‘You don't understand us!’ An inside perspective on adventure climbing

This paper presents a specific (insider) perspective of a small group of experienced male Scottish adventure climbers and explores through in-depth semi-structured interviews their attitudes, strategies and justifications associated with potentially high-risk climbing situations. Attention is paid to how participants feel that they are represented and viewed by others (outsiders) who do not participate in mountaineering and climbing activities. Climbers identify the significance of media, commercial and social representations of them as risk takers. The analysis explores risk as being socially constructed, with the associated assumptions being embedded in particular discourses. Climbers present themselves as rational managers of risk and provide examples of their risk-management strategies, with such characterizations being central to their identity as climbers

Setting Up Dates With Death? The Law and Economics of Extreme Sports Sponsoring in a Comparative Perspective

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An Analysis of how Self-Efficacy Relates to the Driver’s of the Active Sport Tourist

The active sport tourist is a subset within the tourism industry that can be further analyzed to understand this type of traveler. The driver’s of such a tourist include Risk Theory, Individual’s view, Geographical Approach, Role Theory, Consumer Behavior and Group Based Nostalgia. These drivers are compared and analyzed to self-efficacy and how a sport decision or destination relates to self-efficacy. The sources of self-efficacy are defined and an analysis of the active sport tourist’s relationship through the cognitive, motivational, affective and selection processes are explored

Adventure sport, Media and Social/Cultural Change

Abstract The turn of the millennium has heralded an explosion in the popularity of adventure sports often also referred to as alternative lifestyle sports or extreme sports. These are offering both new avenues and potential challenges to the traditional ways of conceptualising and practicing sport. This thesis analyses the development of adventure sports, in particular climbing and kayaking, as a subculture. It delivers a socio-economic history of climbing, analyses the role of the media in its development, its participation and its lived experience. Further it investigates the impact of globalisation, commercialisation and consumerism on adventure sports, and considers to what extent they are being brought into the mainstream as a result. The economic impact of participation in adventure sports is reviewed along with a study of how the make up of its participants has changed as the activities have become more accessible. Particular focus is placed on the analysis of the gender order, specifically looking at the experiences of women in adventure sports. For this purpose the sports culture found in climbing and kayaking is examined and the implications for the reconstruction of gender relations are considered. This study employs an ethnographic approach including both semi-structured and structured interviews with both adventure sports experts and participants, document and media analysis, participant observation and the more recent nethnography approach. One of the significant contributions of this thesis has been to provide a comprehensive review and analysis of the social, cultural and media environment of arguably one of the most popular lifestyle sports in the UK. It has also shown the strong interrelationship that exists between the media and adventure sports, and has demonstrated how the increased commercialisation and commodification of the activity has resulted in economic development particularly in some remoter parts of the UK through the packaging and provision of the climbing experience. At the same time some participants see this is ‘selling out’. This research has demonstrated how women’s participation in adventure sports has been subject to marginalisation, sexualisation and trivialisation similar to other mainstream sports. However, this work has also highlighted that there is room for optimism as new discourses of femininity contrary to the traditional male hegemony are emerging. Further research opportunities have been identified concerning issues of ethnicity and participation; the social, cultural and economic relationships between adventure sportspeople and rural communities. Emerging feminist discourses also warrant further investigation

Effectiveness of Social Media Marketing: An Experimental Inquiry on College Students’ Awareness of, Interest in, and Intention to Participate in a Campus Recreation Special Event

This study examined the effectiveness of social media marketing on college students attending a recreation special event. Facebook and Twitter were assessed via an experimental design. To measure the effectiveness of these applications (through updating statuses) on a college student’s awareness, interest, and intent of attending a special event, three groups were employed (Facebook, Twitter, and Control). A total of 134 participants were recruited via six undergraduate courses and were assigned into three groups based on their social media consumption. Subjects responded to a pre-survey, joined their respective treatment group, and completed a post-survey. Descriptive statistics revealed that awareness increased for those who received Facebook status updates and tweets. The interest level of the treatment groups decreased from the pre to the post-test and the intention of participants to participate increased slightly for the Facebook treatment group, but the intent level of participants in the Twitter and Control groups decreased

Outdoor sports brands’ strategies for building Instagram brand community

Over 56% of the world’s population now live with social media (“Digital in 2019,” n.d.). Most direct-to-consumer brands are now using social media as a market tool to communicate with consumers, and the outdoor industry is no exception. Instagram, as the second most popular social networking medium globally, is a popular place to share photos and videos within the online brand community. Most outdoor brands maintain Instagram accounts as a part of their online brand community to interact with followers. This research examines 957 Instagram posts from three leading outdoor sports brands, namely, Arc’teryx, Patagonia, and Salomon via content analysis. The purpose of this study is to investigate post orientations and sports types across the three target brands, and gain insights into their Instagram practices by examining visual elements, textual attributes, and technical factors. Results suggest that outdoor brands with different followers took diverse strategies to build either a transactional or relationship Instagram brand community. Findings from this study offer important implications for researchers as well as practitioners in the domain of social media brand management