1. UNDERSTANDING SPECTATORS AS CONSUMERS

2. Participants ≠Spectators
Sometimes there is overlap, but usually treated as separate and distinct markets
Many more racing spectators than racing participants (e.g., NASCAR)
More running participants than spectators
Heavy sports participants are more likely to be male, better educated, more minorities, and younger than spectators
Incomes of spectators are high – why?

3. Factors Influencing Attendance
Fan motivation factors
Game attractiveness factors
Economic factors
Competitive factors
Demographic factors
Stadium factors
Value to the community
Sports involvement
Fan identification

4. Fan Motivation Factors
Self-esteem enhancement
BIRGing and CORFing behaviors
Diversion from everyday life
Entertainment value
Eustress or Positive stress
Economic value
Aesthetic value
Need for affiliation
Family ties

5. Model of Sportscape Factors Behaviors Affective Response
Stadium Access
Desire to Stay
Pleasure
Facility Aesthetics
Repatronage
Scoreboard Quality
Model of Sportscape
Perceived Crowding
Seating Comfort
Layout Accessibility
Space Allocation
Signage

6. Sportscape
Physical environment (e.g., stadium) where service is delivered and/or produced is important because it:
Is a part of and influences the service
Affects operational efficiency
Provides cues for employee and customer roles
May encourage or discourage employee-customer interaction
Affects the team’s/firm’s positioning
Can be a source of competitive advantage
Examples of poor and excellent sports facilities (physical environments)?

7. Understanding Spectators as Consumers: What Do Fans Value?
Reasonably priced parking ($8) and tickets ($25)
Adequate parking/access
Reasonably priced foods
Home team with a winning record
Close score
Home team star regarded as top 10 player
Reasonably priced souvenirs
Game that ends in less than three hours
Wide variety of snack foods

8. Sport Involvement
Perceived interest and personal importance of sports to spectators
Two dimensions of sport involvement: Importance of Sport and Affect (feelings)
High involvement consumers:
Attend more games
Consume more sports through media such as newspapers, Internet, and magazines
More likely to identify sponsors

9. Fan Identification Related to sport involvement
Defined as the personal commitment and emotional involvement customers have with a sports organization
Level of fan identification:
Low (social); Medium (focused); High (vested)
High identification mean higher attendance, decreased price sensitivity, and decreased performance-outcome sensitivity