Research in Dance and Physical Activity

Current Issue

Research in Dance and Physical Activity - Vol. 7 , No. 2

[ Article ]
Research in Dance and Physical Activity - Vol. 6, No. 3, pp. 105-117
ISSN: 2951-4770 (Online)
Print publication date 31 Dec 2022
Received 31 Oct 2022 Revised 13 Dec 2022 Accepted 22 Dec 2022

A Study on Fundraising Experiences of Donors related to Sports Activities
Aerang Kim1 ; Jinhee Kim2, *
1Dankook University, Republic of Korea, Professor
2Andong National University, Republic of Korea, Professor

Correspondence to : *Email address:


Participants in sports clubs or community sports activities are voluntarily participating in fundraising events for gatherings or events, which are becoming the most effective elements of volunteer work. The purpose of this study is to explore what motivates individuals to participate in charity fundraisers. To this end, online interviews were conducted with five people participating in donations or volunteer activities for sports-related events in the region. As a result of the study, the motivation of participants in the charity fundraising event is intrinsic motivation-oriented. Participants have experience in fundraising or donation activities of charities and are volunteering with donations or donations. Secondly, participants preferred to participate in fundraising events rather than directly participating in volunteer activities. If the event program is not fun, they do not want to participate, and they have done their part by donating a small amount. Finally, the most popular events for participants were sports community events or cultural performances, which are hobbies. Therefore when planning community sports, it is necessary to implement them in a way that participants continue to get involved

Keywords: sport fundraising event, culture event, charible behavior, sport person, motivation

