‘The Personal Journey’: A Study of the Individual Race Stories of Desert Marathon Runners

Submitted by Richard Cheetham MSc, University of Winchester

Abstract
The research recounted the personal journeys and experiences of individuals who had undertaken and completed a Desert Marathon race, with specific focus on the reasons behind their participation, their race experiences and how the race had subsequently impacted upon their lives. The lack of a comparative analysis of these individual personal race accounts formed the rationale behind this research. The objective was to achieve a greater appreciation of what drives those to challenge themselves in such harsh and high risk environments. The eight runners interviewed all sought a challenge beyond that of the normal marathon distance and one that would require very diligent training ‘rituals’… The very personal reasons ranged from using the race to seek adventure, to grieve, to “make people sit up and take notice” and to experience and conquer an event of such magnitude. The recollection of the race and the months that have since passed, highlighted the impact on each of the runners. This impact showed changes in their outlook on life, a greater self-belief, and a “greater respect for humanity.” They had become invigorated by the experience and in some cases, there was a continued pursuit of the next ‘arena’ in which to test themselves as well as making enduring friendships with those they met along the way.

Introduction
In the words of Dean Karnazes, Desert and Ultra Marathon runner who once completed 50 marathons in 50 states on 50 consecutive days, and author of Ultra Marathon man: Confessions of an all-night runner.

I run because long after my footprints fade away, maybe I will have inspired a few people to reject the easy path, hit the trails, put one foot in front of the other, and come to the same conclusion I did: I run because it always takes me where I want to go. (Karnazes, 2005, p.276)

The ‘culture’ of ultra-distance running has inspired a number of autobiographies from those who have found that they have a story to share of their adventures, heartache, drive and conquest of distances and terrains beyond ‘normal’ recognised running / endurance events. Dean Karnazes is one of those runners. Individuals’ life changing circumstances have led some to immerse themselves in the raw beauty of the long distance trails and the open road. They have entered a previously unknown world of suffering, unchartered territory of heightened physical and mental demands, and yet also one that embraces obstacles set along the way. It was these stories and the author’s own experience from the 2010 Atacama Desert Marathon that inspired this narrative research into this specific aspect of ultra-marathon running among those who set their goal to triumph in completing of one of life’s most difficult endurance challenges.

Extreme Running
The emergence of ‘extreme’ running as a new sports genre has seen races on all five continents run across deserts, along mountain ranges, and through dense jungle. What qualifies these as extreme are the length, terrain, and altitude; as well as extremities of heat, cold, isolation and remoteness. They demand physical and psychological strength from the participants and “extend them beyond the norm of running experiences” (McConnell & Horsley, 2007, p.10). The standard format for desert ultra-marathons is to require the individual to complete six marathons in 6 days, carrying all their equipment and food. It is only water, tents and medical support that is provided.

The locations for the races include the Sahara, Gobi, and Atacama deserts, as well as Antarctica (often referred to as the ‘last wilderness’). Runner and author, Robin Harvie, refers to these as the “theatre of the wild” (p.38) in his book Why we run? The challenge of long distance running goes beyond a simple calculation of mileage and often into a psychological territory unknown to most. It is therefore an event that takes the runner to “the extreme frontiers of the environment and their own physical capacity for endurance” (McConnell & Horsley, 2007, p.10).

An early insight into the appeal and demands of these extreme environments is given by Polar explorer Richard Byrd who wrote in 1938 of the appeal, the dangers and the challenge in his book ‘Alone’ long before they were used for endurance running events.

After gazing at the sky for some time, I came to the conclusion that such beauty had been reserved for remote and dangerous places, and that nature has good reasons for demanding special sacrifices from those who dare to contemplate it.

These sacrifices would require the runners to show thorough preparation and discipline, little room for error in an event that has claimed lives through dehydration and sheer physical fatigue.

And so it is from these desert cauldrons that emerge the individual race stories, their untold personal journeys that often begin beyond the start line and continue past the finish. It is the recollections which give an insight into the appeal of the challenge, the one that lures them into the desert, to endure such hardship and to be rewarded by such an achievement. With this article the author hopes to not only learn from the runner’s narratives, but to convey a sense of appreciation for the participants’ personal motives, barriers and doubt that were overcome in pursuing their goal of running across, in this case, the Sahara and Atacama deserts.

Author and runner, Billy Isherwood, provided perhaps one of the only detailed personal accounts of such a race when he completed the 2006 Atacama Desert race. It begins with an account of his battles with alcoholism, drug abuse, and the domestic violence he experienced during his childhood. Yet at the age of 54 he crossed the finish line after 250 kilometres of running through the unforgiving terrain and climatic conditions. This autobiographical account of his life, and how he arrived at the start line of the 2006 Atacama Desert Marathon, provided a story that was to partially influence the rationale behind this narrative study, as it detailed his journey to the race, his race account and the transformation since. Karnazes (2012) and Zahab (2007) have described their desert race accounts, but in among a collection of other races. The aim of this study is to collate and compare narratives from those competing for the first time, to achieve a greater appreciation of what drives those to challenge themselves in such harsh and high risk environments.

This research began with a review of a number of autobiographies and selected texts surrounding ultra-marathon runners and endurance running. This was coupled with the autobiographies of triathletes, Richard Roll and Chrissie Wellington. The experiences from this variety of ultra-endurance athletes helped to form a backdrop to the work and a basis for the direction of the interviews.

Ultra marathon runner, Robin Harvie (Harvie, 2012) produces an insight into his running motives and explains that the only way to truly understand ‘the why and your own why’ is to take part in these events. He states that the race changes an individual beyond their initial motivation and that “to really know where the road leads, is to take that road yourself” (p.4).

Robinson (2011) provides a starting point for the research in terms of accomplishment and for some, the need for self-actualisation. Many people “never connect” with their true talents and subsequently “never know what they are really capable of achieving” (p.xi). For Marshall Ulrich, who ran across America at the age of 57, it was the accomplishment, not the pursuit of “high prize money or stadiums of adoring fans” (p.17). For Scott Jurek, a world renowned ultra-marathon champion it was wanting to “pry myself open going beyond the body beyond the mind” (Jurek, 2012, p.224). Krissy Moehl, twice winner of the Ultra Trail Mont Blanc (a 100 mile race in the Alps), also speaks of the accomplishment of “pushing your physical limits” (Moehl, cited in Powell, 2011, p.2). She refers specifically to the emotional responses that such challenges evoke aside from those physical boundaries that are realised. Multiple Ironman Triathlete, Chrissie Wellington (2012), refers to a “contest against the race itself” (p.1) regardless of fellow competitors.

Dean Karnazes identified that time spent running allowed him space for “finding peace” (p.276). Dietz (2011) recognises that in ultra-marathons the time out running and away from work, family, and finances rarely happens and therefore allows “a holiday for the mind” (p.42). Trail runner, Boff Whalley states that “We all of us run … To give our bodies a general sense of purpose – creating, in this hurly-burly world, space to think, space to breath” (Whalley, 2012, p.5). He refers to a connection with the environment – the relationship between “the earth and our feet” (p.3). His focus was on running away from normal chosen routes and exploring challenging paths with harsh terrain, unpredictable weather and undulating, demanding wilderness.

Andrew Murray who ran from the far north of Scotland to the Sahara desert (Murray, 2011) was driven by the endeavour, for a charitable cause but also the appeal of the locations he would visit along the way. The desert marathons are organised in places rarely visited but, it could be argued, in some of the most extraordinary destinations on earth. Dietz (2011) also highlighted that the running became an excuse to travel to places around the world. Karnazes (2005) was also led by the appeal, the freedom to explore and to experience the environment for real.

Some people may have fear of living in a comfort zone of neither risk nor adventure and a fear of living from “meal to meal” which Jim Schekhdar (Schekdhar, 2002) saw as his inspiration to break out from ‘normality’ and row across the Pacific in 2001. Or as Reid (cited in Austin, 2007) comments that there is a real need to achieve and challenge ourselves, to “do something with our lives” (p.120) and that this can be achieved through running. Maybe it could be the fear of simply “walking along the corridors leading to the lives of our parents” (Harvie, 2010, p.74) and therefore exist with the confines of ‘normal life.’

An analysis might reveal it as simple as runners looking for the next step, the further distance as they draw from their previous accomplishments (Dietz, 2011). One marathon may not be enough to provide some with the satisfaction after completion and that coupled with a new inner belief that there is more ‘in the tank’ which leads inevitably onto higher stakes. For some however, their very existence is defined by running (Harvie, 2010). Described by Karnazes (2005) as a very simple “primitive act” (Karnazes, 2005, p.276).

Selected comments from these autobiographies and ultra-endurance focussed literature show some of the deeply felt emotions and motivations. These are mere ‘snapshots’ of their stories.

Alongside these individual perspectives from endurance racers, a specific contextualised series of narratives from desert runners will add to and enhance the breadth of studies. This research was therefore designed to be an innovative research project within a developing specific area of athletic performance. To accomplish it I use narrative enquiry where “people’s lives are storied” (Savin-Boden & Major, 2013, p.227). Hopefully this will not only enable a more sophisticated academic understanding of the extremes of human sport, but it will provide a resource for those wishing to compete in such events, beyond what training manuals offer. As Parker (1978) sought to understand in the novel ‘Once a Runner’ there too was a desire to “capture some of the bittersweet beauty and heartbreak of the only all-consuming quest for physical excellence” (p.274).

Method
This research used a narrative research methodology which, through a study of research suitability, has been regarded as the most relevant and effective for understanding the individual race motives and race recollections (Savin-Boden & Howell Major, 2013, Jones, Brown, & Holloway, 2012). The study aimed to recount the experiences of individuals and therefore “focus on people’s perceptions and experiences of the world they live in – and what it means to them” (Jones et al. 2012, p.113) and to show an understanding of that experience (Clandinin & Connelly, 2000). Schultz (1964) emphasises that this is the world as viewed by the individual and not constructed by the researcher who should act to safeguard any misinterpretation of data. The study aimed to truly reflect first-person accounts of life experiences, which is essential in the use of narrative research and allows the individuals voices to be heard (Cresswell, 2007). The research sought to provide a richness of data that eight individual accounts of desert races can achieve. It was a description of what they underwent and how they lived through it – “the essence of the experience” (Cresswell, 2006, p.58).

Essential to this study, was the ability to recognise themes that may emerge, commonalities of the runners backgrounds and the race impact for example, and also to identify and highlight the very personal nature for undertaking their journey and encounters along the way. The runners developed a trust with the author that was built on ensuring they were represented honestly and accurately throughout.

Sample
A selection was made of eight runners (n=8), from 28 to 52 years of age, who all agreed to an interview, four female and four male. They were chosen through convenience from a number who had competed with the researcher in the Atacama Desert marathon in 2010 or from contacts of those participants and who had raced in other locations. Some of these have completed desert ultra-marathons since 2010 in the Sahara, Atacama, Antarctica, and Gobi Deserts.

The relatively small sample size is consistent with narrative research of this kind as Holloway and Wheeler (2010) suggest homogeneous groups can require only 6 to 8 participants. The selection of participants is also consistent with sampling recommendations by Morse (1986, 1991b) who encourages the choice of interviewees to be based upon their experience, knowledge and ability to articulate (in this case, their race journey). This form of purposive sampling was supported by the shared and “specific phenomenon” (Jones et al, 2012, p.35; Mayhut & Morehouse, 1994) that is recommended in qualitative study.

The interview procedure
All participants were interviewed individually at work or home in locations chosen by them. Four were interviewed via Skype, as they lived in the United States, Hong Kong and Australia. By their nature qualitative interviews are often unstructured (Jones et al, 2012). They use open-ended questions which is a primary consideration within qualitative research (Mayhut & Morehouse, 1994; Gratton & Jones, 2004). The aim was to allow the participants to describe their race experience in as much detail as possible and interviews lasted between 45 minutes and an hour but there was no time restriction placed on them. It was essential that the interviewee described their experience in as much detail as possible and felt they were encouraged in some way to lead and control the interview, recognizing that they were the expert of this very particular journey.

In this case, however, the interviewer has also completed a desert Ultra-marathon and this proved to be an advantage in the interview process as the interviewer was able to further explore their encounters with greater empathy. This may be a question of guidance as opposed to direction.

Interviews of this nature have been described as a “conversation with a purpose” (Maykut & Morehouse, 1994, p.88). As a result the questions designed and selected were guided by the subject content and also by Patton (1990) who used six types of questions. Selected from these, were themes based around experience, behaviour, feelings, background, sensory and opinion. The recounting of the race story from a personal perspective focussed on pre-race, race, and post -race experiences within the context of a personal journey.’ Their feelings, thoughts and motivations, as well as the impact that the race completion has subsequently had on them, shaped the interview process.

Data Analysis
The gathering of the stories from the interviews followed the approach recommended by Maykut and Morehouse (1994) in which what is meaningful to the participants guides the analysis, and not that which is pre-determined by the researcher. Therefore data collected aimed to represent those participants in a “coherent and meaningful way” (Hunter, 2010, p.44) by ensuring that the information was given order and structure in the analysis stage. Following each interview the audio tapes were transcribed and coded using thematic analysis (Gratton & Jones, 2010). Thematic analysis led to the selection of significant emerging themes that the participants identified, not those deemed worthy by the researcher; while not losing the reconstruction of the desert race journey. These emergent themes were identified in the results section. The analysis of the interview transcripts enabled a more meaningful presentation of the interviews and was considered in such a way that when read by the participants they would feel that they still ‘owned the story.’

