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Suggesting a service research agenda in sports tourism: working experience(s) into business models

Marko Perić (Department of Management, Faculty of Tourism and Hospitality Management, University of Rijeka, Opatija, Croatia)
Nicholas Wise (Liverpool John Moores University, Liverpool, UK)
Daniel Dragičević (Department of Micro and Macroeconomics, University of Rijeka, Opatija, Croatia)

Sport, Business and Management

ISSN: 2042-678X

Article publication date: 13 March 2017




Business models describe how value is delivered to customers/consumers. When considering sport tourism, the focus on delivering value shifts to the sport experiences being offered in a destination. The purpose of this paper is to fulfil a void that links concept of business models to the area of sport tourism management by integrating notions of experience.


To merge these areas, a review of literature identifies key approaches and missing links. This paper determines research gaps to propose a new holistic research agenda for sport services – specifically relevant to sport tourism.


This paper addresses types of sport experiences, economic dimensions of experiences and business models to determine capabilities of delivering different types of experiences. These inter-related fields of analysis represent a platform for both academic and business stakeholders to shape the future of delivering sport tourism experiences based on seeking a wider range of motivations in a specific spatial and activity context.


A series of research questions and proposals are identified to support the need for future research. Extending understandings of experience in relation to consumer demand has the potential to result in practical elements of sought after experiences being incorporated into business models – aimed at delivering service value.



This work was supported by the Croatian Science Foundation under Grant UIP-2014-09-1214; Faculty of Tourism and Hospitality Management under Grant UIP-2014-09-1214.


Perić, M., Wise, N. and Dragičević, D. (2017), "Suggesting a service research agenda in sports tourism: working experience(s) into business models", Sport, Business and Management, Vol. 7 No. 1, pp. 58-76.



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