The Role of Consumers in Creating Experiences by Organisers of Sports Events

Zygmunt Waśkowski

Abstract


Sports events are one of the two basic product categories on the sports market. From the point of view of the participants, their value directly depends on the intensity of experiences and emotions they provide. The organisers of sports events are responsible for creating these experiences, but it would not be possible without an active participation of the viewers. The conducted research shows that the participation of consumers – sports events spectators – is varied in different phases of the experience absorption model. The consumers play the key role in the consumption phase and a slightly smaller, though increasing one, in the post-consumption phase, whereas their role in the pre-consumption phase is limited.


Keywords


experiential marketing; sports events; emotions, satisfaction

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DOI: http://dx.doi.org/10.17951/h.2017.51.2.263
Date of publication: 2017-08-16 10:52:32
Date of submission: 2017-03-13 09:08:24


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