MASTER’S THESIS

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Master thesis: sport spectator preferences particular in its characteristics - designed to meet this customer`s individual needs (although some other customer may have the same needs and may therefore purchase the same offering) singular in its purpose to benefit this customer - not trying to be any more or less than, but rather only and exactly, what the customer desires. Stage experiences reside on a premium price level, because the products are differentiated, customized and relevant to the needs of customers (Pine & Gilmore, 1999). Staging judo events to experiences would be an investment for gaining more revenues from visitors and sponsors. The following creative possibilities should show how the experience realm form Pine & Gilmore (1999) and the results of this quantitative and qualitative research can stage judo competitions to experience events. For developing an even experience strategy, the results of means-end chains are transferred to the theoretical experience model. Figure 36 displays the consequences and attributes from the means-end chains. Items are centered in the experience section entertainment and education (corresponding the value knowledge & learning). The particular customer insights are now visible. It is Important to see, that spectators with the same attributes “good fights/fighters” have different individual values and different consumption preferences. The group “entertainment” participates passively on the event. They do not influence the performance, but they absorb the event, by bringing it into their mind. The other group of spectators has more “educational” preferences. In this group, the event is important in mind but the participation is active, which means they are personally affected by the performance of the athlete. “When a client is actively participating in the activity for its own sake, this is playful consumption” (Grayson, 1999). The results of the factor analysis support this thesis (cf. table 2 and 4), that one unique value is the inspiration of the fights and fighters. For experience event design now the awareness of different consumptions and values is dependent on creative thinking processes. Conclusion and Prospective page 80
Master thesis: sport spectator preferences Figure 36: Research results integrated in experience realm (own construction, 2011, Pine & Gilmore 1999, p. 30) The active/educational participation can be supported by: Informational moderation Media channels: showing slow motion pictures, tv support in the side halls or print products with information of the competitors Merchandising products like spyglasses for visitors with seats far away from the tatami (fighting mats) Ticketing with special seats: near to tatami or seat reservations for specific mat numbers Examples for supporting the passive/entertainment participation: Entertainment moderation Light shows Special music breaks Good opening and end ceremony Figure 36 also shows, that event design and marketing strategies for judo events have open space for new consumer characters (aesthetic and escapism). Out of the quantitative results, the motive factors “eustress” and “group affiliation” should also be considered in marketing and communication strategies for judo events. Conclusion and Prospective page 81
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MASTER’S THESIS

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