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1 – 10 of over 3000
Article
Publication date: 1 July 2010

Kyriaki (Kiki) Kaplanidou and Mark E Havitz

Situational involvement (SI) and enduring involvement (EI) are important predictors of spectator sports tourist behaviours. For this study, onsite and web surveys were utilised to…

Abstract

Situational involvement (SI) and enduring involvement (EI) are important predictors of spectator sports tourist behaviours. For this study, onsite and web surveys were utilised to help understand how SI and EI levels, with both event and destination, may vary according to the primary and secondary trip purpose of a spectator sports tourist. Results revealed differences between the two groups only within certain aspects of SI and EI with the destination.

Details

International Journal of Sports Marketing and Sponsorship, vol. 11 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 6 April 2020

Charles W. Jones and Kevin K. Byon

This study is a micro-level perspective of value co-creation in spectator sport. By examining sport through the value co-creation lens, the dual role of the customer as both a…

1391

Abstract

Purpose

This study is a micro-level perspective of value co-creation in spectator sport. By examining sport through the value co-creation lens, the dual role of the customer as both a contributor to and a beneficiary of value is acknowledged and the importance of stakeholder interactions is emphasized. This study analyzes the extent to which two theoretically and managerially important factors—attendance frequency (i.e. first-time attendee vs repeat attendee) and resident type (i.e. local resident vs domestic traveler)—impact value creation in the recurring live sporting event setting.

Design/methodology/approach

Data were collected from spectators who attended a National Association for Stock Car Auto Racing (NASCAR) sanctioned racing event. Multigroup structural equation modeling was performed to examine the proposed pathways, and multigroup t-tests were used to compare the model across both groups for each moderating variable. Corresponding path coefficients were then compared using Chin's (2004) recommended equations and procedures.

Findings

The study found organization-related value propositions to be the more common antecedents of value, while customer appearance had a strong negative association with hedonic value, and attendance frequency and resident type influenced certain value perceptions. Sport organizations should consider the expectations and motivations of various customer groups and provide offerings designed to meet the specific needs of different fan segments based on the spectator's experience with the sport product and the distance traveled to attend the sport event.

Originality/value

This paper advances the authors’ understanding of value creation in sport by showing how customer perceptions of value associated with the sport organization and other customers can be moderated by certain behavioral and geographic factors.

Details

Sport, Business and Management: An International Journal, vol. 10 no. 1
Type: Research Article
ISSN: 2042-678X

Keywords

Article
Publication date: 25 May 2021

Zack P. Pedersen, Kyungyeol (Anthony) Kim, Kevin K. Byon and Antonio S. Williams

The purpose of this study is to evaluate the perceived enjoyment that is derived from spectators observing other spectators’ dysfunctional behavior during a game.

Abstract

Purpose

The purpose of this study is to evaluate the perceived enjoyment that is derived from spectators observing other spectators’ dysfunctional behavior during a game.

Design/methodology/approach

Using four forms (i.e. fighting, verbal assault, disrupting play and throwing missiles) of spectators dysfunctional behavior (SDB), two experiments (N = 252 for Study 1 and N = 92 for Study 2) were conducted in which video clips corresponding to the four types of SDB were used as experimental stimuli.

Findings

The findings indicate that participants enjoyed viewing spectators running onto the field of play significantly more than the other forms of SDB (i.e. fighting, verbal assaults and throwing missiles). The results also show no significant difference between how much spectators enjoyed the actions of fighting, verbal assault and throwing missiles.

Originality/value

The novelty of this study include the usage of a multidimensional approach to the concept of SDB and testing for a positive outcome pertaining to SDB that has largely, if not fully, been examined using negative inputs and outputs.

