MASTER’S THESIS

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I Key words Sport spectator, fan motivation, event experience, judo live consumption, consumer value II Key terms Judo sport spectator preferences analyzed by fan motivation scale, event experience scale and means end chains. Developing sport marketing and management strategies for judo live events to change consumer behavior in sport live consumption. III Abstract Purpose – The purpose of this research is to investigate the consumer insights of judo sport spectators on live events for developing marketing and communication strategies. Design/methodology/approach –The research approach is composed by qualitative and quantitative research. Event consumer value is gained by laddering interviews on the Grand Prix in Düsseldorf and competitions on the German Judo Bundesliga. Quantitative surveys based on an event experience scale and the fan motivation scale were arranged on the same sport events. Findings – the findings indicate motivation, consumer value and event experiences of judo sport spectators. Originality/value – Consumer value, spectator motive profile and event experience are factors which activate creative processes for developing customized event experiences and marketing strategies. Key words II
IV Table of Contents I Key words ................................................................................................... II II Key terms .................................................................................................... II III Abstract ....................................................................................................... II IV Table of Contents....................................................................................... III V Table of Figures .......................................................................................... V VI Table Index ................................................................................................. VI VII Abreviation Listing .................................................................................... VI 1 Introduction ................................................................................................. 1 1.1 The magic rectangle 2 1.2 The sport judo and problem definition 5 1.3 Structure of work 8 2 Theoretical foundation of Sport Spectators and Event Experience ...... 10 2.1 Psychological Sport Spectator insights 10 2.1.1 Segmentation of sport spectators .................................................. 11 2.1.2 Sport Spectator and Motivation ..................................................... 17 2.1.3 Other relevant consumer insights .................................................. 24 2.2 Event Experience 29 2.2.1 Consumer value of events ............................................................. 29 2.2.2 Experience as success event lever ............................................... 32 2.2.3 Product quality of sport events ...................................................... 33 2.3 Research questions and hypothesis 36 3 Methodology ............................................................................................. 38 3.1 The technique of Means End Chains 38 3.1.1 Attribute, consequences, values .................................................... 38 3.1.2 The laddering interview ................................................................. 40 3.1.3 Practice relevance of means-end theory ....................................... 44 3.2 The event experience scale 47 3.3 The Fan motivation scale 51 4 The empiric study ..................................................................................... 53 4.1 Qualitative Research 53 4.1.1 Procedure data elevation .............................................................. 53 4.1.2 Procedure data evaluation ............................................................ 54 4.1.3 Results Interview Grand Prix and Bundesliga ................................ 56 4.2 Quantitative Research 65 4.2.1 Procedure data elevation .............................................................. 65 Table of Contents III
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MASTER’S THESIS

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