Discussion of Results

Individual running history
The initial question aimed to gather a running history of each interviewee. This showed that they were not ‘well versed’ in the demands of endurance running in such harsh conditions and would have to acclimatise and adapt to the sheer volume of training and preparation required. It proved to be far in excess of that required for anything experienced before. Lucy confessed that before the Sahara Desert Marathon, “I’d never been a serious runner.” All the participants had completed a marathon before the race began, in some cases as part of their training and in others something that had been part of their running history.

It was felt important that, in initially focussing on this aspect of their stories, that the reader would be made aware of the running history of the group in order to put the accomplishment into a better context. The findings showed variety in their pre-desert race running accounts.

David who had competed in two Marathons and adopted an increasingly more serious approach to his training to the point where he wanted to find an event that allowed him to “incorporate all the training.” His father had completed “11 or 12 London Marathons” and he had grown up within an environment where “he’d (his father) go out on Christmas day or whenever…we just accepted it. Ross, who had “accidentally done a full marathon” three years before Atacama, played rugby and kept general fitness as it was “something I have always worked on.” He also confessed to not enjoying running and felt “I don’t think I’ve got the right body type.” Ricky who had played professional baseball where running formed part of the training programme and except for several shorter distance events including five and ten kilometre races “I had never really done anything formally and no marathons.”

Andrea had “sporadically” done some running at High School and College including cross-country but her father had “been a life-time runner and has done like I think around fifty marathons.” Andrea recalled a moment when “I gave him a call and said if I do a half-marathon will you come and do it with me?” This had come when she had taken up running again after a period in her twenties she had been “a really heavy smoker.”

Sam indicated that while she was always “an active person” despite taking part in several half-marathons stated “I definitely haven’t been a very good runner.” Marilena had completed six full marathons including Hong Kong, London, and one in Uruguay. She had a great deal of running experience; as a result the training application alone would, in itself, help her with the preparation for the Atacama Desert race.

Tremaine referred to the military CFT (Combat Fitness Test) as the only real specific running he had done while in the British Army but had no real interest in it outside of this form of ‘compulsory’ training.

It is this analysis that gave a starting point for the research. This showed that these successful desert marathon runners had no experience of extreme endurance events prior to that first day on the start line. A race start that would see them carry up to 12kgs each day of food, basic medical resources and other essential supplies to survive the extremes of heat (daytime temperatures exceeding 40 degrees Celsius) and cold ( temperatures fell to near freezing at night). And so it seemed inevitable to begin the questioning with – why choose something so extreme?

Reasons why the participants chose to race across a desert.
The discussion then moved onto ‘the why’, the why something so extreme? And it was this question that unearthed some common themes. The level of extremity should not be underplayed. This was highlighted in the 2011 Gobi Desert race where one runner died. The need for thorough preparation was essential and that every aspect of the race had to be considered. Sam described “taking off those rose coloured glasses.” The desert was to be an uncompromising and unforgiving environment. Tremaine said he wanted to find something that was simply on the “borderline of lunacy!” For many this may be regarded as ‘lunacy’ but what transpired were the deeply personal accounts of ‘their why.’ Goals (such as this one) give a sense of purpose – “a real sense of being” (Pink, 2009, p.137). Ricky said “there always has to be a purpose…. a really strong why.” For him one of the reasons was on his way to work, “it was walking the tube (London Underground) and being out of breath…..its’ like I am gonna make a change.” The other answers to this question were “as individual as the runners themselves (Ulrich, 2011, p.44). Andrea had been “enthralled” by the feats of Dean Karnazes, ultramarathon and desert runner. She initially wanted to volunteer on a desert race but was encouraged by a race organiser that she could complete one and recounted, “he was like listen, I can tell when people are ready and it’s not about how far you can run, its’ really about your mind-set.” Andrea had reached a point in her life when she wanted to see that “I could really do something” to test herself.

The challenge itself – extending boundaries and beyond a marathon
Initially what became evident was the runners reference to ‘the challenge’ itself, the test of oneself against the elements and to find the next step from the marathon. It seemed that they were all looking for the next step. Ultramarathon runner Ray Zahab (cited in Ulrich, 2011) believes that if you can run twenty six miles then your body can carry you further, “the only question is can your mind go the distance” (p.144).

All of those interviewed were drawn by the need to see what was within their grasp, physically and mentally and that the desert race offered up a chance to demand of them to reach a limit never previously realised. David had read about the race as he had been actively looking for “the next thing” and had sought out an extreme race event. For him it was “something ….you make a commitment to …and that means you make sacrifices.” Wellington (2012) refers to what the intensity of Ironman taught her, “our limits may not be where we think they are” (p.274) and this was echoed. The need to push their boundaries, to apply themselves, unaided (Tremaine, “it’s just you and the desert,” Marilena, “just the thought of being in the open, self-supported”) to take on something dramatic and this captured their imagination.

Ross, who had experienced physical hardship due to altitude sickness when climbing Mount Kilimanjaro in 2007, had a philosophy of “not if but how” when he was presented with the details of the race by David via an e-mail in early September 2009. He exhibited a clear determination that in order to succeed one had to embrace the sheer scale of the challenge and reach “that boundary of probably pushing yourself to the limit.” He went on to say “it’s not how fast you run but how much guts you have.” Murakimi (2009) believes it is the pain (and the inevitability of it) which is accepted and that it can give us a greater sense of being alive. Others agreed that there was something alluring about the pain.

Having watched previous desert race videos, Marilena was aware of the likely suffering and was not in any way deterred but drawn in even more to choose the desert as her ‘arena’. “I saw suffering, going up and down hills and I thought that hmm that’s a challenge, I can do that. So I wanted to prove to myself that I can do it.” She also had a connection with her first race as her youngest daughter had been born in Chile and the “beauty” of Atacama had been the deciding factor on the choice of race and location.

It was important that the choice of extreme running took Ricky away from normal marathon events because for him, “What makes people sit up and listen is something more extreme,” “everyone’s done a marathon…for me “its’ kind of lost a bit of its’ shine.” He believed the attraction of this next level was “….discipline….commitment ….. Accomplishment, that’s what captures people’s spirit.” This was echoed by Harvie (2010) who felt that with the marathon distance (26.2 miles) “anyone can run a marathon given enough time” (p.269). Powell (2011) and Ulrich (2011) recognise the attempt to accomplish something so few have done as a motivational aspect in ultramarathon races. It is the thrill and excitement of taking on such a “mission” (McConnell & Horsley, 2007, p.11).

For loved ones
Lucy and Tremaine provided extremely emotive reasons for entering such an event. They had both experienced the loss of family through cancer, Lucy’s father had passed away in 2007 and Tremaine’s partner, Carla, had lost her battle to the illness at the age of only 31 in 2009. Lucy wanted to find a race that was something slightly different in order to generate interest for those wishing to donate to the charity she was running for (“raising money was my drive”) and also the race would help her to “put everything into perspective” since her bereavement. Tremaine had wanted to give something back to those who had cared for Carla, to do something “dramatic” and subsequently raise sponsorship in order to support a palliative care centre. He regarded the people who worked there and had cared for her as “saints” and not only did he wish to raise money but that the race would be his way of grieving. “You know in the middle of the desert, you’ve got no-one to talk to.” Both had been clearly deeply affected by their tragedies and it was evident the races (Lucy and Tremaine were to compete in four desert marathons in the same year along with Sam and Ricky) would allow them to deal with this part of their life. Scott Jurek, one of the most renowned ultramarathon runners said, “I ran because overcoming the difficulties of ultramarathon reminded me that I could overcome the difficulties of life, that overcoming difficulties was life” (Jurek, 2012, p.6).

For Tremaine, after all the anguish following Carla’s death “everyone fell to pieces” the desert race became a place that allowed him the chance to sort out “my own affairs.” It was “the best time to sort out my issues is when I am demoralised and broken down.”

Experience of the run
The journey offered each runner a starting point, as highlighted, from their first step along the route to the race and now that same journey moved to the next phase. The race itself was the next area for questioning. It is where initial fears, an almost inevitable suffering, emotions and individual coping mechanisms would all be unearthed.

Escapism
Beyond the chance to endure this feat of endurance the races provide times of isolation and solitude. There were times when runners experienced this and the interview sought to question what feelings this provoked among them. It aimed to garner greater details from the runners as to their race experience in terms of greater connection with their thoughts and to any appreciation of the environment they found themselves in. Heather Reid, Professor of Philosophy at Morningside College in Iowa, speaks of running allowing freedom, escape from the norm of daily living and away from “the herd” (Reid, cited in Austin, 2007, p.119). It offers a freedom and a removal of obstacles that limit the chance to ‘escape’ into a world “free of briefcase, cell phone and car keys” (p.118). When these freedoms are experienced how do individuals respond? Austin (2007) believes it is here that one can reflect on our lives and what is important to us. The questioning aimed to find how that freedom was recognised, appreciated and articulated. It was here that the ‘escapism’ enabled them to recollect feelings that show a greater connection with what they were doing and where they were. This was an uninterrupted space, away from outside distractions and ones that are part of or ‘plague’ our lives. The escapism that is “near impossible when modern life is defined by interaction” (Harvie, 2011, p.211). In this case the runners referred to the technology of contemporary life that does not afford us enough moments of ‘silence’.

Sam, Lucy, David, and Andrea referred to the “escapism” offered by the race. This referred to being away from normal work routines and into a challenge without phones and computers that would lead Lucy to show how much this meant to her, “I loved turning my phone off that was just a joy”… Andrea, “it’s been the only time in the last decade I don’t obsessively check my phone,” and “I don’t think I understood how disconnected from the rest of the world I would really be.” Sam reflected on similar experiences, “I put myself in high paced environments…….my phone is with me 24/7 and I am constantly checking e-mails.” With this hectic lifestyle came the “reward” of the marathon challenges, away from a world where in work her life was “crazy.” The final reflection came from David, who enjoyed being away from a life which appeared sometimes one of being ‘bombarded’ with e-mails, the internet”

Coping strategies
Endurance races provide an undulating ‘emotional terrain’ for runners. Zahab (2007) developed a “tunnel vision” (p.173) when trying to ignore the pain in his feet in the Amazon jungle marathon and allowed the “pure adrenaline” (p.174) to carry him through. Fry (cited in Austin, 2007) believes that running for the dedicated “is form of ritual suffering” (p.67). Harvie (2012) describes the suffering that is experienced and throws many into a pain “beyond comprehension” (p.73). And yet they also experience feelings that put this pain into some kind of perspective and deal with it in their own unique way. “I would live entirely in the moment………There was only one mission of putting one foot in front of the other” (Karnazes, 2011). Often there is the acknowledgement of its short-lived nature.

In her interview, Marilena described just how ‘dark’ things could get, “my feet were horrible…….I lost nine toenails” but “at least my suffering will be temporary……..that kept me going for sure.” Almost as inevitable partners inextricably linked are the moments here described as ‘moments of light and dark’ where the pain can give way to a time when the runner experiences a vivid moment of excitement that encapsulates all that is the adventure, the race, the encounter. They press on towards the light, towards that end goal lifted by what they could become and what they could realise. Ultramarathon runner Francesca Conte notes that at the Arkansas 100 mile race, “I always want, in every race to take the time to look up at the sky at night, because remembering how lucky I am matters more than winning” (cited in Jameson, 2003, p.152).

Ricky had suffered with horrendous blisters on both feet and had been vomiting during one of the stages. “We (a fellow runner who was with him on day 3) were in a horrible shape – that was a bad day.” A day that would find him out on the course for over 6 hours as he battled to cross the line for the end of a stage of the race. So how do you overcome these factors that could leave a runner struggling to carry on? Ricky continued, “You pushed through it, the pride, the elation of getting through and finishing that stage” and his drive to prove to others he could do it. One of those was his former Baseball coach at University who was always critical of him and doubted his abilities and to whom Ricky directed his anger: “I keep him in the back of my head…..and I imagined him watching me run this race. I’m going to prove you wrong because he’s a bastard. I wish he was listening to this.”

It was clear that each of the interviewees had their own strategy for these dark moments. Andrea had a key word, one that she would use when she was “hitting my lows.” She would “super-charge it with good thoughts…….charge it with good memories” and when those low points were experienced “I’ll say it (the word) to myself.” It was a case of “shifting” her thought process and it helped her through moments as on the third day when she had run out of water with five kilometres still to go. Water on the race was rationed each day. As Dean Karnazes pointed out when he participated in his first desert race, “Why ration water? I guess the organisers wanted to make it as authentic as possible. This is a race across the desert after all” (Karnazes, 2011, p.156). But this too could be a danger and Andrea was frustrated and angry but had turned this anger into “fuel, like it’s something that can move you on.”

