MASTER’S THESIS

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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
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