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CO- CREATING WELLBEING THROUGH SPORTS COMMUNITIES PRACTICES
Mario Giraldo,,Oscar Naranjo,Nohora Mercado-Caruso 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
This study explores the dynamics of wellbeing co-creation in sports communities of non-professional athletes through their everyday consumption of extended service encounters. With the use of ethnographic methods and using extreme sports communities (Surf, and Triathlon) of non-professional athletes in Colombia as a case study, the researchers explored how wellbeing evolves as forms of active integration of competences, materials, communities, and images reproducing actual and recreating new consumption practices. The findings show evidence that extreme sports consumption can be acknowledged as a social practice in the Colombian extreme sports consumption community of non-professional athletes, reaching three main outcomes. Firstly, the study suggests that wellbeing co-creation in the Colombian extreme sports communities emerge through the active integration of a constellation of elements in the extreme sports consumption practice. Secondly it has been found that the practice of extreme sports emerges as a heterogeneous consumption community where groups of practitioners can be classified into broader groups, according to the hedonic and eudaimonic wellbeing meanings they are pursuing, and which may interact in function of more than one subculture or social community at a time. Finally, participants co-create wellbeing through their consumption practices within the sports community being both an operand and operant resources within the community; in short, participants transform sacred, profane, material, intangible, individual, social, relational, contextual, hedonic and eudaimonic aspects of the practice within the performance of it. This study contributes TSR researchers to the understanding of both hedonic and eudaimonic wellbeing in leisure activities. The study may validate the idea that stronger ties in communities provoke a more diverse constellation of practices beyond the sport practice, expanding the knowledge of social supportive third places, commercial friendships and betrayals acknowledging their dynamics in social contexts; and the role of restorative servicescapes, expanding them to virtual and “through materials place” roles. From a managerial perspective this study shows how wellbeing is constructed within social constellations of resources that interact interdependently and go beyond commercial intent.
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