Purpose

This study aims to identify how the use of digital technology for performance and commercial aspects of action sports can both create and destruct value.

Design/methodology/approach

Exploratory research based on 30 interviews with coaches, athletes, judges, federations, fans and sponsoring organizations from Europe, across five action sport disciplines that are included in the Olympic program.

Findings

Value creation of digital technology use related to the performance aspect of action sports fall into two categories: performance enhancement and performance evaluation. Value creation related to the commercialization aspect of action sports relate to specific technologies, in particular a video streaming and a centralized data and engagement platform, as well as to possibilities for betting and making sponsoring more measurable. Notably, such value creation opportunities are also accompanied by possible value destruction, as they interfere with the ethos of action sports (i.e. the unique nature and special culture).

Originality/value

Drawing from service-dominant logic and adopting the value creation/destruction lens, this paper is the first to study how digitalization in the areas of performance and commercialization may further intensify tensions related to the ethos of action sports. Our approach is inclusive in terms of the types of digital technologies, action sport disciplines and stakeholders considered.

中文翻译：

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极限运动中的数字化：祝福还是诅咒？

 目的

本研究旨在确定数字技术在极限运动的表现和商业方面的使用如何创造和破坏价值。

设计/方法论/途径

探索性研究基于对来自欧洲的教练、运动员、裁判、联合会、球迷和赞助组织的 30 次采访，涉及奥运会项目中包含的五个极限运动项目。

 发现

与极限运动表现方面相关的数字技术使用的价值创造分为两类：表现增强和表现评估。与极限运动商业化相关的价值创造涉及特定技术，特别是视频流和集中数据和参与平台，以及投注和使赞助更可衡量的可能性。值得注意的是，这种价值创造机会也伴随着可能的价值破坏，因为它们干扰了极限运动的精神（即独特的性质和特殊的文化）。

 原创性/价值

本文从服务主导逻辑出发，采用价值创造/破坏的视角，首次研究了表演和商业化领域的数字化如何进一步加剧与极限运动精神相关的紧张关系。我们的方法在数字技术类型、极限运动学科和利益相关者方面具有包容性。