David appeared very clear about his ability to cope with the times when he felt low either through fatigue or the pain of his worsening blisters. “I was never really that negative because I knew that everybody has their ups and downs.” He was able to break down the day’s route into sections where his aims would be to use the checkpoints as progress markers and goals. “I know that this is gonna hurt for the next 10k, but you can split that down.” Ulrich (2011) similarly learned to “compartmentalise my physical anguish…….how to strategize my races” (p.19 & 20).

Sam had injured her ankle even before the race had started and still travelled to the race. She had raised money for charity and was sponsored by a University in Australia. It had been a goal, “an absolute dream” and yet this initially appeared to be one that would stay as just that due to her injury in training just before the race. Her ability to turn potential disaster into achieving that goal was one that was built on reviewing how she could best complete each day.

So I decided to just walk it. I’m just going to do whatever I can to walk and even if I can only walk for the first one day, two days, I’m just going to make the most of it. I’ve never been to South America, so that’s what’s important to me, to really make the most of every moment I think that moment’s been the reason why I’m still running today.

It was almost as though her ‘dark moments’ had occurred before the race had begun and it enabled Sam to completely rethink her approach to the event. The walking of each stage for the first few days allowed her to take in her surroundings, to see things others may have missed as they pressed on across the terrain. “I found it a beautiful race.”

I was just wanting to make the most of it…….I had committed so much financially and …. mentally to get to the start line that I wasn’t going to throw that away by holding onto this idea that I would be able to run the whole thing.

Ross reflected on the charity he was running for although to help fend off the difficult times he was experiencing he spoke of “a bit of bravado” where there is a bit of it that you can’t go home and say I didn’t finish…..unless your leg was hanging off!” However he had been “so focussed, personally…..just progressing and putting your energy into that, otherwise I think I’d fall over and not get up.” He was also able to recall a time when the race became for him a moment of humour.

We were going across the salt flats where it was really rough, and it was a hazy heat, three sixty degrees and I just started cracking up. And I was just like this is …… bonkers like could not get further from reality, not reality, because it was reality, but from your day-to-day reality, and yeah I thought it was brilliant. Like couldn’t see another person and it was just like you know, that’s what you do it for.

Tremaine and Lucy had other emotions that influenced their coping strategy. Their recollections took on a very different slant. After her father’s death, Lucy and her sister, Camilla, entered the Sahara Desert Marathon and they had to split up midway as only Lucy was able to continue. At a checkpoint, one of the race doctors handed her a note passed to him earlier by Camilla. It had been written a while ago by their father, “I remember sitting quietly at the side of the camp…..bawling my eyes out because I was so tired.” The emotion, “the tears, the tiredness, I mean the whole thing was horrendous.” But this also enabled her to reflect upon why she was there and to change her thoughts “don’t be ridiculous, you’re raising money for people who are a lot worse off than you and that’s what kept me going.”

Tremaine experienced a great deal of reflection in the times of isolation in the race when “who do you talk to……your mind and soul has to dig up some serious questions.” The questions of regret related to being away from home when he was in Iraq and spending more time with his family surfaced when he was given that time to think “have a word with yourself.” And yet also occupying his thoughts were “you know she would be proud of me and what I’m doing you know.”

The impact of the race.
After all the miles, all the previously untapped thoughts and feelings, the physical peaks and troughs, the terrain and the temperature extremes it was all over but had it changed them? For the participants in the study at least this was the end of one journey and the start of another.

Friendships
One of the most significant changes for the participants was new and some enduring friendships, the connection with other runners from around the world and in one case, friendships that helped to change opinions. For Marilena, “I loved the way you mixed with so many nationalities, there were beautiful people; never seen them before and maybe you will never see again, but that week they were your closest friends and there was that rapport.” Tremaine had changed his views on those he had met away from his life in the military and from one that he felt instilled stereotypes of those in civilian life. He had experienced so much and identified so many things that had changed for him. Twenty two years serving in the military had left him ‘disconnected’ to civilians and now “I wasn’t a hate civvies kind of soldier that I used to be.” He highlighted what others identified as a camaraderie and respect among his fellow competitors: “No one judges you, the fit ones respect the slower ones, the slower ones respect the fit ones. It’s just like an aura around people.

Ross acknowledged it was “…..the friends that you make and the memories that you create there…..I don’t think it changed my life, but it’s certainly made it a lot richer.” With all the wealth of memories that arose Sam highlighted “what I take away from it (the race), from the journey of running, particularly in those early day races, were just the friendships I made”. Andrea found “one of the unexpected treasures of the experience” was “that you had to like earnestly connect with people in a way that you don’t get to in your life.” Murakami (2009) commented that one of the real pleasures of running has been the people he has met and who have encouraged him along the way.

New self-belief and new challenges
Six of the eight ventured back into other deserts to race and run across – these were Ricky, Lucy, Sam, Marilena, David, and Tremaine. For them the challenge had given them a change in their self-belief through this first accomplishment in an extreme endurance event. Lucy, “I do take on challenges slightly head-on now, because I, you know I‘ve put my body through some extreme situations.” The interview had taken place two weeks after she had summited Aconcagua in Argentina, which is just less than 7,000m high. “I think, I know I can, I know I can do with, like physically I can do more.” She continued to reflect on her thoughts to what lay ahead.

I’d never thought of running a hundred miles around Mont Blanc or round Mount Fuji…….now it’s perfectly normal that I am doing that at the end of April. It’s just ….you live in a tent and you get used to….a sleeping bag for three and a half weeks on a mountain or a week in the desert with ten other people, and that’s perfectly normal and you don’t bat an eyelid.

Jurek (2012) believes that runners are transformed by these challenges and that they can “illuminate the path leading to something larger than ourselves” (p.227). It was evident that the race had a transformational and profound effect on all the interviewees both during and after the race. Marilena had “always tried to challenge (herself)” and now

So when I crossed the line, ah, it’s just amazing, you look back and think wow, I did that 250 kilometres, six days and you did that. It shows what you can do if you put your mind to it.

David has since completed the Sahara Desert Marathon in 2012 and one where he felt this experience helped him in his approach. He finished tenth overall in his second desert race, in Atacama he placed outside the top fifty. “I think you definitely come back with a different mind-set, just on your own ability to take on a challenge and achieve it I think.” He has actively “sought out more” events like this because “your outlook changes.” Since 2010 Ross has continued to seek out running challenges and in 2012 completed the 100 mile footrace called the Centurion in just over 24 hours. Sam had reached a new “physical barrier” in terms of how hard she was able to push herself. This was one aspect identified by many of the runners before the race. “We’d never at home, would have considered doing a third marathon (of an eventual six)……that’s quite amazing.”

Sir Steve Redgrave, five time Olympic Gold medallist, asked himself the question upon retirement if he would go through all the sacrifices and training again; he felt he would.

“It was a privilege, a quest. It was a challenge and I have always been inspired by a challenge” (Redgrave, 2009, p.300). For those who did not draw a line at the end of their first extreme challenge, these words seemed to reflect what subsequently happened as they chose to confront another test of human endurance.

A chance to reflect
For all the runners the race had changed their thoughts about how they viewed life as well as themselves. For Andrea “it just made me think, well you might as well try more things” and was “less afraid to fail.” Since the Atacama she had been able to take more risks in her life and had moved to Tahoe from San Francisco “I would have probably never have made that decision if I wasn’t there (in the desert).” Ricky, who has since become a motivational speaker, working with charities and young children as a direct result of his completion of four desert marathons in the same year believed that “Nothing ever happens to you by saying no…..the world has just opened up by saying yeah I’m gonna do that race and its changed my life and (with it) from many different….perspectives.” There was a greater appreciation of certain aspects of life from both David, “I don’t think you worry so much about the bits and pieces, the things that can sort of clog up and take up your time, don’t actually matter or mean anything!” And Marilena, who was able to take a step back and appreciate her surroundings, her environment, “I see every beauty, I see a tree and I see the colours of the tree that maybe other people don’t see.”

Tremaine had come to terms with the loss of his partner Carla and was looking to the future. “I’ve come out the other end.” He was thankful for the race experiences in many ways and that “it’s finding my footing, and I would have never achieved that because I could have quite easily have been bitter.” Despite injury forcing him to abandon the Sahara Desert marathon he was able to complete two further races in the Gobi and Antarctica. “What I did discover on that first desert race was my respect for humanity and I really found some people that you know actually give a damn about everyone else apart from themselves.”

Work can deprive people of challenging experiences which give “effort a greater meaning to life” (p.120) and ones that provide a greater personal engagement (Pink, 2009) If this is to be achieved then it was through something providing a very different form of accomplishment. For Andrea, “I did it for nothing but the sheer aspect of seeing like that my life was really monotonous at the time. I‘d wanted to see if I have almost nothing for a week. Really what’s it gonna feel like for me and how I am, what does that actually change about me.” With Ross, the experience and “the adventure more than the race” was very different from his life as a graphic designer in London, “I sit in a studio looking at a screen for sixteen, eighteen hours, you know some days.” Sam’s achievements gained through running have led her to share those experiences in her role as an inspirational speaker. With future races she now tries to; “Align them with charitable causes, which is what I am most passionate about to be honest, probably even more than the running itself. …the capacity for it to you know really affect others and influence change.”

Final thoughts
The interviews concluded and an opportunity for the eight runners to describe what they would say to those contemplating taking part in, what has been described as. One of the toughest endurance races on earth. Words that they felt would help to prepare someone for the ‘experience’ they had all shared.

For Ross “just know that anything is achievable…..you’ve got two feet, heart, and lungs and off you go.” Lucy felt similarly that “go for it one hundred percent……it’s an incredible experience.” David wanted to highlight that this was not an exclusive challenge for elite runners. The race contained “people from all walks of life…….you can’t judge a book by its cover.” Ricky enthused “the race was epic man that was absolutely epic.” Andrea considered the experience of challenging herself and realising her potential to “see how far I could really push it” had made her feel the race “was very special, very special to have done that.”

Marilena recalled an “amazing journey….the whole journey was an amazing experience, you don’t need much in life……being with yourself sometimes and (with) nature.” Sam was able to put thoughts into a context of the ‘challenge’ by reflecting on her family background to put it into more perspective. Her father had polio as a child and her mother had “never run in her life” and so she wanted to recognise that “I had done an incredibly physical challenge….I succeeded more because of my mental capacities than my physical capacities.” The immediate impact for Sam when she finished her first desert race was evident, “I was just so happy, I felt so blessed to have finished it. “I was elated….it’s like my body was healed.” This absolute optimism and positivity……feeling fortunate to be there, I was definitely a stronger person when I finished the race.”
The final words were from Tremaine who wanted to ensure that people knew the risks and not to do it “off a whim/” The real question is “…what’s your fundamental reason? You know if it’s for fame and glory, don’t bother. The only race you have is to challenge yourself.”

Discussion
The race journey showed from starting out on this adventure the ‘line in the sand’ at the finish was merely a part of a tapestry of riches and rewards for each of the desert runners. Austin (2007) refers to runners experiencing self-discovery, a time where solitude allows reflection and that “we learn something about ourselves” (p.xii). Their learning was something that they all identified in the conversations and each was as individual and personal as the reasons they had set out on the path to adventure in the first place. The path they followed was transformational not only after but at points along the 250 kilometres of desert trail. Their stories highlighted what can be achieved when mind and body act in unison to surpass what has gone before in our lives in one of the most demanding of arenas.

There was a changed belief about themselves and having such a purpose in the race provided them with a fulfilling activity that gave them their own reward. Pink (2009) discusses a relationship between a challenge that is neither too easy and yet too difficult. With that step being beyond one’s current capability which “stretched the body and mind in a way that made the effort itself the most delicious reward” (p.115). The effort in each of their stories, proved worthwhile in many ways from the charities that they ran for to the people they met and the places they saw. Their ability to recall such vivid moments even when time had passed (nearly three years) since they finished the race, highlighted the impact of the race. These vivid recollections showed such detail that, one could argue, the journey had a deep and profound effect. Carol Dweck, Professor of Psychology at Stanford University believes “the view you adopt for yourself profoundly affects the way you lead your life, your mind-set” (Dweck, 2006). It is clear the race affected each of the runners in terms of how differently they viewed themselves, if not openly in the interview but by the directions their lives took after leaving the desert.

Conclusion
If running is to be a metaphor for life as Whalley (2012) comments, then in this case the desert was to provide that stage. Running in “straight lines along city streets bears little resemblance to life” but venture away from these and the trails will reflect the “life twists and turns” (p.266, 267). When one takes the leap of faith away from the confinement those streets impose into the unpredictable twisting and tortuous routes that desert running is, then this truly reflects what living is really about. Roll (2012) believed that when deciding to test ourselves there is a “new path waiting for (us)” and dare to “take that first step and then (it will) show us who we really are” (p.125).

Some have continued to run, others have found a peace in the accomplishment and so the desert was hardly to be a desert at all. It was to be a treasure trove of memories, of new and life-long friendships and greater self-belief. “Our past makes us” (Jurek, 2012, p.264) and for these runners the past has shaped their future.

