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Segmenting sport spectators: Construction and preliminary validation of the Sporting Event Experience Search (SEES) scale

Author

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  • Bouchet, Patrick
  • Bodet, Guillaume
  • Bernache-Assollant, Iouri
  • Kada, Faycel

Abstract

This study's goal was to create and test a tool for identifying different types of sport spectators. Based on four types of sporting-event consumers - aesthete, interactive, supporter, and opportunist - we developed the Sporting Event Experience Search Scale (SEES). We conducted an empirical investigation involving two sporting events with both live and mediated types of attendance. Although the first validation step failed to support the four-type structure for the mediated context, the scale appeared to be relevant in a live-attendance context. The SEES scale should therefore allow sporting-event managers to analyse the nature and then the expectations of sport spectators by identifying which sporting event consumption type is dominant. This study consequently proposes four marketing axes corresponding to the four consumption patterns.

Suggested Citation

  • Bouchet, Patrick & Bodet, Guillaume & Bernache-Assollant, Iouri & Kada, Faycel, 2011. "Segmenting sport spectators: Construction and preliminary validation of the Sporting Event Experience Search (SEES) scale," Sport Management Review, Elsevier, vol. 14(1), pages 42-53, February.
    • Handle: RePEc:eee:spomar:v:14:y:2011:i:1:p:42-53
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    References listed on IDEAS

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    1. Dominique Bourgeon & Patrick Bouchet, 2001. "La Consommation du Spectacle Sportif," Post-Print halshs-00498892, HAL.
    2. Dominique Bourgeon-Renault & Patrick Bouchet, 2007. "Marketing expérientiel et analyse des logiques de consommation du spectacle sportif," Post-Print halshs-00202992, HAL.
    3. Holt, Douglas B, 1995. "How Consumers Consume: A Typology of Consumption Practices," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(1), pages 1-16, June.
    4. Bernard Cova & Veronique Cova, 2002. "Tribal marketing: The tribalisation of society and its impact on the conduct of marketing," Post-Print hal-01822665, HAL.
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    Cited by:

    1. Philip Turbutt, 2015. "Motivation, segmentation and the mega-tournament experience: a study of English Football Tourists at World Cup 2014," Birkbeck Sports Business Centre Working Papers 11, Birkbeck College, Department of Management.
    2. Farman Ullah & Yigang Wu & Khalid Mehmood & Fauzia Jabeen & Yaser Iftikhar & Ángel Acevedo-Duque & Ho Kwong Kwan, 2021. "Impact of Spectators’ Perceptions of Corporate Social Responsibility on Regional Attachment in Sports: Three-Wave Indirect Effects of Spectators’ Pride and Team Identification," Sustainability, MDPI, vol. 13(2), pages 1-14, January.
    3. Edson Coutinho da Silva & Alexandre Luzzi Las Casas, 2018. "The Key-Attributes That Influence the Fans¡¯ Perceptions of the Corinthians¡¯ Ecosystem," International Journal of Business Administration, International Journal of Business Administration, Sciedu Press, vol. 9(4), pages 50-63, July.
    4. Funk, Daniel C., 2017. "Introducing a Sport Experience Design (SX) framework for sport consumer behaviour research," Sport Management Review, Elsevier, vol. 20(2), pages 145-158.
    5. Virginia Serrano-Gómez & Óscar García-García & Vicente Gambau i Pinasa & Antonio Rial-Boubeta, 2020. "Characterization of Profiles as Management Strategies Based on the Importance and Valuation That Users Give to the Elements of the Golf Courses," Sustainability, MDPI, vol. 12(11), pages 1-15, June.
    6. Parent, Milena M., 2016. "Stakeholder perceptions on the democratic governance of major sports events," Sport Management Review, Elsevier, vol. 19(4), pages 402-416.
    7. Christopher Hautbois & Patrick Bouchet, 2015. "Segmenting the spectators of national team sports: the case of a pre-competition match," Post-Print hal-03550798, HAL.

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