Background and Purpose
In this study, the authors examine event-related signals related to sustainability at the 2022 European Championships in Munich. Using spectator perspectives and participant observations, they explore how the organizers promoted sustainability at the event, including the contextual and organizational considerations that influenced the interpretation of the event's sustainability goals.
Findings and Implications
Based on signaling theory, the results show that, with regard to the general understanding of sustainability, there are differences in the interpretation of bottom-up (directly observable) and top-down (beliefs and expectations) signals. These differences were most evident for spectators regarding social and economic event signals. The directly observable signals emphasized environmental sustainability, while the top-down signals regarding social aspects were often overlooked. The organizers used some ceremonial moments of the event to raise awareness, but these practices remained limited. Organizers must use both top-down and bottom-up signals to convey sustainability messages to all stakeholders.
Contact
Chair of Sport and Health Management
Prof. Dr. Jörg Königstorfer
Uptown München Campus D
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80992 Munich
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info.mgt@mh.tum.de