Applications in Sport
The heightened interest in extreme endurance events over recent years has made it possible for many people to achieve success in events they otherwise thought impossible. An insight into the experiences of a few of these who chose to venture into such unknowns can create an awareness of the impact such events can have on individuals. This study aimed to explore outside physiological and psychological research parameters and provide those considering embarking on a similar journey with simple narratives that could inspire them to realise what is possible and what can be realised.

Acknowledgements
I should like to thank the eight participants who willingly shared their stories with me so openly and honestly. They not only provided me with their experiences but also proved inspirational. I should also like to thank colleagues for their interest and encouragement throughout this research process as well as the University of Winchester for the financial support with this project. Finally, I should like to thank my patient family who recognised how important this research was for me.

References
1. Austin, M.W. (2007). Running & philosophy: A marathon for the mind. Oxford. Blackwell Publishing.

2. Clandinin, D.J. & Connelly, F.M. (2000) Narrative enquiry. San Francisco, CA. Jossey-Bass

3. Dietz, M. (2011). A hundred reasons to run 100Km. Library and Archives Canada Cataloguing in Publication.

4. Dweck, C. (2006). Mindset: The new psychology of success. New York. Random House.

5. Gratton, C. & Jones, I. (2010). Research methods for sport studies. London. Routledge.

6. Harvie, R. (2011). Why we run. A story of obsession. London. John Murray Publishers.

7. Isherwood, B. (2009). Dead man running. From alcohol to Atacama. Kennoway, Fife, Scotland. Spiderwize.

8. Jamison, N. (2003). Running through the wall. Personal encounters with the ultramarathon. New York. Breakaway Books.

9. Jones, I., Brown, L. & Holloway, I. (2013). Qualitative research in sport and physical activity. London. Sage

10. Karnazes, D. (2005). Ultramarathon man. Confessions of an all-night runner. London. Penguin.

11. Karnazes, D. (2011). Run. 26.2 stories of blisters and bliss. London. Allen and Unwin.

12. McConnell, K., & Horsley, D. (2007) Extreme unning. London. Pavilion Books.

13. Maykut, P. & Morehouse, R. (1994). Beginning qualitative research: A philosophical and practical guide. London. The Falmer Press.

14. Morse, J.M. (1986) Qualitative research: Issues in sampling. In P.L. Chinn (Ed.), Nursing research methodology: Issues and implementation (pp.181-193). Rockville, MD: Aspen.

15. Morse, J.M. (1991b). Strategies for Sampling. In J.M.Morse (Ed.), Qualitative nursing research: A contemporary dialogue (rev. ed., pp. 127-145). Newbury Park, CA: Sage.

16. Murakami, H. (2009). What I talk about when I talk running. London. Vintage.

17. Murray, A. (2011). Running beyond ;imits. Newtonmore, Inverness-shire. Mountain Media Productions Ltd.

18. Parker, J.L. (1978). Once a runner. New York.Scribner.

19. Pink, D. (2009). Drive. The surprising truth about what motivates us. Edinburgh. Canon-gate books Ltd.

20. Powell, B. (2011). Relentless forward progress. A guide to running ultramarathons. New York. Breakaway Books.

21. Redgrave, S. Sir (2009). Inspired. London. Headline Publishing Group.

22. Robinson, K. (2011). The element: How finding your passion changes everything. London. Penguin.

23. Roll, R. (2012). Finding ultra. New York. Crown Archetype.

24. Savin-Baden, M. & Howell Major, C. (2013) Qualitative research: The essential guide to theory and practice. London. Routledge.

25. Schekhdar, J. (2002). Bold man of the sea. My epic journey. London. Panda.

26. Schultz, A. (1964). Studies in social theory. The Hague. Martinus Nijihoff.

27. Wellington, C. (2012). Life without limits. London. Constable & Robinson

28. Whalley, B. (2012). Running wild. London. Simon & Schuster.

2014-02-04T13:47:58-06:00February 4th, 2014|Contemporary Sports Issues, General, Sports Exercise Science, Sports Studies and Sports Psychology|Comments Off on ‘The Personal Journey’: A Study of the Individual Race Stories of Desert Marathon Runners

The Relationship Between Racial Diversity and Winning Percentage: A Study of Men’s and Women’s Basketball Teams and Coaching Staffs in the Atlantic Coast Conference From 2005-2009

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2014-02-11T15:30:51-06:00February 3rd, 2014|Contemporary Sports Issues, General, Sports Management, Sports Studies and Sports Psychology, Women and Sports|Comments Off on The Relationship Between Racial Diversity and Winning Percentage: A Study of Men’s and Women’s Basketball Teams and Coaching Staffs in the Atlantic Coast Conference From 2005-2009

A Study of the Effect of Experiential Marketing on Customer Purchase Intention: Case Study of the Taipei International Sports Cycle Show

Submitted by Chao-Chien and I-Han, Chen

ABSTRACT
The meeting, incentive, convention, and exhibition (MICE) industry has gradually flourished. However, the market encountered at exhibitions has increasingly changed into the commercial buyers’ market. Through experiential marketing, the industry can enhance its contact and communication with potential customers by participating in exhibitions, and thus, increase customer intent to purchase for products highlighted and exhibited at this specific type of venue. In recent years, one industry, in Taiwan has used sports marketing through MICE as a platform to market sport bikes. Manufacturers and business owners alike used the exhibition to reach the potential customer base, and as a result, this study conducts a questionnaire-type survey at the Taipei International Sports Cycle Show. The main purposes of this study are to investigate the degree to which experiential marketing influences customer intent on purchase choices and to assess differences in experiential marketing across different demographic variables. The results of this study are as follows:
• There is a significant difference in experiential marketing across different demographic variables, including age, educational level and average monthly income.
• There is a significantly positive correlation between experiential marketing and the purchase intention of customers participating in exhibitions.
• All attributes of experiential marketing have a significantly positive influence on purchase intention.

INTRODUCTION
Taiwan is highly regarded worldwide as having an excellent reputation for its outstanding manufacturing of bicycles. In the past, the bicycle was considered merely a traditional transport vehicle; however, recently and in a very short period of time for many Taiwanese, cycling has become a popular recreational activity because of the rising awareness of environmental protection, energy saving and carbon reduction policy, and an increased focus on exercise, attention to health issues and seeking an improvement in overall quality of life (21). Until very recently, the bicycle industry was monopolized by a single giant manufacturing company and this corporation was one of the most dominant manufacturers of bicycles, having occupied the largest output of all bicycles within the sports cycling market. As a result of this company having the monopoly for the production of sports cycles, the global revenues amounted about $ NT 300 million, and annual production and sales targeted about $ NT 4.8 million bicycles (5). In 1985, Taiwanese manufactured bicycles were far greater in overall annual production than the amount produced in Japan. This earned Taiwan the reputation as “World Bike Kingdom” (20). Additionally, with the extremely rapid progress of information and technology, not only did the development of the national economy advance quickly, but also international businesses had increased growth as well. As these companies grew, many of them began utilizing the marketing strategy of exhibition venues, which contributed to the development of the meeting, incentive, convention, and exhibition (MICE) industry (32). Recently, the bike industry in Taiwan is without exception. It has held lots of international sports cycling exhibition for selling its own brand of sports bike by means of the MICE promotion platform, the Taiwanese sports bike industry has participated lots of international sports cycling exhibition for selling its own brand of sports bike. These products do not only sell in the Taiwanese domestic market, but also globally, using exhibition venues such as the Taipei International Sports Cycle Show, Taichung Bike Week, and Taiwan Cycle Night.

Compared to the consumers who do not attend exhibitions, the visitors to the MICE have a higher level of product consumption, and vendors positively appraise their experience in host countries (22). Moreover, numerous cities regard the development of the MICE as a strategy for a new era of urban development and a path to the development of local infrastructure. The statistical results of the research showed that the average consumption of the visitors brought by conventions and exhibitions was two to three times that of normal tourists; the travel consumption brought by conventions and exhibitions accounted for 30 percent of the total travel consumption (22). The Sydney Convention and Visitors Bureau (SCVB) surveyed conference representatives. The survey results showed that 67% of the representatives participating in international conferences in Australia would revisit Australia in the next five years, showing that the MICE has enormous potential in promoting the development of the tourism industry (26).

Exhibition activities in the MICE have gradually transformed from the traditional “sample display,” provided by vendors and ordering services; however, more recently, the exhibition theme and format are further subdivided according to economic specialization (6). In 2009, Yin’s research (32) notes that an exhibition is regarded as a crucial instrument in marketing for information exchange and merchandise trade; an exhibition not only integrates the functions of advertisement, personal selling, sales promotion, and public relations, but also provides manufacturers and customers with abundant face-to-face opportunities. Furthermore, Breiter and Milman (2006) explain that most exhibitions held at convention centers are annual or circulating ones as well as consumers with positive experiences in attending exhibitions should increase their willingness to revisit these type of venues. Consequently, whether exhibition activities are held successfully depends on whether the marketing service techniques of the hosting organizations are good enough to attract people.

Presently, the economic consumption style of Taiwan has changed from the “Agricultural Economy” into the “Experiential Economy” (12). According to numerous studies, with the advancement of the experiential economy, the concept of marketing has become a heavily discussed issue among management scientists and economists (24,16,23). Hence, the marketing concept has gradually evolved from product-, sale-, society-, and relation-oriented into the experiential-oriented marketing as the primary core of business activities. In 1999, Schmitt (28) is the first person who integrates experiential marketing concepts and compares traditional marketing with experiential marketing comprehensively. He argues that the traditional marketing method, which focuses on the benefit and function of products, has not been appealing to customers; therefore, enterprises should focus on customers’ experiences. With the coming of the age of the experiential economy, not only marketing methods but also customers’ experiences should be emphasized; and entrepreneurs also need to consider experience as a crucial factor in running a successful brand. Differing from traditional marketing, which emphasizes the performance and function of products, experiential marketing focuses more on the function and efficiency of products and the brand image (7,24). Thus, the experiential method has become a popular trend in increasing the performance of various industries. Based on these findings, experiential marketing has a great influence on customers’ consumption behavior. If entrepreneurs can understand a customer’s reaction to experiential marketing through activities held by exhibitors and relevant research in experiential marketing, they should be able to enhance the performance in selling their products at exhibitions.

This research aims to understand differences in experiential marketing across different customers through participating in exhibitions as well as investigate whether customers’ feelings towards experiential marketing at exhibitions are helpful in managing and developing the Taiwanese sports bike industry. In 1991, Kotler (17) suggests that management should satisfy customer demands. He further encourages businesses to develop marketing strategies by looking from the viewpoint of its customers. The assumption is that if enterprises focus on what the customer wants, this form of marketing should increase customer purchase intention, and moreover, companies will obtain increased profits from these customers. A higher degree of customer satisfaction will lead to higher customer purchase intention, positive public praise, greater competitive advantages, and higher market share (1,10). Purchase intention means the likelihood that a consumer will buy a particular product; the higher the purchase intention, the greater the purchase probability (8,29). Fishbein and Ajzen (1975) confirmed that purchase intention can be used as a key index in predicting consumption behavior; it represents consumers’ subjective preferences for purchasing products and in recommending products to their family and friends. Furthermore, establishing a good relationship with customers to promote customer purchase intention is the most important task for industries in marketing (2). Through experiential marketing strategies, if customers actually experience products, their intent to actually purchase the exhibited products is usually also increased (12). Hence, selling products through experiential marketing not only enables customers to “understand” products on exhibition, but also maintains a suitable product value, and provides better sales performance (18,19). Through sensory and emotional experiences, consumers are both directly or indirectly influenced which, in turn, increases the likelihood of customer purchase intention. Customer satisfaction is the main factor influencing consumer behavior (30). To maintain sustainable development on the market, modern enterprises should increase their profits mainly by increasing customer purchase intention (10). Therefore, through the techniques, assessments and applications of experiential marketing, exhibitors can determine whether the real effect and performance of experiential marketing are helpful in promoting consumer purchase intention.

Several scholars, including Hsieh and Li (2008), Blackwell, R. D., Miniard, P. W., and Engel, J. F (2006), and Holbrook (2000) indicate that there is a positive correlation between experiential marketing and purchase intention. These findings show that through experiential marketing, customers attending bicycle product exhibitions can provide immediate feedback on the products on display at these venues. Having this “hands-on” experience allows the potential customer to immediately achieve full understanding of the functions, safety, and price of the sports bicycles and related products. Based on the literature review, experiential marketing can certainly establish an interactive relationship between customers and service personnel at exhibitions, and customers are more likely to have positive evaluations of these products. Consequently, this research sets out three hypotheses as follows:
Hypothesis 1: There is a significant difference in experiential marketing across different demographic variables.
Hypothesis 2: There is a significant correlation between experiential marketing and the purchase intention of customers participating in exhibitions.
Hypothesis 3: Experiential marketing has a significantly positive relationship and influence on purchase intention.

Methods
Research Subjects
The subjects for this study consisted of the customers participating in the 2012 Taipei International Sports Cycle Show. The investigation of this study lasted for four days, from March 17th, 2012 to March 20th, 2012. The researcher stayed at the 2012 Taipei Sports International Cycle Show from 9 a.m. to 5 p.m. each day for study. Then, the researcher conducted convenience sampling, selecting 650 questionnaires for research investigation.

