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1 – 10 of 78Raksmey Sann, Pakkapol Luecha and Rawisara Rueangchaithanakun
This study investigates how virtual reality (VR) travel attributes (e.g. sense and quality of information) influence spectators' flow experience, how emotion and past experience…
Abstract
Purpose
This study investigates how virtual reality (VR) travel attributes (e.g. sense and quality of information) influence spectators' flow experience, how emotion and past experience affect enjoyment and examines the impact of flow experience and enjoyment on satisfaction and booking or visiting intention.
Design/methodology/approach
The VR tour stimuli were fabricated using scenic views from the National Aquarium in the USA. Participants were equipped with Matterport VR and audio headsets and started their virtual travel. Once the participants completed their VR tours, they were asked to complete the questionnaire. Using the stimulus-organism-response theory, 303 valid responses were analyzed using partial least square structural equation modeling (PLS-SEM).
Findings
The results showed that the sense and quality of information in VR travel positively and significantly impacted the flow experience. Moreover, emotions and past experiences positively and significantly influenced the enjoyment of VR travel. Similarly, flow experience and enjoyment positively and significantly affect satisfaction. However, satisfaction with VR-related tourism experiences negatively affects users' bookings and visiting intentions.
Practical implications
This study concludes that, from Thai tourists' perspectives, virtual travel should be used as a solution only during the pandemic because, in the long term it can cause a loss to the business chain in the tourism industry.
Originality/value
To the best of the authors' knowledge, no prior research has examined the influence of past experiences and emotions on satisfaction with VR travel.
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The purpose of this paper is to examine the 2015 Union Cycliste Internationale (UCI) Road World Cycling Championship in Richmond, Virginia.
Abstract
Purpose
The purpose of this paper is to examine the 2015 Union Cycliste Internationale (UCI) Road World Cycling Championship in Richmond, Virginia.
Design/methodology/approach
An array of eclectic methods included in situ witness observations of several of the races, 21 semi-structured random interviews and multiple discussions with elements of UCI, the city of Richmond’s planners, residents and business owners during and after the championship in fall 2015.
Findings
This paper has uncovered five findings: First, the material investment was considerably smaller than that of other events (common good criterion CGC i – good governance); second, pre-planning was critical to successfully hosting the event; third, this event included not only two entities as one would expect at first glance, but many (common good criterion CGC ii – good management); fourth, a filière approach to community service and the exploitation of clustered thematic activities was of critical importance to successfully hosting the 2015 UCI Road World Cycling Championship; and fifth, this event enabled the opportunity to market other city and regional assets (common good criterion CGC iii – good outcomes).
Practical implications
Cities hoping to bid for events ought to consider hosting unique events such as road championships. Those cities will benefit from careful event pre-planning, responsible event hosting and post-event legacies in the form of socio-economic and mindscape memories.
Social implications
Bidding and pre-event planning is increasingly seen as an opportunity to locate, create and develop support for common good urban projects, which will remain valuable after the event is over or which will need to be built in spite of the bid’s result.
Originality/value
This study fills an unresearched gap on the impact of events on a city’s future non-motorized sustainable transportation priorities.
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Sajjad Pashaie and Marko Perić
Sports tourism was strongly affected by the COVID-19 pandemic, but there is no consensus on what sports tourism should look like in the post-pandemic period. This study explores…
Abstract
Purpose
Sports tourism was strongly affected by the COVID-19 pandemic, but there is no consensus on what sports tourism should look like in the post-pandemic period. This study explores the future of sports tourism in light of the COVID-19 pandemic and provides an alternative paradigm model.
Design/methodology/approach
Data were collected by interviewing sports tourism experts. Data analysis was based on the continuous comparison method during three stages of open, axial and selective coding.
Findings
The findings point to the complexity of the future sports tourism industry. Post-COVID-19 sports tourism strongly depends on environmental forces and targeted support, with strategies focused on tourists’ safety and security, digitalization of the industry, and new employment opportunities.
Originality/value
This study contributes to the body of knowledge on sports tourism by providing answers to the current challenges, threats and opportunities associated with the pandemic. The proposed paradigm model could be a guideline for sports tourism practitioners and policymakers to accelerate recovery from COVID-19 in a sustainable and resilient manner.
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The purpose of this research was to investigate how VR-mediated sports, as opposed to 2-D screens, affect the emotional and cognitive experiences of fans with the game and its…
Abstract
Purpose
The purpose of this research was to investigate how VR-mediated sports, as opposed to 2-D screens, affect the emotional and cognitive experiences of fans with the game and its sponsors.
Design/methodology/approach
The current study employed a single-factorial experimental design, in which participants were randomly assigned to either watch a soccer game through a VR headset or a 2-D screen. Physiological and self-reported measures were used to measure levels of presence, arousal, attention and memory.
Findings
Participants who watched sports through VR experienced a higher level of presence, greater psychophysiological arousal, and exhibited higher levels of attention toward the game. However, they showed lower recognition for in-stadium signage compared to those who watched the game on a 2-D screen.
Practical implications
The results suggest that sports teams can use VR to create a more immersive and engaging experience for fans. Additionally, in-stadium signage advertising may not be as effective in VR sport broadcasting contexts, and sports practitioners may want to explore alternative forms of advertising that are better suited for VR environments.
Originality/value
Methodologically, this study used a combination of self-reported and real-time physiological measures to capture dynamic and spontaneous changes in fans while watching games. Theoretically, this study utilized the Dynamic Human-Centered Communication System Theory to adopt a human-centered approach to understand how VR impacts the experience of sport game viewers.
