A New Approach to Stadium Experience: the Dynamics of the Sensoryscape, Social Interaction, and Sense of Home Essay

AbtractThe purpose of this study was to develop a reliable, valid mover of the sensory(a) make outs of dramatic play attendees. It identified 22-items to represent fivesome dimensions of the sensoryscape they are sight, smell, sound, stress and touch. The authors used CFA ( keep upatory factor analysis) and SEM ( Structural Equation Model ) to confirm the reliable of Sensoryscape. The sensoryscape, hearty interaction, and aesthesis of main office each had a positivist degree, call touch on fans rapture for both study(ip)(ip) (N = 259) and minor N= 218) group discussion venues and they in like manner had correlation among each otherwise. Satisfaction with the orbit insure had a positive and direct impact on intention to revisit. Implications for sport marketing practice and future investigate are discussed.1.0 IntroductionThe splendor of the take care economy has been widely recognized in consumer research. According to Holbrook & ampere Hirschman (1982), ac quires rent always been at the heart of the entertainment business including in sporting events. When fans pick up good get winds in the zeal, there is greater incentive to their repeat attendance Many studies have begun to pay close forethought to consumers commences via their five gumptions sight, sound, touch, smell and taste (Gob, 2001, et al). A higher character or more powerful sensory experience has been shown to influence the extent of the procure and, when positive, result in a higher level of customer loyalty. Anderson and Sullivan (1993), consumer mirth is wholeness of the just about serious predictors of consumer retention. Traditionally, increase or service quality is one of the most powerful determinants of customer comfort and behavioural, however, more late work has focused on sustaining the brand and customer experience. On the other hand, sportmarketing researchers have primarily focused on cardinal types of antecedents that lead to customer sati sfaction and behavioral intention * Core product* Customer serviceAccording to Westerbeek and Shilbury (1999), in the professional sports industry, a pipe bowl is an important venue in which sport consumers directly consume and experience sports, and genial interaction is a key element that shams spectators pipe bowl experience. Sigmon et al, 2002, researched that fans also report experiencing a feeling of home in their home domain, to virtually fans, a professional teams bowlful is not on the dot a facility it is their psychology home. The purpose of this study is to provide a more complete understanding of the sensual, well-disposed, and psychological aspects of the sport consumption experience within the stadium. Specifically, the purpose of this research is to develop a reliable, valid plateful of the sensoryscape. 2.0 Theoretical Background and Hypotheses2.1 Sensory ExperienceConsumers sensory experiences play an important role in their perceptions of the value compan ies provide however, the sensory experience only if whitethorn not guarantee that consumers remember the experience A stadium can be considered a sensoryscape which provides a memorable experience by appealing to all five senses. Gaffney and Bale (2004) suggested five sensual factors that affect stadium experiences sight, sound, touch, smell, taste. Gaffney and Bale (2004) suggested five sensual factors that affect stadium experiences. It is plausibly that more positive experiences of the sensoryscape lead to higher levels of satisfaction with the stadium experience. ground on the literature we suggest the following hypothesis H1 More positive experiences of the sensoryscape volition lead to higher levels of satisfaction with the stadium experience.2.2 tender interactionThe effect of complaisant interaction on stadium satisfaction may be more direct and salient. Further, there is some evidence that social interaction can stimulate communisis, but this effect has been shown on ly in the case ofmega-events. It is not clear whether social interaction can and does demonstrate the same experience at smaller, more regularly occurring events. Recognizing the lack of fellowship regarding the effect of social interaction, the following hypothesis is proposed H2 Social interaction impart have a positive and direct impact on stadium experience satisfaction.2.3 Sense of HomeAccording to Crawford (2004), professional sport teams have a significant link to the specific place where they are located. Further, at the societal level, the sport venue becomes an emblem of locality that represents a township and its residents therefore, it is bonny to assume that when fans experience their teams stadium as home, their boilers suit stadium satisfaction with the venue depart increase. H3 A sense of home will have a positive and direct impact on stadium experience satisfaction. 2.4 Relationship Among Sensoryscape, Social Interaction, and Sense of Home Research clearly s uggests that the sensoryscape, social interaction, and sense of home should each affect fans satisfaction with the stadium however, There are grounds for expecting the three factors to be related with one another. It is reasonable to expect that the sensory scape may contribute to spectators experience of the stadium as home. On the other hand, those who seek to feel a sense of home are more likely to be receptive to the sensory scape. H4 Sensoryscape, social interaction, and sense of home will be correlated with one another. 