Research Instruments
There were three research instruments used in this study. The first instrument was personal information including gender, age, marital status, education level, monthly income, residence, and so forth. The second one was an experiential marketing scale revised from Huang’s scale (11), which is based on Schmitt’s (27) experiential marketing scale. The experiential marketing scale of this study included 14 questions on five experiential attributes: emotional, thought, action, associative, and sensory experiences. The third instrument was a customer purchase intention scale revised from Hsu’s scale (15), which is based on Dodds, Monroe, and Grewal (8). Dodds, Monroe, and Grewal’s questionnaire on customer purchase intention and attitude toward recommending products to others. To ensure that the scales used in this study were consistent, efficient, and suitable, a validity and reliability analysis was implemented after the scales were gathered. Concerning the validity analysis, the questionnaires were created based on the theories and measurement instruments of Huang (11) and Hsu (15).

Then, the questionnaires were examined by scholars and experts, and a factor analysis was conducted to increase the efficiency of the content, thus building the content validity of the questionnaires. The factor analysis showed that the cumulative explained variance of both experiential marketing and purchase intention are up to 77.73 %. Hence, the measurement instruments used in this study meet the expected standards of validity. To analyze the reliability of the results, the Cronbach’s Alpha of purchase intention and experiential marketing scales were calculated for internal consistency. Both scales have an overall internal consistency up to .71, meaning they both have high reliability.

Number of Observations
This study adopted a more conservative method under the restriction of accuracy and reliability. Under the condition (α=.05, Cp=.05, and p=.5), the number of samples required was at least 384 (25). Based on the requirements for data analysis and the writing of the report, a return rate of at least 50 % as adequate, at least 60 % as good, and at least 70 % as very good (31). Thus, questionnaires were effectively gathered from 536 participants, return rate was 82%.

Results and Discussion
Differences in Experiential Marketing of the Taipei International Sports Cycle Show across Different Demographic Variables

Differences in overall experiential marketing of potential consumer from different demographics were examined by an independent sample T test and a one-way ANOVA. The analysis showed that there was a significant difference in the variables of age and educational levels ( p<.005), while there was no significant difference in any other variables. Through a post hoc comparison, the researcher discovered that customers of 30 to 39 years of age had a stronger impression of “emotional experience” than those who were 40 years old or above. A post hoc comparison concerning the variable of education level showed that customers whose educational level was senior/vocational high school had a higher evaluation of experiential marketing activities than those with a college or graduate degree did. Furthermore, a one-way ANOVA was conducted to examine differences in all attributes of experiential marketing across customers with different backgrounds, as can be seen in the Table 1.

Table 1. Analysis of variance assessing differences in the five attributes of experiential marketing across customers with different backgrounds

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As can be seen from Table 1, differences in the five attributes of experiential marketing across customers of different ages, educational levels, and average monthly incomes reached a significant level ( p<.05), while there was no significant difference in any other variables. Furthermore, through a one-way ANOVA, the researcher discovered that there was a significant difference in the “emotional experience” attribute across customers of different ages ( p<.005). Based on the results of Scheffe’s post hoc test, compared to customers of 40 to 59 years of age, those 20 to 29 years old had a significantly higher perception of the “emotional experience” attribute; among customers with different education levels, compared to customers with a college degree, customers whose education level was senior/vocational high school had a significantly higher perception of the “thought experience” attribute ( p<.005); there was a significant difference in the “sensory experience” attribute across customers of different average monthly income ( p<.005). The results of Scheffe’s post hoc test also showed that compared to customers who have an average monthly income of $30,001 to 50,000 NTD, those who have an average monthly income of 5,000 NTD or below had a significantly higher perception of the “sensory experience” attribute; there was no significant difference in all attributes of experiential marketing of the Taipei International Sports Cycle Show across customers of different marital status, gender, or residence.

Correlation Analysis between Experiential Marketing and Customer Purchase Intention
This study implemented a Pearson correlation coefficient to analyze the correlation among the averages of each variable. The overall correlation between experiential marketing and purchase intention reached a significant level, as can be seen in Table 2. There was a moderate positive correlation between most of the five attributes of experiential marketing and purchase intention, as can be seen in Table 3. Among all correlation coefficients, there was the highest degree of correlation between “customer purchase intention” and “action experience” – a correlation value of 0.667.

Table 2. Correlation between experiential marketing and purchase intention

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Table 3. Correlation between purchase intention and the five attributes of experiential marketing

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Table 3 showed that the higher the experiential evaluation those customers obtained from the Taipei International Sports Cycle Show, the higher their purchase intention would be. Customers gave a fairly high evaluation of the perception and reaction to this exhibition.

Regression Analysis of Purchase Intention on Experiential Marketing
This study aims to investigate whether an experiential marketing method will be transferred to customer purchase intention of a certain product. First, a regression analysis was conducted to investigate the influence of experiential marketing on customer purchase intention. The analysis resulted in an F-value of 339.272, a p-value of 0.000, and an adjusted R2 of 0.477, showing that the regression of purchase intention on experiential marketing reached a significant level, and had an explanatory power of 47.7 %.

Table 4. Regression of purchase intention on experiential marketing

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Table 4 showed that experiential marketing had a significantly positive influence on customer purchase intention (t = 18.335, p = 0.000, Beta coefficient = 0.9270>0). Therefore, if enterprises can emphasize experiential marketing activities at exhibitions, customer purchase intention of a certain product on exhibition can be promoted.
Second, another regression analysis was conducted to investigate the influence of the attributes of sensory, emotional, thought, action, and associative experiences on customer loyalty. The analysis result produced an F value of 81.591, a p-value of 0.000, and an adjusted R2 of 0.526, showing that the regression of customer purchase intention on the five attributes of experiential marketing reached a significant level, and had an explanatory power of 52.6 %.

Table 5. Regression of purchase intention on five attributes of experiential marketing

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Table 5 showed that the attributes of sensory, emotional, thought, and action experiences had a significant positive influence on customer purchase intention (t = 2.693, 3.006, 2.381, 9.550, respectively; p = 0.007, 0.003, 0.018, 0.000, respectively; and the standardized Beta coefficient = 0.121, 0.145, 0.133, 0.471, respectively). Among all five attributes of experiential marketing, only “associative experience” had no significant influence on purchase intention (t = -0.353; p = 0.721; standardized Beta coefficient = -0.017).

Consequently, if exhibitors at the Taipei International Sports Cycle Show can emphasize sensory, emotional, thought, and action experiences, this will help stimulate customer purchase activity at the exhibition.

CONCLUSIONS
The main purposes of this study are to investigate the degree of influence of experiential marketing of the Taipei International Sports Cycle Show on customer purchase intention as well as to assess differences in experiential marketing across different demographic variables. The results show that there is a significant difference in experiential marketing at the Taipei International Sports Cycle Show across different demographic variables including age, education level, and average monthly income. There was a significant difference in “emotional experience” across customers of different ages. Among all age groups, customers 20 to 29 years old had higher perception of emotional experience than those 40 to 59 years old. Consumers in the age bracket of 20 to 29 years old placed more emphasis on “emotional experience.” Therefore, exhibitors should properly control the overall atmosphere of exhibitions, and maintain a sincere and professional attitude among service personnel. Moreover, exhibitors need to improve the cleanliness of their exhibition halls to enhance customer comfort and foster their “emotional experience” at the Taipei International Sports Cycle Show. Additionally, the Taipei International Sports Cycle Show appealed a lot of enthusiastic cyclists; hence, exhibitors should attempt to establish a relationship with customers to exchange information even after the exhibition is over. Compared to customers with a college degree, those who have a vocational or senior high school level of education have a significantly higher perception of the “thought experience” attribute. The researcher believes that customers who have an education level of college or above have a higher quality of cognitive ability than those with a general education degree; thus, they are more sensitive to the marketing necessity of exhibitions. There was a significant difference in the “sensory experience” between customers of different average monthly incomes. Through a post hoc comparison, the researcher discovered that compared to customers who had an average monthly income of$30,001 to 50,000 NTD, those who had an average monthly income of 5,000 NTD or below had a significantly higher perception of the “sensory experience” attribute.

There was a significant correlation between customer purchase intention and all attributes of experiential marketing. The experiential marketing of the Taipei International Sports Cycle Show is effective in predicting customer purchase intention. From the study results, it is known that experiential marketing is certainly helpful in increasing customer purchase intention. Customers are profoundly influenced by the attributes of emotional, thought, action, associative, and sensory experiences, and show a positive evaluation of products. Among all attributes of experiential marketing, the highest degree of correlation is between “customer purchase intention” and “action experience” – a correlation value of 0.667 according to Table 3. Hence, exhibitors can bring in more experiential marketing activities for promoting customer purchase intention.

Examining the influence of customer experiential value of the Taipei International Sports Cycle Show on customer purchase intention from viewpoint of marketing, the study results showed that all attributes of experiential marketing had a significant positive influence on purchase intention (t = 18.335; Beta Coefficient = 0.927). This result confirmed that past experiential marketing is a fairly crucial factor for impacting customer purchase intention. Furthermore, as the research supports the idea that purchase intention is influenced by experiential marketing, the creation of experiential marketing can be emphasized in marketing strategies. Experiential value can be created through experiential marketing including emotional, thought, action, associative, and sensory experiences. Through suitable experiential mediums, unique experiences can be passed onto customers to create high experiential value, which can be useful for further research. Enterprises can utilize experiential marketing, while paying close attention to whether the experience provided its customers is both holistic and irreplaceable. Moreover, enterprises can relate unique experiences with marketing strategies to offer customers a holistic experience to facilitate their future purchase decisions.

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2014-02-03T15:50:07-06:00January 31st, 2014|Contemporary Sports Issues, General, Sports Marketing|Comments Off on A Study of the Effect of Experiential Marketing on Customer Purchase Intention: Case Study of the Taipei International Sports Cycle Show

Physical Activities and Their Relation to Physical Education: A 200-Year Perspective and Future Challenges

Submitted by Suzanne Lundvall and Peter Schantz.

The Sport Journal normally doesn’t publish articles that have appeared in other publications previously, but the entry below is an exception to this rule. We at The Sport Journal feel the views expressed in this article are important enough to republish for our valued readers.

Abstract
In this macrolevel overview, a model of the multiplicity of the field of bodily movement cultures is initially presented. The model is then used to illuminate how different bodily movement practices emerged over time, became embedded, remained, faded, or disappeared in the world’s oldest physical education teacher education (PETE) program. Through this continuity and discontinuity of practices, five distinct phases are identified, although sometimes intertwined, and their contextual background is described. The first phase is characterized by the establishment of Ling gymnastics from the early 19th century and by its fall in the 20th century. The next phase started in the late 19th century and dealt with the introduction of sports and outdoor life. During a third phase, sports became the dominating movement practice. The fourth phase is related to the rise and fall of a separate female gymnastics culture during the 20th century. The fifth phase is characterized by the introduction of everyday life physical activities at the beginning of the new millennium. The overview is followed by reflections on the future content of bodily movement practices and sought-after values in PETE and physical education in the school system.

Introduction
The content of physical education (PE) programs in schools for children and young people is under debate globally. This is not new. PE has had an ongoing battle concerning how to gain the greatest and longest benefits for mind and body since it was established at the beginning of the 19th century (Pfister, 2003). These conflicts have been noted between cultures and nations, representing different points of view about the legitimate agenda of physical education, but conflicts have also been noted within nations and educational institutions (Kirk, 2010; Korsgaard, 1989; Lundvall & Meckbach, 2003; Morgan, 2006; Pfister, 2003; Schantz, 2009; Schantz & Nilsson, 1990). In the authors’ view, good reasons exist to continue this debate in our time. For this purpose, a model of the multiplicity of the field of physical activity cultures is presented. It is offered as a supportive and clarifying structure for identifying, discussing, and making future PE content decisions.

To illuminate these issues, the model is used in a macrolevel overview, illustrating changes in values and practices within the oldest still existing physical education teacher education (PETE) program in the world, that is, The Royal Gymnastic Central Institute (GCI), now named The Swedish School of Sport and Health Sciences (GIH). Apart from studies based on empirical data from this PETE institution, the overview also makes use of international literature on physical culture and health.

Thus, this article focuses on PETE, a less examined area when it comes to how new concepts of bodily movement practices have emerged, become embedded in programs and local
practices, remained, faded, or disappeared because they were not “legitimate” or were of less value or for other reasons (e.g., Annerstedt, 1991; Fernandez, 2009; Kirk & Macdonald, 2001; Kirk, Macdonald, & Tinning, 1997; Lundvall & Meckbach, 2003). Proceeding from these basic concepts, the final aim of this article is to reflect and discuss the present-day situation in relation to principles for bodily movement practices and sought-after values for PETE. This discussion will include tensions and disagreements on content issues and future challenges for PETE and school PE.

Theoretical Framework
The theoretical departure point is inspired by the work of Bourdieu. The analytical focus has been placed on how deliberate forms of bodily movement practices in the studied PETE program came to be defined and regulated through meaning-making principles or the logic of practices (Bourdieu, 1984, 1990; Engström, 2008). Over time, the chosen bodily movement practices have created tensions in terms of power and control over what has been seen as legitimate in the educational sector of physical activity and body culture. This departure point also makes it possible to study how aspects of investment and intrinsic values have been put forward and have been related to views on body and health.

