Using scenarios to investigate stakeholders’ views on the future of a sporting event.

Abstract

The aim of this research was to identify if the continuation of a sporting event was supported by its stakeholders and what their objectives were for its future. Using a methodology adapted from scenario planning [Shoemaker, P.J.H. (1995). Scenario planning: a tool for strategic thinking. Sloan Management Review, 6(2), 25-40], the research investigated if the stakeholders desired the event to grow, and if so, in which areas and to what level. The finding was that the stakeholders supported its growth. They viewed the sporting event as being a small scale to medium scale event and saw it growing to become a medium to large scale event. A key finding was that the stakeholders had conflicting views about its future features and this was due to their varying backgrounds and objectives set for the event. The results of this research emphasise the need for both researchers and practitioners to be more fully aware of the similarities and differences in stakeholder objectives in a dynamic rather than static environment.