Sport Atmospherics' Influence on the Event Experience

Research Anthology on Business Strategies, Health Factors, and Ethical Implications in Sports and eSports Pub Date : 1900-01-01 DOI:10.4018/978-1-5225-7617-4.CH009

M. Palmero, Kelly Price

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Abstract

This chapter discusses traditional and online atmospherics as a sport marketing strategy. Though with traditional retail roots, atmospherics have emerged as a strategy that may be utilized in the physical, online, and mobile sport environments. A comprehensive review of major traditional and sports atmospheric variables, online atmospheric variables including augmented and virtual reality, and applications to sport are discussed. In addition, the spectator experience cycle is introduced with atmospheric correlations. The purpose of the chapter is to explain why traditional and online atmospherics are important to the sport industry and to demonstrate how sport marketers may use physical, online, or mobile atmospherics to enhance spectator experience, increase loyalty, impact attitude, consumer choice, and impact purchase behavior. In addition, the chapter is meant to emphasize the importance of atmospherics to ultimately achieve sport promotional/marketing objectives. Finally, future research directions are recommended.

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体育氛围对赛事体验的影响

本章讨论了作为体育营销策略的传统氛围和在线氛围。虽然是传统的零售模式，但氛围已经成为一种可以在实体、在线和移动运动环境中使用的策略。全面回顾了主要的传统和体育大气变量，在线大气变量包括增强现实和虚拟现实，以及在体育中的应用。此外，还引入了大气相关性的观众体验周期。本章的目的是解释为什么传统和在线氛围对体育产业很重要，并展示体育营销人员如何使用物理，在线或移动氛围来增强观众体验，增加忠诚度，影响态度，消费者选择和影响购买行为。此外，本章旨在强调气氛对最终实现体育推广/营销目标的重要性。最后，对未来的研究方向进行了展望。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Research Anthology on Business Strategies, Health Factors, and Ethical Implications in Sports and eSports

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