The Educational Field of Physical Activity Practices: A Model
A model has been developed to illustrate the multiplicity of different forms of deliberate bodily movement practices with distinctly different meaning-making principles (logic of practices; Figure 1). It also considers the construction of gender. It is based on a similar model first described by Schantz and Nilsson (1990) and relates to an educational context in Sweden. However, it can also be easily adjusted to conditions in other countries. The different principles for bodily movement practices are spatially oriented in the model in relation to the rationality underpinning each practice. Sport activities, based on the logic of competition, are placed in the traditionally male-dominated domain. Aesthetic and expressive forms of physical activities, such as artistic forms of dance, are placed in the traditionally female-dominated domain. Ling gymnastics, fitness gymnastics, play, outdoor life, and everyday life physical activities are placed in a traditionally gender-neutral position in the middle of the model. None of these forms of movement practices are underpinned by measurement/competition or driven by aesthetics and expressiveness. Enhancement of different physical qualities through physical training can support the conduct of all movement practices in the model. Basic forms of physical training are therefore placed at the bottom of the model, with arrows signaling their possible supportive nature for all other movement practices. Physical activities that are related to different types of professions are not given a place in this model.

Figure 1. A Model of the Field of Physical Activity Practices (modified from Schantz &
Nilsson, 1990)

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Continuity and Discontinuity of Bodily Movement Practices Over Time
A general description is given below of how the model can be used to illuminate the relative amount of time devoted to different movement practices during different time periods. In this way, a flow of continuity and discontinuity emerges. Different distinct phases are noted. This primarily visual description is followed by a text elaborating contextual factors of importance for understanding the changes described.

From 1813 to 1900, Ling gymnastics was developed and dominated the movement practices, and a fundamental principle was the schooling of body and character (Figure 2). From 1900 to 1960, sports were gradually introduced and thereby the logic of competition. PETE also started to involve outdoor life with the main goal of experiencing nature. For this purpose, physical activities such as orienteering and skiing became part of the educational program. Female PETE education developed a gymnastics discourse of its own, with influences from dance, rhythmic, and aesthetics. Thus, different and gender-related dimensions of movement practices became represented. Alongside this, new forms of physical training, particularly circuit training and aerobic conditioning, were brought in and signaled a logic of training solely for an investment value (Figure 3). During the period from 1960 to 1980, the elements of Ling gymnastics generally faded away but left a space for fitness gymnastics, and at the beginning, this was divided for men and women. Sport dominated as a movement practice, and fitness training within the area of gymnastics increased. The position for outdoor life activities remained stable (Figure 4). From 1980 to 2000 the separate female gymnastic discourse ended as an unintended consequence of a coeducational reform. Sport as a movement practice dominated and became the primary rationale for PETE. Fitness gymnastics was available for male and female students.Outdoor life held its position (Figure 5). From 2000 and onward, everyday life physical activity
emerged with its fundamental principle of an investment value in health. In other ways, there was no fundamental change compared to the previous period (Figure 6).

Figure 2. Bodily movement practice in PETE from 1813 to 1900. Ling gymnastics was developed and established. It represented the content in male and female PETE (where female PETE was established in 1864; cf. Drakenberg et al., 1913). This is indicated by the gray field, which signifies teaching time allocation to this specific bodily movement practice.

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Figure 3. Bodily movement practices in PETE from 1900 to 1960. Male and female gymnastics, indicated as boxes with horizontal and diagonal lines, respectively, developed in different directions. In the 1950s, new forms of physical training appeared. The sizes of the gray fields represent an approximate relative balance between time allocated to different physical activity practices at the latter part of the time period (cf. Lundvall & Meckbach, 2003; Tolgfors, 1979). The years indicated as the beginning and end of the period should be read as approximate indications of time.

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Figure 4. Bodily movement practices in PETE from 1960 to 1980, with a shift toward more time being allocated for sports and a gradual shift away from Ling gymnastics toward fitness gymnastics (cf. Lundvall & Meckbach, 2003; Tolgfors, 1979). For general comments on the construction of the figure, see Figure 3.

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Figure 5. Bodily movement practices in PETE from 1980 to 2000 differ from the previous practices (see Figure 4) in that the coeducational reform led to the termination of the separate female gymnastics culture (cf. Lundvall & Meckbach, 2003; Schantz & Nilsson, 1990). For general comments on the construction of the figure, s ee Figure 3.

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Figure 6. Bodily movement practices in PETE in the 21st century. A dimension of “everyday life physical activity” was introduced during this period (Idrottshögskolan, 2002, 2003). The other movement practices remained the same compared to the previous phase, with one exception: The time alotted to “basic forms of physical training” was reduced; see Figure 5 (cf. Lundvall & Meckbach, 2003, 2012). For general comments on the construction of the figure, see Figure 3.

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Contexts of Emergence, Continuity, and Discontinuity of Bodily Movement Practices

Emergence of PETE in Sweden
The early 19th century was a time open for new concepts about the training of the body. This process, which was connected to the Enlightenment and the growing importance of rational and acting, as well as the faith in scientific thinking, made it possible for new concepts and ideals to develop, including a specific exercise culture of physical education (Pfister, 2003). The institutional setting for Swedish gymnastics came about when Per Henrik Ling was given permission to establish the Royal Gymnastic Central Institute (GCI, today GIH) in 1813. This was also the starting point for the emergence of PETE in Sweden. Ling wanted to provide a system on a theoretical basis and resting on philanthropical ideas, “the philosophy of nature,” inspired by Rousseau and GutsMuths, where the intellect could be developed through the senses and action. The other basis for his system was that it was intended to rest on the “laws of the human organism” and on knowledge gained from studies of the human body. His thinking resulted in certain ideas about the execution of movements and schooling of the body, which were tightly linked to Lings’ ethical and aesthetic ideals and to perspectives of health regarded as a wholeness.

Ling aimed to develop a gymnastics system with four subdisciplines: pedagogical, medical, military, and aesthetic gymnastics. Hence, Swedish gymnastics came to be seen not only as a system for the purpose of educating the whole body, but also as a cure for the sick. Aesthetic gymnastics “whereby one expresses the inner self: thoughts and emotions” (Ling, 1840/1979, p.50) was subjected to only minor developmental attempts.

This article focuses on pedagogical gymnastics, which was defined as the means “whereby one learns to master one’s own body” (Ling, 1840/1979, p. 52). To correctly cultivate the human body, according to Ling (1840/1979, p. 54), required an elaborate system of different to promote the ability for movement control and competence. These movements were determined in detail with regard to starting and final positions, as well as the trajectory and rhythm of such movements. The system included a well-reasoned progression from easy to more complicated movements. The movements could be executed as freestanding exercises, without support, or as exercises supported by gymnastics apparatus, but all movements are based on the above-mentioned central aspects. This form of pedagogical gymnastics also had a statuesque aim (i.e., to develop a harmonious and symmetric body with good posture). Competition was not the aim or the medium of this specific movement practice, and it was not included in the praxeology (Lindroth, 1993/1994, 2004; Ling, 1840/1979; Ljunggren, 2000; Lundvall & Meckbach, 2003).

From early on, Ling stated that women should be included in this form of bodily exercise, in a feminine type of gymnastics. However, this type of gymnastics was never developed by Per Henrik Ling himself, but rather was developed later through the work of his son, Hjalmar Ling, who gave examples of simple forms of gymnastics for female students (Lindroth, 2004; Lundvall & Meckbach, 2003). Throughout the first 100 years at GCI, the teacher training of male and female students, in both theory and practice, was focused on gymnastics, as illustrated in Figure 2.

Tensions and Conflicts Around Ling Gymnastics
In the early 1900s, the scientific basis of the Ling gymnastic system was strongly questioned. This critique was primarily based on scientific studies of a specific movement that was claimed by the Ling gymnasts to enlarge the vital capacity and thereby improve oxygen uptake (Lindhard, 1926; Schantz, 2009; Söderberg, 1996). At GCI there had been, until the early 20th century, surprisingly small-scale efforts to increase the scientific understanding of Ling gymnastics in terms of their own knowledge production (cf. Lindroth, 2004). From the early 20th century there was, however, a clear ambition in this respect. A proposal to establish professorships in physiology, anatomy, histology, psychology, and pedagogics, as well as three in pedagogical gymnastics, was put forward in 1910. However, in those days the national government and parliament made such decisions, and not until 1938 was a decision made to establish a professorship in the physiology of bodily movements and hygiene (Schantz, 2009). In spite of this tension created by the accusation of a nonscientific bodily movement practice, Ling gymnastics kept its position as the main body exercise system into about the middle of the 20th century in combined 9-year elementary and junior high schools in Sweden (Lundquist Wanneberg, 2004) as well as in other countries (Kirk, 2010). One explanation for this long survival was its strong institutionalization, represented by the GCI, and its existing views on body, health, and physical culture, which constituted a strong health and hygiene discourse aimed at defeating, for example, infectious diseases and crooked bodily postures, and at strengthening character through education (Bonde, 2006; Palmblad & Eriksson, 1995). This health and hygiene discourse and the tight relationship between pedagogic and physiotherapeutic gymnastics gave legitimacy to Swedish gymnastics. Furthermore, this type of bodily exercise also encompassed PE for girls, which, over the years, led to a strong female PETE culture. From a societal perspective, this suited the task of PE well. The alternatives for bodily exercise and the training of girls’ bodies were few in number at that time (Carli, 2004; Kirk, 2010; Lundvall & Meckbach, 2003). Furthermore, from the point of view of scientific legitimacy, there were no alternatives to Ling gymnastics. Thus, sports, for example, could not compete with Ling gymnastics in this respect.

From Gymnastics to Sports: The Process of Sportification of PETE
During the first half of the 20th century, sport with its logic of competition was introduced as part of the bodily movement culture at GCI and expanded gradually to become an equal part of the PETE training practice as compared to Ling gymnastics. When Ling gymnastics rapidly lost its dominating position from the 1950s to 1960s, sports overtook that role (cf. Figures 3 and 4). From the mid-1960s, the study hours for courses in sport disciplines started to outnumber those for gymnastics (Lundvall & Meckbach, 2003). To understand these changes in physical practices in PETE, it is important to understand how sport as a physical culture spread during the 19th and 20th centuries in Sweden and globally. A vast amount of literature has described how the rise of organized sports took off in such an emphatic way. Undoubtedly, there is, as Pfister (2003) notes, “a connection between the rise of sport and the adoption of values, standards and structures of industrialization—including rationality, technological progress, the abstract organization of time and an economy aimed at accumulation of capital” (p. 71). Linked to these societal processes was also the reformation of the public school systems, which required a system for the changing ideals of manliness, where the idealization of fair play, together with an appreciation of individual achievement, competitive in character, represented values to be sought after (Mangan, 1981a, 1981b). The average man was considered superior to the average woman, with women being seen as weaker and lacking potential (Pfister, 2003; Wright, 1996). Darwinism also played an important role in forming the sports ideology: the application of Darwin’s theory of natural selection as an argument for maintaining a strong defense for the survival of the fittest, which was to be achieved by means of persistent athletic exercises and competitions (Sandblad, 1985).

In Sweden, the breakthrough for the establishment of the sports movement occurred when the first sports organization became government financed (1913) and a part of the nation’s social and moral program (cf. Lindroth, 2004). As support grew during the first decades of the 20th century, sport was taken on by PETE as well as in PE in schools. The fundamental principle of Ling gymnastics thereby became less exclusive, appeared to be of less value, and was less sought after. The representatives of Ling gymnastics were surprised that sport, which had earlier been for the upper classes, was suddenly available to the wider masses (Lindroth, 2004).

The spread of sport after World War II was also accompanied by influences of a type of physical training—circuit training—originally emerging from military training. These influences brought in new principles concerning how the training of the body was to be planned and executed (Morgan & Adamson, 1961). Effective training during short periods of time, possible to be executed in small spaces, was in many ways revolutionary compared to the more complicated exercise programs in gymnastics. The emergence of exercise science (cf. Åstrand & Rodahl, 1970), not the least with regard to aerobic conditioning, gave sport and fitness training further legitimacy at GCI (Schantz, 2009). At first, the principles of training represented by circuit training were implemented as part of male gymnastic training (Figure 3).

Alongside the sportification process, the female branch of Ling gymnastics challenged its traditional practice from the beginning of the 20th century and was influenced by an elaborated theory of body and rhythm and the concept of effort saving (Laine, 1989). Initially, these influences, involving breaking with the stiff traditional floor-standing gymnastics, met opposition and resistance (Forsman & Moberg, 1990; Lundvall & Meckbach, 2003). But it was not possible to stop this development and changing of “logic” to aesthetics because it could be justified as being in line with Ling’s intentions concerning the aesthetic branch of his system (see Figure 3). Another process that demonstrated elasticity in the application of the principles of Ling was the development of PE and children’s gymnastics toward a more natural and child centered way of moving, away from drill and command (Falk, 1903, 1913).

