Show simple item record

dc.contributor.authorKettunen, Eeva
dc.date.accessioned2014-06-03T10:35:54Z
dc.date.available2014-06-03T10:35:54Z
dc.date.issued2014
dc.identifier.otheroai:jykdok.linneanet.fi:1436319
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/43609
dc.description.abstractABSTRACT The level of physical activity continues to decrease globally. Therefore it is important to explore new ways of promoting physical activity and healthy life style. Sport clubs are an excellent setting for physical activity and health related programs targeted for the surrounding community due to their visibility, popularity and image. They offer also companies a possibility to conduct their health related corporate social responsibility activities by supporting and cooperating with the club. Despite its importance there are not many studies related to the role of sport clubs as health promoters. The aim of this research is to explore what kind of health promotion activities sport clubs have in order to activate people in the surrounding community towards healthier and more physically active lifestyle and how they use these activities for commercial purposes. This research includes a comparative case study of three elite case study clubs representing different countries and sports: Columbus Blue Jackets (USA, ice hockey), HJK (FIN, football) and Sotkamon Jymy (FIN, Finnish baseball). It also highlights the differences and similarities these sport clubs have regarding their health promotion activities. The data for this qualitative study was collected by structured email interviews taking place in April 2014. The results revealed that sport clubs have already realized their important role in community level health promotion and have started to plan and execute health promotion campaigns in cooperation with other stakeholders. While children seem to remain the number one target group also company sector was perceived as an important target group mostly for the financial reasons. Health promotion activities were perceived particularly important concerning also future operations. Some differences were found between case study clubs which were mostly due to their different sizes and financial resources. Key words: sport club, health promotion, setting-based health promotion, cause related marketing, corporate social responsibility.en
dc.format.extent1 verkkoaineisto (73 sivua)
dc.language.isoeng
dc.rightsThis publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.en
dc.rightsJulkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty.fi
dc.subject.othersport club
dc.subject.otherhealth promotion
dc.subject.othersetting-based health promotion
dc.subject.othercause related marketing
dc.subject.othercorporate social responsibility
dc.titleSport clubs' health promotion activities for the surrounging communities : a comparative case study of Columbus Blue Jackets, HJK and Sotkamon Jymy
dc.identifier.urnURN:NBN:fi:jyu-201406031908
dc.type.ontasotPro gradufi
dc.type.ontasotMaster's thesisen
dc.contributor.tiedekuntaLiikuntatieteellinen tiedekuntafi
dc.contributor.tiedekuntaFaculty of Sport and Health Sciencesen
dc.contributor.laitosLiikuntakasvatuksen laitosfi
dc.contributor.laitosDepartment of Sport Sciencesen
dc.contributor.yliopistoUniversity of Jyväskyläen
dc.contributor.yliopistoJyväskylän yliopistofi
dc.contributor.oppiaineLiikunnan yhteiskuntatieteetfi
dc.contributor.oppiaineSocial Sciences of Sporten
dc.date.updated2014-06-03T10:35:55Z
dc.rights.accesslevelopenAccessfi
dc.contributor.oppiainekoodi5032
dc.subject.ysourheiluseurat
dc.subject.ysoterveyden edistäminen
dc.subject.ysomarkkinointi
dc.subject.ysososiaalinen vastuu


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record