Segmenting the collegiate football game spectator: a cluster analysis approach

2016 ◽  
Vol 6 (1) ◽  
pp. 76-96 ◽  
Author(s):  
Young Hoon Kim ◽  
Jen L. Duncan ◽  
Tun-Min (Catherine) Jai
Keyword(s):  
Cluster Analysis ◽  
Local Community ◽  
Sport Marketing ◽  
Target Market ◽  
Content Type ◽  
Collegiate Sport ◽  
Football Game ◽  
Great Insight ◽  
Sport Events ◽  
Collegiate Football

Purpose – The purposes of this paper is to segment spectators of collegiate football game using a cluster analysis and to determine differences between spectator clusters based on motivations, satisfaction, and demographic characteristics. Design/methodology/approach – A survey instrument was utilized, and a total of 407 usable data were gathered through a convenience sampling method at a main campus in the Southern USA. A discriminant analysis was employed to create cluster profiles including demographic variables not previously included in the clustering procedure. Cluster analysis is a procedure used to determine best group segmentation. Findings – Through a factor-cluster analysis, two distinct groups are identified as attendees of collegiate football games: far-away fans and seasoned sideliners. Knowing the different spectators in event attendance allows marketers of collegiate sport events to effectively target segments and attract larger numbers of visitors to each event. Although the results indicated lower satisfaction with the far-away fans cluster, they are nonetheless spending their money at these events. A concerted effort to better welcome tourists that are supporting the visiting team may help boost their image of the local community and thus increase their spending level. Originality/value – The current study adds to the literature on sport event research, while providing great insight for researchers and practitioners how to segment their target market. Therefore, it is believed that the results of the present study will help future researchers and industry practitioners make use of the implications and findings to broaden their knowledge about sport marketing.

Determinants of customers' choice of dining-related services: the case of Taipei City

2020 ◽  
Vol 122 (5) ◽  
pp. 1549-1571
Author(s):  
Ching-Chan Cheng ◽  
Hung-Che Wu ◽  
Ming-Chun Tsai ◽  
Yu-Yuan Chang ◽  
Cheng-Ta Chen
Keyword(s):  
Cluster Analysis ◽  
Principal Component ◽  
Target Market ◽  
Related Services ◽  
Content Type ◽  
Dietary Preferences ◽  
Study Results ◽  
Taipei City ◽  
Additional Value ◽  
Service Strategies

PurposeThis study aims to extract determinants of customers' choice of dining-related services (CDS) to understand their attitudes and habits for dining-related services. Moreover, it classifies restaurant customers into several clusters based on their CDS factors and further analyzes the differences in the preferences and habits for dining-related services among various clusters.Design/methodology/approachThis study extracts the CDS factors using principal component analysis and identifies construct validity of the CDS factors through the results of confirmatory factor analysis. Then, it divides the restaurant customers in Taipei City into different clusters through cluster analysis to explore the habits and preferences for dining-related services in each cluster.FindingsThe study results show that the extracted six CDS factors, including service commitment, dietary preferences, design styles, additional value, delicate information collection, and dining environments. Dietary preferences, service commitment and additional value factor are the most important CDS factors for restaurant customers in Taipei City. This study divides 1,029 restaurant customers in Taipei City into three clusters based on the CDS factors through cluster analysis. The differences in the preferences and habits for dining services among three clusters have been discussed in the context in detail. Finally, this study develops eight service strategies and determines the order of execution of the eight service strategies for each cluster of customers.Originality/valueThe findings will help restaurant operators segment the market, target market customers, carry out service positioning and develop marketing strategies to respond to the highly competitive restaurant market and achieve sustainable restaurant operations.

Resident attendees of Macao's Drunken Dragon Festival: a cluster analysis

2020 ◽  
Vol 11 (3) ◽  
pp. 375-393
Author(s):  
Suh-hee Choi ◽  
Ubaldino Sequeira Couto ◽  
Sharif Shams Imon
Keyword(s):  
Cluster Analysis ◽  
Local Community ◽  
Cluster Solution ◽  
Content Type ◽  
Perceptions And Attitudes ◽  
Behavioral Variables ◽  
Tourism Resource ◽  
The Government ◽  
Transformational Development ◽  
Residents Attitudes

