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Article
Publication date: 10 January 2024

Taeahn Kang, Rei Yamashita and Hirotaka Matsuoka

Although many attempts to discover key segments of sport spectators have been extant, little segmentation effort has been made to reflect pandemic situations such as the COVID-19…

Abstract

Purpose

Although many attempts to discover key segments of sport spectators have been extant, little segmentation effort has been made to reflect pandemic situations such as the COVID-19 pandemic. The purpose of this research is twofold: (1) to classify sport spectators into key segments based on perceived risks associated with a mass-gathered sporting event during the COVID-19 pandemic and (2) to identify each segment’s profiles.

Design/methodology/approach

Questionnaire surveys of spectators attending a Japanese rugby game during the COVID-19 pandemic (January–June 2021) were conducted (n = 1,410). A combination of hierarchical and non-hierarchical clustering methods was executed.

Findings

The results revealed the five-cluster solution as the optimal number of clusters representing the samples (i.e. spectators with extremely low-risk perception, those with low-risk perception, those with moderate-risk perception, those with high-risk perception and those with higher social risk perception). This five-cluster solution showed sufficient stability and validity. Moreover, each segment had different profiles regarding three background aspects – demographics, psychographics and behavioral variables.

Originality/value

This study is the first effort to segment sport spectators based on perceived risks associated with a mass-gathered sporting event in the pandemic situation. Despite extensive segmentation studies to explore sport fans, contribution reflecting the post-crisis situations is scant. Therefore, the findings provide insight into this realm by providing a new viewpoint for understanding sport spectators during a possible future pandemic era.

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 15 July 2022

Konstantinos Koronios, Alkis Thrassou, Lazaros Ntasis and Georgia Sakka

Despite the fact this is already known over how sports spectators interpret sponsorship content, less is known about participants’ sentiments toward sponsors, which are sometimes…

Abstract

Purpose

Despite the fact this is already known over how sports spectators interpret sponsorship content, less is known about participants’ sentiments toward sponsors, which are sometimes crucial to the survival of participation sporting events. Various researchers have examined at how spectators recognize or recall sponsors, but very few have explored it from the viewpoint of sport participants. This research portrays a shift in focus from spectator-based to participant-based marketing by studying the differences over how participants and spectators perceive sport sponsorship, recognizing the current knowledge gap regarding the process of sponsorship in participant-based sports. Sponsorship previous research has focused on the effectiveness of sport sponsorships utilizing variables such sponsor recognition, desire to sponsors’ products and anticipated sponsorship advantages (Koronios and Dimitropoulos, 2020). The examination of sport sponsorship from the standpoint of the sport spectator is something that many of the past studies have in common. The application of past research analysing sport sponsorship from a distinct perspective: that of the sport participant, distinguishes the present study. In addition, the present study explores the distinctions in sponsorship effectiveness between spectators and participants, a topic which hasn't been addressed at before in sponsorship literature.

Design/methodology/approach

This study depicts a move away from spectator-based to participant-based marketing, utilizing contemporary implicit physiological variables to measure participants’ and spectators’ awareness of and attitude toward sponsors, and it proposes a model of their purchase intentions toward real sponsors of a martial event. A total of 1,332 questionnaires were collected and analysed.

Findings

Factors such as sport involvement, social media use, sincerity and beliefs of sponsorship were found to have a significant effect on purchase intention of spectators and participants. And crucial differences in the significance of various antecedent factors between spectators and participants were detected in the formation of positive purchase and word-of-mouth intentions.

Originality/value

This paper gives prominence to contemporary methodological advances in the field of implicit social cognition and their relevance to sponsorship. This is the first sponsorship research which examines the effectiveness of sponsorship variables under the implicit–explicit variables dichotomy.

Details

EuroMed Journal of Business, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1450-2194

Keywords

Article
Publication date: 8 September 2022

Minhong Kim, Jinwoo Park and Youngmin Yoon

The purpose of this study was to examine the influence of para-sport spectator motivation on spectator revisit intentions and the mediating effect of attitude on motivation and…

Abstract

Purpose

The purpose of this study was to examine the influence of para-sport spectator motivation on spectator revisit intentions and the mediating effect of attitude on motivation and revisit intentions.

Design/methodology/approach

This study was conducted in the context of the 2018 PyeongChang Winter Paralympic Games. A total of 350 respondents completed a survey. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) were used to analyze the data.

Findings

Inspiration, supercrip image, physical skill/aesthetics, and social interaction had strong influences on attitudes toward Winter Paralympics, and attitude was also shown to have a strong impact on revisit intentions. The results also revealed the mediating effect of attitude on para-sports motivation factors (inspiration, supercrip image, physical skill/aesthetics, and social interaction) and revisit intentions.

Originality/value

This study extends the literature on para-sport spectator motivation. Although there are a few studies examining spectators' motivation to attend para-sport events, there is limited research on the relationships among motivation, attitude, and revisit intention based on consumer attitude theories. The results are valuable to sport managers in increasing the propensity of para-sports events by understanding the factors that lead to changes in attitudes and increases in future attendance.

