MASTER’S THESIS

Master thesis: sport spectator preferences
Grand Prix in Düsseldorf. Relevant sport spectator preferences on Judo Bundesliga
events are positive emotions/eustress and judo inspiration/group affiliation.
Critics on these results are the usage of two different questionnaires on the two
events. The questionnaire of the Grand Prix only contains the event experience
scale. After studying further literature, the decision was taken to supplement the
questionnaire for Judo Bundesliga research with the fan motivation scale. This
decision turned out to be right, because the fan motivation scale provides clear
fan motivation results to the study. But the methodology of mean-end chains has
demonstrated, that knowledge and learning also is a fan motivation of judo sport
spectators. Therefore the fan motivation scale has to be adjusted on the judo
research field. The wrestling consumer preference scale (Cooper, 2011) is a
good example for such adjustment on the fan motivation scale by Wann et. al
(2001).
The qualitative method of means-end chain and its theory provide quantitative
research with deeper consumer insights. With the help of the practical execution
framework model MECCAS (Reynolds & Olson, 2001) and the experience realm
(Pine & Gilmore, 1999) results could be transferred to develop creative marketing
ideas. Thus the last research question could be answered. Critics named on the
means end-theory and methodic is that interviewer should have some practical
knowledge to gain valid results. It is recommended, that pre-elevation should run
before the main studies. The Likert scale on the Bundesliga interviews was a
good tool to validate the interpretation from the Gran Prix interviews. The literature
advisesto use a software tool “MECanalyst plus”. (Rewerts, 2009)
The converted mean event experience factors of the two (Grand Prix M=2,6767,
event experience factor=66,84%, Bundesliga M=2,7302, experience factor=68,24%)
show a better, but similar result in comparison to the mhmk project
event (experience factor=59%). In opposite to the student project, the mean results
of this thesis showed middle high correlations between the items mind,
body, behavior and affect. Another value of this thesis is, that the event experience
with 12 items out of the mhmk project 2010/11 could have been tested.
With the help of the event experience factor, consumer event experience can be
measured and indices can be demonstrated for differences in perception of mind,
body, affect and behavior. This assumption has to be proven in further research.
The event experience factors of 66,84 and 68, 24 show, that there is a need for
creative thinking processes to develop event design and marketing strategies on
judo events. Marketing strategies and event planning should take judo consumer
Conclusion and Prospective page 84