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Publicação
Differentiating Local and Satellite Fans Football Stadium Experiences
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 1.24 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
Local and Satellite football fans, despite their mutual interest, diverge in the intensity and
involvement, shaping their experiences. This study explores how Local and Satellite fans differ
in experiencing matches at stadiums. An exploratory and conclusive approach was conducted
to analyze 32,762 Tripadvisor reviews from the top 5 Men’s UEFA-ranked football clubs'
stadiums. Results show that Feeling of Groundedness is an important attribute for Local fans,
significantly influencing their Satisfaction and perception of club Brand Image, highlighting
the importance of routine and social rituals. For Satellite fans Service Quality found to
significantly impact their perception of Brand Image. Satisfaction did not significantly impact
the perception of Brand Image. However, this relationship was intensified by pilgrimage for
Satellite fans displaying the symbolic meaning of their experience. These findings deepen the
knowledge between these two fan typologies offering insight into how the stadium experience
should be tailored to their distinct needs.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Local Fans Satellite Fans Stadium Experience Text Mining Football SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure SDG 10 - Reduced inequalities SDG 11 - Sustainable cities and communities SDG 12 - Responsible production and consumption