International Journal of Sports Communication
Sport participation development requires a systematic process which involves knowledge creation, dissemination and interactions between National Sport Organisations, participants, clubs and associations as well as other agencies. Using a relationship marketing approach (Grönroos, 1997, Gummesson, 2002, Olkkonen, 1999), this paper addressed the question ‘How do Canadian NSOs use the Web, in terms of functionality and services offered, to create and maintain relationships with sport participants and their sport delivery partners?’ Ten Canadian NSOs’ websites were examined: functionality was analysed using Burgess and Cooper’s (2000) eMICA model, while NSOs’ utilisation of the Internet to establish and maintain relationships with sport participants was analysed using Wang, Head and Archer’s (2000) relationship-building process model for the Web. It was found that Canadian NSOs were receptive to the use of the Web, but their information-gathering and dissemination activities, which make-up the relationship-building process, appear sparse, and in some cases are lagging behind the voluntary sector in the country.
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Girginov, Vassil; Taks, Marijke; Boucher, B.; and Holman, M.. (2009). Canadian national sport organisations’ use of the web for relationship marketing in promoting sport participation. International Journal of Sports Communication, 2 (2), 164-184.