Details

International Journal of Sports Marketing and Sponsorship, vol. 23 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 1 July 2015

Christopher Hautbois and Patrick Bouchet

It has become common for academics and sports marketing professionals to study and explain the heterogeneity and complexity of sports spectators' behaviours and attitudes, with…

Abstract

It has become common for academics and sports marketing professionals to study and explain the heterogeneity and complexity of sports spectators' behaviours and attitudes, with numerous works addressing this topic But these surveys are more about fans of professional sports clubs (soccer, basketball, baseball, hockey, etc) who attend regular season games in their favourite teams' home stadium or arena. To our knowledge, very few studies have been conducted into spectators of national teams. It is these spectators who are of the focus of this paper.

Details

International Journal of Sports Marketing and Sponsorship, vol. 16 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 7 November 2016

Kyu-soo Chung, Dong Soo Ryu and Seunghwan Lee

The purpose of this paper is to provide meaningful information to sport organizations that have just recently started hosting sporting events in a new market and want to build…

Abstract

Purpose

The purpose of this paper is to provide meaningful information to sport organizations that have just recently started hosting sporting events in a new market and want to build long-term relationships with that market’s consumers.

Design/methodology/approach

Using self-administered questionnaires, the study surveys 463 spectators who attended the 2012 Formula One Korean Grand Prix.

Findings

Prior affect and existing sensory cues are crucial for spectators’ consumption behavior. Spectators’ prior event attendance plays a significant role on perceiving sensory stimuli as well as on consequent outcomes. This study also finds arousal significantly affected by seeing and hearing and prior affect. Arousal mediates the effects of these sensory stimuli and prior affect on satisfaction and revisit intention.

Originality/value

This study expands the knowledge on spectators’ experience at live sporting events. In addition, more dimensions of the mechanisms that are at work between cognitive elements and sensory stimuli are added to the existing knowledge of sport spectators’ behavior.

Details

International Journal of Sports Marketing and Sponsorship, vol. 17 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 4 June 2019

Behzad Foroughi, Khairul Anuar Mohammad Shah, Thurasamy Ramayah and Mohammad Iranmanesh

The purpose of this paper is to investigate the impacts of peripheral service quality on football match spectators’ emotions and behavioural intention.

1159

Abstract

Purpose

The purpose of this paper is to investigate the impacts of peripheral service quality on football match spectators’ emotions and behavioural intention.

Design/methodology/approach

Data were obtained from a survey of 342 spectators of professional league football in Malaysia and analysed using the partial least squares technique.

Findings

The results illustrated the significant role of both pleasant and unpleasant emotions in forming spectators’ behavioural intentions. Furthermore, they demonstrated that the drivers of pleasant and unpleasant emotions are different. While entertainment, electronic devices and stadium announcers have positive effects on pleasant emotion, facilities and electronic devices have negative effects on unpleasant emotion. Entertainment, electronic devices and stadium announcers have indirect effects on behavioural intentions through pleasant emotions. Unpleasant emotions mediated the effects of facilities and electronic devices on behavioural intentions.

Originality/value

The findings of this study suggest that football marketers must understand the crucial role of peripheral service quality and spectators’ emotions. Through stimulating pleasant emotions in spectators and preventing unpleasant emotions from arising, football marketers can ensure that these spectators will attend football stadiums.

Details

International Journal of Sports Marketing and Sponsorship, vol. 20 no. 3
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 22 June 2021

Lei Luo, Tyreal Yizhou Qian, Gregg Rich and James J. Zhang

The current study was designed to (1) identify core and peripheral market demand for a recurring hallmark sporting event, testing their impact on event identification and…

Abstract

Purpose

The current study was designed to (1) identify core and peripheral market demand for a recurring hallmark sporting event, testing their impact on event identification and behavioral intentions; and to (2) explore the effect of core and peripheral market demand on event identification between first-time and repeat spectators.

Design/methodology/approach

Research participants (N = 540) were spectators at the Shanghai Masters over a span of seven days. Data were analyzed using partial least squares structural equation modeling (PLS-SEM) and partial least squares multi-group analysis (PLS-MGA).

