Investigation of Football Fans’ Perceptions of Event Quality According to their Typologies

This research aims to develop a reliable and validated fan typology scale and to examine whether the perception of the quality of a sports event differs according to fan typology. In the first stage of the research, the scale was developed using quantitative research methods. Exploratory Factor Analysis (EFA) was applied to 339 fans, and Confirmatory Factor Analysis (CFA) was used on 260 fans. Analysis results show that the structure of the tested scale provides valid and reliable evidence, and the structure consists of 35 items gathered under seven dimensions. After the development of the scale, in the second stage of the research, the relationship between the typologies of the fans and the quality perceptions of the sports event was examined. While Gençlerbirliği and Ankaragücü supporters using the Eryaman Stadium constituted the universe of the research, the sample of the study consisted of 502 fans selected by criterion sampling method. A two-stage hierarchical cluster analysis was used to reveal the fan typology. In addition, the research questions were tested using the t-test, ANOVA, and χ2. It was determined that four types of fans emerged: “hooligan,”“fanatic,”“classical,” and “social.” In addition, it was determined that the perceptions of event quality differed significantly according to the fan’s typologies. In this direction, it can be said that football clubs should develop different communication strategies to improve the perception of all fan types.