Developing a multicultural sports event concept for non-governmental organisation
Hyvönen, Anni; Mäkinen, Valeryia (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024051110928
https://urn.fi/URN:NBN:fi:amk-2024051110928
Tiivistelmä
The aim of this thesis is to develop a multicultural sports event concept for Monaliiku that enhances networking opportunities and promotes integration into local society for event attendees from diverse backgrounds. The purpose of this thesis was to gain a better understanding of Monaliiku’s participants' profiles and preferences and create a sports event concept that aligns with the organisation’s goals of promoting inclusivity and cultural sensitivity for migrant women participants. The commissioner, Monaliiku, is a non-governmental organisation that promotes the social inclusion and well-being of multiethnic women through physical activity.
The theoretical framework of the thesis consists of the theory of sports events and the event concept process, along with considerations of the target audience, cultural diversity, and event experience. Furthermore, the discussion includes the event's purpose and objectives, event stakeholders, and exploration of the social impact of events.
The thesis was conducted in a combination of qualitative and quantitative research. The research methods used in this thesis were an online survey and a semi-structured theme interview. The survey was conducted to study the organisation's members, their sports preferences, and their desire to participate in future sports events. The interview examined the Monaliiku representatives, and the purpose was to get to know the organisation better and to gain insights into the participants and developments from the organisation's perspective. The survey was open for two weeks and received 14 responses. The interview was conducted with 3 organisation representatives.
The two main outcomes of the thesis were a persona profile and a sports event concept. The profile created from the research data describes a typical Monaliiku sports event participant and their expectations of the event. An event concept was created to help develop an inclusive and engaging multicultural sports event that meets the unique needs of Monaliiku's diverse members.
The commissioner considers this thesis useful and plans to use the results of the study to effectively plan and implement sports events. Moreover, was noted the usefulness of new ideas and methodologies that allow the organisation to look at known things in a new way.
The theoretical framework of the thesis consists of the theory of sports events and the event concept process, along with considerations of the target audience, cultural diversity, and event experience. Furthermore, the discussion includes the event's purpose and objectives, event stakeholders, and exploration of the social impact of events.
The thesis was conducted in a combination of qualitative and quantitative research. The research methods used in this thesis were an online survey and a semi-structured theme interview. The survey was conducted to study the organisation's members, their sports preferences, and their desire to participate in future sports events. The interview examined the Monaliiku representatives, and the purpose was to get to know the organisation better and to gain insights into the participants and developments from the organisation's perspective. The survey was open for two weeks and received 14 responses. The interview was conducted with 3 organisation representatives.
The two main outcomes of the thesis were a persona profile and a sports event concept. The profile created from the research data describes a typical Monaliiku sports event participant and their expectations of the event. An event concept was created to help develop an inclusive and engaging multicultural sports event that meets the unique needs of Monaliiku's diverse members.
The commissioner considers this thesis useful and plans to use the results of the study to effectively plan and implement sports events. Moreover, was noted the usefulness of new ideas and methodologies that allow the organisation to look at known things in a new way.