Repositioning competitive swimming as a spectator sport in New Zealand

Abstract

This thesis examines whether competitive swimming can be repositioned as a spectator sport. It begins with an account of the development of sport spectating over time. This is followed by an analysis of literature on spectators' motivations and needs, and the impact of television on sport. On the basis of current theory, a model is developed for repositioning the sport of swimming as a spectator sport. This illustrates the interaction of spectators, atmosphere at the venue, swimmers' performances, profile, and participation. The influences of television coverage and the related demands of sponsors for a businesslike approach to sport are identified as catalysts for this repositioning. Current spectators at competitive swim meets in New Zealand answered questionnaires in relation to swimming as a spectator sport, and indicated potential opportunities for the development of competitive swimming. Their ideas and views paralleled the theoretical account of spectator needs. Potential spectator groups were identified from the literature review and individuals representing such groups were interviewed to ascertain what motivates them and how to appeal to them. Again there were similarities in the needs and motivations expressed by the sample of potential spectators and those highlighted by the literature review. However, there were needs expressed by the potential spectators which were not seen as a high priority by the current spectators. Stakeholders involved with the sport of swimming at national and international levels indicated ideas and feelings associated with the development of the sport, and their vision and ideas for the future are presented. Further areas of research included interviewing patrons of swimming pools not currently spectating, and amenity checklists of international swim meets during 1996. Each area highlighted in the literature review is discussed drawing on the results of the primary research. Practical suggestions for the development of swimming as a spectator sport are presented based on both the theoretical and practical research.