2.5 Stadium Satisfaction and Repeat Attendance.Anderson & Sullivan (1993) and Oliver (1980), consumer satisfaction bas been the subject of oftentimes attention in the circumstance of spectator sports, because of its influence on consumers behavioral intentions and customer retention. Satisfied consumers tend to report stronger repurchase intentions, and are more likely to recommend the products or services purchased to others This study focuses on consumer s stadium experience satisfaction rather than their gamey satisfaction. Stadium satisfaction will be defined as a sport consumers overall evaluation and associated emotions based on all experiences within the stadium. H5 Stadium experience satisfaction will have a positive and direct impact on future intention to revisit. 3.0 MethodologyMinor context entropy were collected in person for the minor league context, the sampling for the forget me drug Rock Express. A total of 218 completed. Males were 59%, age from 11 to 85 years (M = 40.7). Most respondents were White (71%) followed by Hispanic (16%). Major context Data for the Houston Astros were collected via an online survey.A total of 259 completed responses were obtained for the study. Males were 64%, and age ranged from 15 to 77 years (M= 34.6). most respondents were White (67%) followed by Hispanic (21%). 3.1 meterSpectators rated each item on a 7-point Likert carapace ranging from 1 (strongly disagree) to 7 (strongly agre e). The questionnaire for the scale validation study included five measures the sensoryscape, social interaction, sense of home, consumer satisfaction at the stadium, and repeat attendance. Total items are 33. 3.2 Data digestStructural equation models (SEM) using AMOS were conducted separately for each context (i.e., major league and minor league) to test the hypothesized relationships among the sensoryscape, social interaction, sense of home, stadium experience satisfaction, and intention to revisit in both major and minor league settings.4.0 Result4.1 Major League ContextThe morphological model indicated that the sensoryscape, social interaction, and sense of home explained 71.1% of the section in satisfaction with the Houston Astros stadium, and that these quaternion factors predicted 45.1% of the variance in spectators intention to retum to the stadium. Correlations among the sensoryscape, social interaction, and sense of home were significant 0.35 < r < 0.49, p < . H4 was supported. The four paths were all significant 0.22 < g < 0.68,, P < 0.01. Therefore, H1, H2, H3, and H5 in the major league setting were supported, 4.2 Minor League ContextThe structural model indicated that the sensoryscape, social interaction, andsense of home explained 70.5% of the variance in satisfaction with the Round Rock Express stadium experience these four factors predicted 55% of the variance in spectators intention to retum to the Round Rock Express stadium. The correlations among the sensoryscape, social interaction, and sense of home were significant 0.19 < r < 0.44, p < 0.01 H4 was supported. All the four paths among latent variables were significant 0.17 < g < 0.15, p < 0.01. H1, H2, H3, and were supported.5.0 DiscussionThe Sensoryscape scale , including 22-item, five-dimension scale is a reliable and valid instrument to measure fans stadium experience. The most significant factor affecting spectators overall stadium satisfaction was the sens oryscape for both major and minor league contexts. Although the magnitude of the effect was much higher in the minor league context than in the major league context, social interaction had a positive impact on stadium satisfaction Spectators satisfaction is positively and meaningfully impacted by sense of home with the stadium experience in both major and minor-league context. This also offers suggestions for enhancing fans sense of the stadium as home * First, marketers should find more ways for spectators to come into contact with the stadium and images of the stadium. * Further, sport teams can phalanx more fantasy camps where fantasy camp participants can play with or have lessons from the teams players. It found that the correlation between the sensoryscape and social interaction in both contexts was similar in its magnitude, the correlation between social interaction and sense of home was much higher in the minor league context than in major league context, and the correlati on between sensoryscape and sense of home was much higher in major league context than in major league context. 6.0 LimitationsFuture research should explore other ways in which fans use their five senses to experience the stadium, to continue to improve the Sensoryscape scale and seek to confirm the proposed model with data collected from major league sites, or to compare fans responses to the same facility via on-line and on-site methods. To this end, other contexts could be explored (e.g., college sport, individual sport settings such as golf and tennis, roadraces) 7.0 ConclusionThe overall sensoryscape construct explained the most variance in spectators satisfaction with the stadium experience. This research suggests a youthful direction for experience marketing in sport that leverages each of the five senses. By cultivating the sensoryscape, facilitating social interaction, and providing a sense of home, sport consumers can have a more enjoyable and memorable game experience, regardless of the game outcome.