earticle

영어

There is a set of norms that members of sports organizations conduct and respect. The sports ethics, moral values in sports, play important roles in the various aspects of sporting experiences, such as sports policies and behaviors of the players, teams, and sports tourists. Applying the commitment-trust theory, the purpose of the study is to examine how the college sports ethics affect tourists’ trust and commitment toward the football player and the team. In addition, the level of gamesmanship is measured to reveal how it is related to sports ethics, trust, and commitment of college football tourists. A self-administrated survey questionnaire targeting individuals who self-identify themselves as sports tourists was conducted for this study. A total of 247 respondents with 91.4 % response rate answered the questionnaires. The results showed that tourists’ sports ethics positively affected their trust toward team and player, and commitment, and trust toward team and player are critical mediators in conceptual framework. In addition, sports tourists with low gamesmanship level showed higher level of trust toward the team. The findings of this study suggest that sports organizations and marketers need to focus on increasing opportunities for interaction between tourists and players to build tourists’ trust toward players, thus providing valuable information in terms of sports ethics, team sports marketing, and sponsorship through sports tourists' trust and commitment.