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Understanding the Relationship between Past Experience of a Sports Mega-Event and Current Spectatorship: The Mediating Role of Nostalgia

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  • Jeongbeom Hahm

    (Waseda Institute for Sport Sciences, Waseda University, 3-4-1 Higashifushimi, Nishitokyo, Tokyo 202-0021, Japan)

  • Tae-Ahn Kang

    (Graduate School of Sport Sciences, Waseda University, 3-4-1 Higashifushimi, Nishitokyo, Tokyo 202-0021, Japan)

  • Hirotaka Matsuoka

    (Faculty of Sport Sciences, Waseda University, 3-4-1 Higashifushimi, Nishitokyo, Tokyo 202-0021, Japan)

Abstract

Mass sport participation has received considerable attention in the recent sport management literature. However, little is known about sport spectatorship as an outcome of sports mega-events (SMEs). This is the first study to use cross-cultural analysis to examine the relationship between the 2002 Fédération Internationale de Football Association (FIFA) World Cup Korea/Japan and current football spectatorship in the host countries. In the context of SMEs, this study uses the psychological construct of nostalgia as a mediator to identify the relationship with spectatorship. Data from 416 and 408 respondents from South Korea and Japan, respectively, were collected through online surveys and analysed cross-culturally using Hayes’ PROCESS macro model 4. We find that the nostalgia evoked by the 2002 World Cup has positively influenced the host nations’ current football spectatorship. While this SME has a strong impact on evoking nostalgia, the effect of nostalgia on spectator behaviour is significant, yet comparatively weak.

Suggested Citation

  • Jeongbeom Hahm & Tae-Ahn Kang & Hirotaka Matsuoka, 2021. "Understanding the Relationship between Past Experience of a Sports Mega-Event and Current Spectatorship: The Mediating Role of Nostalgia," Sustainability, MDPI, vol. 13(6), pages 1-19, March.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:6:p:3504-:d:521739
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    References listed on IDEAS

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    Cited by:

    1. Kai Guo & Zhigang Wang & Chenya Li & Chengdan Guo, 2023. "Meaningful Sports Consumption Behavior Influences the Production of Individual Eudaimonic Well-Being: The Chain-Mediated Role of Perceived Social Support and Perceived Self-Esteem," Sustainability, MDPI, vol. 15(19), pages 1-20, September.

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