Journal article
Exploring the Communication of Student-Athlete Pathways as a Transformative Service in Australian Higher Education
International Journal of Sport Communication, Vol.12(1), pp.1-21
2019
Abstract
In Australia, student-athletes accounted for approximately 60% of the medals won in the 2012 and 2016 Olympics. Despite this success, little research has looked into how student-athlete pathway programs are communicated to support student-athletes. Drawing from the contemporary marketing lens of transformative-services research (TSR), this study explored how universities can communicate student-athlete pathway programs as a transformative service with a focus on student-athlete well-being. To achieve the aim, a content analysis of universities' sport Web pages (N = 38) was conducted. Triangulation of findings with extant literature from the United States, United Kingdom, and Australia indicated considerable scope for advancing communication of student-athlete pathway programs focused on well-being underpinned by TSR. Specifically, the theoretical TSR lens provides a foundation for focusing communication on attributes and services associated with well-being established as important in supporting student-athlete programs in higher education, providing novel practical insight to establish a pathway in sport systems of Australia and other countries.
Details
- Title
- Exploring the Communication of Student-Athlete Pathways as a Transformative Service in Australian Higher Education
- Authors
- Bridie Kean (Author) - University of the Sunshine Coast - School of Health & Sport SciencesDavid Fleischman (Author) - University of the Sunshine Coast - School of Health & Sport SciencesPeter A English (Author) - University of the Sunshine Coast - School of Health & Sport Sciences
- Publication details
- International Journal of Sport Communication, Vol.12(1), pp.1-21
- Publisher
- Human Kinetics
- Date published
- 2019
- DOI
- 10.1123/ijsc.2018-0137
- ISSN
- 1936-3915; 1936-3915
- Organisation Unit
- School of Business and Creative Industries; University of the Sunshine Coast, Queensland; USC Business School - Legacy; School of Health and Sport Sciences - Legacy; School of Creative Industries - Legacy; School of Health and Behavioural Sciences - Legacy; School of Health - Public Health
- Language
- English
- Record Identifier
- 99451477702621
- Output Type
- Journal article
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369 Record Views
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- Communication
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