The effect of sensory marketing on the atmosphere of the stadium and the feeling of satisfaction of the football spectators
Poster Presentation
Paper ID : 2175-SSRC
Authors
1PhD in Sports Management, Faculty of Physical Education and Sports Sciences, Kharazmi University, Tehran, Iran
2Associate Professor of Sports Management, Faculty of Physical Education and Sports Sciences, Kharazmi University, Tehran, Iran
3Doctoral student of Sports Management, Faculty of Physical Education and Sports Sciences, Kharazmi University, Tehran, Iran
Abstract
Objective: Absolutely, the satisfaction of spectators is crucial for sports clubs as it can lead to various benefits such as increased attendance and enhanced loyalty. the research aims to provide valuable insights into how sports clubs can optimize the overall experience for their spectators. Understanding the factors that contribute to spectator satisfaction can help clubs in making strategic decisions to improve the overall fan experience and ultimately achieve their organizational goals.
Methodology: The use of a descriptive-correlation survey type allows for the collection of quantitative data to analyze the relationships between variables.Randomly selecting 384 person spectators from Zob Ahan and Esteghlal events In the eleventh week of the twenty-third season at Foladshahr Stadium in Isfahan Done. The data collection tool is a 28-item questionnaire including the sensory marketing Lee et all (2012), stadium atmosphere Ehrich and Bengstein (2012), and audience satisfaction Wakefield and Sloan (1995), are based 5-point Likert scale.
The high levels of extracted variance and Cronbach's alpha by the use of PLS software indicate that the research constructs are well-measured and reliable.
Findings: The results of path analysis showed that the sense of sight is the most important factor in marketing. The significant effects of hearing, touch, taste, and smell also underscore the multi-sensory nature of the stadium experience, indicating that a holistic sensory approach is essential in creating an engaging atmosphere for spectators. Furthermore, the positive effect of the stadium atmosphere on spectator satisfaction confirms the importance of creating an immersive and enjoyable environment for fans.
Conclusion: Sight and hearing are the most important elements in sensory marketing that must be considered in marketing plans in order to ultimately achieve customer satisfaction. This is done through the attractive design of the stadiums, the beautiful scoreboard, the use of appropriate colors, the improvement of the sound system of the stadium, the use of appropriate announcers and exciting music and rhythmic slogans. These results have practical implications for sports event organizers, suggesting that strategies aimed at enhancing sensory experiences within stadiums can contribute to higher levels of spectator satisfaction.
Methodology: The use of a descriptive-correlation survey type allows for the collection of quantitative data to analyze the relationships between variables.Randomly selecting 384 person spectators from Zob Ahan and Esteghlal events In the eleventh week of the twenty-third season at Foladshahr Stadium in Isfahan Done. The data collection tool is a 28-item questionnaire including the sensory marketing Lee et all (2012), stadium atmosphere Ehrich and Bengstein (2012), and audience satisfaction Wakefield and Sloan (1995), are based 5-point Likert scale.
The high levels of extracted variance and Cronbach's alpha by the use of PLS software indicate that the research constructs are well-measured and reliable.
Findings: The results of path analysis showed that the sense of sight is the most important factor in marketing. The significant effects of hearing, touch, taste, and smell also underscore the multi-sensory nature of the stadium experience, indicating that a holistic sensory approach is essential in creating an engaging atmosphere for spectators. Furthermore, the positive effect of the stadium atmosphere on spectator satisfaction confirms the importance of creating an immersive and enjoyable environment for fans.
Conclusion: Sight and hearing are the most important elements in sensory marketing that must be considered in marketing plans in order to ultimately achieve customer satisfaction. This is done through the attractive design of the stadiums, the beautiful scoreboard, the use of appropriate colors, the improvement of the sound system of the stadium, the use of appropriate announcers and exciting music and rhythmic slogans. These results have practical implications for sports event organizers, suggesting that strategies aimed at enhancing sensory experiences within stadiums can contribute to higher levels of spectator satisfaction.
Keywords