Sport Stadium Atmosphere: Formative and Reflective - Naspspa
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211 Journal of Sport Management, 2010, 24, 211-237 © 2010 Human Kinetics, Inc. Sport Stadium Atmosphere: Formative and Reflective Indicators for Operationalizing the Construct Sebastian Uhrich and Martin Benkenstein University of Rostock This article reports the findings of an investigation into the atmosphere in sta- diums during live team sports. Experiencing this special atmosphere represents an essential part of the total service provided by the organizers of sport events. However, existing research into the concept of atmosphere focuses on the retail environment. Our first step was therefore to define sport stadium atmosphere as a theoretical construct, drawing on theories from environmental psychology. We then developed a mimic (multiple indicator-multiple cause) model to measure the construct. To specify the mimic model, we generated and selected formative measures by means of a delphi study (N = 20), qualitative expert interviews (N = 44), and an indicator sort task (N = 34). The results indicate that various physi- cal and social aspects of the stadium environment are causal indicators of sport stadium atmosphere. Following this, we conducted phenomenological interviews with spectators at sport events (N = 5) to identify typical affective responses to stadium environment (representing the reflective indicators of the mimic model). These interviews revealed that fans’ experience of stadium environment is char- acterized by high levels of arousal and pleasure. In addition to our findings, the mimic model developed in this study represents a useful tool for future research into sport stadium atmosphere. The importance of the physical and social environment in the consumption of live sport events is widely recognized (Tombs & McColl-Kennedy, 2003; Wakefield & Blodgett, 1999; Wakefield & Sloan, 1995; Westerbeek & Shilbury, 1999). According to the literature on sport marketing, the special atmosphere in sport stadiums is one of the most important reasons why people attend events (Bauer, Sauer, & Exler, 2005; Holt, 1995; Pfaff, 2002; Wochnowski, 1996). However, previous research into the phenomenon of atmosphere has almost exclusively focused on retail stores (Turley & Milliman, 2000). This research has provided empirical evidence for the fact that the store atmosphere exerts a considerable influence on several variables relevant for marketing–e.g., length Uhrich and Benkenstein are with the Institute of Marketing and Services Research, University of Rostock, Rostock, Germany.
Transcript of Sport Stadium Atmosphere: Formative and Reflective - Naspspa
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Fan Commissioners’ ResponsesCheering to motivate the team (if team is playing averagely)
The fans’ level of alcohol consumption probably also makes a difference
Fan-specific behaviors (e.g., all the fans jumping up and down together)
Trouble when going into the stadium (cre-ates a negative atmosphere)
Good general vibe (in modern arenas the atmosphere is not so good)
Behavior of the away team’s players (e.g., provocative behavior, delaying tactics, fouls)
Fireworks and smoke bombs create a nega-tive atmosphere
Progress of the game—atmosphere is better if the home team is winning
Influences on the game, e.g., aggressive play, red cards, wrong decisions by referee
Number of away fans—home fans chant louder if the away fans are also vocal
Presence of a lot of fans who are prepared to join in with the chanting
Announcing other games’ scores during the match (e.g., those of the home team’s main rivals or friends)
Decisions by the referee or linesmen (pen-alties, yellow cards, red cards, etc.)
Simpler authorization procedure for movement of both home and away fans)
Number of standing places—atmosphere is better if fans are standing up
Stadium announcer warms up the fans (situation-dependent)
Live music before the game—only soccer songs connected with the club
Results of other games announced imme-diately after the game
Lead fan who can judge the mood of the fans and how the game’s going
Fans singing warm-up songs at the begin-ning of games
City, club and mascot as symbols of a common identity
Authorization of flags, banners (hand-held or supported by two poles)
Current performance of home team, e.g., struggle against relegation, promotion, attempt to win championship title
Time of fixture—atmosphere is better at floodlit evening fixtures, maybe also because people drink more on Friday nights and so there’s more chanting
General behavior of the home team’s play-ers (if the home team shows team spirit the spectators will cheer them on, otherwise they’ll boo them)
Journal of Sport Management, 2010, 24, 211-237 © 2010 Human Kinetics, Inc.