PurposeThe present study aims to investigate resident attendees' perceptions and attitudes towards a traditional cultural festival. It further clusters the attendees and identifies the profiles of each cluster based on its demographic, attitudinal and behavioral variables.Design/methodology/approachThe Drunken Dragon Festival, a traditional cultural festival in Macao SAR, which has been embedded in the local community for about a century, is used as a case. Data collected from 378 residents on the day of the festival were factor analyzed and then grouped by using cluster analysis.FindingsA two-cluster solution revealed that the two groups, overall, had distinct demographic characteristics and had somewhat different perceptions and attitudes towards the festival.Practical implicationsThe results not only show the overall perceptions of the Drunken Dragon Festival among the resident attendees, but they also imply that the government and the organizers need to communicate with and involve the two resident attendee clusters differently.Originality/valueThis study is one of the first attempts to investigate the residents' attitudes towards the transformational development of a traditional cultural festival as an effort to ensure the viability of intangible cultural heritage and to utilize it as a tourism resource.

The social impact of the 2016 Rio Olympic Games: comparison of residents' pre- and post-event perceptions

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tiago Ribeiro ◽  
Abel Correia ◽  
Rui Biscaia
Keyword(s):  
Social Impact ◽  
Local Community ◽  
Olympic Games ◽  
City Image ◽  
Content Type ◽  
The Sustainable Development ◽  
The Social ◽  
Before And After ◽  
Negative Impacts ◽  
Sport Events

PurposeDespite the recognition that citizens' perceptions of mega sport events' social impact is critical for the sustainable development of these events and host cities, most previous studies have not taken into consideration how these perceptions may change over time. This study examines citizens' social impact perceptions of the 2016 Rio Olympic Games before and after the event.Design/methodology/approachData were collected amongst local residents of Rio de Janeiro pre- and post-event (n = 256). A confirmatory factor analysis (CFA) analysed the psychometric properties of the proposed social impact constructs. Subsequently, a multigroup analysis and latent mean comparisons were conducted to test social impact perceptions pre- and post-event.FindingsThe multigroup CFA showed factorial stability of the social impact model in both periods, while the latent mean comparisons revealed significant differences in the dimensions of social experiences, city image and community pride enhancement, public infrastructures and social conflicts. Results indicated that the perception of positive impacts tends to increase, while perceived negative impacts decrease from pre- to post-event.Social implicationsThe social effects of hosting sport mega events result in a short-term change in attitudes towards the local community, leading to a better comprehension on how communities perceive the event's impact on their lives.Originality/valueIn a highly complex mega event such as the Olympic Games, any change may influence residents' perceptions. The findings of this study demonstrate the importance of residents for determining support or opposition in hosting the event, allowing a better understanding of the exchange effects.

PromoSeven Sports Marketing

2011 ◽  
Vol 1 (1) ◽  
pp. 1-5
Author(s):  
Donelda S. McKechnie
Keyword(s):  
Marketing Strategy ◽  
Business Strategy ◽  
Emerging Market ◽  
Business Environment ◽  
Sport Marketing ◽  
Sports Marketing ◽  
Economic Downturn ◽  
Target Market ◽  
Event Management ◽  
Content Type

Subject area Sport marketing, sponsorship, marketing strategy, event management. Study level/applicability Undergraduate and Postgraduate Business and Management. Case overview This case discusses sport marketing within an emerging market business environment. PromoSeven Sports Marketing is the focus company. PromoSeven name is synonymous with major events particularly Emirates Airline Rugby 7s and the Olympic Council of Asia. The case highlights the challenges facing sponsorship, event management, sport marketing and PromoSeven's own business strategy after the 2009 economic downturn drew attention to Dubai's financial situation. Expected learning outcomes This case can be used to teach sport marketing, sponsorship, event management, and marketing strategy. It can also be used to identify target market segments for sports and the positioning that may appeal to those segments. Supplementary materials A teaching note is available on request.

Segmenting Umrah performers based on outcomes behaviors: a cluster analysis perspective

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Islam Elgammal ◽  
Ghada Talat Alhothali ◽  
Annarita Sorrentino
Keyword(s):  
Cluster Analysis ◽  
New Ventures ◽  
Business Strategies ◽  
Target Market ◽  
Content Type ◽  
Heritage Sites ◽  
Small Medium Enterprises ◽  
Medium Enterprises ◽  
Outcome Behaviors ◽  
The Impact

