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Abstract
The goal of this study is to examine the relationship between perceived values in relation to the Olympic Games and individuals’ attitudes toward, and intended support of hosting the Olympic Games in their home country, depending on the levels of perceived corruption within the International Olympic Committee (IOC). A representative sample from Brazil (n = 1,145) was surveyed in 2015 and gave their pre-event evaluations of hosting the Olympic Games in Rio de Janeiro. The results showed that the value dimension ‘achievement in competition’ (a self-centered value dimension) reduced favorable evaluations, particularly when the IOC was perceived as corrupt. In contrast, ‘appreciation of diversity’ and ‘friendly relations with others’ (two other-centered value dimensions) increased favorable evaluations, independent of the levels of perceived corruption of the IOC. Therefore, perceived corruption within the IOC is an important moderator of the relationship between ‘achievement in competition’ and individuals’ attitudes toward the Olympic Games and their intended support. The findings of the study have important implications for the Olympic Movement and Olympic education programs. It is recommended that stakeholders promote other-centered value perceptions and de-emphasize self-centered value perceptions, as well as lower people’s perception of the IOC as a corrupt institution.
在2016年奥运会准备阶段奥运会相关价值观与东道国居民的事前评估
这项研究的目的是依据国际奥委会(IOC)内部的可见腐败程度, 审视与奥运会相关的感知价值和个人对在本国举办奥运会的态度和预期支持之间的关系。2015年在巴西对代表性样本（样本数为1145）进行过一项研究, 其中里约热内卢的居民们对在本地举办奥运会做出事前评估。结果表明, 价值维度”竞争中所获得的的成就感”（以自我为中心的价值维度）减少了一些正面评价, 特别是人们认为国际奥委会腐败时, 这种现象更为明显。相比之下, ”欣赏多样性”和”与他人的良好关系”（两个以他人为中心的价值维度）使得正面评价有所增加, 而这与人们认为的国际奥委会腐败程度无关。因此, 人们所认为的国际奥委会内部腐败是”竞争中的成就”与个人对奥运会的态度及其预期支持之间关系的一个重要调节因素。这项研究结果对奥林匹克运动和奥林匹克教育计划意义重大, 因此我们建议利益相关者推广以他人为中心的价值观念, 弱化以自我为中心的价值观念, 并减少人们把国际奥委会看做腐败机构的看法。
Disclosure Statement
No potential conflict of interest was reported by the authors.
Notes
1 As there is no existing scale to measure corruption in global sport organizations, the items were developed based on a pre-study with Brazilian residents. The results showed that corruption in FIFA was a dominant theme and that residents often compared the IOC with FIFA when they evaluated corruption levels. This is reasonable, as the FIFA World Cup was hosted in Brazil two years prior to the Olympic Games, and there were several corruption scandals around the event. Hence, two items were developed based upon the FIFA–IOC association. We note that the items are subject to criticism and that future studies should validate a scale that can be used to measure organizational level corruption (see Limitations and Outlook).
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Notes on contributors
Joerg Koenigstorfer
Joerg Koenigstorfer (Ph.D., Saarland University, Germany) is a Professor at the Chair of Sport and Health Management at Technical University of Munich (TUM) in Germany. He currently serves as the Associate Editor of European Sport Management Quarterly. His research focus is on consumer behavior in sports and health. His work has appeared in such journals such as Journal of Marketing Research, Journal of Public Policy & Marketing, Journal of Sport Management, Sport Management Review, among others.
Holger Preuss
Holger Preuss (Ph.D., University of Mainz, Germany) is a Professor of Sport Economics and Sport Sociology at the Johannes Gutenberg-University in Mainz, Germany, and at the Molde University College, Norway. He is also adjunct professor at the University of Ottawa, Canada, and international scholar at the State University of New York. He is former Editor of European Sport Management Quarterly. His research focus is on the Olympic Movement. His work appeared in leading journals in sport and leisure management such as Leisure Studies, Journal of Sport Management, and European Sport Management Quarterly.