumi Matsui 2 Emotions of Sport Spectators ...... 17 Daichi Oshimi 3 The Coming Super Aged Society: Exploring Management of Community Sport Clubs ...... 31 Tzu-Yu Lin and Seiichi Sakuno 4 Motives of Sport Spectators ...... 47 Chengcheng Wang and Hirotaka Matsuoka 5 Sport Spectators’ Decision Making: Attendance and Constraints ...... 61 Rei Yamashita and Munehiko Harada 6 Sport Sponsorship in the Global Marketplace ...... 75 Yosuke Tsuji 7 Sport Fans and Their Behavior in Fan Communities...... 89 Masayuki Yoshida , Brian Gordon , Jeffrey D. James , and Bob Heere 8 Negative Information in Sport: Minimizing Crisis Damage ...... 103 Shintaro Sato

Part II Sports Economics and Policy 9 A Panel Analysis of the Relationship Between Club Performance and Wages ...... 115 Takayuki Fukuhara and Munehiko Harada

ix x Contents

10 Socio-psychological Factors Associated with the Public’s Willingness to Pay for Elite Sport Policy ...... 127 Hiroaki Funahashi and Yoshiyuki Mano

Part III Sports Humanities 11 The Success of Health Tourism in Thailand: A Big Demand for Asian Healing Arts ...... 149 Kohei Kogiso 12 A History of the National Traditional Games of Ethnic Minorities of China (1953–2011) ...... 161 Chiachi Cheng 13 Research on the Rules of Chinese Korean Ssireum ...... 175 Chang-ming Yang and Tsuneo Sougawa 14 An Analysis of the Organization, Management and Policy of the Beijing Olympic Games ...... 189 Shuying Yuan

Index ...... 199