Min Jung Kim , Hyunseok Song , Wooyoung william Jang , Wonjun Choi , Kevin K. Byon

DOI:10.46695/ASCS.6.3.1

Abstract

PURPOSE This study aims to understand the phenomenon of non-local alumni sport fans, a significant portion of American sport fans, as a focal point, comparing their media use motivations with those of local alumni sport fans to offer new insight into an understudied consumer segment and its implications for strategic sport marketing. METHOD We used measurement and structural invariance to examine the group equivalence between non-local alumni sport fans and local alumni sport fans. The baseline model was compared with the metric invariant model for the measurement invariance test. Then, structural invariance tests were conducted to compare the media consumption motivation between non-local alumni sport fans (n=326) versus local sport fans (n=292). RESULTS This study found that non-local alumni sport fans maintain allegiance to their favorite sport teams, indicating their intention to stay connected through various media outlets. CONCLUSION This supports the uses and gratifications theory, which states that media consumers actively choose media channels that fulfill their certain desires and needs, expanding a team’s fan base and generating interest from a broader audience.

Key Words

Sport Fandom, Non-Local Alumni Sport Fans, Uses And Gratifications Theory, Media Consumption Motivation

Yiwen Huang , Haiqing Yang , Wanghui Li , Wang Yuan

DOI:10.46695/ASCS.6.3.2

Abstract

PURPOSE This study aims to explore trends in martial arts research through the core keywords of social network analysis and to put forward constructive suggestions based on the current status of Chinese martial arts research to better promote the innovative development and creative transformation of traditional Chinese martial arts. METHOD Based on the Web of Science database, using “martial art” as the keyword and setting the search type to J ( journals), a total of 1,521 papers published from 1990 to 2024 were collected, and keyword social network analysis was performed using NetMiner. RESULT In the early 1990s (1990-1999), the keywords “martial art,” “sport,” and “training” had relatively high centrality, primarily focusing on the fundamental functions and attributes of martial arts, resulting in a relatively narrow research framework. However, in the 2000s (2000-2009), keywords like “performance,” “technique,” and “injury” rose in centrality, with research beginning to focus more on performance and injuries, reflecting the increasing multidisciplinary integration and development of martial arts research. From 2010 to 2024, keywords like “health” and “development” had high centrality, with the emerging keyword “MMA” (mixed martial arts) indicating that recent research topics have shifted toward health-promoting effects of martial arts, the internationalization of martial arts cultural values, and their diversified development. CONCLUSION By revealing the development trajectory of martial arts in the global academic field and the evolution of research hotspots, this study not only helps the academic community understand the historical background and development dynamics of martial arts research but also reveals the future development potential of martial arts in health promotion and interdisciplinary integration and provides a strong scientific basis for promoting the international dissemination of martial arts and the exploration of its cultural value.

Key Words

Martial Art, Web of Science, Keyword Network, Centrality, Cluster Analysis

Zixiang Zhou

DOI:10.46695/ASCS.6.3.3

Abstract

PURPOSE This paper systematically reviews the research progress on the sustainable development of sports tourism within the framework of the Triple Bottom Line (TBL). With the rapid growth of sports tourism, it not only promotes economic and cultural exchange but also brings challenges such as environmental pressure and resource consumption. METHOD This study is based on a systematic review of existing research on sustainable sports tourism practices within the TBL framework. RESULT Research shows that current practices emphasize green certification at the environmental level; focus on industrial chain integration and infrastructure legacy at the economic level; and highlight cultural exchange and identity construction at the socio-cultural level. However, issues such as green washing, the lack of unified evaluation systems, and the tension between short-term gains and long-term values continue to constrain sustainable transformation. CONCLUSION Future development requires policy and governance innovation, the application of smart technologies, and the improvement of certification standards to enhance governance effectiveness and development quality, thereby achieving coordinated and mutually beneficial outcomes across economic, ecological, and cultural dimensions.

Key Words

Sport Tourism, Sustainable Development, Triple Bottom Line

Zhibo Tian , Yuzhu Xu , Qiang Zhang

DOI:10.46695/ASCS.6.3.4

Abstract

PURPOSE This study explores (a) the impact of the persuasion intention of sponsorship (PIS)on sponsor loyalty, (b) the specific functional mechanism of this relationship, and (c) the relationship between sponsor identification and fan commitment as they relate to the Chinese University Basketball League. METHOD Data were collected using WJX.CN (N=394) to test the hypothesized model. Confirmatory factor analysis (CFA) was used to examine the psychometric properties of the measurement model, and structural equation modeling (SEM) was used to test the hypotheses. RESULT The results show that PIS indirectly affected loyalty through sponsor commitment. Meanwhile, while not having a direct effect on loyalty, sponsor identification indirectly influenced sponsor loyalty through sponsor commitment. In addition, PIS indirectly influenced sponsor loyalty through the sequential mediation of sponsor identification and sponsor commitment. CONCLUSION This study innovatively constructs a sports sponsorship PIS model, reveals the dual-path mechanism by which persuasive intention affects brand loyalty through sponsor identification and sponsor commitment, and proposes innovative solutions such as a virtual and real immersive interactive matrix and a digital memorial system. The results provide a new strategic framework and practical guidance for brands to conduct campus marketing.

Key Words

Persuasion Intention of Sponsorship, PIS, Sponsor Identification, Sponsor Commitment, Sponsor Loyalty, Sports Sponsorship

Seungil Park , Taehee Kang , Seokjun Cho

DOI:10.46695/ASCS.6.3.5

Abstract

PURPOSE This study investigates the trajectory of North Korea’s sports policy across the regimes of Kim Il Sung, Kim Jong Il, and Kim Jong Un, with a focus on both regime-specific characteristics and structural challenges. METHOD Qualitative content analysis was applied as a research method, and after collecting and reviewing related literature and previous studies, the main concepts and contexts were coded and the characteristics of each regime were derived. RESULT Under the Kim Il Sung regime, with the aim of strengthening military power in accordance with socialist principles, public participation in sports was encouraged, focusing on events such as climbing and swimming that help improve the physical strength of residents. Based on the Juche ideology and socio-political life theory, physical education was used as a means of solidifying the system and responding to social crises during the Kim Jong Il period. Under Kim Jong Un, international exchange through sports was emphasized with the goal of “building a sports powerhouse”, but there was a limit to the achievement of sports policy due to economic difficulties sustained by international sanctions. CONCLUSION According to the results, North Korea's sports policy has evolved in accordance with the political goals of each regime and the context and needs of the times, and all three regimes face structural limitations such as lack of resources, international isolation, and policy sustainability issues. This study has academic and policy significance in that it provides basic data for future inter-Korean sports cooperation policies by systematically examining the historical trajectory of North Korean sports policy.

Key Words

Sport Policy, North Korea, Kim Il Sung, Kim Jong Il, Kim Jong Un