A CRITICAL EXPLORATION INTO MODERN STRATEGIES USED BY SPORTS STADIA TO ENHANCE THE FANS EXPERIENCE – A CASE STUDY APPROACH
Cardiff Metropolitan University
MetadataShow full item record
This study focuses on modern strategies implemented by stadia to enhance the fans experience. From the research gained the study takes on two points of views, one from employees at stadia and the other from fans attending major live sporting events. With an increasing focus on customer relationship management (CRM) and the strategies offered by the stadia when directly communicating to fans. Fans are now being targeted with more personalized and specific marketing content. This is in an attempt to create a relationship that is long lasting and economically beneficial. The motivation for this study is due to the researcher working within the sporting events industry and to contribute to an area with a distinct lack of current literature, an area which could potentially change the way fans and stadia interact. The study used a sample of three industry experts and hundred and eighteen fans that attend major live sporting events. The study analyses what motivates fans in attending major live sporting events along with how it can be improved from their perspective. The report found that stadia are doing more to interact with their fans through different strategies and are attempting to follow in the footsteps of America. The overriding limitation of the research was the lack of literature already out there. Following a mixed method approach as opposed to a single discipline approach did lead to a more definitive and reliable conclusion.
Showing items related by title, author, subject and abstract.
Gregory, Simon (University of Wales, 2011)Stress continues to be a prominent and widely discussed factor within the sporting context. It is consistently acknowledged that performers encounter different sources of stress both inside and outside of sport, and the ...
Vale, James Rhys (2012-02)The purpose of the study was to examine the use and development of hardy related strategies in sports performers. The study employed a qualitative design in order to gain novel insights into the use and development of ...
Step, Gavin Paul (University of Wales Institute, Cardiff, 2005)The purpose of this study was to explore perceptions of sport science support from a coach's perspective. Individual interviews were conducted with six Welsh Coaches in order to assess the effectiveness of sport science ...