The nature of female gymnastics embodied values of emotions and how to put one’s soul into the movements, to liberate the body, and to provide space for self-education (Carli, 2004; Laine, 1989; Lundvall & Meckbach, 2003). The performing of movements was characterized by sensitiveness, adaptability, body awareness, and expression—the feeling of the movement. This type of body training, based on what today is called a subjective experiencing of the body (body-as-subject), provided cultural, physical, and symbolic capital that did not challenge the existing ideals of the female body at that time. Both of the above-mentioned processes must be acknowledged as mechanisms for understanding the long survival of Swedish gymnastics in the PETE programs and in school PE. The corresponding development of the male Ling gymnastics was not the case (Lundvall & Meckbach, 2003).

The popularity and success of the spread of sports is both easy and not easy to understand. With regard to former principles for the education of body and mind, it is interesting how sport, with its meaning-making principles of competition and specialization of skills, with the training of the body as an objective, could fit in so easily and replace the old virtues of the training of the body, regarding health as wholeness, without the dualism of body and soul.

The introduction of outdoor life in PETE from 1900 to 1960 (Figure 3) can be understood in relation to the organization phase of outdoor life in the late 19th century and the beginning of the 20th century. It reflects a need for new identities due to both the great demographic changes with the strong urbanization processes during this period and also the concomitant nationalism and strong surge for new national identities. In this identification process, love of nature as well as skiing emerged as strong parts of the identity profile for Swedes (cf. Sandell & Sörlin, 2008).

From Two-Gender Specific PETE Cultures to One: A Merging With Consequences
During the 1970s political striving for equal rights and employment in Sweden led to questioning of the organization of gender-separated PETE programs. Suddenly old ideals stood beside new ones. The process of integration of the male and female PETE cultures as well as the sportification process of bodily movement practices led not only to a new gender order and a loss of the female gymnastics culture, but also to a marginalization of the female PE pedagogical culture (Carli, 2004; Lundvall & Meckbach, 2003; Schantz & Nilsson, 1990; cf. Figures 4 and 5). For corresponding changes in other countries, see Kirk (2010), Wright (1996), and O’Sullivan, Bush, and Gehring (2002). Furthermore, the time allotted to courses in gymnastics decreased substantially after the coeducation reform in 1977 (Lundvall & Meckbach, 2003). The long tradition of female PETE culture, together with school PE steering documents, prevented a total termination. Courses in dance, music, and movement remained as minor parts of the coeducational PETE study program, but were aimed more at fitness gymnastics, such as workouts and aerobics (Figure 5). Former practices with their fundamental principles of aesthetics became simplified.

At GCI–GIH, the total amount of practical courses went from being the major portion of the study programs during the early 20th century to becoming more peripheral, from taking up 80% of the total study time in the 1920s to less than 15% about 90 years later (Lundvall & Meckbach, 2012; Tolgfors, 1979). A parallel academization process of PETE took place in general, and globally, after the 1970s (e.g., see Kirk, 2010; Kirk et al., 1997; Tinning, 2010).

Everyday Life Physical Activity as Bodily Movement Practice: Disagreements in Modern Time During the late 20th century, new and other practices of physical activity started to be demanded. Recommended amounts and levels of physical activity were distributed in 1996 by the U.S. Surgeon General (U.S. Department of Health and Human Services, 1996). This way of thinking about children’s and young peoples’ needs for physical activity bore some resemblance to former medical arguments for the prevention of disease and for the curing of the sick that started nearly 200 years earlier.

Everyday life physical activity as a way of thinking gradually became established in society around the beginning of the 21st century, originally taken on by stakeholders in public health, actors outside the field of PETE, and academic disciplines related to sports (Ainsworth, 2005; McKenzie, Alcaraz, Sallis, & Faucette, 1998; Morgan, 2000). This thinking signaled that children and adolescents need to learn how to become and stay physically active in everyday life (McKenna & Riddoch, 2003; Smith & Biddle, 2008; Trost, 2006). Changes in society had led to a focus on physical inactivity among the population. This scenario developed even though there had never before been so many opportunities for participation in organized sports. An outspoken fear of to what physically inactive lifestyles could lead among young people (including reports of obesity crises) was strongly communicated (World Health Organization, 2002). Once again, the question of how physical exercise could contribute to the health of a nation’s citizens came up on the political agenda.

The sought-after legitimatizing educational values and logic of practices behind this new way of thinking have not been clearly communicated so far. The rationale behind the emphasis on everyday life physical activity has given rise to criticism. Educational sociologists point out that school PE cannot only be driven by a medical risk discourse, or a pathogenic and/or normative way of thinking of physical activity and health (Gard & Wright, 2001, 2006; Kirk, 2010). Physical education is much more: It is about physical self-esteem, body awareness and abilities, personal and social development, questions of democracy, as well as critical aspects of health and health communication (Evans, 2004; Evans, Davies, & Wright, 2004; Macdonald & Hay, 2010; Siedentop, 2009). This can perhaps explain to some extent why PETE educators have shown a cautious attitude toward how the thinking about everyday life physical activity has been exposed and how it has been attempted to be implemented. It is too early to describe with any certainty how and what the construction of knowledge around everyday life physical activity will represent in terms of new or renewed bodily movement practices in the area of PETE in general and globally.

The first compulsory course in everyday life physical activity at GIH was started in 2004 in two transdisciplinary courses (Idrottshögskolan, 2002, 2003), which were demanded in a teacher education reform (Figure 6). These dimensions of human movement were introduced in a context of physical activity, public health, and sustainable development (Schantz, 2002, 2006; Schantz & Lundvall, forthcoming). Hence, it is possible to state that learning sports as the predominant bodily movement practice in PETE programs and school PE has been challenged.

Post-Overview Reflections
In this article, a model clarifying the multiplicity of fundamental principles and dimensions of bodily movement practices in a specific, but for the development of PETE, central setting in Sweden has been presented. The model has been used to illustrate the continuity and discontinuity of movement practices. Thereafter, mechanisms and contextual backgrounds to these changes over time have been described.

Although national and cultural differences in how countries organize their PETE programs and school PE exist, there are reasons to believe that the similarities of the development described outnumber the differences. The scheme of continuity and discontinuity stimulates a discussion about what values have been gained, what has been lost, and what possible values have not been introduced as part of PETE.

The introduction of new physical activity logics in PETE has sometimes been dependent not only on the meaningfulness of a certain logic but also on power relations. The introduction of sport is such an example. Furthermore, there are also examples of dramatic changes that have taken place without being desired or planned for intentionally. The rapid decline of female gymnastics at the beginning of the 1980s as a result of the introduction of coeducation is an example. Furthermore, Ling gymnastics faded away after World War II and, with that, faded the principles of movement practices aimed at dimensions such as general body awareness, posture, and ability to maintain motor control. Again, these consequences were not foreseen.

Another lesson is that such unforeseen consequences can be difficult to handle in terms of compensatory pedagogic actions. The values of the female gymnastics and the Ling gymnastics were dependent on strong framing cultures that had been developed over long periods of time, and indeed, the creation of new cultures fostering the best values of those previous cultures is difficult to achieve. Therefore, as a memento, it is suggested that, before changing the content of PETE, one should try to create different scenarios to counteract the possibility that that decision may lead to unforeseen effects.

The overview also makes it clear that the dimension of movement practices connected to different forms of artistic dance have been left out in PETE. This exclusion has, with few exceptions (Schantz & Nilsson, 1990), not been an issue that has been discussed. Indeed, most likely, this would not have been the case if it had been a traditionally male-dominated domain of physical activity. Among these gender issues is also that females taking up different forms of traditionally male-dominated sports is appraised positively, whereas attempts in the opposite direction are generally few in number or entirely absent and lack clear support in the currently governing mind-sets within PETE.

The existence of a multiplicity of logic of movement practices in the field of physical activity points to distinct values of each of the fundamental principles underlying these practices. In line with this, the interaction between different kinds of movement practices and the individual enlarges his/her points of reference in relation to body, movement, and mind.

With such a view constituting a rationale for different physical activities in PETE, one can ask what balances in time allocation are reasonable for attaining a goal of widening the personal experiences and securing “breadth” as an educative value of its own. This takes into account that most of the PE students of today have a strong personal experience in sports, whereas their experience with other physical activity cultures is meager (Brun Sundblad, Meckbach, Lundvall, & Nilsson, 2010). They have what Bourdieu would call a strongly developed taste for sport, forming part of a strong sport habitus (Bourdieu, 1984; Engström, 2008).

Another dimension of reflection on the PETE content deals with what PE contents in schools may be important for adult behavioral patterns of physical activity. Not much cross-sectional or longitudinal research exists on those issues, but there are indications that socializing into sport activities might not effectively foster physically active lifestyles among adults. Instead, schooling into a broad movement repertoire, as well as experiences of outdoor life, appears to be more effective in this respect (Engström, 2008).

Recent knowledge highlights that, in relation to physical activity, one has to take into account the multiplicity and complexity of young peoples’ lives. Context and social interaction play a central role. Children and adolescents are social actors that navigate in the landscape that surrounds physical movement culture. More attention has to be given to how the “healthy citizen” is constructed. What does it mean to live on the countryside, to live in inner cities, or to have the gym or the sport club as the social place for physical activities? In what ways does the place create meanings and relations? And for whom? Which physical activities are included or excluded (Wright & Macdonald, 2011; Thedin Jakobsson, in press)? According to current reports and research studies on school PE in Sweden, students learn sports but not about health and how to take responsibility for healthy physically active lifestyles (Lundvall & Meckbach, 2008; Quennerstedt, Öhman, & Ericson, 2008; Skolinspektionen, 2010). These issues have also been highlighted globally (Hardman & Green, 2011; Green, 2008; Pühse & Gerber, 2005)

New scenarios concerning health, well-being, and illness, including rising numbers of school students experiencing stress and forms of psychological unhealthiness (Folkhälsoinstitutet, 2011), migration, economic recessions, growing segregation among social classes, and an uneven distribution of access to physical activity and health knowledge, have continued to challenge the stability of health among societies’ citizens. The overview relates the content matter of PETE over time to influences of different societal contexts. From this perspective, the relation of physical activity in PETE to major current societal challenges, such as the obesity and type 2 diabetes epidemics, as well as issues related to sustainable development (cf. Schantz & Lundvall, forthcoming) and globalization, are examples of matters that deserve to be thought through and discussed in much more depth than what appears to be the case in most PETE institutions and countries at present.

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2014-01-27T19:05:47-06:00January 27th, 2014|Contemporary Sports Issues, General, Sports Exercise Science, Sports Studies and Sports Psychology, Women and Sports|Comments Off on Physical Activities and Their Relation to Physical Education: A 200-Year Perspective and Future Challenges

Comparison of Body Image Perceptions for Female Competitive Dancers, Fitness Cohort, and Non-Dancers in a College Population

Submitted by Lorraine Killion, Ed.D. & Dean Culpepper, Ph.D.

ABSTRACT
Body image is a complex synthesis of psychophysical elements that are perpetual, emotional, cognitive, and kinesthetic (1). The desire to achieve and maintain an ideal weight is a prevalent goal among females. The purpose of this study was to examine a female population of competitive dancers, control, and fitness cohorts’ body image and eating characteristics. A total of 51 (29 dancers, 12 control, and 10 fitness) subjects completed the MBSRQ-AS, EAT-26, a Physical Activity Questionnaire, Stunkard Figural Silhouettes, and body fat measurements. A MANOVA was conducted to determine group differences and showed a significant relation (Wilk’s Lambda = .106, F=8.735, p<001). Post hoc tests were conducted to determine directionality and showed that the dancers scored significantly higher on the Appearance Orientation subscale (p=.034) with no difference between the control and fitness cohort. Dancers also significantly perceived themselves to be overweight (p=.048) with no difference between the other two groups. Both the dancers (p<.001) and the fitness cohort (p<.001) scored as exhibiting disordered eating patterns as rated by the EAT-26. Even though the dancers had a low percent body fat (M=17.6), they tended to place more importance on how they look. The dancers perceived themselves to be overweight and engaged in disordered eating patterns. These types of perceptions and behaviors are disturbing, but not surprising since dancers have a drive for thinness to compete (2). To fully understand the scope of the issue and the psychological factors that accompany the quest for achieving a certain appearance, future research should include other female cohorts such as elite athletes, obligatory exercisers, and sedentary females to determine any similarities and differences in the groups.

INTRODUCTION
Research has documented and quantified a shift towards a thinner ideal shape for females in the Western culture for the past 20 years (3). Body image has been shown in numerous studies to be a key issue for females. Body image has been described as a multidimensional construct that describes internal, subjective representations of physical and bodily appearance (4). The internal representations of one’s own body include both cognitive and perceptual elements (5). In addition, eating disorders have been shown to be prevalent in females with more than 90 percent of those with eating disorders are women between the ages of 12 and 25 years of age (6, 7, 8). Research indicates that both of these factors (body image and eating disorders) are present among elite performers of certain sports or physical activities, ballet dancers, and professional dancers (8). Yet little has been reported on dance team participants (9, 10, 11).

