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Exploring the notions of spectators’ ordinary and extraordinary experiences in Taiwanese professional baseball games
conference contribution
posted on 2012-07-23, 12:01 authored by Cheng-Hao Lai, Guillaume BodetThe concept of experience has been discussed in the
management literature as another way to influence consumer
behaviours for many years. Experiences have their own unique
features depending on the context studied and should be identified
before implementing tailored experiential marketing strategy. This
study investigated spectators’ perceived distinction between ordinary
and extraordinary experiences as well as the factors which produce
such a distinction in Taiwanese professional baseball games. The
result showed that additional events which are held by clubs can be
seen as extraordinary experiences, and the games themselves are
perceived as ordinary experiences when they are not related to a
special record or ranking position change. Spectators also perceived
big differences between week and weekend games and between
stadiums from the same franchises. Further studies will be able to use
the factors distinguishing ordinary from extraordinary experiences to
conduct further quantitative-based investigation to accurately assess
the impact of experiential marketing strategies on consumer behaviour
in Taiwanese professional baseball games.
History
School
- Sport, Exercise and Health Sciences
Citation
LAI, C-H. and BODET, G.S.P., 2012. Exploring the notions of spectators’ ordinary and extraordinary experiences in Taiwanese professional baseball games. Presented at the 2012 Global Sport Management Summit, 28th - 29th April 2012, Aletheia University, Taiwan.Publisher
World Association for Sport ManagementVersion
- AM (Accepted Manuscript)
Publication date
2012Notes
This conference paper is closed access.Language
- en