EVENT MANAGEMENT STRATEGIES ON ATHLETE PERFORMANCE: MEDIATED-MODERATED MODEL IN MARTIAL ARTS FEDERATIONS (TAEKWONDO AND BOXING)

This paper focuses on exploring the multifaceted interaction between event management strategies, fan engagement, and wearable technology in relation to the performance of athletes in martial arts federations (taekwondo and boxing) in Jordan based on the theoretical framework of resource-based view. The research design adopted was quantitative and cross-sectional and the data was collected using an online structured questionnaire using stratified random sampling on 242 athletes, coaches, and sports media professionals. The results indicate that event management strategies have a significant positive impact on not only athlete performance H1 supported but also fan engagement H2 supported, but not on fan engagement H3 rejected, critically, the research indicates a significant mediation effect of fan engagement, which transmits the positive effect of event management strategies on athlete performance H4 supported. Moreover, wearable technology is validated as a strong moderator, which enhances the positive correlation between event management strategies and performance H5 in athletes significantly. The implications of the study to the literature on resource-based view include the empirical validation of the synergetic nature of tangible (event management), intangible (fan engagement), and technological (wearable technology) resources as key drivers of competitive advantage in sports. the study offers practical solutions on how federations can strategically manage their events and incorporate technology to maximize athletic performance.