Evaluation of the Web as Marketing and Public Relations Tool in Sport

Efstratia Tsitskari1, George Costa1, George Tzetzis2 & Efthimis Kioumortzoglou1

1Democritus University of Thrace, Department of Physical Education and Sport Science

2Aristoteles University of Thessaloniki, Department of Physical Education and Sport Science

One of the worldwide biggest phenomena of modern age is the use of Internet. With various ways and for various reasons sport causes intense interest to Internet. The impact of Internet in sports has already be- come perceptible and it continues to develop with rapid rates. The aim of this research was the development of a questionnaire that could evaluate the application of marketing and public relations in sport web sites. In addition, differences between sexes were also investigated. 700 questionnaires were collected from people that, during the research, declared that were Thessaloniki’s habitants, which is the second biggest city in Greece. Factor and reliability analysis (Conbach alpha) were contacted. A valid and reliable evaluation tool was created. Four elements of the sport marketing mix (“product” (with 7 items & α=.86) “price-place” (with

6 items & α=.85), “promotion” (with 6 items & α=.81) and “public relations” (with 9 items & α=.89) were proved as the ones that affect the public when it evaluates sport marketing and public relations through the Web. The conclusions and the recommendations of this research can enlighten and guide the use of Internet as a marketing and communication tool in sport organisations.

Key words: internet, marketing, public relations, sport sites, evaluation factors.