Consumer Behaviour in Sport and Events: Marketing Action by Daniel C. Funk

By Daniel C. Funk

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Additional info for Consumer Behaviour in Sport and Events: Marketing Action (Sports Marketing)

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New York: McGraw-Hill. , & Havitz, M. (2003). Sport consumer behavior: Assessment and direction. Sport Marketing Quarterly, 12, 200–205. , & Bruun, T. (2007). International sport event participation: Prior sport involvement; destination image; and travel motives. European Sport Management Quarterly, 7, 227–248. Gibson, H. (2003). Small-scale event sport tourism: Fans as tourists. Tourism Management, 24, 181–190. D. (2003). Sport, space and time: Effects of the Otago Highlanders franchise on tourism.

2). SportWay: Seeking Sport and Event Experiences The box SportWay illustrates a collection of potential pathways available for individuals to achieve desirable outcomes through sport and event-related goal-directed behaviour. SportWay represents how individuals seek out sport and event experiences that provide opportunities to receive benefits and satisfy needs. In other words, how the push force created from need recognition, tension reduction, and drive state is pulled toward a desire or “wanting” to seek out sport and event consumption activities because of expected positive outcomes.

Tourism marketers also use sport events to reach specific target markets and position the destination to non-residents. Governments can use sport events to build community identification and create jobs. Sponsors of sport events can increase brand awareness, launch new products and services, and open new markets. Finally, sport and recreation organisations can use sport events to promote sport products and services. , alliances between participants/spectators, host communities, sponsors, event organisers).

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