抄録
This study examines the impact of collaborative strategies—specifically co–creation initiatives involving university students with athletic experience—on spectator dynamics and the spectator experience within a resource–constrained women’s field hockey team. In the 2024 season, the club implemented initiatives in collaboration with university students, including social media communication, organized cheering at the venue, and community engagement activities, and the outcomes were compared with data from the 2023 season. Quantitative analysis revealed an increase in younger spectators and first–time attendees through social media, along with an upward trend in overall spectator satisfaction. Furthermore, qualitative analysis of free-response comments showed a notable increase in keywords related to “shared experiences” at the venue, such as “cheering” and “explanation,” suggesting that student involvement facilitated a qualitative transformation in spectator engagement. However, the initiatives remained highly dependent on individual initiative, indicating the need to establish institutional continuity. This descriptive case study provides practical insights for minor sports clubs seeking to develop sustainable collaborative strategies by leveraging external human resources.
