A New Approach to Stadium Experience: the Dynamics of the Sensoryscape, Social Interaction, and Sense of Home
Topic:
A New Approach to Stadium Experience: The Dynamics of the Sensoryscape, Social Interaction, and Sense of Home
Student : Oliver Pham
ID: 10105013
Abtract
The purpose of this study was to develop a reliable, valid instrument of the sensory experiences of sport attendees. It identified 22-items to represent five dimensions of the sensoryscape; they are sight, smell, sound, taste and touch.
The authors used CFA ( confirmatory factor analysis) and SEM ( Structural Equation Model ) to confirm the reliable of Sensoryscape. The sensoryscape, social interaction, and sense of home each had a positive, direct impact on fans' satisfaction for both major (N = 259) and minor {N= 218) league venues; and they also had correlation among each other.
Satisfaction with the stadium experience had a positive and direct impact on intention to revisit. Implications for sport marketing practice and future research are discussed.
1.0 Introduction
The importance of the experience economy has been widely recognized in consumer research. According to Holbrook & Hirschman (1982), experiences have always been at the heart of the entertainment business including in sporting events. When fans have good experiences in the facility, there is greater inducement to their repeat attendance
Many studies have begun to pay close attention to consumers' experiences via their five senses: sight, sound, touch, smell and taste (Gobé, 2001, et al). A higher quality or more powerful sensory experience has been shown to influence the extent of the purchase and, when positive, result in a higher level of customer loyalty.
Anderson and Sullivan (1993), consumer satisfaction is one of the most important predictors of consumer retention. Traditionally, product or service quality is one of the most powerful determinants of customer satisfaction and behavioral, however, more recent work has focused on sustaining the brand and customer experience.
On the other hand, sport marketing
A New Approach to Stadium Experience: The Dynamics of the Sensoryscape, Social Interaction, and Sense of Home
Student : Oliver Pham
ID: 10105013
Abtract
The purpose of this study was to develop a reliable, valid instrument of the sensory experiences of sport attendees. It identified 22-items to represent five dimensions of the sensoryscape; they are sight, smell, sound, taste and touch.
The authors used CFA ( confirmatory factor analysis) and SEM ( Structural Equation Model ) to confirm the reliable of Sensoryscape. The sensoryscape, social interaction, and sense of home each had a positive, direct impact on fans' satisfaction for both major (N = 259) and minor {N= 218) league venues; and they also had correlation among each other.
Satisfaction with the stadium experience had a positive and direct impact on intention to revisit. Implications for sport marketing practice and future research are discussed.
1.0 Introduction
The importance of the experience economy has been widely recognized in consumer research. According to Holbrook & Hirschman (1982), experiences have always been at the heart of the entertainment business including in sporting events. When fans have good experiences in the facility, there is greater inducement to their repeat attendance
Many studies have begun to pay close attention to consumers' experiences via their five senses: sight, sound, touch, smell and taste (Gobé, 2001, et al). A higher quality or more powerful sensory experience has been shown to influence the extent of the purchase and, when positive, result in a higher level of customer loyalty.
Anderson and Sullivan (1993), consumer satisfaction is one of the most important predictors of consumer retention. Traditionally, product or service quality is one of the most powerful determinants of customer satisfaction and behavioral, however, more recent work has focused on sustaining the brand and customer experience.
On the other hand, sport marketing