Corporate Social Responsibility Challenges in Major Sport Events from the Perspective of Finnish Sport Travelers
Viitamäki, Venla (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024053119203
https://urn.fi/URN:NBN:fi:amk-2024053119203
Tiivistelmä
In recent years, traveler’s interests towards responsibility have increased considerably. The critical media attention and discussion on major sports events has raised concerns about responsibility issues among sport travelers. Disregarding responsibility challenges and customer expectations might have serious consequences for the company in a long-term. Therefore, adapting new market trends and implementing corporate social responsibility (CSR) practices plays an important role in maintaining customer satisfaction along with competitive advantage.
The goal of this research was to identify specific sport traveler groups to study the connection between their awareness, decision-making and expectations related to CSR in major sport events. The research was conducted by utilizing both qualitative and quantitative research methods. The data was collected with a theme interview and an online survey in April 2024. Total of 5 Finnish sport travelers participated in the interview. In the survey, there were 134 respondents.
As a result, Finnish sport travelers showed great awareness in CSR and were open-minded towards the idea of enhancing their own responsible behavior. They were concerned specifically about human rights, corruption, and environmental issues. As travelers often seek unique experiences, considerations of responsibility easily remain secondary. Therefore, decisions are commonly made based on emotions. Travelers expected to receive more information regarding CSR. Hopes regarding social media campaigns and open communication about event’s sustainability goals distinguished from the rest.
The research results can be utilized in both tourism and sport event industries for example in marketing and communication design.
The goal of this research was to identify specific sport traveler groups to study the connection between their awareness, decision-making and expectations related to CSR in major sport events. The research was conducted by utilizing both qualitative and quantitative research methods. The data was collected with a theme interview and an online survey in April 2024. Total of 5 Finnish sport travelers participated in the interview. In the survey, there were 134 respondents.
As a result, Finnish sport travelers showed great awareness in CSR and were open-minded towards the idea of enhancing their own responsible behavior. They were concerned specifically about human rights, corruption, and environmental issues. As travelers often seek unique experiences, considerations of responsibility easily remain secondary. Therefore, decisions are commonly made based on emotions. Travelers expected to receive more information regarding CSR. Hopes regarding social media campaigns and open communication about event’s sustainability goals distinguished from the rest.
The research results can be utilized in both tourism and sport event industries for example in marketing and communication design.