作为体验的体育赛事:观众的视角

IF 3 4区 教育学 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM International Journal of Sports Marketing & Sponsorship Pub Date : 2021-01-01 DOI:10.1108/ijsms-04-2020-0056
Kirstin Hallmann, A. Zehrer, Julia Rietz
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引用次数: 4

摘要

目的将体育赛事旅游与体验经济相结合,以体验为基础解释体育游客的行为和体验胜地的创造。本研究旨在分析三种事件中感知经验的相互依存关系和重新审视意图。设计/方法/方法通过一项调查,从冰球世界锦标赛、乒乓球世界锦标赛和赛车赛事(如德国房车锦标赛)的观众中收集数据(n = 986)。娱乐、美学、逃避现实和教育是定义体育赛事体验的维度,以及它们与重温意图的联系。采用验证性因子分析和结构方程模型对模型进行检验。经验的四个维度得到了证实。然而,它们在三个体育项目中有所不同。例如,在所有赛事中,娱乐对体验的影响最大,而教育对乒乓球赛事的影响次之,对冰球和赛车赛事的影响则是美学。实践启示体育赛事营销人员必须了解观众的体验及其对消费后行为的影响。对于赛车运动来说,宣传材料应该强调体验的美感,对于冰球来说是娱乐,而对于乒乓球来说,教育是体验的核心。原创性/价值本研究将体验的四个领域应用于体育赛事设置,这是新的。结果表明,这三个体育项目为观众提供了不同的体验。
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Sport events as experiencescapes: the spectator's perspective
PurposeCombining sport event tourism and experience economy has led to an experience-based explanation of sport tourists' behavior and the creation of experiencescapes. This study aims to analyze the interdependence of perceived experiences and revisit intention across three events.Design/methodology/approachUsing a survey, data (n = 986) were collected from spectators at the ice hockey world championships, the table tennis world championships and motorsport events (e.g. German-touring car championship). Entertainment, esthetics, escapism and education served as dimensions defining the experience at sport events and their association with revisit intention. The models were tested using confirmatory factor analyses and structural equation modeling.FindingsThe four dimensions of experience were confirmed. Yet, they differ across the three sport events. For instance, whereas entertainment loaded highest on experience for all events, education had the second-highest factor loading for the table tennis event and esthetics for the ice hockey and motorsports events.Practical implicationsSport event marketers must understand spectators' experiences and the influence on post-consumption behavior. For motorsports, the promotional material should emphasize the esthetics of an experience, for ice hockey the entertainment, and for table tennis education is at the core of the experience.Originality/valueThis study employed the four realms of experience to a sport event setting, which is new. The results suggested that the three sport events provide distinct experiencescapes for the spectators.
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来源期刊
International Journal of Sports Marketing & Sponsorship
International Journal of Sports Marketing & Sponsorship HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
4.70
自引率
13.60%
发文量
26
期刊介绍: The International Journal of Sports Marketing and Sponsorship is the world’s leading journal for the sports marketing industry. Published quarterly, it has met the rigorous standards required for a listing by both PsycINFO and the Social Sciences Citation Index (SSCI).
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