Findings

Significant, positive relationships were found between core market demand and event identification, and between core market demand and behavioral intentions. In contrast, peripheral market demand only had significant, positive effect on event identification; however, findings revealed that event identification fully mediated the relationships between peripheral market demand and behavioral intentions. Additionally, the effect of peripheral market demand on event identification was greater among first-time spectators than repeat spectators.

Originality/value

This study contributed to the application of PLS-SEM in sport management research by adopting a formative-formative hierarchical component model (HCM) to address the prevailing measurement model misspecification of market demand constructs. The findings highlighted the merits of promoting market demand associated with recurring hallmark sporting events and the importance of enhancing event identification through differential market penetration schemes across different spectator groups.

Details

International Journal of Sports Marketing and Sponsorship, vol. 23 no. 2
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 11 July 2019

Yanling Duan, Bing Liu and Yan He

The paper aims to examine the relationships among marathon spectator motivation, satisfaction and behavioral intention in China.

2057

Abstract

Purpose

The paper aims to examine the relationships among marathon spectator motivation, satisfaction and behavioral intention in China.

Design/methodology/approach

Date were collected from three Chinese marathon races. The paper presents the conceptual model of the study and adopted a mixed method to identify the motivations of marathon spectators; structural equation modeling (SEM) was used to test the measurement and substantive models; regression analysis was used to detect the specific effects of the various spectator motivations on spectator satisfaction and behavioral intention.

Findings

The paper provides empirical evidences about how marathon spectator motivation affects the behavioral intention. The research results from a path analysis of the spectator motivation–satisfaction–behavioral intention model show that: spectator motivation has significant positive effects on behavioral intention, the indirect path dominates the total effect of motivation on behavioral intention via satisfaction as a mediating variable; satisfaction is positively associated with behavioral intention, and it plays mediate role between spectator motivation and behavioral intention. The result of regression analysis indicates that various spectator motivations have different influences on the satisfaction and behavioral intention, motives of excitement and diversion have significant effect on satisfaction and behavioral intention, but socialization motive is not significantly associated with the satisfaction and behavioral intention.

Originality/value

This paper first fulfills an identified need to explore mass sports event spectator motivations and its influential mechanism on behavioral intention among Chinese marathon races by survey. It contributes greatly to the literature of mass sports spectator motivation and consumption theory, provides important managerial implications for Chinese sports organizations as to how to improve spectator orientation degree.

Details

International Journal of Sports Marketing and Sponsorship, vol. 21 no. 3
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 1 October 2009

Gi-Yong Koo

Sports organisations must continuously assess how better to meet or exceed consumer expectations and perceptions of their experience in order to maintain and increase the number…

Abstract

Sports organisations must continuously assess how better to meet or exceed consumer expectations and perceptions of their experience in order to maintain and increase the number of spectators and loyal fans attending their sporting events. This study aims to enhance our understanding of which characteristics of a service attribute will best define its quality and impact on spectator behaviour by understanding the causal relationship between perceived service quality (PSQ) and satisfaction.

Details

International Journal of Sports Marketing and Sponsorship, vol. 11 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 1 July 2009

Sebastian Uhrich and Joerg Koenigstorfer

This conceptual article presents a theoretical approach to understanding the atmosphere at sports stadiums. Using the environmental psychology behavioural model proposed by…

2009

Abstract

This conceptual article presents a theoretical approach to understanding the atmosphere at sports stadiums. Using the environmental psychology behavioural model proposed by Mehrabian & Russell (1974), and taking into account recent findings in consumer research, we develop a comprehensive framework for investigating this atmosphere. The framework highlights the role of emotions elicited by different stimuli in sports stadiums. We also suggest a number of direct and indirect influences on behavioural outcomes, caused by the emotional reactions and personal predispositions of spectators - influences that are of economic relevance. The proposed framework also forms a starting point for future empirical studies.

Details

International Journal of Sports Marketing and Sponsorship, vol. 10 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

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