Over and over: consumer engagement and turning sports tourists into fans

Research output: Contribution to conferenceAbstract

Abstract

Travel to consume sport is an increasingly popular and prevalent leisure pursuit (Fourie & Santana-Gallego, 2011; Fredline, 2005). From those who follow Formula 1 across the globe (Henderson et al., 2010), to Tennis’ most ardent fans (Fredline, 2005), consumers probe further afield in order to satisfy their desires for memorable and gratifying travel couched within the domain of their favourite sporting activities. Football consumption, although traditionally aligned along geographical or demographic boundaries (Jones, 2000; Porat, 2010, Conner, 2014), is no different with 800,000 overseas tourists travelling to the UK to experience matches every year (Magowan, 2015). The extent of this travel provides opportunities tangentially for service providers geographically proximate to major finals and international tournament destinations (Daniels, 2005; Prayag et al., 2013), but also at a granular level for football clubs who seek to attract, engage, and maintain access to this lucrative market of affluent consumers who spend over £680m annually (Magowan, 2015). Extant research is focused on the impact of this economic influx (Daniels, 2007; Smith, 2005, Allan et al., 2007), with little consideration given to the tourists themselves, nor the potential to engage with these one-off visitors in order to transform them into more regular sources of income. Therefore, engagement is crucial and, from an operational perspective, the football ‘industry’ has recognised this. The increasing prevalence of social media transfer announcements (Lang, 2017), innovations such as Manchester City’s newly developed glass-tunnel (Hyde 2017), and ‘city-takeover’ events aimed at bridging the gap between player-and-fan, demonstrate how football clubs are adopting unusual strategies in order to encourage consumers to believe that they have ‘behind-the-scenes’ access to the machinations of the clubs that they love. However, these attempts typically focus on local fans, neglecting those who travel to consumer sport on a regular basis. As such, the question remains, how can football clubs engage these tourists and encourage them to become ‘fans’ (through repeat visits and recommendations to friends) and thus benefit financially from their considerable spending power?

Conference

ConferenceAcademy of Marketing: Tourism Marketing Special Interest Group (SIG)
CountryUnited Kingdom
CityEdinburgh
Period1/12/171/12/17

Fingerprint

sport
transform
tunnel
innovation
glass
probe
income
market
travel
Tourists
Football
industry
economics
Clubs
city

Keywords

  • consumer engagement
  • marketing
  • tourism entrepreneurship
  • travel
  • sport industry

Cite this

Cordina, R., Gannon, M. J., & Croall, R. (2017). Over and over: consumer engagement and turning sports tourists into fans. Abstract from Academy of Marketing: Tourism Marketing Special Interest Group (SIG), Edinburgh, United Kingdom.
Cordina, Renzo ; Gannon, Martin Joseph ; Croall, Ross. / Over and over : consumer engagement and turning sports tourists into fans. Abstract from Academy of Marketing: Tourism Marketing Special Interest Group (SIG), Edinburgh, United Kingdom.
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title = "Over and over: consumer engagement and turning sports tourists into fans",
abstract = "Travel to consume sport is an increasingly popular and prevalent leisure pursuit (Fourie & Santana-Gallego, 2011; Fredline, 2005). From those who follow Formula 1 across the globe (Henderson et al., 2010), to Tennis’ most ardent fans (Fredline, 2005), consumers probe further afield in order to satisfy their desires for memorable and gratifying travel couched within the domain of their favourite sporting activities. Football consumption, although traditionally aligned along geographical or demographic boundaries (Jones, 2000; Porat, 2010, Conner, 2014), is no different with 800,000 overseas tourists travelling to the UK to experience matches every year (Magowan, 2015). The extent of this travel provides opportunities tangentially for service providers geographically proximate to major finals and international tournament destinations (Daniels, 2005; Prayag et al., 2013), but also at a granular level for football clubs who seek to attract, engage, and maintain access to this lucrative market of affluent consumers who spend over £680m annually (Magowan, 2015). Extant research is focused on the impact of this economic influx (Daniels, 2007; Smith, 2005, Allan et al., 2007), with little consideration given to the tourists themselves, nor the potential to engage with these one-off visitors in order to transform them into more regular sources of income. Therefore, engagement is crucial and, from an operational perspective, the football ‘industry’ has recognised this. The increasing prevalence of social media transfer announcements (Lang, 2017), innovations such as Manchester City’s newly developed glass-tunnel (Hyde 2017), and ‘city-takeover’ events aimed at bridging the gap between player-and-fan, demonstrate how football clubs are adopting unusual strategies in order to encourage consumers to believe that they have ‘behind-the-scenes’ access to the machinations of the clubs that they love. However, these attempts typically focus on local fans, neglecting those who travel to consumer sport on a regular basis. As such, the question remains, how can football clubs engage these tourists and encourage them to become ‘fans’ (through repeat visits and recommendations to friends) and thus benefit financially from their considerable spending power?",
keywords = "consumer engagement, marketing, tourism entrepreneurship, travel, sport industry",
author = "Renzo Cordina and Gannon, {Martin Joseph} and Ross Croall",
year = "2017",
month = "12",
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language = "English",
note = "Academy of Marketing: Tourism Marketing Special Interest Group (SIG) ; Conference date: 01-12-2017 Through 01-12-2017",

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Cordina, R, Gannon, MJ & Croall, R 2017, 'Over and over: consumer engagement and turning sports tourists into fans' Academy of Marketing: Tourism Marketing Special Interest Group (SIG), Edinburgh, United Kingdom, 1/12/17 - 1/12/17, .

