本研究では，Jリーグファジアーノ岡山の試合観戦者を対象として，ブランディングを用いたMMの効果検証を行った．2019年のアンケート調査によると，79%のサポーターがプロジェクトを知っており，さらにそのうちの92%がプロジェクト名である「ファジウォーカー」を認知していた．また，11%の自家用車利用者が本プロジェクトによって交通手段の転換を行った．転換には「責任感のある」「魅力的な」といったプロジェクトへのポジティブなイメージが関連していることが明らかになった．イメージにはプロジェクト名やデザインを活用した施策の認知が関連しており，特にデザインと言葉によるアプローチを行ったJR・バス広告の寄与が大きいことが示された．

抄録全体を表示

Multiple researchers have reported that acquiring new spectators is a significant management issue for J. League clubs. To address this issue, the development of new spectator-sport products must be promoted. Although spectator-sport products have been studied in sport management literature for decades, the actual practices regarding the development of spectator-sport products is not yet fully understood. There seems to be a discrepancy between academia and practical use in terms of how spectator-sport products are perceived, but theoretical examination of the concept of spectator-sport products themselves is also insufficient. The present study aimed to clarify the practices of spectator-sport product development and reexamine existing theoretical models of spectator-sport products through the case study of a new project entitled “Fagiversity”, which succeeded in attracting college students (new participants) at Fagiano Okayama Sports Club. To do so, we collected data through fieldwork centered on semi-structured interviews with the project’s members (N=4).

The study results are summarized as follows. The club assessed difficulties in attracting college students to attend home games, even if entrance was free. However, for the project’s target home game, approximately four times more students attended than for regular home games. In addition, the students enjoyed the new benefit that participating in cosplay and other activities at the stadium. This study clarified in detail the process for obtaining ideas and promoting the project. Remarkably, this project’s front staff considered their own products as a method to achieve the club’s objectives. The front staff considered the products is highly flexible because it provided various fun as entertainment. Furthermore, the front staff paid attention to the power balance among spectators who enjoyed different benefits.

Based on the above results, we compared the existing concept of spectator-sport products, which is characterized by a concentric circle structure, with the perspective of spectator-sport products in practice sites, and identified the limitation of essentialism in an existing concept. In order to resolve this limitation, we discussed the possibility of a new conceptualization of spectator-sport products based on the perspective of chain mountain-type stadiums proposed by Nakazawa (2015). Future research should clarify the development theory of spectator-sport products through further case studies.

抄録全体を表示

　Community-based professional sports teams in Japan have played an essential role in regional revitalization. However, teams in provincial cities remain financially unstable and challenging to manage. Furthermore, many of these teams have been severely affected by the COVID-19 pandemic over the past few years. In the present study, we explored factors that enabled two professional sports teams in a provincial city, Fagiano Okayama (J-League) and the Kochi Fighting Dogs (independent professional baseball league), to successfully maintain their operations despite the challenges faced during the pandemic. We conducted semi-structured interviews with both teams to gather information on their COVID-19 countermeasures and analyzed their organizational resilience. The results revealed that the antecedents of organizational resilience for both teams included “social resources,” “entrepreneurial behavior,” “executive leadership,” “internal communication,” “rapid decision-making mechanism,” “excellent human resources,” “commitment of members,” “optimism and tolerance,” and “support from the league.” We also discovered that team-specific considerations, such as “social resources” (i.e., trust with stakeholders), “entrepreneurial behavior” and “executive leadership” as innovative aspects of management, may be significant for the operational success of professional sports teams in provincial cities.

抄録全体を表示