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1 Sport Mega-Events and a Legacy of Increased SPORT MEGA-EVENTS AND A LEGACY OF INCREASED SPORT PARTICIPATION: AN OLYMPIC PROMISE OR AN OLYMPIC DREAM? KATHARINE HELEN HUGHES A thesis submitted in partial fulfilment of the requirements of the Leeds Metropolitan University for the degree of Doctor of Philosophy. JANUARY 2013 1 Contents Acknowledgements ............................................................................................................ 7 Abstract ............................................................................................................................. 8 Student’s declaration ....................................................................................................... 10 List of Tables and Figures ................................................................................................ 11 List of Acronyms .............................................................................................................. 12 Preface ............................................................................................................................ 14 Chapter 1: Context of the study ....................................................................................... 17 1.1 Introduction ........................................................................................................................... 17 1.2 Structure of the thesis ......................................................................................................... 19 1.3 Research aims and questions ........................................................................................... 23 1.4 Defining mega-events and legacy ..................................................................................... 24 1.4.1 Mega-events ................................................................................................................. 24 1.4.2 The nature of legacy .............................................................................................. 25 1.5 The IOC and the Olympic Movement ............................................................................... 27 1.5.1 Baron Pierre de Coubertin and the revival of the modern ‘Olympic Games’ ...... 28 1.5.2 The IOC and the concept of an Olympic Games’ legacy ....................................... 30 1.6 Why Bid? ............................................................................................................................... 33 1.7 The London 2012 Olympic and Paralympic Games (London 2012 Games).............. 37 1.7.1 History of the London 2012 bid .................................................................................. 38 1.7.2 The legacy plans for the London 2012 Games ........................................................ 42 1.7.3 The Inspire Mark ........................................................................................................... 43 1.7.4 The development of plans for a legacy of mass participation in sport ................. 44 1.7.5 Legacy plans and sport policy .................................................................................... 44 1.7.6 National Governing Bodies of Sport .......................................................................... 46 1.7.7 Active People Survey ................................................................................................... 49 1.7.8 The impact of a change in government – May 2010 ............................................... 49 1.8 Legacy plans and the time frame of this research .......................................................... 50 Chapter 2: A review of the literature ................................................................................. 52 2.1 Introduction ........................................................................................................................... 52 2 2.2 The development of legacy in association with sport mega-events ............................ 53 2.2.1 Economic Legacy ......................................................................................................... 53 2.2.2 Social Legacy ................................................................................................................ 57 2.2.3 A legacy for sport ......................................................................................................... 65 2.2.4 ‘Leveraging’ legacy ...................................................................................................... 73 2.3 A review of the development of sport policy in England ................................................ 75 2.3.1 The Wolfenden Report ................................................................................................ 75 2.3.2 Sport – an emerging partner in wider social policy ................................................. 78 2.3.3 New Labour’s Third Way and the ‘politicisation’ of sport ....................................... 80 2.3.4 Game Plan – sport mega-events, elite sport and mass participation ................... 85 2.3.5 The London bid for the 2012 Olympic and Paralympic Games ............................ 87 2.4 Behavioural change and participation in sport ................................................................ 89 2.4.1 Theories of behaviour change as applied to sport and physical activity participation ............................................................................................................................. 90 2.4.2 Barriers to sport and physical activity participation ............................................... 100 2.4.3 The relationship between barriers and motivations .............................................. 101 2.4.4. The theoretically integrated SPEAR Model of the process of sport engagement ................................................................................................................................................ 102 2.4.5 Market segmentation of sport participants and the SPEAR Model .................... 106 2.5 Conclusion .......................................................................................................................... 108 Chapter 3: The ‘mythopoeic’ status of sport and the Olympic Games ............................ 111 3.1 Introduction ......................................................................................................................... 111 3.2 The ‘mythopoeic’ status of sport...................................................................................... 112 3.3 The mythopoeic status of the Olympics ......................................................................... 114 3.3.1 The Games as a ‘gift’ ..................................................................................................... 120 3.3.2 The ‘mythopoeic’ nature of sport and the Games ................................................. 121 3.4 The impact of sport’s and the Games’ mythopoeic status on the London 2012 bid and the ‘promise’ of a mass sport participation legacy of the London 2012 Games. .... 121 3.5 Conclusion .......................................................................................................................... 125 Interlude ........................................................................................................................ 127 4.1 Introduction ......................................................................................................................... 130 4.2 Positioning the researcher in the research .................................................................... 131 4.3 The problem of causality .................................................................................................. 134 4.4 Realist Evaluation .............................................................................................................. 136 3 4.5 Ethics ................................................................................................................................... 141 4.6 Data generation ................................................................................................................. 142 4.6.1 Research sample ....................................................................................................... 144 4.7 Data analysis ...................................................................................................................... 155 4.8 Conclusion ............................................................................................................... 160 Chapter 5 – The ‘trickle-down’ effect: it’s impact on the planning for a mass sport participation legacy of the London 2012 Games. ........................................................... 161 5.1 Introduction ......................................................................................................................... 161 5.2 The association of the TDE with sport mega-events ................................................... 163 5.3 The impact of context on the TDE as a mechanism to deliver a mass sport participation legacy from the London 2012 Games. ........................................................... 167 5.3.1 The TDE and the context of ‘elite success’ ............................................................ 167 5.3.2 The TDE and the role-model effect ......................................................................... 168 5.3.3 The TDE and the context of geographical impact ................................................. 176 5.3.4 The TDE and the context of ‘What’s it got to do with me?’ .................................
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