MASTER’S THESIS

Master thesis: sport spectator preferences
2.2.2 Experience as success event lever
The competitor offer spectators sport experiences. Marketers and sport event
manager can use this unique characteristic of this sport product, by using special
tools to create a stronger event experience. Creating strong effects on consumer
requires certain product values delivered through product quality and services.
(Funk, 2008). Peters (1994) speaks from delivering WOW services. These services
begin with quality services and evolve into dynamic experiences. “Peak
experiences were described as sudden feelings of intense happiness and wellbeing”
(Getz, 2007, p. 239). People want sport experiences because of the intrinsic
value and the resulting benefits in leisure time. Intrinsic consumer value is
more a symbolic or self-justifying use of the product. The product is the consumption
experience itself (Holbrook, 1999). Pine & Gilmore (1999) explain the economic
value of experiences on tools added to products: engagement of the individual,
memorable, sensations, limitations/sacrifice, and sensory interaction. In
their opinion an experience is more than a good quality of service. Stage experiences
fulfill relevant consumer needs on a premium level, which means in an
economic value the consumer is more willing to pay for his needs if they are fulfilled.
(Pine & Gilmore, 1999). But in order to fulfill consumer needs marketers
have to know what are the consumer needs and preferences to create stage experiences
on events.
The integrated Model of Event Service and Experience factors
An integrated Model of Event experience and consumer service was established
by Ralston, et al. 2007. The model indicates two Quotients:
“Service Quotient” (SQ), this quotient is ranging event customer service factors
form 0-100. Positive factors (tangibles, reliability, responsiveness, empathy, assurance,
recovery, competence, courtesy, security, access welcome, commercialism)
heighten the SQ. The “Experience Quotient” (EQ) is ranging special factors
(a clear theme, targeted impressions, multiple senses, mix in memorabilia:
Get into character, stay in character, and act their part, perform to the appropriate
theatrical form, customized to the individual:) from 0-100 and increases the EQ.
High EQ rated events must first have a high SQ before creating experiences. The
integrated model also advances the premise that a staging agency must first
have a high SQ before it can hope to create high EQ based experiences. Consequently,
there is an “Experience Threshold” that must be reached in order to conduct
and deliver high EQ rated events or festivals. The methods used for the integrated
model were observation with shopper technique on a sport event with
Theoretical foundation of sport spectators and event experience page 32