MASTER’S THESIS

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Figure 33: Specifications between the linkages ................................................. 76 Figure 34: Specifications between the linkages family and friends ..................... 77 Figure 35: Title page “The white suit” ................................................................. 79 Figure 36: Research results integrated in experience realm .............................. 81 VI Table Index Table 1: Motivation theories of sport spectators ................................................. 19 Table 2: Brief descriptions of the eight most common sport fan motives ............ 20 Table 3: Comparing Table ................................................................................. 51 Table 4: Result wrestling consumer preference scale ........................................ 52 Table 5: Motivations for Teenage consumption of sport ..................................... 53 Table 6: Frequencies of the most important attributes, consequence and values interviews Judo Bundeliga (own elevation, 2011) ............................ 63 Table 7: Descriptive statistic Grand Prix Düsseldorf (own elevation, 2011) ........ 68 Table 8: Results factor analysis Grand Prix Düsseldorf (own elevation, 2011) ......................................................................................................... 70 Table 9: Descriptive statistic Judo Bundesliga (own elevation, 2011) ................ 71 Table 10: Results factor analysis Judo Bundesliga (own elevation, 2011) ......... 73 VII Abbreviation Listing cf. compare ed. (eds.) Editor (Editors) E-index experience index IJF International Judo Federation MECCAS Means-end conceptualization of components for advertising strategy SFMS Sport fan motivation scale p. (pp.) page (pages) Table of Figures • Table Index • Abbreviation Listing VI
Master thesis: sport spectator preferences 1 Introduction Sport events and live communication are relevant tools for marketing and communication strategies. “An ideal event is unique, lends itself to ancillary marketing activities and reflects or enhances the sponsors’ brand or corporate image” (Kottler et al. 2009, p.742) Sport is an ideal field for event creation. Sport offers through many competitions, various themes for creating experiences in specific target markets. For non-profit organization event sponsorships are important revenue raisers. But for small sport associations with low spectator numbers it is a problem, because many companies becoming more selective about choosing sponsorship events (Kottler et al. 2009, p. 742). Sponsorship revenues are important for small sport association’s existence, because of stagnation in other revenue streams like memberships and state funding. The offering of appropriate events increases the interest for sponsors. So, first of all non-profit organizations in sport have to know where is their value creation? The purpose of this master thesis is to investigate the consumer insights of judo sport spectators on live events, for developing marketing strategies and event experiences. Studies about judo spectators have not been found, but sport spectator preference is an explored research fields. Wann et al. developed a fan motivation scale in 1995. This scale is the most practical tool in fan motivation research. It has been proven and modified in several studies, like Cooper (2009) and Summers, Morgan & Kanoyangwa (2011). The empirical study in this work differs from fan motivation research, because it also involves research in consumer value and event experiences. Pine & Gilmoore (1999) give the main theoretical background for event experience and Holbrook (1999) for consumer value. A research design of qualitative and quantitative methods has been chosen, to investigate all three directions, in order to find indices of judo sport spectators. Judo fans were examined on the hand of laddering interviews and questionnaires, at judo events Grand Prix Düsseldorf and German Judo Bundesliga. Main research question is “What kind of preferences do judo sport spectators have? Is it possible to transfer them into marketing strategies?” Introduction page 1
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MASTER’S THESIS

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