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In sports consumer behaviour literature only a small amount of variance in attendance is explained by motives. One possible explanation for this is the existence of a third factor which moderates this relationship between the motives and attendance. Individuals who strongly identify with a sports team demonstrate distinctly different behavioural patterns from weakly identified individuals. Identification may, therefore, serve as a moderator. Accordingly, two hypotheses are generated: (a) the relationship between motives and attendance intention ranges from weak to moderate; and (b) the overarching construct of Identification (Team Identification) moderates the influence of motives on attendance intention. Participants were 207 United States of America National Collegiate Athletic Association (NCAA) Division IA student-subjects. Instrumentation includes measures of motivation, points of attachment and attendance intention. Through hierarchical Confirmatory Factor Analysis, regression analyses and latent variable scores approach, the results largely support both hypotheses.

The purpose of this paper is to investigate the impact of the importance, assigned by audiences, of factors such as people, movie features, script, price, promotion, and distribution channels (defined as a movie marketing mix) on the audience’s buying intentions, as well as the impact of their buying intentions on word of mouth (WOM). In addition, the intention is to explore the relationship between the preference and frequency of people’s cultural event attendance with their buying intention and the relationship between people with extroverted personalities and WOM.

The data were collected from 904 valid surveys conducted in Beyoglu, one of the important centres for the culture and art life of the Istanbul.

The results show that promotion, actor or actress, and diversity of distribution channels have a positive effect on people’s purchase intention. In addition, the frequency of attendance to cultural events can be determinative of the audience and helpful for industry professionals.

Although there have been a number of studies that examine the simple relationships among some of these variables (movie marketing mix, attendance, purchase intention, WOM, extraversion), there is still a gap in the literature with regard to these variables in an integrated framework. Considering these variables in the same model and analysing the effects of each dimension individually provides a better explanation of consumer purchase intention and post-purchase behaviour in the movie industry. This study extends the previous research by incorporating the concept of movie marketing and consumption by improving the scale with data collected in Istanbul, Turkey.

The perception of sport consumers on peripheral stadium-quality services (PSQS) has evolved after compulsory precautionary measures were imposed on gatherings to alleviate the spread of coronavirus. This study attempts to reassess five principal dimensions of PSQS? Stadium parking, stadium cleanliness, fan control, food services and perceived crowding? through reflecting on the COVID-19 control and prevention measures established during this pandemic. Furthermore, it aims to measure the impact of the multi-dimensional PSQS on spectators' emotions and future attendance intentions.

The purposive sampling technique was used to collect data from spectators watching the live matches of cricket at the stadium. A total of 680 responses were collected from spectators and uploaded to the measurement model. The covariance-based structural equation modeling technique was used subsequently for analysis purposes.

The study found a positive impact of the stadium cleanliness and fan control services on spectators' happiness and excitement emotions; and a negative impact of stadium parking, stadium cleanliness, fan control and perceived crowding on their anger, anxiety and dejection emotions. The happiness and excitement emotions of the spectators induced them to visit again at the stadium. Of all the peripheral quality services, the study found only stadium cleanliness service indirectly effect spectators' revisit intentions through excitement emotion as a mediator.

The incorporation of the safety procedures through PSQS can reduce spectators' negative emotions especially when they face psychological fear of the pandemic. These services work as a stimulus for spectators that directly affect their organism (emotions) and indirectly affect their response (attendance intentions).

This study contributed to sports research by novelty evaluating sport consumers' perception of the PSQS after incorporating COVID-19 preventive measures. It empirically examines the effect PSQS on spectators' emotions and re-visits intentions.

With the remarkable advancements in information and communication technologies, comprehending online sport fan communities is being pushed further up in the agenda of sport teams worldwide. Based on social identity theory, the main purpose of this research paper is to test the mechanism of how horizontal relationships developed through online communities lead to vertical relationships such as team identification and behavioural intentions.

Using a sample of online baseball fan community members in South Korea (N = 400) and employing structural equations modelling, the current research examined the structural relations among online community identification, team identification, behavioural intention and WOM intention while testing moderating effect of perceived authenticity.

This study finds that online community identification has a significant positive impact on team-level consumer outcomes: team identification, behavioural intention and WOM intention. Team identification is verified as a significant determinant of both behavioural intention and WOM intention. Moreover, the partial mediating role of team identification in the relationships between online community identification and behavioural intentions are corroborated.

The present study furnishes essential information for identifying the underlying mechanism of how fan-to-fan horizontal relationships cultivate team-to-fan vertical relationships in the context of the virtual fan community.

Whilst the impact of motives on sports attendance has received due scholarly attention, one context that appears to have been overlooked is the growing trend towards playing domestic league fixtures in an international setting. The purpose of this paper is to address this oversight by exploring how four different categories of motives distinguished attendees from non-attendees for an Australian Rules football game played in New Zealand.

A stadium-intercept method at a St Kilda home game was used for the purposes of data collection. In total, 2,000 survey invitations had been distributed. Of these, 381 usable online surveys were received. The resulting data were analysed using structural equation modelling.

This study found that the lower fans’ expectations of their team winning, the less likely they were to travel internationally to watch their team play. Furthermore, it also support that sport tourism is influenced not only by the event itself but also non-event attractions offered by the host destination image.

The limitation applies to the research context in which the respondents were selected from one of the two competing teams.

This study confirms the importance of “special occasion” and highlights that an Australian Football League game played in New Zealand on ANZAC Day should continue to serve as a special occasion due to the historical significance of that day.

The results from this study confirm the importance of adding a fourth category of motives – contextual factors – to the existing list of push, pull and sports motives. The findings also support the obvious distinction between attending a domestic event vs attending an international one.

