Estonian youths´ attitudes and perceptions towards the Olympic brand and its relation with Olympic Education
Subject
Φυσική αγωγή και εκπαίδευση - Εσθονία ; Ολυμπιακοί αγώνες - Φιλοσοφία ; Ολυμπιακοί αγώνες - Ευγενής ανταγωνισμός ; Physical education and training - Estonia ; Olympics - Philosophy ; Olympics - Fair playKeywords
Olympic brand ; Υoung brand consumers ; Olympic Education ; Υoung people and Olympic brand ; Ολυμπιακό σήμα ; Νέοι καταναλωτές επώνυμου προϊόντος ; Ολυμπιακή Εκπαίδευση ; Νέοι και Ολυμπιακό σήμαAbstract
This study investigates Estonian youth´s attitudes and perceptions towards the Olympic
brand and its relation with Olympic Education. Both, qualitative and quantitative studies
were used to gather and analyze data. Stratified random sampling was used for both
qualitative and quantitative research. The aimed population was youth from different
parts of Estonia: north, south, east and west, where at some of the youth have been
going through Olympic Education project and some have not. Study 1 consisted of a
qualitative research with semi-structure interviews completed with 11 young
participants aged 12 to 19 years. Study 2 consisted of a quantitative research with a
questionnaire carried out on 397 adolescentsalso aged 12 to 19 years. Also, interviewees
are asked questions to better understand their knowledge towards the Olympic
Movement.
Finings of this study indicate that 1) Estonian youth gain most of their knowledge and
understanding of the Olympic Games through informal pedagogical sites, whereas
youths´ knowledge and understanding of the Olympics is not in specific connection
with Olympism or the Olympic ideals, but they are familiar with general human values
and the Olympic Games; 2) Estonian youth place higher meaning to the Olympic brand
as the attributes that they strongly associated and found most important reflect rather the
Olympic values and fundamental principles of Olympism than characteristics of major
sport event; 3) Olympic Education project “School Olympic Games” does not clearly
affect youths´ neither attitudes nor perceptions regarding the Olympic brand.
Number of pages
182 σ.Faculty
Σχολή Επιστημών Ανθρώπινης Κίνησης και Ποιότητας ΖωήςAcademic Department
Τμήμα Οργάνωσης και Διαχείρισης ΑθλητισμούPost-graduate program
Ολυμπιακές Σπουδές, Ολυμπιακή Παιδεία, Οργάνωση και Διαχείριση Ολυμπιακών ΕκδηλώσεωνLanguage
EnglishThe following license files are associated with this item: