This paper seeks to establish the importance of conducting culturally sensitive consumer behavior research in order to more effectively promote sport participation by ethnically and culturally diverse consumer groups. A growing body of literature has focused on how sport organizations might manage diversity in the workforce (Cunningham, 2007a; Cunningham, 2007b; Cunningham & Sagas, 2004; Doherty & Chelladurai, 1999; Fink, Pastore, & Riemer, 2001). Another growing body of research has begun to examine sport marketers’ efforts to reach a more diverse fan/spectator consumer base (Armstrong, 1998; Armstrong & Stratta, 2004; McCarthy, 1998). An extensive body of research in sport sociology has attempted to provide explanations for differential participation patterns in sport based on race and gender (Goldsmith, 2003; Harrison, Lee, & Belcher, 1999). Most of these researchers have identified socio-structural concerns as causes for a lack of diversity, such as environmental barriers and socio-economic status, as well as discrimination itself. However, little research exists that specifically examines diversity considerations in the context of marketing and promoting sport participation to primary consumers.
For the article: Cultural Diversity – An Alternative Approach to Understanding Sport Participant Consumer Behavior