MASTER’S THESIS

Master thesis: sport spectator preferences
body (for physical training).” (Pine & Gilmore, 1999, p. 32) The educational perspective
could be interesting experience for attending judo sport events. The educational
thesis from Pine & Gilmore (1999) is similar to the Learning/own activity
motive structure from Aimiller/Kretzschmar (1995, as cited in Schafmeister, 2007,
p. 74). The Learning/own activity motive describes the knowledge creation of
sport TV shows for consumers. Sport TV consumers can learn about rules and
strategic tactics of sports. Consuming Judo sport events could also provide and
improve the knowledge about tactics, rules and techniques, as consumer value
for the sport spectator.
The esthetic experience perspective explains consuming behavior of environment
in a passive way. Every individual can see objects or activities form the aesthetic
point of view (Best, 1974). The consumption experience is valued intrinsically and
self-oriented perspective, enjoyed for its own sake of nature. (Holbrook, 1999, p.
18) The consumer lean back and enjoys the quality and beauty as property of the
event, for example in a sport event it is the beauty and grace of the athletes and
the sport movement (Trail et al., 2001, Funk, 2008). Aimiller/Kretzschmar (1995,
as cited in Schafmeister, 2007, p. 73) describes the sport spectator motive
show/aesthetics/exclusivity as seeking for a good atmosphere with visual and
sonic show elements. These two different aspects of esthetic experiences on
sport events confirm the conclusion from Best (1974) that every spectator can
see aesthetic from a different point of view. Managers of sport events have to
take care of both perspectives: creation of a good atmosphere and show with
aesthetic athletes, if the aesthetic spectator motive is high.
Gertz (2007, pp. 19) mentions, joy and fun is a important consumer value attending
sport events, grounded by biological structures of human beings. Holbrook
(1999) characterizes play as a self-oriented, intrinsic motivated experience, in
other words having fun in leisure time. If we set play (fun) in composition to entertainment,
the consumption of entertainment would be passive and marked
through absorption (Pine & Gilmore, 1999). In sport spectator research the entertainment
motive is described by Wann et al (2001) as participation because of the
enjoyable time. In the consumption oriented playfulness, satisfaction is easy to
achieve, which is important key for marketers and event managers (Holbrook,
1999).
Theoretical foundation of sport spectators and event experience page 31