Consumer Behavior in Sport and Tourism Research
Why do people love to play and watch sports - spending big dollars on equipment, team paraphernalia and tickets?
What is the lure of travel and the root of the excitement found in exploring a geography, culture and heritage different from our own?
And how can understanding the behavior of consumers of sports and tourism benefit the economic development of communities where these activities take place?
Researchers in PRTM are actively investigating the psychological and social factors related to recreational and professional sports and tourism to answer these and other questions. Understanding consumer behavior in both sport and tourism yeilds economic benefits and opportunities for tourism and sport providers and social and cultural opportunities for participants.
The envisioned outcome:
Great days at the ballpark, on the ski slope, touring that antebellum plantation, and photographing that spectacular and elusive bird for recreation enthusiasts. Wise program planning and investment strategies for tourism and sport businesses and public facilities. That's research with a real return on investment.
Featured Project: Psychological Commitment to Sport
Their mission?
The decision-making process related to sport consumption is at the core of sport consumer behavior. Current research is looking at consumer behavior with sport participants from a variety of recreational and spectator sports. What key determinants influence sport choice and subsequent commitment? In one project, we looked at recreational tennis players to investigate heuristic, social, and intrapersonal determinants of their commitment to the sport as well as how competing activities might lower their commitment to tennis. We also examined behavioral consumption based on how often the participants played tennis and their intent to purchase tennis-related goods.
Why does this matter?
Committed participants are more loyal to their sport and play an essential role in achieving organizational goals, including revenue generation for local and non-local businesses. Findings from commitment-related research provide sport organizations evidence and direction for refining marketing strategies and tactics related to recruitment and retention.
Learn more about sports and active living
Examples of Recent Publications from PRTM in the area of Consumer Behavior in Sport: and Tourism
Casper, J. M., Kanters, M. A., & James, J. D. (2009).Perceptions of constraints to NHL spectatorship. International Journal of Sport Marketing and Management, 5(1/2), 55-72.
Casper, J. M. & Babkes-Stellino, M. L. (2008). Demographic Predictors of Recreational Tennis Participant's Sport Commitment. Journal of Park and Recreation Administration, 26(3), 93-115.
Kim, M., Won, D., & Harrolle, M. G. (2009). The influences of gifts on perspective volunteers: A conjoint analysis. International Journal of Sport Management, 10, 1-17.
Casper, J. M., Andrew, D. A. (2008). Sport Commitment Differences among Tennis Players on the Basis of Participation Outlet and Skill Level. Journal of Sport Behavior, 31(3), 201-219.
Casper, J. M., Gray, D. P., & Babkes-Stellino, M. L. (2007). A sport commitment model perspective on adult tennis players' participation frequency and purchase intention. Sport Management Review, 10(3), 253-278.