Involvement with the Olympic and Paralympic Games and the values of sport

Citation

Rocha CM, Hong HJ & Gratao OA (2023) Involvement with the Olympic and Paralympic Games and the values of sport. Journal of Policy Research in Tourism, Leisure and Events, 15 (3), pp. 353-376. https://doi.org/10.1080/19407963.2021.1944169

Abstract
This investigation aims (1) to describe how people associate sport with human values and (2) to analyse the relationship between media involvement with the Olympic Games and those values. Drawing upon the theory of human values (Rokeach, 1968), we tested whether involvement with Rio 2016 and PyeongChang 2018 Olympic Games could affect perceptions of the association between sport and human values. Involvement with Olympic Games was compared to involvement with Paralympic Games. Results indicated the existence of three values of sport (human values associated with sport): (a) equality, (b) social recognition and (c) friendship. Involvement with Olympic and Paralympic Games have different effects on perceptions of values of sport. Involvement with Paralympic Games positively affected values of equality and social recognition. But involvement with Olympic Games did not affect such values. Implications for theory and practice are discussed.

Keywords
legacy; Olympic Games; Paralympic Games; sport intervention; sport mega-events

Journal
Journal of Policy Research in Tourism, Leisure and Events: Volume 15, Issue 3