MASTER’S THESIS
Vorlage Seminararbeit - schuster-solutions.de
Vorlage Seminararbeit - schuster-solutions.de
- No tags were found...
Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
Master thesis: sport spectator preferences<br />
process. Research could provide evidence that quality, value and satisfaction<br />
directly influence behavioral intentions (Cronin, Brady & Hult, 2000). Interesting<br />
on the study of Cronin, Brady & Hult (2000) is that sample testing in study 1 is<br />
composed of the industry sectors: spectator sports (n= 401), participations sports<br />
(n=396) and entertainment (n=450). The path between service value, service<br />
quality, satisfaction, sacrifice and behavioral intentions is similar to results of<br />
study 2 (health care, long distance carriers, fast food). According to this study<br />
sport manager can transfer a high importance of service value and service quality<br />
for sport events in order to satisfy athletes and spectators as consumers. Consumer<br />
values can be analyses by means-end chains (Oliver, 1999, p. 60).<br />
2.3 Research questions and hypothesis<br />
Entrance problem of this research field were explained by the magic rectangle.<br />
For judo sport managers there are some problems in the fields sport, media,<br />
spectator and economy. The economy has a deep impact to the field sport and is<br />
a very important for stakeholders like judo clubs and associations. Revenues<br />
from sponsors, media and spectators are necessary to maintain the real goal.<br />
The real goal for the German Judo Association is to organize the professional<br />
competition sport. High performance in German judo competition sport is in turn<br />
important to gain revenues from German judo club members, because professional<br />
competition sport is a key to gain public interest. Public interest is a problem<br />
for the judo sport in Germany. As individual “border sport” (means not being<br />
a sport with high public and media interest) it is difficult to gain revenues from<br />
sponsors and interest from media. On the other hand low media interest means<br />
low public broadcasting to potential judo consumers. The research questions on<br />
a macro level are:<br />
How can the German judo association run out the “vicious circle” inside<br />
the magic rectangle?<br />
How can the German judo association create more interest for the stakeholder<br />
sponsors, media and spectators to gain more revenuers?<br />
The study tries to deliver a first input on the micro level to answer the questions<br />
on the macro level. Starting point for research are spectator preferences to gain<br />
more information about this problem field inside the magic rectangle. Sport spec-<br />
Theoretical foundation of sport spectators and event experience page 36
Change language