MASTER’S THESIS

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4.2.2 Procedure data evaluation ............................................................ 66 4.2.3 Results Grand Prix ........................................................................ 68 4.2.4 Results Bundesliga ....................................................................... 71 5 Conclusion and Prospective .................................................................... 74 5.1 Marketing strategies 74 5.1.1 Developing through MECCAS Model ............................................ 74 5.1.2 Developing through Experience .................................................... 79 5.2 Further research 82 5.3 Conclusions 82 6 Bibliography .............................................................................................. 86 7 Appendix ................................................................................................... 94 Table of Contents IV
V Table of Figures Figure 1: The magic rectangle ............................................................................. 3 Figure 2: The structure of work ............................................................................ 9 Figure 3: The sport consumption ....................................................................... 11 Figure 4: Forms of spectator behavior ............................................................... 13 Figure 5: Insider and outsider spectators ........................................................... 16 Figure 6: Personality factor inside the sport spectator ........................................ 17 Figure 7: Hierarchical structure of emotions ....................................................... 28 Figure 8: The Experience Realms ...................................................................... 30 Figure 9: Research design ................................................................................. 37 Figure 10: Own construction .............................................................................. 39 Figure 11: six level means-end chain (Olson & Reynolds, 2001, pp. 27) ............ 40 Figure 12: Content analyses, shortcut (Rewerts, 2009, pp. 89) .......................... 42 Figure 13: Hierarchical value map (Rewerts, 2009, pp. 103) .............................. 43 Figure 14: Means-end theory and MECCAS-Model ........................................... 46 Figure 15: Practice example of M “Super premium” ........................................... 47 Figure 16: Experience factors ............................................................................ 48 Figure 17: The four-item-category map .............................................................. 49 Figure 18: calculated means of the final factors ................................................. 50 Figure 19: List of attributes, consequences, values Grand Prix Düsseldorf ........ 55 Figure 20: Demographic data interviews Grand Prix Düsseldorf ........................ 57 Figure 21: Frequencies Attributes Grand Prix Düsseldorf .................................. 58 Figure 22: Relevant Mean-end chains Grand Prix Düsseldorf ............................ 59 Figure 23: Relevant Mean-end chains Grand Prix Düsseldorf ............................ 60 Figure 24: Demographic results Judo Bundesliga .............................................. 61 Figure 25: Mean of attributes Judo Bundesliga .................................................. 62 Figure 26: Hierarchical Value Map Judo Bundesliga .......................................... 64 Figure 27: Relevant Mean-end chains Judo Bundesliga .................................... 65 Figure 28: Mean compute experience variables Grand Prix Düsseldorf ............. 69 Figure 29: experience variables Grand Prix Düsseldorf ..................................... 69 Figure 30: Results fan motivation scale Judo Bundesliga .................................. 72 Figure 31: Mean compute experience variables Judo Bundesliga...................... 73 Figure 32: MECCAS model for judo events ....................................................... 75 Table of Figures • Table Index • Abbreviation Listing V
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MASTER’S THESIS

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