Academic studies on sport marketing have addressed a variety of different issues, including: drivers for involvement (Gaston-Gayles 2004; Gillet et al. 2009; Maclean and Hamm 2008); demographic factors (Allender et al. 2006; Hardin and Greer 2009; Koivula 1999; Green 2002); event attendance and fan support (Lee 2002). Recent studies have also focused on the increasingly popular extreme sports (Park 2004; Ko et al. 2008). Most of these studies explored traditional or Olympic sports. However, as sport is an important element of national culture, governments are also interested in their citizens participating in sports that are nation specific. Exploring motives for participation in National sports can help, not only in preserving the culture, but developing and disseminating a nation's values and traditions.
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