了解体育场馆中刺激物与当地形象的契合度：家乡感和旅游体验对本地和外地观众的中介效应

IF 2 4区管理学 Q3 BUSINESS

Sport Marketing Quarterly Pub Date : 2024-03-01 DOI:10.32731/smq.331.032024.04

Yongjin Hwang, Khalid Ballouli, M. Bernthal, Wanyong Choi

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引用次数: 0

摘要

先前的学者提供了感官体验如何对观众满意度产生积极影响的实证证据，当营销人员将当地文化的独特特征融入场馆的感官体验时，以感官为中心的体验的利用效果就会增强。最近开发的刺激-地方形象契合度（SIF）量表可以衡量这一过程的有效性；然而，SIF 量表还需要根据本地观众和外地观众之间的差异进行进一步研究。本研究的目的是考察家乡感和旅游体验对这两类观众 SIF 感知的潜在中介效应。研究参与者（N = 402）是通过在线调查的方式招募的，包括分别观看主场和客场赛事的 204 名本地观众和 198 名客场观众。结构方程建模（SEM）的结果显示，主场感和旅游体验对之前确定的 SIF 与不同结果之间的关系具有显著的中介效应。

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Making Sense of Stimuli-Local Image Fit in the Sport Venue: Mediating Effects of Sense of Home and Touristic Experience on Local and Visiting Spectators

Prior scholars provide empirical evidence of how sensory experiences can positively influence spectators’ satisfaction, and the effectiveness of utilizing sense-centric experiences is enhanced when marketers integrate unique characteristics of the local culture into sensory experiences in the venue. The recently developed stimuli-local image fit (SIF) scale measures the effectiveness of this process; however, the SIF scale needs further investigation based on differences between local and visiting spectators. The purpose of this study was to examine the potential mediating effects of sense of home and touristic experience in relation to perceptions of SIF for these two groups. Study participants (N = 402) were recruited by means of an online survey and included 204 local and 198 visiting spectators of home and away events, respectively. The results from structural equation modeling (SEM) revealed significant mediation effects of sense of home and touristic experience on prior established relationships between SIF and different outcomes.

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来源期刊

Sport Marketing Quarterly Multiple-

自引率

13.30%

发文量

期刊介绍： Sport Marketing Quarterly (SMQ) is published quarterly (March, June, September, December) and serves as an outlet for the dissemination of sport marketing information for both practicing professionals and academicians. These two important constituencies now have an opportunity to develop a relationship that is intended to be mutually beneficial. For practitioners, the SMQ provides a vehicle to share marketing successes with peers. For academicians, the SMQ provides a forum for sharing research.