Dance team is difficult to research due to the paucity of literature available and the complexity of terminology. Also, dance team is a nebulous term to define. Research demonstrates common referrals to spirit teams, spirit squads, dance teams, as well as pom squads. While the confusion in labeling and current argument as to whether this is an activity or a sport still looms, one fact that remains constant is competitive spirit teams is one of the fastest growing areas of participation for females (12).

Among high school participants, over 96,718 females were accounted for in the 2010-2011 high school athletics participation survey conducted by the National Federation of State High School Associations, ranking competitive spirit teams ninth for female participation. At the college level, the National Collegiate Athletic Association (NCAA) reported that spirit squad has experienced the most growth for women’s sport (13, 14). A nationwide Division I study conducted during the 2001-02 academic school year investigated the prevalence of dance and cheerleading programs and reported 89% of the institutions contacted indicated they sponsored competitive dance (12).

The current emerging phenomenon of dance teams has witnessed the rise in visibility of participants at sporting events and are known for their pre-game and half-time routines. Dance teams are comprised of competitive dancers who are required to practice for long hours in movements, choreography, and synchronicity among dancers. Participants are also required to incorporate specific choreography (i.e., contemporary, hip-hop, or jazz) and technical skills (jumps, kicks, and other gymnastic-type skills) into the routine. It is highly competitive and requires hours of rehearsal to master precise movements in harmony with other members of the team.

The increasing number of females participating in dance team competition is prevalent. Long rehearsal hours, use of mirrors, and dance outfits, place dance team participants at risk of body image concerns (15, 16, 17, 18). Of additional concern is the presence of wearing dance outfits which possibly place them as subjects of objectification, or being evaluated by gazing or being observed or “checked out” on the basis of their appearance (17, 19, 10).

With the growing number of females participating in dance team competition, a further examination of the psychosocial factors that accompany this new sport warrants investigation including the importance of assessing potential body image disturbance. This study was designed to examine the perceptions of dance team participants, fitness participants, and non-dancers in a college population.

METHODS
Upon Internal Review Board (IRB) approval, fifty one subjects were recruited from two university campuses. Informed consent was obtained prior to the study through an information letter that was administered to participants in dance and physical fitness classes.

Participants
Participants were female students enrolled in university classes and dance teams. Two university campuses were involved in the study and yielded a total of 51 participants. The study was comprised of 29 dancers, 10 fitness students, and 12 control subjects. The mean age and standard deviation for the participants were: dancers (M = 20.69, SD = 2.25), fitness (M = 25.40, SD = 8.67), and control (M = 20.42, SD = 0.996). The dancers were from university dance teams, the fitness participants were enrolled in fitness classes, and the participants in the control group were randomly selected from general university courses.

Instruments
Each subject completed questionnaires assessing participant demographics, physical activity involvement using the NASA Physical Activity Scale and body image perceptions using the Stunkard Figural Rating Silhouettes. Eating behavior patterns were assessed utilizing the Eating Attitudes Test (EAT-26) and attitudes concerning body image were assessed with the Multi- dimensional Body-Self Relations Questionnaire (MBSRQ). Anthropometric measurements (height and weight) were then taken. Weight was taken using a Tanita WB-110A Digital Scale and height was taken using a using a Seca 420 measuring stadiometer. Body fat measurements were taken on each participant using an Omron Fat Loss Monitor, Model HBF-306C. The Fat Loss Monitor (Omron Fat Loss Monitor, Model HBF-306C) displays the estimated value of body fat percentage by bioelectrical impedance method and indicates the Body Mass Index (BMI). The bioelectrical impedance, skinfold, and hydrostatic weighing methods have all been shown to be reliable measures of body composition (r = .957-.987). (23)

Eating Attitudes Test (EAT-26)
The Eating Attitudes Test (EAT-26) was used to differentiate participants with anorexia nervosa, bulimia nervosa, binge-eating, and those without disordered eating characteristics. It is a 26-item measurement consisting of three subscales: 1) dieting, 2) bulimia and food perception, and 3) oral control. Scoring for this instrument was a Likert scale of six possible answers (always, usually, often, sometimes, rarely, never). Scores ranged from zero to three for each question and a total score greater than 20 indicates excessive body image concern that may identify an eating disorder (20, 21). The EAT-26 has been proven to be a reliable (r =.88) measurement. (7)

Figural Rating Silhouettes
Body size judgments were obtained using the Stunkard Figure Rating Scale (see figure 1). This scale consists of a nine-figure scale of numbered silhouettes that increase gradually in size from very thin (a value of 1) to very obese (a value of 9). (22) Two body size perception variables were included in the current study. “Self-perceived body size” is the number of the figure selected by participants in response to the prompt “Choose the figure that reflects how you think you currently look.” “Ideal body size” is the number of the figure chosen in response to the prompt “Choose your ideal figure.” This scale has good test-retest reliability and adequate validity (23, 24). Following the methods of other investigators, we defined body size satisfaction as the difference between self-perceived body size and ideal body size (25, 26, 27, 28). A body size discrepancy index variable was created for each participant by subtracting the number of the figure selected as the ideal body size from the number of the figure selected as the self-perceived current body size (28). A high body size discrepancy value signifies low satisfaction with body size, and a low value signifies greater satisfaction with body size.

Multidimensional Body-Self Relations Questionnaire
The Multidimensional Body-Self Relations Questionnaire (MBSRQ) is a 69 item self-report inventory for the assessment of self-attitudinal aspects of the body image construct. The MBSRQ measures satisfaction and orientation with body appearance, fitness, and health. In addition to seven subscales (Appearance Evaluation and Orientation, Fitness Evaluation and Orientation, Health Evaluation and Orientation, and Illness Orientation), the MBSRQ has three special multi-item subscales: (1) The Body Areas Satisfaction Scale (BASS) approaches body image evaluation as dissatisfaction-satisfaction with body areas and attributes; 2) The Overweight Preoccupation Scale assesses fat anxiety, weight vigilance, dieting, and eating restraint; and 3) The Self-Classified Weight Scale assesses self-appraisals of weight from “very underweight” to “very overweight.” Internal consistency for MBSRQ subscales range from .74 -.91. This questionnaire has been studied and used extensively in the college population. Internal consistency for the subscales of the MBSRQ ranged from .67 to .85 for males and .71 to .86 for females (9).

Physical Activity Scale
Level of physical activity was obtained by self-report with the NASA Activity Scale (NAS) (29, 30). The scale enables subjects to rate their general activity behavior over the previous 30 days. The scale range is from 0 to 10, which is based on the total weekly minutes spent in exercise or the total weekly miles run or walked. A NAS of 0-1 represents very low activity. A rating of 2-3 represents regular recreation or work of modest effort in such activities as golf or yard work for a weekly total of between 30 min to 2 h. Ratings of 4-10 represent regular participation in aerobic exercise ranging from light to heavy exercise.

Procedures
The participants were instructed by a trained individual to fill out the information packets provided on clipboards. First, the participants completed a personal identification and demographic sheet that contained general information such as age and dance or sport category. The participants then completed the MBSRQ-AS, the EAT-26, Physical Activity Questionnaire, and the Stunkard Figural Rating Scale (31, 20, 29, 22). As the participants completed the written component of the study, another trained individual took height and weight measures of the participants and recorded the body mass index (BMI) from a hand-held BIA analyzer. Weight was taken using a Tanita WB-110A Digital Scale and height was taken using a using a Seca 420 measuring stadiometer. A test/retest method was utilized for both measures to offset measurement error. In the measure of weight, the individual’s weight was recorded, the participant stepped off the digital scale and the scale was returned to “zero”. The measure was then taken again and recorded. In the measure of height, the same procedure of test/retest was used. When all measures were taken, the average of the two measures was then recorded. The measures were then taken by the researchers and converted using the formula (BMI = weight/height M2). BMI was then calculated and recorded for all participants. When the information was completed, the participants returned the packets to the trained administrator. Data sheets were collected and kept in a locked file cabinet for confidentiality.
A total of 51 participants completed the MBSRQ-AS, EAT-26, a Physical Activity Questionnaire, Stunkard Figural Silhouettes, and body fat measurements. Descriptive statistics are presented in Table 1. The Dancers and the Fitness group were significantly lower in body fat and higher in physical activity and the on the EAT-26. A MANOVA was conducted to determine group differences among the different measures and the subscales.

Table 1 – Figure Rating Means for each Group (dancer, fitness, & control)
Screen Shot 2014-01-24 at 4.14.52 PM

RESULTS
The MANOVA indicated a significant relation (Wilk’s Lambda = .106, F = 8.735, p<.001). Post hoc tests were conducted and analyses were examined to determine directionality. Results showed that the dancers scored significantly higher on the Appearance Orientation subscale (p=.034) with no difference between the control and fitness cohort. Dancers also significantly perceived themselves to be overweight (p=.048) with no difference between the other two groups. Both the dancers (p<.001) and the fitness cohort (p<.001) scored as exhibiting disordered eating patterns as rated by the EAT-26 (see Table 2).
Even though the dancers had a low percent body fat (M=17.6), they tended to place more importance on how they look. Body dissatisfaction measures often focus on body build and are operationalized as the difference between ideal and self-perceived current figure as selected from a group of drawings (32, 33, 34). Measures of body dissatisfaction were computed by subtracting participants’ ratings of their Current Body Size (CBS) from their Ideal Body Size (IBS) to create a discrepancy index (DI). (28) The DI’s for each group were calculated with means and standard deviations recorded: Dancers (-.59/1.11), Fitness Group (-1.04/.966), and Control (-1.55/.85). The dancers in this study were dissatisfied with their bodies and wanted a thinner body as described in the discrepancy index, indicating a higher level of importance on their appearance (p=.045).

Table 2-Percent Fat and Eat-26 Totals for Subjects
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DISCUSSION
The primary focus of this investigation was to examine collegiate dance team participants to see if they exhibited body image distortions and disordered eating habits as exhibited in other female performers. Even though the dancers had a low percent body fat (M = 17.6), they tended to place more importance on how they look. The dancers perceived themselves to be overweight and engaged in disordered eating patterns. These types of perceptions and behaviors are disturbing, but not surprising since dancers have exhibited a drive for thinness to compete (2).

The findings of the data for this study are consistent with previous studies regarding body image in females (6, 35, 36). The females in this study perceived their current figure as heavier than their ideal figure. Although literature available on dancers exists, many of the studies have focused on ballet dancers and other professional dancer types. Future research should examine dance team participants to see if the pressures are similar (i.e., rehearsing with mirrors and being viewed during their performance by an audience). To fully understand the scope of the issue and the psychological factors that accompany the quest for achieving a certain appearance, future research should include other female cohorts such as elite athletes, obligatory exercisers, and sedentary females to determine any similarities and differences in the groups.

These results indicate that dancers had higher incidence of negative body image disturbances as compared with the controls. Dancers are usually expected to be slim, well-proportioned, and toned and are placed under a great deal of pressure to maintain these features. Often, the various aspects of a dance class can potentially lead to a negative body image (37). The pressures of being thin may present negative body images for dance team members (38). A national survey conducted reported that body image concerns continue to be prevalent among American women (39). Levels of body dissatisfaction may also foster negative affect because appearance is a central dimension for women in our culture (40).

While the dangers of distorted body image are present in the dance world, measures to minimize their impact should include coaches who focus on performance rather than personal appearance. Taking an active interest in how their dancers view themselves is critical to a more comprehensive understanding of the causes of body image concern. By further addressing this issue, researchers can also help minimize health risks in female participants as well as reduce body image dissatisfaction.

Limitations & Implications
Limitations to this study include the sample size. In addition, this study investigated indicators of disordered eating attitudes and behaviors rather than clinical diagnoses of eating disorders. Other variables that are contributing factors to the prevalence of disordered eating were not investigated. The results of the EAT-26 test were not intended to diagnose nor suggest an eating or life-threatening disorder; however, the EAT-26 was used because it has proven to be an effective screening tool in identifying eating disorder symptomology and allows for further investigation for treatment.

APPLICATIONS IN SPORT
Body image has been the subject of much research conducted in recent years. As a result, body image is now recognized a multidimensional construct with complex aspects, particularly perceptual. The majority of the existing data indicates that body image concerns are prevalent among American females. With the recent phenomenal growth of dance team participation and the increasing number of female participants; a closer examination is warranted. Yet, there is a paucity of research available on dance team participants and their perceptions of their body appearance. Because dance team members wear a designated uniform/outfit, dance to a learned synchronized routine, and perform in front of an audience, they are subjected to visual scrutinization of fans/viewers. The uniqueness of the stressors and demands placed on the dancers complicates this issue. Additional knowledge of how dance team members perceive how they look and what the audience thinks of them in regards to abilities and their physical appearance deserves further investigation. Dealing with such information will not only benefit dance team members body image and self-esteem, but assist coaches and directors in ways to assist young women in resulting body image dissatisfaction.

ACKNOWLEDGMENTS
None

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2015-10-02T23:24:23-05:00January 24th, 2014|Contemporary Sports Issues, General, Sports Studies and Sports Psychology, Women and Sports|Comments Off on Comparison of Body Image Perceptions for Female Competitive Dancers, Fitness Cohort, and Non-Dancers in a College Population
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