Purpose Umrah is a religious ritual that takes place inside the Holy Mosque in Makkah. Umrah can be performed any time during the year; however, performing Umrah in the month of Ramadan is much rewarded. Although the kingdom of Saudi Arabia is hosting this event each year, studies that focus on exploring the Holy Mosque visitor segments are scarce. This study aims to explore and describe the marketing segments of Umrah performers relative to their Umrah experience inside the Holy Mosque of Makkah. Most specifically, this study aims to explore segments of Umrah performers based on their perception of servicescape, hedonic and convenience value and the visitors’ outcome behaviors [i.e. intention to revisit and positive word of mouth (PWOM)]. Design/methodology/approach Mixed-method techniques of data collection [i.e. self-administered questionnaires (n = 278) and short discussions (n = 10)] were used. Findings Cluster analysis is used for data analysis. The findings revealed four clusters of Umrah performers: real, occasional, rational and passionate performers. Research limitations/implications This study is a first attempt to target pilgrims based on their experience with the servicescape during the organized religious event; despite its exploratory nature, it reveals interesting insights that will be useful for managers and scholars. Although the study helps to enrich the existing knowledge on visitors’ experience and proposes some implications for practitioners, it does have some limitations. First, convenience sampling was used, and hence the findings cannot be generalized. Second, the limited period of observation did not allow the authors to provide a complete picture of the pilgrims’ behavior; for this reason, the study findings partially describe the phenomenon. Another limitation is related to the difficulty of approaching respondents from Asia or South East Asia although they constitute a significant percentage of the total Umrah performers every year; this is because of the language barrier as data was collected from only English and Arabic speakers. Hence, to overcome these limitations, it is suggested that future studies could be expanded to target Asian respondents and perhaps other nationalities; and could be undertaken in other religious contexts. Moreover, an interesting future study could be carried out to compare the same model during other religious events. Added to that, another growing area of research could be approached by researchers, such as the impact of pilgrims sharing their experiences on influencing E-PWOM. Practical implications The findings reveal several implications for policymakers and stakeholders. The segmentation of Umrah performers assists destination managers, policymakers and local firms involved in managing this mass event to identify effective marketing decision-makers, business strategies and policymakers to satisfy the needs of these visitors (Disegna et al., 2011). Particularly, the identification of the key characteristics of these visitors can help destination marketers to develop a marketing mix that suits the needs of each cluster (Smith et al., 2014). Despite that the performers’ main motivation is the religious purpose, marketing strategists can attract the attention of these visitors to visit other religious, cultural and heritage sites in the country. Social implications Encouraging the visit to other tourist spots in Saudi has several impacts on nourishing the economy and the community. Tourism in Saudi could encourage entrepreneurs to start new ventures to satisfy the need of visitors to the country. Small-medium enterprises could benefit from tourism as they could target market niches in which leader companies are not serving. For instance, hand-made souvenirs are one of these industries that could grow to satisfy the need of visitors. Originality/value The results contribute to the literature of event segmentation by identifying visitors’ profiles to rarely investigated destinations. The findings reveal several implications for policymakers and stakeholders.

Pro softball fan segments: a two-step cluster analysis

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ceyda Mumcu ◽  
Nancy Lough
Keyword(s):  
Cluster Analysis ◽  
Market Segmentation ◽  
Sport Marketing ◽  
Theory And Practice ◽  
Continuous Variables ◽  
Marketing Practice ◽  
Content Type ◽  
Sport Fans ◽  
Sport League ◽  
Chi Squared

PurposeNiche sports such as women's professional sport leagues face many challenges to developing and expanding their fan base. Understanding sport fans, segmenting consumer bases and targeting them effectively can assist in both developing the fan base and competing for investments like sponsorships and media rights. The purpose of this study was to explore consumer segments of the National Pro Fastpitch (NPF), a niche softball league, by identifying demographic and psychographic characteristics of the segments and developing a persona for each segment.Design/methodology/approachData were collected from 3,463 NPF consumers with the assistance of NPF league officials using their social media outlets. A two-step cluster analysis was performed employing both categorical and continuous variables to inform the segmentation, which was followed with chi-squared statistics and two MANOVAs to compare the segments' demographic characteristics, points of attachment (POAs) levels and attendance and viewership of NPF games.FindingsThree distinct consumer segments with unique demographic, POA and softball participation characteristics were identified. Differences among these segments' consumption of NPF games validated the existence of three distinct consumer segments.Originality/valueThis research is the first to examine consumer behavior in women's softball, and it expands the sport marketing literature through the identification of consumer segments of a niche sport league with a novel cluster analysis. Blending theory and practice by incorporating both demographic and psychographic variables into market segmentation, the research uniquely serves this niche sport and thereby informs improved marketing practice.