1. Ahn, C.W., Chang, I.Y., & Baek J.M. (2014). Study on the Trend and Future Directions for Sports Charity in Korea. The Korean Journal of Sport, 12(1), 583-597.
2. Andreoni, J. (1990). Impure altruism and donations to public goods: A theory of warm-glow giving. The Economic Journal, 100(4), 464-477.
3. Backman, K. F., Backman, S. J., Uysal, M., & Sunshine, K. M. (1995). Event tourism: An examination of motivations and activities. Festival Management and Event Tourism, 3(1), 15–24
4. Berger, I. E. Cunningham, P. H. & Kozinets, R. V. (1999). Consumer Persuasion Through Cause-Related Advertising, Advances in Consumer Research, 26. 491-497.
5. Choi, J.Y. (2004). Wise Egoism and Moderate Altruism. The DaeDong Philosophical Association, 25, 1-24.
6. Crompton, J. L., & McKay, S. L. (1997). Motives of visitors attending festival events. Annals of Tourism Research, 24(2), 425–439.
7. Duncan, B. (1999). Modeling charitable contributions of time and money. Journal of Public Economics, 72(2), 213-242.
8. Getz, D. (1991). Festivals, special events and tourism. New York, NY: Van Nostrand Reinhold.
9. Getz, D., & Cheyne, J. (2002). Special event motives and behavior. In C. Ryan (Ed.), The tourist experience (2nd ed.). London: Continuum
10. Higgins, J. W. & Lauzon, L. (2003). Finding the funds in fun runs: Exploring physical activity events as fundraising tools in the nonprofit sector. International Journal of Nonprofit and Voluntary Sector Marketing, 8, 363-377.
11. Iso-Ahola, S. E. (1980). The social psychology of leisure and recreation. Dubuque, IA: Wm. C. Brown.
12. Iso-Ahola, S. E. (1982). Toward a social psychological theory of tourism motivation. Annals of Tourism Research, 9, 256–262.
13. Kang, C.B., Ko, E.H., & Jung, H.J. (2009). Interaction Effects among Donation Motives and Recognition Channels on Donors' Giving Efforts. Journal of Korean social welfare administration, 11(2), 215-254.
14. Kim, C.J. (2003). Conceptual definition of a new donation culture. Journal of East and Central Asian Studies, 12, 447-467.
15. Kim, H.J. (2022). The Effect of Sports Funation Activities on the Donation Mechanism, Brand Image and Brand Loyalty. Journal of Wellness. 17(3), 121-127.
16. Kim, H.W. & Jeon, H.S. (2022). An Analysis Meaning of Sports Talent Donation for College Students through the Application of Talent Donations by University Athletes. Korean Society for the Study of Physical Education, 27(3), 15-29.
17. Kim, H., Ki, B., & Kim, J. (2022). Utilization of expert advisory committee and development of school-regional cooperation model for the promotion of physical education and arts education donations. Korean Society for the Study of Physical Education, 27(2), 13-20.
18. Kim, J.Y. & Kim, Y.J. (2008). An empirical study on the determinants of donator’s giving behavior to the charitable organization. Korean Management Review, 37(3), 629-658.
19. Kim, J.Y., Ji, H.J., & Do, J.G. (2012). Developing cultural tourism plans through international sport events: the case study of Hong Kong Rugby Sevens. Journal of Sport and Leisure Studies, 47, 185-197.
20. Kim, N.J. & Chalip, L. (2004). Why travel to the FIFA World Cup? Effects of motives, background, interest, and constraints. Tourism Management, 25(6), 695–707.
21. Kim Y.G. & Park, J.C. (2011). The Effect of Sport-players’ Donation Activities on the Consumer Response. Korean NPO Review REVIEW, 10(2), 111-140.
22. King, S.B. (2001). Breast cancer, corporate philanthropy, and the market for generosity. Social Text 69, 19(4), 115-130.
23. Kwon, H.I. (2010). The Effect of Donation Amount and Brand Familiarity on Brand Attitude in a Cause Related Marketing. Journal of Sport and Leisure Studies, 42, 237-247.
24. Lee, J.H. & Jung, J.M. (2022). Does trust in others promote volunteering? -Exploring overall trust, in-group and out-group trust. Korean Journal of Social Welfare, 74(3), 229-253.
25. Lee, S.E. (2021). Rethinking Teaching in the Age of Artificial Intelligence: Based on the Philosophy of Levinas. The Korean Journal of Philosophy of Education, 43(1), 97-120.
26. Lee, Y.N. & Song, Y.H. (2012). A Study on the Factors Affecting Donation Intentions: Focused on the Theory of Planned Behavioral and Motive Theory. Korean Public Management Review, 26(3), 189-211.
27. Nicholson, R. E., & Pearce, D. G. (2001). Why do people attend events: A comparative analysis of visitor motivations at four South Island events. Journal of Travel Research, 39(4), 449–460.
28. Pringle, H., & Thompson, M. (1999). Brand spirit: How cause-related marketing builds brands. Chichester, NJ: John Wiley & Sons.
29. Romano, R. and Yildirim, H. (2001). Why charities announce donations: A positive perspective. Journal of Public Economics, 81(3), 423–447.
30. Sargeant, A. (1999). Charitable giving: Towards a model of donor behavior. Journal of Marketing Management, 15(4), 215-238.
31. Saunders, M.N.K., Lewis, P. & Thornhill, A. (2019). Research Methods for Business Students 8th edition. London: Pearson Education Limited.
32. Schofield, P., & Thompson, K. (2007). Visitor motivation, satisfaction and behavioral intention: The 2005 Nadam festival, Ulaanbaatar. International Journal of Tourism Research, 9(5), 329–344.
33. Scott, D. (1996). A comparison of visitors’ motivations to attend three urban festivals. Festival Management & Event Tourism, 3(3), 121–128.
34. Statics Korea (2021). 2021 Social Survey Results (Welfare, Social Participation, Leisure, Income and Consumption, Labor).
35. Webber, D. (2004). Understanding charity fundraising events. International Journal of Nonprofit and Voluntary Sector Marketing, 9(2), 122-134.
36. Xiang, L., & Petrick, J. F. (2006). A review of festival and event motivation studies. Event Management, 9(4), 239–245.
37. Yang, Y.J. (2015). A Exploratory Study on the Determinants for Individual Donation in Korean Society. Journal of Human Studies, 30, 37-64.