THE ROLE OF COMPETITIVE SPORTS MANAGEMENT IN DRIVING INNOVATIVE DEVELOPMENT OF COLLEGE SPORTS EVENTS: A STUDY IN JIANGXI PROVINCE, CHINA
DOI:
https://doi.org/10.18623/rvd.v23.6110Palavras-chave:
Competitive Sports Management, Sports Event Innovation Development, University Subject, Social Subject, Market Subject, PLS-SEMResumo
With the booming development of China's sports industry, college sports events have become a key link in promoting talent cultivation and regional economic development, yet their innovative development is generally constrained by insufficient management mechanisms, resource allocation and marketization. This study aimed to take Jiangxi Province as the empirical field, constructed a comprehensive model integrating the three main actors of universities, society and the market, and explored how these key stakeholders influence the innovative development of university sports events through the core mechanism of "competitive sports management". In this study, a quantitative approach was adopted to analyze the questionnaire data of 400 university sports professionals in Jiangxi Province through partial least squares structural equation modeling (PLS-SEM). The results show that university subjects, social subjects and market subjects all have a significant positive influence on competitive sport management; there is a significant direct influence of university subjects and social subjects on event innovation and development, while the influence of market subjects is fully mediated by competitive sport management; and there is a significant bidirectional interaction between competitive sport management and event innovation and development. This study not only provides empirical evidence for understanding the innovation mechanism of college sports events in specific regions of China, but also provides decision-making references for college administrators and policy makers.
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