著者

越川 茂樹 野宮 謙吾

出版者

岡山県立大学短期大学部

雑誌

岡山県立大学短期大学部研究紀要 (ISSN:13404687)

巻号頁・発行日

vol.14, pp.35-48, 2007

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This paper discusses community development of sports promotion with "NPO Kibi Sport Kingdom" from the two angles of sports promotion and cultural branding. Through this discussion the following points are recognized: 1)The civic initiative is reflected in the concept of "NPO Kibi Sport Kingdom". Concrete actions based on this concept are designed and executed from a strategic viewpoint. 2)"NPO Kibi Sport Kingdom" is realized as sporting events such as Junior Handball games or Japan league Handball matches. However these events should be promoted more from a strategic perspective. In that case. the idea of branding is important. Concretely,cultural branding as well as conventional branding need to be adopted.