Comparing Event Attendees and Their Telecast Audiences: A Case Study of a Commemorative Event (original) (raw)

Spectator Consumer Behaviors at the 2012

Although the Paralympics are the world's second largest sporting event after the Olympics and continue to grow in popularity, there is little available research regarding spectators of sport competitions for disabled athletes. The purpose of this study was to profile spectators' consumer behaviors in order to understand what factors explain spectators' spending, length of stay, and attendance at the London Paralympic Games. Data was collected in a six-day period from a sample of 504 people present in London at three Paralympic sport facilities during the 2012 Paralympic Games. The results of the regression analyses revealed that nationality, attended contests, group size, having a connection with a Paralympic athlete, length of stay, gender and London Olympics' spectators were significant determinants of Paralympics spectators' spending in London. The data also indicated that spending, being from England (or not), gender, and being a friend/relative of a Paralympic athlete significantly affected spectators' length of stay in London. Additionally, spectators' attendance at the London Paralympic contests was predicted by spending, the size of the travel group, Beijing Paralympics' spectators and age. S Sp pe ec ct ta at to or r C Co on ns su um me er r B Be eh ha av vi io or rs s a at t t th he e 2

Understanding Television Viewership of a Mega Event: The Case of the 2010 Winter Olympics

Journal of Hospitality Marketing and Management, 2014

Media coverage and related viewership can be critical to the financial success of many sport and tourism events. It is not surprising, then, that many event organizers seek to improve the appeal and television viewership ratings associated with their respective properties. Moreover, insights into the nature of people’s decisions to watch the Olympics on television might be relevant to marketers hoping to simulate post-event tourism. This study focuses on understanding viewership decisions surrounding the Olympic Games using the Theory of Planned Behavior (TPB) as a conceptual framework. Consistent with the theory, it was hypothesized that attitude toward the behavior, subjective norm, and perceived behavioral control would explain respondents’ intention to watch the Vancouver 2010 Winter Games on television. Results suggest that watching the Games on television was associated with: (a) a belief that important others would perform the behavior (i.e., descriptive norms); (b) previous viewing of the Games’ televised coverage (i.e., past behavior); (c) a favorable evaluation of performing the behavior (i.e., attitude toward the behavior); and (d) a perceived ease of performing the behavior (i.e., perceived behavioral control). Respondents did not appear to perceive their viewership in ways that might be desirable to hospitality or tourism organizations. Implications for event stakeholders and hospitality/destination marketers are discussed.

Sports Versus All Comers: Comparing TV Sports Fans With Fans of Other Programming Genres

Journal of Broadcasting & Electronic Media, 2006

Using self-administered questionnaires, this study assessed ways in which the viewing experience for sports fans is similar to-and different from-the viewing experience for fans of other popular programming genres. Compared to fans of other genres, televised sports fans were likely to engage in a variety of pregame planning and information search activities. Their viewing was more likely to be purposive and content oriented. Sports fans were emotionally involved and cared about the outcomes. They also were more likely to check media sources for follow-up information. Fans of other genres were not as active or invested in their favorite programming genre.

The Active Pursuit of Active Viewers: Directions in Audience Research

2000

Published in the 25th anniversary special millennium issue of the Canadian Journal of Communication 25:1 2000 Abstract: This article reviews the contemporary shift to active audience research among European and other media scholars, following the influential work of those such as Ien Ang and David Morley. It proceeds to examine the comparatively underdeveloped state of Canadian research about media audiences, and the variety of incentives to develop such research here. The distance between academic and industry research in Canada is discussed, and possible explanations of the gap in our academic knowledge of Canadian audiences are offered. Finally, the article considers possible means to approach the meaningful study of the media reception process within Canadian households. In the end, it is argued that the work of Ang, Morley, and others offers fruitful prospects for the understanding of media interpretation here.

Consumer Orientation Toward Sporting Events: Scale Development and Validation

Journal of Service Research, 2006

Sporting events offer a strong emotional value to consumers and therefore occupy a prominent role in their life. In addition, they represent an important market potential for sponsors with an economic value in excess of $200 billion a year. A growing concern shared by researchers and sports marketers is to understand the various motivations that bring individuals to consume sporting events and related goods and services. The present research offers a definition of the concept of orientation toward a sporting event (OSE), develops a reliable instrument that captures its various facets, carefully validates the OSE scale in different contexts, and, finally, illustrates how this instrument may be used as a valuable segmentation tool.