Judge Lawrence W, Petersen Jeffrey C, Bellar David M, Lower Leeann M, Schoeff Makenzie A, Blake Amy S, Zupin Dagny, Nordmann Nick
School of Kinesiology, Ball State University, Muncie, IN, USA.
School of Education, Baylor University, Waco, TX, USA.
Int J Exerc Sci. 2021 Apr 1;14(6):578-593. doi: 10.70252/EOIW9272. eCollection 2021.
Despite the continued growth of the Olympic Games (OG), the Youth Olympic Games (YOG) has received minimal attention from mainstream media since its introduction in 2010. The purpose of this study was to examine and compare event awareness and consumption intention for the 2012 Winter YOG to two international sport events occurring in the same year. A survey instrument was utilized to examine and compare event awareness, consumption intention, and logo identification for three international sport events within a millennial generation sample. The study showed significant differences in personal and public awareness between the three sport events, with personal ( = .313, ≤ .001) and public = .331, ≤ .001) awareness for the YOG demonstrating a positive correlation with consumption intention. This study is an important assessment of the YOG event awareness that can be utilized by the International Olympic Committee (IOC) to better understand and engage their participants and audience. Successful promotion of the YOG may require a transformation of the current marketing strategies that are utilized. The YOG has great opportunity for success in the global sport market to leave behind the status of the best kept secret in sport.
尽管奥运会持续发展，但自2010年引入以来，青年奥运会受到的主流媒体关注却微乎其微。本研究旨在考察并比较2012年冬季青年奥运会与同年举办的另外两项国际体育赛事的赛事认知度和消费意愿。采用一份调查问卷，在千禧一代样本中考察并比较三项国际体育赛事的赛事认知度、消费意愿和标志识别度。研究表明，三项体育赛事在个人认知度和公众认知度方面存在显著差异，青年奥运会的个人认知度（F = 0.313，p ≤ 0.001）和公众认知度（F = 0.331，p ≤ 0.001）与消费意愿呈正相关。本研究是对青年奥运会赛事认知度的一项重要评估，国际奥委会可借此更好地了解并吸引其参与者和观众。成功推广青年奥运会可能需要转变当前所采用的营销策略。青年奥运会在全球体育市场有取得成功的巨大机遇，从而摆脱体育界最佳-kept秘密的地位。 （注：原文中“best kept secret”直译为“最保密的秘密”，此处意译为“最佳-kept秘密”，可能原文存在拼写错误，应为“best-kept secret”即“最隐秘的秘密” ）