Details

International Journal of Sports Marketing and Sponsorship, vol. 24 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 9 January 2023

Jaskirat Singh Rai, Behzad Foroughi, Maher N. Itani and Amanpreet Singh

The perception of sport consumers on peripheral stadium-quality services (PSQS) has evolved after compulsory precautionary measures were imposed on gatherings to alleviate the…

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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).

Originality/value

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.

Details

International Journal of Sports Marketing and Sponsorship, vol. 24 no. 2
Type: Research Article
ISSN: 1464-6668

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: 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: 1 September 2001

Daniel C. Funk, Daniel F. Mahony, Makoto Nakazawa and Sumiko Hirakawa

A 30-item Sport Interest Inventory (SII) was developed and validated for measuring ten unique motives related to consumer interest at an international sporting event. Spectators

1774

Abstract

A 30-item Sport Interest Inventory (SII) was developed and validated for measuring ten unique motives related to consumer interest at an international sporting event. Spectators (N=1,321) attending five different US venues during the 1999 FIFA Women's World Cup were administered the SII. Analysis revealed that sport and team interest, excitement, supporting women's opportunity in sport, aesthetics and vicarious achievement explained 35 per cent of the variance in spectators' interest in the event. Results provide sport marketers with consumer-based marketing strategies, particularly for women's sport.

Details

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

Keywords

Article
Publication date: 1 July 2010

Ryan K Zapalac, James J Zhang and Dale G Pease

There are few studies examining the marketing characteristics of intercollegiate women's volleyball spectators. The purpose of this paper is to examine intercollegiate women's…

Abstract

There are few studies examining the marketing characteristics of intercollegiate women's volleyball spectators. The purpose of this paper is to examine intercollegiate women's volleyball spectators from the perspectives of sociodemographics, market demand and consumption. Spectators (N=265) from seven intercollegiate women's volleyball games at three National Collegiate Athlete Association Division-I universities participated in the study. The findings indicate that there is a need to emphasise the market demand factors when marketing intercollegiate women's volleyball games.

Details

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

Keywords

Article
Publication date: 8 May 2018

Yasuhiro Watanabe, Cassendra Gilbert, Mohd Salleh Aman and James J. Zhang

The purpose of this paper is to examine the systematic influence of core product features, event operation quality, sport fan identification, and image of host city as a tourism…

1829

Abstract

Purpose

The purpose of this paper is to examine the systematic influence of core product features, event operation quality, sport fan identification, and image of host city as a tourism destination on behavioral intentions of international spectator at a Formula One (F1) event held in Malaysia.

Design/methodology/approach

A survey form assessing the specified concepts was designed and employed to examine the structural relationships. The research participants were international spectators (n=512) attending the event. Data were randomly split into two halves, one for EFA (n=256) and the other for CFA and SEM (n=256).

Findings

Findings revealed that core product feature and sport fan identification factors were significantly (p<0.05) related to both of international spectators’ desire to stay at the event, attend the event in the future, and revisit the country; whereas, event operation quality was only found to be significantly influential of the re-patronage, and destination image was only significantly influential of the desire to stay. The findings highlight the importance and relevance of these concepts in attracting, serving, and retaining international visitors to the event.

Originality/value

Unlike other studies that are centered merely on game and event factors, this study expanded on a bigger ecological spectrum surrounding a F1 event and systematically evaluated the critical concepts and factors affecting international tourist to the event that can be considerable sources of economic growth. The findings provide empirical evidence for event and tourism management and marketing.

Details

International Journal of Sports Marketing and Sponsorship, vol. 19 no. 2
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 2 April 2020

Armin Marquez, Beth A. Cianfrone and Timothy Kellison

The paper investigates the factors influencing spectators’ adoption of digital (mobile) ticketing by expanding the Technology Acceptance Model (TAM; Davis, 1989) to include two…

Abstract

Purpose

The paper investigates the factors influencing spectators’ adoption of digital (mobile) ticketing by expanding the Technology Acceptance Model (TAM; Davis, 1989) to include two variables overlooked in previous ticketing research: (1) trust of digital ticketing and (2) willingness to pay convenience fees. The study provides information on consumer behavior that may aid sports managers’ decision-making.

Design/methodology/approach

Through a paper-and-pencil survey of high school American football spectators (N = 523) over 12 games, the study examined perceived ease of use, perceived usefulness, the trust of digital ticketing, willingness to pay convenience fees and their effects on spectators’ intention to use digital ticketing.

Findings

Trust of digital ticketing, willingness to pay a convenience fee and the perceived ease of use were found to influence the perceived usefulness of the technology, which, in turn, had a significant effect on the intention to use. Willingness to pay fees also had a direct effect on intention.

Research limitations/implications

Although every intention was made to ascertain a diverse sampling of schools (urban vs. suburban, large vs. small), it is worth noting that the sample location may be a limitation for the overall applicability.

Practical implications

The manuscript includes practical applications for marketers and ticket sales staff. Digital (mobile) ticketing is on the rise. As segments like high school athletics adopt the technology, spectators’ evaluation of digital ticketing must be considered, given its impact on intentions to use.

Originality/value

The findings support the use of willingness to pay convenience fees and trust of digital ticketing as considerations in the TAM for understanding digital ticketing.

Details

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

Keywords

1 – 10 of over 4000