Based on a decade of research by two leading action sports scholars, this book maps the relationship between action … sports and the Olympic Movement, from the inclusion of the first action sports to those featuring for the first time in the … Tokyo Olympic Games and beyond. In an effort to remain relevant to younger audiences, four new action sports, surfing …

This paper conceptually explores how bundling could lead to greater revenue and brand loyalty in the action sports … using these bundles to target Generation Y action sports consumers. Generation Y grew up in an even more media-saturated and … cultures such as action sports. They expect a virtual dialogue with companies and comparison shop quickly. The author explores …

Action sports are beginning to acquire the status of mainstream sports and are increasingly recognised as a profitable … Championships. The results of a MANOVA test and a series of ANOVA tests revealed that in general these action sports participants (n …=253) are highly motivated by fun/enjoyment and risk-taking. Motivation of action sports participants varies across gender …