Thesis supervisor: László Józsa
co-supervisor: Dávid Máté Hargitai
Location of studies (in Hungarian): University of Pannonia Abbreviation of location of studies: PE
Description of the research topic:
Research topic – significance and relevance of the topic
In Hungary, with sport becoming a national strategic sector (2010), both amateur and professional sports organisations are in an increasingly favourable position. The effects of this can be felt in the health and economic sectors, among others. Implicitly, this implies that the domestic sport funding system is the foundation of the topic. At the core of the doctoral thesis is the understanding of sport consumption and sport economy (András, 2015), based on Törőcsik (2019) and his research group, which is suitable for urban, regional and national development. The study of sport consumption is a rather complex issue, and different approaches can be used to analyse it.
As a sport becomes increasingly competitive, most professional sports organisations are focusing on how to build long-term relationships with their fans and their athlete supply base. One such strategy is sport marketing, which aims to improve the quality of the relationship between fans and their athletes, which may be related to high sport consumption (Paek et al., 2021; Karg & Funk, 2020). To this end, it is necessary to examine both the role of the sports fan (Pease & Zhang, 2001; Kajos et al., 2017) and the motivational framework of the professional athlete (Pelletier et al., 1995, Paic et al., 2017) and to build a relationship quality model to explain the behaviour of the nominated stakeholder groups.
The research topic also provides an opportunity to examine digitisation as an emerging dimension, as previous research has (both national and international literature) have mostly examined eSports in isolation from traditional sports, ignoring direct comparisons to understand how the motivational factors of spectators/athletes of eSports differ or are similar to traditional sports. The scope and focus
of the study should be primarily on the flagship spectator team sports (basketball, football, handball, water polo, ice hockey). The comparison of the motivations linked to eSports and traditional sports is presented as an option and plays a marginal role in relation to the topic addressed.
Main objectives of the research
The aim of this research is to revise and complement the classical classification of sport consumption (Hoffmanné, 2000, Funk, 2001). To understand what motivates individuals (from the perspective of professional athletes and sports fans) to consume sport products from a sport marketing and management perspective (Kim et al., 2019; Csóka - Törőcsik, 2019, 2021). To revise and model previously used sport motivation scales. The methodology used in the primary research needs to be based on both qualitative (focus groups) and quantitative analysis (possible methods: ANOVA, factor and cluster analysis, PLS-SEM, AHP). Primary research questions: Which sport motivation dimensions characterise professional athletes? Which fan motivational factors characterize domestic sport consumers? Are there significant differences between typically online versus offline consumers? What external factors influence sport motivation and sport consumption?
From a practical point of view, the objective of the research is to enable decision makers to understand the motivation of the two main target groups and to use this to communicate adequately towards them. It is an important task, and even a challenge, to reach as far as modelling within this topic, synthesising the knowledge gained.
Supervisors’ publications (related to the topic)
Hargitai, D. M. (2022). Sportfunkciókkal kapcsolatos preferenciák a magyar atlétikában. Vezetéstudomány/Budapest Management Review, 53(8-9), 130-145.
Obermayer, N., Csizmadia, T., & Hargitai, D. M. (2022). Influence of Industry 4.0 technologies on corporate operation and performance management from human aspects. Meditari Accountancy Research, 30(4), 1027-1049
Hargitai, D. M., Pinzaru, F., & Veres, Z. (2021). Integrating business students’ E-Learning preferences into knowledge management of universities after the COVID-19 pandemic. Sustainability, 13(5), 2478.
Hargitai D. M. (2018): Stakeholder attitudes in Hungarian Athletics – Qualitative analysis. Pannon Management Review 7(1) 67-99 pp. e-ISSN 2064-0188
Gaálné Starhon K. – Hargitai D. M. – Horváth H. A.- Savella O. - Dobay B. – L. Jancková (2012): Inheren potential pedagogical opportunities in sport tourism. Appereance of health, activity as pedagocical values in leisure habits of passive sport tourist. Scientific Review of Physical culture, 2(3) 25-32 pp. ICID: 1020157
Required language skills: english
Deadline for application: 2024-08-31
2024. IV. 17. ODT ülés Az ODT következő ülésére 2024. június 14-én, pénteken 10.00 órakor kerül sor a Semmelweis Egyetem Szenátusi termében (Bp. Üllői út 26. I. emelet).
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