MASTER’S THESIS

Master thesis: sport spectator preferences
Figure 22: Relevant Mean-end chains Grand Prix Düsseldorf
(own elevation, 2011).
Some of the attributes have different consequences and values for the visitor. For
example attribute good fights have consequences tensions and spectacle which
end up in the value “entertainment”. The consequence “interest & attention”, information
ends up in “learning & knowledge” as instrumental value and “inspiration”
as terminal value (cf. chapter 3.1.1). This result shows that event attributes
can have different values for each consumer, which is an important indicator for
planning marketing strategies. International athletes have the consequence of
being a indicator for event quality, but some spectator value the quality for entertainment
and some for “earning & knowledge” as instrumental value, the terminal
value “satisfaction and repurchase” is in the end the same, but in the translation
to marketing strategies different.
The empiric study page 59