Consumer attitude towards sustainable living in India

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Karnika Gupta ◽  
Narendra Singh
Keyword(s):  
Cluster Analysis ◽  
Gender Gap ◽  
Role Models ◽  
North India ◽  
Consumer Attitude ◽  
Target Market ◽  
Sustainable Mobility ◽  
Sustainable Living ◽  
Content Type ◽  
Indian Consumers

Purpose The purpose of this paper is to investigate attitude of Indian consumers towards sustainable living. For the same, the construct of sustainable living is defined and its dimensions are explored. Then, consumers are segmented based on dimensions and profiles of identified segments are discussed upon. Design/methodology/approach A questionnaire was developed and introduced on a sample of one thousand consumers from three geographical areas of North India including Haryana (A Northern State), Delhi (National Capital Territory), and Chandigarh (Northern Union Territory). For analysis, principal component analysis, confirmatory factor analysis, cluster analysis, correlation, and chi-square were the statistical techniques applied. Findings Seven types of people attitude including attitude towards conserving ecology, anticipating mounting waste, need for recycling, civic norms, overcoming green myopia, environmental thinking, and norms for sustainable mobility were obtained. Based on cluster analysis, five consumer segments, namely, role models, upbeaters, rosy, bewilders, and disorients were observed. It is further found that major proportion of Indian consumers fall under the category role models with highest proportion of respondents in this segment. Research limitations/implications The determinants of attitude and testing the theories of attitude formation can be an interesting area to study on Indian consumers. This kind of studies too can be replicated in other cultures and varied contexts. A unique point of further research emerges with the finding of variable gender. Hence, gender differences regarding sustainability or sustainable living can be investigated and reasons can be found out for gender gap. Practical implications In light of the findings, this research offers a unique 3 Ss stop → stare → speedup strategy to national as well as international marketers. The stop strategy is for bewilders and disorients segments. Stare strategy is for consumers of upbeaters and rosy segments, and the word speedup stands for role models. Accordingly, marketers need a comprehension on profile of role models as identified in the study in terms of aged males, highly educated married people who live in joint families. Social implications Consumers as part of society can play a big role for enhancing green practices, thus, need to take initiatives and revolutionary actions regarding protection of environment. If consumers will be more willing to help solve environmental problems, then there will be less need for government interventions. Originality/value Attitude towards sustainable living in India has been explored; and to the best of researchers’ knowledge, the kinds of findings on Indian consumers are reported for the first time in literature. The information generated may have beneficial practical information for the businesses which see India as their potential target market. This study also uniquely identifies three components of sustainable living in the form of civic norms, environmental thinking, and norms for sustainable mobility.

Leisure boat tourism: residents’ attitudes towards nautical tourism development

2016 ◽  
Vol 71 (3) ◽  
pp. 180-191 ◽  
Author(s):  
Marika Gon ◽  
Linda Osti ◽  
Harald Pechlaner
Keyword(s):  
Cluster Analysis ◽  
Local Community ◽  
Tourism Development ◽  
Coastal Areas ◽  
Social Representation ◽  
Primary Data ◽  
Content Type ◽  
Homogeneous Groups ◽  
Residents Attitudes ◽  
Practical Implications

Purpose This paper aims to analyse how leisure boat tourism impacts are perceived by local communities in coastal areas. For this purpose, a review of the literature on nautical and leisure boat tourism, together with residents’ attitudes, is presented. On that basis, authors consider economic, socio-cultural and environmental impacts, together with general development and future policies of nautical tourism, and cluster the coastal community according to their attitudes towards leisure boat tourism. Design/methodology/approach Primary data are collected among residents of coastal municipalities in the north part of the Adriatic Sea. Within the theoretical framework of social representation, a cluster analysis is performed on 233 valid questionnaires, collected during winter 2013. Findings Interviewed residents believe that leisure boating has a long tradition and has offered improvements to the municipalities as tourism destinations. They consider leisure boat tourism as a catalyst for tourism development and international tourists’ attraction. The cluster analysis reveals the existence of three homogeneous groups of residents labelled as supporters (51 per cent), cautious (29 per cent) and sceptics (20 per cent). Practical implications Practical implications are derived for destination managers and destination management organizations (DMOs) in addressing internal marketing and larger advertisement of the positive impacts leisure boat tourism has over the local community. Originality/value The paper enriches the discussion on residents’ perceptions on nautical tourism and specifically on leisure boat tourism in coastal areas. Limitations are linked to the exploratory nature of the research paper, the sample and the geographical connotation of the study area. Further research will enlarge the data collection to a wider number of coastal communities and integrate results with qualitative analysis.

