Designing Experiences to Increase Stadium Capacity Utilisation in Football

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Designing Experiences to Increase Stadium Capacity Utilisation in Football

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dc.contributor.author Junghagen, Svend
dc.contributor.author Besjakov, Simon D.
dc.contributor.author Lund, Anders A.
dc.date.accessioned 2016-10-12T12:07:26Z
dc.date.available 2016-10-12T12:07:26Z
dc.date.issued 2016-10-12
dc.identifier.uri http://hdl.handle.net/10398/9372
dc.description.abstract The aim of this paper is to show in what way football clubs in smaller leagues with limited capacity utilisation can increase their per-game revenue by increasing the attendance frequency. A sequential mixed method research design was employed, involving both qualitative and quantitative methods, studying two clubs: Malmö FF in Sweden and FC København in Denmark. In order for the subject clubs to increase the attendance frequency of the spectators, these must be moved towards a higher level of the Psychological Continuum Model. The quantitative phase was comprised of a survey distributed at three separate occasions for each of the subject clubs. Four segments were identified to be of particular interest, two from each of the subject clubs. The two segments defined for Malmö FF were termed Entertainment Seeking Families and the Price Conscious Group of Friends. The two segments defined for FCK were termed Price Sensitive Experience Hunters and Family Focused Fans. It is shown how the two clubs can provide tailored experiences specifically designed towards the identified attendant segments. In doing so, an increased range of psychological associations will be created in the minds of the attendants, thus strengthening the psychological connection, increasing the likelihood of upwards movement in the psychological continuum and rate of attendance. en_US
dc.format.extent 29 en_US
dc.language eng en_US
dc.publisher CBS en_US
dc.subject.other Football en_US
dc.subject.other Stadium Capacity Utilisation en_US
dc.subject.other Psychological Continuum Model en_US
dc.subject.other Segmentation en_US
dc.subject.other Mixed methods en_US
dc.subject.other Experience economy en_US
dc.title Designing Experiences to Increase Stadium Capacity Utilisation in Football en_US
dc.type art en_US
dc.accessionstatus modt16okt12 soma en_US
dc.contributor.corporation Copenhagen Business School. CBS en_US
dc.contributor.department Institut for Ledelse, Politik og Filosofi en_US
dc.contributor.departmentshort LPF en_US
dc.contributor.departmentuk Department of Management, Politics and Philosophy en_US
dc.contributor.departmentukshort MPP en_US
dc.description.notes Article published in Scandinavian Sport Studies Forum, 2016, volume 7. en_US
dc.publisher.city Frederiksberg en_US
dc.publisher.year 2016 en_US


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