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Timothy Jung, Sujin Bae, Natasha Moorhouse and Ohbyung Kwon
Traditionally, Task–Technology Fit (TTF) theory has been applied to examine the usefulness of technology in the work environment. Can the same approach (based on experience rather…
Abstract
Purpose
Traditionally, Task–Technology Fit (TTF) theory has been applied to examine the usefulness of technology in the work environment. Can the same approach (based on experience rather than tasks) be applied to non-work, cultural heritage environments? This is the question the authors ask in this study. This study proposes a new variation of TTF based on the experience economy model, namely Experience–Technology Fit (ETF), for the non-work environment, in particular, in the context of cultural heritage, where visitor experience is enhanced by extended reality technology, which combines immersive technologies and artificial intelligence.
Design/methodology/approach
Employing a quantitative survey method, the empirical analysis seeks to determine the influence of Mixed Reality (MR) characteristics (interactivity, vividness), Voice User Interface (VUI) characteristics (speech recognition, speech synthesis) and experience economy factors (education, entertainment, esthetic, escape) on satisfaction, revisit intention and actual purchase to propose a new ETF model.
Findings
VUI, MR, and experience factors were significantly associated with ETF; when combined with MR-based experience, ETF was significantly associated with satisfaction. This study’s findings further demonstrate the relationship between users' satisfaction when engaging with MR-based experience and revisit intention, while purchase intention was significantly associated with the actual purchase.
Originality/value
The novel contribution of this study is the proposal of the EFT model, a new variation of TTF based on the experience economy model. Overall, this study expands the applications of TTF to an experience-oriented business, thereby broadening the authors’ understanding of technological success with a specific focus on the technology fit of Extended Reality (XR) in the context of cultural heritage.
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Mauricio Losada-Otalora, Nathalie Peña-García and Jorge Juliao-Rossi
This study aims to identify the groups of value cocreators in the context of social media in the retail banking industry and resources that predict customer membership among…
Abstract
Purpose
This study aims to identify the groups of value cocreators in the context of social media in the retail banking industry and resources that predict customer membership among different groups of value cocreators.
Design/methodology/approach
This study reviewed the literature and developed measurement instruments for the constructs of interest. Data were collected from 406 customers in an emerging market in 2019 and analyzed using latent profile analysis.
Findings
This study identified three profiles of value cocreators on social media based on the actual practices of resource integration that enliven value cocreation. Second, this study explains the differences in the performance of resource integration practices to cocreate by the types of resources that customers integrate into social media. Third, this study fills the need for knowledge of value cocreation in different contexts and industries (e.g. banks).
Originality/value
This study analytically relates a set of resources to the variety and intensity of the value cocreation practices adopted by bank customers in interactive environments. The emphasis on how value cocreation practices in online environments combined with customer resources (e.g., a person-centered approach) allows to identify unique profiles of value cocreators on social media. The findings inform managers of the profiles of cocreators, which customers are more attractive as value cocreators on social media, and which resources managers should help customers develop to increase cocreation on social media.
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The purpose of this paper is to examine the effect of gamification on students’ e-learning adoption. In addition, this paper examines the effect of two mediations, that is, flow…
Abstract
Purpose
The purpose of this paper is to examine the effect of gamification on students’ e-learning adoption. In addition, this paper examines the effect of two mediations, that is, flow and engagement between gamification and e-learning adoption by using sequential mediation analysis.
Design/methodology/approach
The authors used the online survey method to collect the 570 responses through convenience sampling procedure. Sequential mediation analysis technique was used to test the mediation hypothesis.
Findings
The findings of this paper revealed that gamification elements are an important feature of flow, engagement in e-learning adoption process. Also, the paper found that engagement in the learning process is a key element for students to adopt e-learning.
Research limitations/implications
This paper makes its contribution to the literature related to gamification and e-learning adoption. The paper signifies the importance of gamification as an educational application in e-learning environment and its contribution in designing an interactive learning environment.
Originality/value
Empirically, to the best of the authors’ knowledge, it is the first paper to examine the sequential mediation model of gamification in the education sector in a developing nation like India. Furthermore, this paper also extends engagement and flow theory related to e-learning process by showing how students’ engagement and flow impact the e-learning adoption in the gamified environment.
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André Luiz Maranhão de Souza-Leão, Bruno Melo Moura and Fernando Sacic Carneiro-Leão
Sports leagues have stood out in the entertainment industry due to their great economic value and cultural impact. This is the case of the American sports leagues, with emphasis…
Abstract
Purpose
Sports leagues have stood out in the entertainment industry due to their great economic value and cultural impact. This is the case of the American sports leagues, with emphasis on the National Basketball Association (NBA), whose largest Latin American market lies on Brazil. The aforementioned league’s audience is constantly growing, a fact that can be partially explained by the encouragement provided for its viewers to interact through social media, in a phenomenon called social TV. Accordingly, the aim of the present study is to investigate how social TV works as a means for Brazilian fans to coproduce their NBA broadcasting enjoyment through social media interactions.
Design/methodology/approach
The authors conducted a netnography on the community of fans engaged in Twitter hashtag #NBAnaESPN, which was released by ESPN to promote audience integration during NBA games' broadcasting.
Findings
A theorization about the role played by social TV in the way fan culture articulates through social media to enjoy broadcasting media products was herein presented. The findings of this study have evidenced three categories concerning the role played by television broadcasting, social media and the fandom in NBA consumption by Brazilian fans. Based on these findings, the authors got to the conclusion that social TV establishes a mediatized environment where fan culture can be articulated through social media to enable interactions about television broadcasting.
Research limitations/implications
The study was limited to members of the Brazilian NBA audience who engage in the official social media of the league’s broadcasting.
Originality/value
The study heads toward a theoretical generalization based on the research results.
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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.
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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.
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