Concepts of Event Loyalty & Destination Loyalty Based on the Example of Sports Fans of Poznan Half Marathon

• Autorzy: Joanna Poczta , Ewa Malchrowicz-Mosko , Nuno Almeida

Warianty tytułu

Koncepcje event loyalty & destination loyalty na przykładzie kibiców półmaratonu

• Języki publikacji: EN

Abstrakty

EN

This article explores the research problem of building loyalty of tourists towards sports events and tourist destinations, whose roots are in behavioral marketing. The work includes an overview of literature focused on tourist loyalty towards a sports event, and further on - towards a tourist destination. It presents the concepts which made it possible to create assumptions for conducting empirical research during the 6th Poznan Half Marathon. The aim of the study was to determine the factors influencing the spectators' loyalty towards this event and subsequently towards the destination. The study focused on the attempt to determine whether loyalty can be built also among sports fans, because foreign language publications are typically concerned with athletes. It appears that the conducted research confirms the assumptions adopted on the basis of the literature and proves that the loyalty of a sports fan towards the event is influenced by: motivations for passive participation in the event (push and pull), socio-demographic factors, and a sense of satisfaction from supporting the athletes, who are often close to them.(author's abstract)

Artykuł przedstawia problem badawczy, którego korzenie znajdują się w marketingu behawioralnym. Praca zawiera przegląd literatury skoncentrowanej na lojalności turysty wobec eventu sportowego, a w dalszej kolejności wobec destynacji turystycznej. Przedstawione zostały koncepcje, które umożliwiły stworzenie autorskich założeń badawczych, modelu koncepcyjnego i przeprowadzenie badań podczas 6. Poznań Półmaratonu. Celem badań było określenie istotnych czynników wywierających wpływ na lojalność kibica wydarzenia biegowego wobec tego eventu. Okazuje się, ze przeprowadzone badania potwierdzają przyjęte na podstawie literatury założenia i dowodzą, że na lojalność kibica wobec wydarzenia biegowego wpływają: motywacja do biernego udziału w biegu, czynniki socjo-demoraficzne oraz poczucie satysfakcji z kibicowania sportowcom, często bliskim osobom, a w konsekwencji podniesienie satysfakcji z życia(abstrakt autora)

Słowa kluczowe

EN

Loyalty

PL

Lojalność

• Czasopismo: Ekonomiczne Problemy Turystyki
• Rocznik: 2017
• Numer: nr 4(40)
• Strony: 39--48

Twórcy

autor

Joanna Poczta

• University of Physical Education in Poznan

autor

Ewa Malchrowicz-Mosko

• University of Physical Education in Poznan

autor

Nuno Almeida

• Polytechnic of Leiria, University of Coimbra, Portugal

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Identyfikatory

DOI

10.18276/ept.2017.4.40-04