Research in sport has examined the use of social media by organizations and athletes, but little research has assessed the effectiveness of social media marketing, especially in terms of relationship-building. When relationship marketing is used as a framework for using social media, it should also be used to guide assessment. The purpose of this paper is to re-examine a model for measuring the impact of fans’ Facebook interactions with their favorite sport team on relationship quality, purchase intentions and referral intentions.

After conducting a survey of professional sport fans through Amazon Mechanical Turk, data were analyzed using structural equation modeling. The total sample size was 425.

Results indicated the more a fan interacts with their favorite team on Facebook, the higher their relationship quality and intentions to purchase. There was no significant effect on referral intentions. Additionally, the indirect effect of Facebook interaction on purchase intention as mediated by relationship quality was positive and significant.

Based on results, it appears that relationship marketing can be used as a framework for assessing social media marketing effectiveness in sport, and that as suggested by relationship marketing theory, social media interaction does improve relationships between fans and teams. Researchers should continue to explore this model and include other variables, such as team identification, to gain a thorough understanding of social media marketing effectiveness.

Sport marketers should focus strategy on Facebook on building relationships through content that encourages interactions between the team and fans.

While research in sport has suggested social media be used to build relationships, little research measuring whether it actually does so exists. This study extends social media research in sport by modeling and testing the relationships between social media interaction, relationship quality and consumer behavioral intentions.

The primary purpose of this study is to examine how fan attendance at team special events and player appearances impact fan consumption (as measured by merchandise sales). Insights obtained could shed light on opportunities for professional soccer teams to expand revenues through enhanced fan consumption of goods and services.

A sample of 499 season ticket holders were used to assess fan consumption by measuring merchandise sales. Ordinary least squares (OLS) regressions were run for merchandise sales as the dependent variable of fan consumption. The control variables were age, gender (male = 1, 0 otherwise), and whether an individual has children.

The key independent variables of attending special events and fan–player bonding were both found to have a statistically significant impact on merchandise sales. Results show that each additional special event attended generates up to $33.71 in merchandise sales for the club. Similarly, each fan–player bonding experience attended also has a direct impact, increasing merchandise consumption by $23.00.

The results of this study provide insights that can help fan consumption grow within the professional United States soccer industry and better allow team managers to make decisions about the possible benefits of holding more special events and fan–player bonding experiences. The findings also confirm the impact personal relationships with fans can have on the bottom line of sport franchises.

Though this study adds to the body of literature by expanding previous work on fan consumption, there are limited studies on the social aspects of consumption which are examined and analyzed within this study, particularly of note is the study of merchandise sales as proxy for fan consumption.

The purpose of this research is to develop and validate a scale to measure the perceived orientation of sport organizations toward their fans, and subsequently, to test its relationship with six outcomes based on data from the fanbases of three distinct sport teams.

Using interviews and focus groups, important elements of fans' perceptions of their relationship with sport organizations are identified. After creating items based on the results of the interviews and focus groups, EFA, CFA and SEM procedures are used to create and test a multidimensional scale of perceived fan orientation.

Using EFA and CFA procedures, an 11-item, four-dimension scale of perceived fan orientation is validated, including components measuring (1) hosting events and campaigns for fans, (2) communicating information to fans, (3) interacting with fans when requests and problems arise and (4) providing preferential treatment to fans. The SEM results provide evidence of the impact of fan orientation on multiple measured outcomes for three professional football teams.

This research is limited to three professional football teams in Turkey. However, the development of the multidimensional perceived fan orientation (PERFANOR) scale provides sport organizations' management and personnel with information about the relationship fans desire.

Sport managers, marketers and front-line staff are recommended to undertake activities to improve the relationship between the organization, team and its fans.

The principles and practices of relationship marketing and service quality often include discussions of the importance of “putting fans first,” however until now, no multidimensional scale existed in sport which measures the perceived fan orientation of a sport organization.

Augmented reality (AR) is an emergent technology that has been impacting and beneficial to various industries. This is especially the case in the tourism industry since the COVID-19 crisis. To enable and enhance the museum experience, AR technology can be used as a tool to manage visitors' experiences and adapt to the digital transformation of industries. This research work aims to explore the acceptance of museum visitors for the adoption of this technology. For this purpose, the technology acceptance model (TAM) is used as the research lens.

The authors collected 316 responses from a survey handed out to prior visitors of immersive exhibitions shown via AR at the Atelier des Lumières in Paris and analyzed them through a structural equation model approach.

The study’s findings explain the behavior of visitors when attending immersive exhibitions according to the TAM and highlight two new constructs that need to be considered when using the TAM with AR technology: user satisfaction and social mimetism.

The study’s findings support that implementing AR technology in the museum industry provides great opportunities for the tourism industry to recover from the economic crisis that followed from the COVID-19 health crisis. The authors identified new thriving concepts in the 21st century with the rise of social media, such as social mimetism, that propels visitors to have a positive attitude and intention to attend immersive exhibitions.

Analyzing sport fans' emotions has attracted much attention and offered important implications for research on sport consumer behavior. As such, diverse emotional factors have been considered to understand their behavioral responses. However, the concept of nostalgia has been examined to a lesser extent in the context of sport. Thus, this study investigated the role of nostalgia and its relationships with place attachment and revisit intention. The frequency of past experience was used as a moderator in this study.

Data collection was performed during six professional baseball games in South Korea, and 461 responses were collected from sport tourists. This study tested the reliability and validity of the measurement model and examined the relationships between constructs.

Results showed that nostalgia positively affected place attachment and revisit intention; place attachment played a mediating role between nostalgia and revisit intention. In addition, this study found that the relationship between nostalgia and place attachment was moderated by past experience.

This study identified how nostalgia can drive the development of a bond between place and sport fans, encouraging them to keep returning to the place where they are attached.