Investigating interdependencies of sustainable supplier selection criteria: an appraisal using ISM

2020 ◽  
Vol 13 (2) ◽  
pp. 195-210 ◽  
Author(s):  
Avanish Singh Chauhan ◽  
Gaurav Kumar Badhotiya ◽  
Gunjan Soni ◽  
Prem Kumari
Keyword(s):  
Supplier Selection ◽  
Selection Criteria ◽  
Local Community ◽  
Pollution Prevention ◽  
Content Type ◽  
The Past ◽  
Micmac Analysis ◽  
Sustainable Supplier Selection ◽  
Social Environmental ◽  
Practical Implications

Purpose Because of the increased global competition and the need for environment consciousness, organisations have started focusing on incorporating sustainability dimensions into suppler selection criteria. In the past decade, sustainable supplier selection has received much attention from researchers as well as industry practitioners. The purpose of this paper is to identify various sustainable supplier selection criteria (SSSC) and underlying interdependencies among prominent selection criteria to develop a framework for sustainability dimensions. Design/methodology/approach The sustainable criteria for supplier selection were established through comprehensive literature review. An interpretive structural modelling (ISM) approach is used to investigate the interrelationships among these criteria. Findings A total of 21 SSSC under 3 dimensions (social, environmental and economic) are established. Ten criteria related to quality, capability, flexibility, waste management, pollution prevention, local community, employment practice, labour, etc. are exhibiting strong driving as well as dependence power, as demonstrated through ISM and matriced’ impacts croises-multiplication applique’ and classement (MICMAC) analysis. The findings show that delivery/service, eco design and rights of stakeholders are the “key” criteria having a high-driving and low-dependence power. These criteria require high attention from managers, while other criteria having low-driving and high-dependence power require secondary actions. Research limitations/implications The inter-relations for the development of ISM model and MICMAC analysis were obtained through the opinion of industry experts and academicians, which may tend to be subjectively biased. Further exploration is proposed to statistically validate the developed interdependency model. Practical implications This paper might act as a reference for the supplier development managers of organisations by providing an appraisal of various SSSC based on their interdependencies. Originality/value This study contributes to the knowledge base by proposing a framework of the interrelationships of the SSSC and also provides an additional perspective for managing these criteria based on ISM.

Designing a Cultural Heritage Articulated Warning System (CHAWS) strategy to improve disaster risk preparedness in Brazil

2019 ◽  
Vol 29 (1) ◽  
pp. 65-85
Author(s):  
Victor Marchezini ◽  
Allan Yu Iwama ◽  
Danilo Celso Pereira ◽  
Rodrigo Silva da Conceição ◽  
Rachel Trajber ◽  
...  
Keyword(s):  
At Risk ◽  
Cultural Heritage ◽  
Local Community ◽  
Warning System ◽  
Disaster Risk ◽  
Civil Defense ◽  
Content Type ◽  
Key Factor ◽  
Scientific Challenge ◽  
Risk Preparedness

Purpose The purpose of this paper is to study an articulated warning system that provides information about the heritage at risk and encourages a dialogue between the heritage sector, civil defense agencies and local communities. Design/methodology/approach The databases from the National Heritage Institute, National Civil Defense, National Geological Service and National Early Warning System were investigated and the local community provided input which helped form a participatory risk mapping strategy for a warning system in the heritage sector. Findings There is little knowledge of the Brazilian heritage that is at risk and a lack of coordination between the cultural heritage and DRR sectors. This means that there is a need to organize the geo-referenced databases so that information can be shared and the public provided with broader access. As a result, there can be a greater production, dissemination and application of knowledge to help protect the cultural heritage. Practical implications The findings can be included in the debate about the importance of framing disaster risk management (DRM) policies in the Brazilian heritage sector. Social implications The findings and maps of the case study in the town of São Luiz do Paraitinga involve the heritage sector, civil defense agencies and local people and can be used for disaster risk preparedness. Originality/value A DRM program is being formulated in Brazil. However, the kind of strategy needed to incorporate the heritage sector in this program stills needs to be planned, and the knowledge of the cultural heritage at risk is a key factor when faced with this new social and scientific challenge.

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