Over and over : consumer engagement and turning sports tourists into fans. / Cordina, Renzo; Gannon, Martin Joseph; Croall, Ross.

2017. Abstract from Academy of Marketing: Tourism Marketing Special Interest Group (SIG), Edinburgh, United Kingdom.

Research output: Contribution to conferenceAbstract

TY - CONF

T1 - Over and over

T2 - consumer engagement and turning sports tourists into fans

AU - Cordina, Renzo

AU - Gannon, Martin Joseph

AU - Croall, Ross

PY - 2017/12/1

Y1 - 2017/12/1

N2 - Travel to consume sport is an increasingly popular and prevalent leisure pursuit (Fourie & Santana-Gallego, 2011; Fredline, 2005). From those who follow Formula 1 across the globe (Henderson et al., 2010), to Tennis’ most ardent fans (Fredline, 2005), consumers probe further afield in order to satisfy their desires for memorable and gratifying travel couched within the domain of their favourite sporting activities. Football consumption, although traditionally aligned along geographical or demographic boundaries (Jones, 2000; Porat, 2010, Conner, 2014), is no different with 800,000 overseas tourists travelling to the UK to experience matches every year (Magowan, 2015). The extent of this travel provides opportunities tangentially for service providers geographically proximate to major finals and international tournament destinations (Daniels, 2005; Prayag et al., 2013), but also at a granular level for football clubs who seek to attract, engage, and maintain access to this lucrative market of affluent consumers who spend over £680m annually (Magowan, 2015). Extant research is focused on the impact of this economic influx (Daniels, 2007; Smith, 2005, Allan et al., 2007), with little consideration given to the tourists themselves, nor the potential to engage with these one-off visitors in order to transform them into more regular sources of income. Therefore, engagement is crucial and, from an operational perspective, the football ‘industry’ has recognised this. The increasing prevalence of social media transfer announcements (Lang, 2017), innovations such as Manchester City’s newly developed glass-tunnel (Hyde 2017), and ‘city-takeover’ events aimed at bridging the gap between player-and-fan, demonstrate how football clubs are adopting unusual strategies in order to encourage consumers to believe that they have ‘behind-the-scenes’ access to the machinations of the clubs that they love. However, these attempts typically focus on local fans, neglecting those who travel to consumer sport on a regular basis. As such, the question remains, how can football clubs engage these tourists and encourage them to become ‘fans’ (through repeat visits and recommendations to friends) and thus benefit financially from their considerable spending power?

AB - Travel to consume sport is an increasingly popular and prevalent leisure pursuit (Fourie & Santana-Gallego, 2011; Fredline, 2005). From those who follow Formula 1 across the globe (Henderson et al., 2010), to Tennis’ most ardent fans (Fredline, 2005), consumers probe further afield in order to satisfy their desires for memorable and gratifying travel couched within the domain of their favourite sporting activities. Football consumption, although traditionally aligned along geographical or demographic boundaries (Jones, 2000; Porat, 2010, Conner, 2014), is no different with 800,000 overseas tourists travelling to the UK to experience matches every year (Magowan, 2015). The extent of this travel provides opportunities tangentially for service providers geographically proximate to major finals and international tournament destinations (Daniels, 2005; Prayag et al., 2013), but also at a granular level for football clubs who seek to attract, engage, and maintain access to this lucrative market of affluent consumers who spend over £680m annually (Magowan, 2015). Extant research is focused on the impact of this economic influx (Daniels, 2007; Smith, 2005, Allan et al., 2007), with little consideration given to the tourists themselves, nor the potential to engage with these one-off visitors in order to transform them into more regular sources of income. Therefore, engagement is crucial and, from an operational perspective, the football ‘industry’ has recognised this. The increasing prevalence of social media transfer announcements (Lang, 2017), innovations such as Manchester City’s newly developed glass-tunnel (Hyde 2017), and ‘city-takeover’ events aimed at bridging the gap between player-and-fan, demonstrate how football clubs are adopting unusual strategies in order to encourage consumers to believe that they have ‘behind-the-scenes’ access to the machinations of the clubs that they love. However, these attempts typically focus on local fans, neglecting those who travel to consumer sport on a regular basis. As such, the question remains, how can football clubs engage these tourists and encourage them to become ‘fans’ (through repeat visits and recommendations to friends) and thus benefit financially from their considerable spending power?

KW - consumer engagement

KW - marketing

KW - tourism entrepreneurship

KW - travel

KW - sport industry

M3 - Abstract

ER -

Cordina R, Gannon MJ, Croall R. Over and over: consumer engagement and turning sports tourists into fans. 2017. Abstract from Academy of Marketing: Tourism Marketing Special Interest Group (SIG), Edinburgh, United Kingdom.