MASTER’S THESIS

Master thesis: sport spectator preferences
1.3 Structure of work
The introduction tries to give a light access for the topics sport marketing and
economics, sport spectators as consumers and the psychological influence of
buying decisions. The focus in chapter two is the theoretical background of motivations,
emotion and event experience. It is important to explain the basic elements,
to understand the developed research design.
Chapter three provides information about the scientific research methods, how
motivation and event experience can be measured. The qualitative means-end
method analyzes the specific attitudes and values of judo sport events. The fan
motivation scale is the standardized quantitative pendant. The results of the empirical
research study are shown in chapter four. From these results, a prospective
for further study and marketing concepts will be taken in chapter five.
Introduction page 8